Attracting and onboarding Gen-Z talent

Attracting and onboarding Gen-Z talent
Published: 18 October 2019

Gen-Z represents the greatest generational shift the workplace has ever seen. Generally classified as those born between the mid 1990s and early 2010s, the older members of this generation have been steadily entering the workplace over the past five years. With millions of ageing baby boomers set to retire over the next decade, high potential Gen-Z individuals need to be identified and their skills developed to fill this gap. Kate Parker, Head of Berwick Talent Solutions, explains.

Berwick Talent Solutions (BTS) is committed to forging relationships with talented individuals during the early stages of their careers. We are the introductory point for people as they develop longer term career aspirations under the guidance of our Berwick Partners and Odgers Berndtson executive search brands.

Employers took years to understand and adapt to the Millennial generation and how they were changing the workplace. Some organisations are still adjusting. We specialise in supporting clients to fulfil volume recruitment projects. We are acutely aware that over the coming decade the talent we recruit in functional, technical practitioner and emerging leader levels, will be increasingly dominated by Gen-Z.  Maintaining evolution in recruitment processes is critical to staying ahead and securing the best talent from Gen-Z, and all that follows:

Attraction – digital strategy is key

Advertising on job boards and LinkedIn is unlikely to garner a decent response. Instead, by using social sourcing and programmatic marketing, we leverage AI software and algorithms to identify relevant candidate audiences based on their social media profiles. We then serve advertising to them within their social media feeds, via mobile push notifications and in-app advertising. This can be a very effective way of reaching both active and passive job seekers.

Engagement – pacey and purposeful

Organisational purpose is high on the agenda for Gen-Z, but it needs to be authentic, well captured and brilliantly articulated. We work closely with our clients to understand their business drivers and create a compelling message to market communicated through bespoke microsite campaigns. The microsites offer a shop window for our clients’ opportunities and provide a platform for applications to be progressed with pace.

Assessment – high-tech and high-touch

In a recent survey, Ryan Jenkins busts the myth that Gen-Z’ers are constantly glued to their screens and can’t hold a conversation. 72% of Gen-Z want to communicate face to face at work and more than 90% stress the importance of the human element. For us, this extends to assessment in the recruitment process. Whilst many of our competitors move to highly automated, portal driven processes to accommodate volume projects, we realise the paramount importance of good old-fashioned conversation – in person, over the phone, or Skype / Facetime – alongside best in breed recruitment technology.

Client interviews – momentum is critical

Driving pace, momentum and constant communication through the interview process is imperative. As true digital natives, Gen-Z have an ‘always on’ mentality – stalled feedback and arduous interview formats are unlikely to keep them engaged in a recruitment process for long.

Onboarding – video content rules

Video content has come to rule the social media landscape. When it comes to onboarding their Gen-Z workforce, we recommend that organisations move away from expecting new starters to read through text heavy induction manuals.  Video is a far better tool for learning and is an easier and more comfortable way to digest and retain information. 

The next generation is already here, and we need to ready ourselves for a new wave of expectations. Recognising and adapting to their priorities and motivations will be crucial in successfully recruiting and onboarding Gen-Z talent. We strive to continuously refine and evolve the recruitment processes we deliver for our clients. In doing this, we can ensure that they capitalise on the very best talent that Gen-Z has to offer.

For more information about Berwick Talent Solutions, please email Kate Parker.

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