Gen Z Recruiting Trends: The New Playbook for HR Teams

Demographic shifts aren’t new, but it seems like every time the next generation enters the job market, the inevitable stereotypes emerge. (Anyone remember the Millennial avocado toast cliché of the early 2010s?)

As Generation Z takes their rightful place in the workforce, leaders are falling into the same old patterns, labeling Gen Z as entitled, lazy, and tech-addicted, instead of taking the time to understand how this tech-savvy generation ticks.

In this guide, we’ll help you go beyond the surface level, to solve the real challenges in attracting and retaining Gen Z talent.

Meet Gen Z: Digital natives that want meaningful work

Born between the mid-to-late 1990s and early 2010s, Gen Z workers (a.k.a. “zoomers”) have had access to handheld technology since they could walk—navigating the digital space comes naturally to them.

But while being steeped in information might sound like a privilege, it also means that this generation had to hear about everything going on in the world all at once. 

“They ask questions about career paths, promotions, and raises with frequency because they’re genuinely worried about their financial future. Growing up amidst the uncertainty their parents have faced has made them deeply distrustful of the workplace, leading to higher expectations of their employers,” Jackie Cooper, Global Chief Brand Officer and Senior Advisor at Edelman, writes for Fast Company.

How would you feel if you grew up surrounded by headlines about mass layoffs, major economic recessions, climate change, and of course, a global pandemic? Looking at recent history, it’s no wonder Gen Z is considered to be one of the most destabilized generations. It’s only natural that they want different things out of work.

What are Gen Z workers looking for in a job?

With Gen Z expected to make up 30% of the workforce by the end of the year, HR leaders who avoid falling into the trap of labeling an entire generation will be better prepared to win with Gen Z.  

Start by understanding not only what Gen Z wants in a work experience, but why they want it.

Autonomy

According to CIODive, the power to choose their own tools at work is a top priority for Gen Z, along with the trust to try out bleeding edge technology. And yes – that includes AI.

In short: don’t be a helicopter boss. 

“While some leaders stereotype Gen Z workers as naive and unprofessional, I have found that they are generally consummate professionals and don’t require constant hand-holding to get the job done…They don’t want step-by-step instructions; they want to figure out how to achieve it on their own,” productivity expert Avery Morgan tells Fast Company.

By outlining clear expectations from the get-go, you can give Gen Z employees the tools they need to succeed solo. Just make sure you’ve established set communication channels for support when they need it.

Flexibility

With 73% of Gen Z employees actively looking for flexible work alternatives, it’s time to reconsider that return to office (RTO) mandate. 

Keep in mind that in the modern world of work, “flexibility” can mean a lot of different things. It can look like a hybrid work schedule, four-day work week, or build-your-own scheduling framework. But at the end of the day, all flex working policies have the same core requirement: you’ve got to trust your people.

“Show [Gen Zers] you trust them to get their work done from home and if they start to slip or miss goals, then explain that they’re going to need to return to the office more regularly until the trust is reestablished,” executive coach Elizabeth Pearson writes for Forbes.

Flex work options are critical for a modern Gen Z recruiting strategy. But it’s important to note that true flexibility goes beyond scheduling. 

With a whopping 70% of Gen Zers currently freelancing or planning to in the future, flexibility also means the ability to build their own career path, tapping into the fractional workforce and taking advantage of moonlighting gigs to support their financial goals.

Meaningful work

Gen Z is the most diverse generation in today’s workforce and according to Deloitte, 77% of them want to work for a company whose values align with their own.

And Gen candidates aren’t afraid to turn down opportunities that don’t give them the sense of purpose they’re looking for. Research shows that four out of five Gen Zers would refuse a job offer from an organization that doesn’t share their values and 42% have contemplated quitting over a perceived lack of values.

To attract Gen Z workers, go beyond lip-service mission statements to make sure your employer value prop aligns with your actions as a company.

