Recruiting
Gen Z: What the New Generation Wants
I've spent the last decade placing top talent at Big 4 firms and FTSE 100 companies, and let me tell you, the recruitment market has shifted dramatically. The candidates I'm interviewing today have fundamentally different expectations than those I met even five years ago. Most recruiters are using the same playbook for Gen Z that worked for millennials. That's a critical mistake. That's a critical mistake.
**Gen Z (born 1997-2012) represents around 24.6% of the global population and currently makes up 30% of the global workforce, projected to reach 40% by 2030. They're the dominant force in early careers recruitment now, and that influence is only growing. ** Unlike previous generations, they've never known a world without smartphones, social media, or on-demand services, and this shapes their entire approach to job searching.
Beyond Tick Boxes: Diversity Recruitment Strategies That Actually Transform UK Workplaces
Master the Virtual Hot Seat: 7 Video Interview Techniques Recruiters Don't Tell You
How to Master 'Tell Me About Yourself' Interview Question: UK Expert Insights
Why Your Current Recruitment Strategy Isn't Working
If you're struggling to attract young talent, you're not alone. 83% of Gen Z candidates research company values before applying, and 76% prioritise work-life balance over salary according to Randstad's Gen Z Workplace Blueprint. The traditional job posting and formal email approach reaches fewer of them each year. The painful truth? Your carefully crafted job descriptions on standard job boards are likely being ignored. Your formal email communications might never be opened. And your company's reputation on platforms you've never heard of could be destroying your chances before you even make contact. Let's fix that.
Understanding What Makes Gen Z Different
Digital Natives with a Twist
Unlike millennials who adapted to technology, Gen Z was born into it. They:
- Spend an average of 4.5 hours per day on mobile devices
- Prefer visual communication (videos, images) over text
- Have an 8-second attention filter (not span) to quickly assess relevance
- Value authenticity over polished corporate messaging
Despite being ultra-connected, they're surprisingly pragmatic. Having witnessed the 2008 financial crisis and the pandemic during formative years, they prioritise stability alongside purpose.
Core Values That Drive Their Decisions
My conversations with hundreds of Gen Z finance candidates reveal these consistent priorities:
- Financial security - contrary to the stereotype, they're highly concerned with financial stability
- Purpose-driven work - they want to see clear impact from their efforts
- Diversity and inclusion - they expect genuine commitment, not just policies
- Work-life integration - they reject the traditional separation of professional/personal
- Continuous development - they view skills as currency in an uncertain job market
Transforming Your Recruitment Approach
Job Descriptions That Actually Get Read
The standard corporate job posting is dead to Gen Z. Instead:
- Lead with impact, not requirements - Start by explaining how the role contributes to meaningful outcomes
- Use visual formats - Incorporate infographics and video alongside text
- Be transparent about salary - 44% of Gen Z rank pay transparency among their most important job factors, and 70% would consider switching jobs for a more transparent employer. Listings without salary ranges get scrolled past.
- Highlight development pathways - Show progression opportunities clearly
- Showcase authentic diversity - Feature real team members rather than stock photos
A finance director at a FTSE 100 client recently implemented these changes and saw a significant increase in qualified Gen Z applications within one month.
Communication Channels That Actually Work
Email isn't dead, but it's no longer your primary tool for engaging young talent:
- Short-form video - Create brief, authentic team introductions
- Text messaging - Consider SMS for updates and reminders (with permission)
- Interactive content - Use quizzes or assessments rather than lengthy applications
- Mobile optimisation - Ensure ALL recruitment touchpoints work flawlessly on mobile
The OHub has pioneered video-first applications that align perfectly with Gen Z preferences, allowing candidates to showcase their personalities beyond the CV.
Interview Processes Worth Their Time
Gen Z candidates view the interview process as a two-way assessment. They're evaluating you just as much as you're evaluating them.
- Streamline the process - Keep total stages to 3 or fewer when possible
- Offer flexibility - Provide options for interview timing and format
- Involve peers - Include potential teammates, not just managers
- Provide clear timelines - Outline exactly what happens next and when
- Give meaningful feedback - Regardless of outcome, provide constructive input
One Big 4 firm I work with has reduced their interview stages from 5 to 3 and seen a marked improvement in Gen Z offer acceptance rates.