Growth opportunities

Long tenure is long gone. Instead of spending decades at one company, Gen Zers are more inclined to hop around and accumulate experience as they go. So, how can you build employee loyalty when the ruling mantra is, “Why stay when I can grow?”

According to LinkedIn’s Future of Recruiting report, professional development opportunities are key to retaining Gen Z. Workers in this generation are 36% more likely to value advancement opportunities and 34% more likely to prioritize skill development than previous generations.

But unlike Baby Boomers, growth doesn’t necessarily mean climbing the corporate ladder for Gen Z. According to Korn Ferry, seven in 10 of the youngest workers say they’d rather be individual contributors than middle managers. And based on data from Robert Walters, 69% of Gen Zers agree that middle management is too high stress with too little payoff.

Work-life balance

While Millennials thrived on hustle culture and Gen Xers wore the workaholic badge proudly, Gen Zers value their free time. And they expect it to be respected.

“[Gen Zers] expect work-life balance, mental health days, and flexible work environments. You might notice this generation is quick to ask for remote work options or question rigid 9-to-5 schedules,” executive coach Elizabeth Pearson explains in Forbes.

But while critics are quick to call this laziness, Pearson argues that it’s actually healthy boundary-setting, an often undervalued skill that leads to greater productivity over time.

“By respecting their desire for balance, you can reduce burnout and turnover while building a more motivated workforce. Additionally, their emphasis on mental health often fosters a more empathetic and supportive workplace culture, something that benefits everyone,” she notes.

Gen Z mythbusting: Separating fact from fiction

Integrating a new generation into the workplace can be a challenge – but many of the myths about Gen Z are fiction, not fact. Let’s take a closer look.

5 strategies to improve your Gen Z recruiting initiatives

Shrinking talent pools are a reality in the new world of recruiting. To succeed in a competitive future, a multigenerational workforce is essential.

Here are five strategies to help make your recruitment process Gen Z-friendly.

1. Offer competitive compensation

From eggs to utilities, living is pricier these days. And in the midst of economic uncertainty, Gen Z job seekers are looking for positions that pay the bills.

In a survey of over 1,800 Handshake users, Gen Zers on the job hunt were 80% more likely to apply to a role with a high starting salary. 

“I want a job that will offer me a greater starting salary and an annual growth due to the inflation rates and continued increased cost of living. This will help with job stability and employee satisfaction which promotes good employee turnover,” a chemical engineering major from the graduating class of 2023 told Handshake.

On average, Gen Zers view a “high starting salary” as $82k and only one-third of respondents define “high” as over $100k.

If that’s not in your budget for an entry-level role, there are other ways to create a competitive compensation package, such as:

• Raising salaries for hard-to-fill roles first
• Adjusting benefits to match your ideal candidate market
• Providing signing bonuses
• Offering tuition reimbursement
• Adding a technology stipend

Remember to always include salary details in your job postings. In a past Handshake Network Trends report, respondents picked "salary ranges in job postings" as the #1 motivator when applying to an open role.

2. Hybrid work arrangements

While early post-pandemic surveys found that almost half of Gen Z workers would leave their jobs if hybrid or remote work options were restricted, Joblist recently reported that over half of Gen Zers prefer in-person jobs.

So which should you believe? And how can you strike the right balance? As Gen Zers warm up to in-person work, let’s consider what this generation does and doesn’t like about the office.

There are clear pros and cons for both modes of work. But why exactly does Gen Z seem to feel differently about the office than their older peers?

“Remote working favors those who already have a wealth of experience in their roles and can create difficulties for those who are still learning the ropes,” says senior analyst at Canvas8, Ella Halstead. 

Fresh out of college, young workers might rely on the office to meet new people and receive in-person mentoring. But for older coworkers with kids and homes in the suburbs, work from home is a more natural fit.

While there’s a lot to be gained from in-person connections, young workers also thrive on the freedom and trust of remote work setups. 

“Hybrid makes me appreciate days at home where I don’t have to pack a lunch and dress up, but I really enjoy talking to people the days that I’m in person,” one Gen Z worker told Fast Company. With a few in-office days and a few remote days, young workers can reap the benefits of both remote and in-person work – with the freedom to choose how they work best.

3. Revamp your employer branding

From your written mission to the day-to-day employee experience, employer branding includes all the internal and external actions that impact the way your company is perceived by employees, job candidates, and the community. And as we touched on earlier, Gen Z will quit a company whose values don’t align with their own. 

“Brands that are authentically on board for the changes our generation hopes to see in our world, such as increases in racial equity, mental health, and sustainability, are the ones that will succeed. Those that don’t will continue to alienate themselves,” resident Gen Zer Grace Dunlavy writes for AdAge.

Here are a few Gen Z-friendly branding ideas to help you win candidates:

• Share authentic testimonials, encouraging current employees to share what they love about working at your company.
• Create behind-the-scenes content showcasing a day in the life at your company and giving applicants a peek into the real work environment.
• Highlight stories about your company’s community involvement, from volunteer and sustainability efforts to charitable donations.

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Of all the opportunities to improve your recruiting, employer branding is one you don’t want to miss. According to LinkedIn’s Future of Recruiting report, employer branding is expected to receive the greatest spend increase, with 57% of talent acquisition professionals planning to revamp their branding in 2025.

4. Prioritize development opportunities

The pandemic didn’t just throw a wrench in hospitality hiring – it disrupted plans for almost everyone, putting projects on hold and setting back students of all ages. 

“Each group is a product of their professional upbringing, and unfortunately, Gen Zs had to experience their early career in a completely upside-down experience of work,” explains workplace strategist Jennifer Moss.

According to research by the National Society of Leadership and Success, just 24% of 3,000 Gen Zers feel they know how to network, while 26% don’t feel prepared to negotiate. By investing time and effort into young workers, you can help give Gen Zers the confidence they need to grow. 

Here are a few professional development ideas:

• Host a lunch and learn to build skills and foster connections over a team meal.
• Create upskilling leadership training programs to equip new employees with the skills they need to succeed.
• Plan casual networking coffee chats where new hires can meet leaders in a relaxed setting.

Gen Z hasn’t had the smoothest transition into the workforce, but they are extremely motivated to learn and grow. It’s up to you as the employer to give them new opportunities to do that.

5. Foster open communication

Everything, everywhere, all at once isn’t just an Oscar-winning movie – it’s also an apt phrase to describe the information overload in which Gen Z came of age. Add in a dash of pandemic anxiety, and it’s no wonder Gen Z is reporting higher rates of anxiety, depression, and distress than any other generation.

In order to cut through the cloud of worry, the co-authors of HBR’s “Helping Gen Z Employees Find Their Place at Work” advise leaders to strengthen internal connections:

“[W]ith this generation, you must prioritize transparency and shift your managing and communication style from a ‘need-to-know’ policy to an ‘open-access’ one,” write co-authors Jenny Fernandez, Kathryn Landis, and Julie Lee.

“This is true even if the news or information you are holding back is meant to ‘protect,’ such as when business performance is not meeting targets, supply chain issues are on the rise, or you may need to cut their budget,” they note.

Gen Z is used to having greater access to information and according to experts, increased transparency helps them process emotions and reduce anxiety.

Zero in on zoomers with a streamlined candidate experience

When it comes to the future of work, resisting change isn’t just a bad attitude. It’s bad business.

Whether it’s pushing for transparency, advocating for autonomy, or questioning office norms, Gen Z workers aren’t here to disrupt for the sake of it – they’re here to build something better. 

Employers who take the time to listen, adapt, and create an environment where young professionals can thrive will be the ones attracting and retaining top talent for years to come.

Ready to streamline your hiring process? Breezy’s user-friendly ATS makes it easy to view, manage, and communicate with top candidates from every generation. Pair it with Breezy Perform’s free performance management tools for up to 10 employees and make it easy to stay in sync with your team.