Building a Value Proposition That Resonates
Beyond Perks: What Really Matters
Forget ping pong tables and free snacks. The Gen Z candidates I place are looking for:
1. Growth and Development
Gen Z views skills as their safety net in an uncertain economy:
- Structured learning - Clear development paths with milestones
- Mentorship programmes - Formal and informal knowledge transfer
- Skill certification - Opportunities to earn recognised credentials
- Cross-functional exposure - Chances to work across different areas
2. Purpose and Impact
Purpose for Gen Z means seeing direct results from their work, not abstract world-saving:
- Clear connections - How does their daily work impact the company and clients?
- Feedback loops - Regular input on how their work matters
- Community involvement - Opportunities to contribute beyond profit
- Sustainability commitments - Genuine environmental responsibility
3. Wellbeing Support
Mental health is not a taboo topic for this generation:
- Preventative resources - Not just crisis support
- Financial wellness - Education and support for money management
- Flexible working arrangements - Options that accommodate different needs
- Clear boundaries - Protection from always-on work culture
When The OHub's premium recruitment service matches candidates with employers, these elements consistently rank highest in acceptance decisions.
Communication That Connects
Speaking Their Language (Without Trying Too Hard)
Nothing alienates Gen Z faster than inauthentic attempts to sound "young". Instead focus on:
- Transparency - Clear, honest communication without corporate jargon
- Visual communication - Use images, videos, and graphics when possible
- Concise messaging - Get to the point quickly with clear next steps
- Two-way dialogue - Create genuine opportunities for questions and feedback
A talent acquisition director I work with shared that switching from formal emails to brief video messages increased response rates from Gen Z candidates by over 70%.
How to Stand Out as an Employer of Choice
Digital Presence That Reflects Reality
Gen Z researches potential employers extensively across multiple platforms:
- Social proof matters - They trust peer reviews over corporate statements
- Look beyond Glassdoor - Monitor TikTok, Instagram, and Reddit for mentions
- Showcase real employees - Authentic day-in-the-life content resonates
- Address criticism openly - Acknowledge issues rather than ignoring them
One approach that's working well for forward-thinking employers is the "HubFluencer programme" on The OHub, which connects companies with authentic voices who can speak credibly about workplace experience.
Diversity, Equity & Inclusion: Beyond the Statement
Gen Z treats DEI as a baseline expectation:
- Representation at all levels - Not just entry-level diversity
- Measurable commitments - Transparent goals and progress reporting
- Inclusive processes - From recruitment to advancement opportunities
- Safe spaces - Active support for employee resource groups
Companies that demonstrate authentic commitment to diversity in recruitment consistently outperform in attracting top Gen Z talent.
Onboarding That Prevents Early Departures
The first 90 days are critical, 47% of Gen Z workers leave due to lack of career advancement opportunities, often within the first two years. Average Gen Z job tenure sits at just 2 years and 3 months, the shortest of any generation, making the first 90 days of onboarding the most critical period for retention.
Keys to Successful Gen Z Onboarding:
- Pre-boarding engagement - Start the connection before day one
- Blended learning formats - Combine digital, social, and hands-on elements
- Early wins - Create opportunities for meaningful contributions quickly
- Social integration - build genuine connections with colleagues
- Regular check-ins - Scheduled, structured feedback sessions
Practical Next Steps for Recruiters
Ready to transform your Gen Z recruitment strategy? Start with these actions:
- Audit your digital touchpoints - Experience your entire application process on a mobile device
- Create a feedback panel - Engage current Gen Z employees to evaluate your processes
- Develop video content - Even simple, authentic team introductions can make a difference
- Revise job descriptions - Focus on impact and growth rather than requirements
- Streamline your process - Eliminate unnecessary stages and delays
Most importantly, remember that Gen Z candidates can spot authenticity, or its absence, a mile away. Don't claim values your company doesn't genuinely embody.
The Cost of Getting This Wrong
The financial implications of failing to adapt are significant:
The financial case for adapting is straightforward. Replacing a Gen Z hire who leaves within 12 months typically costs between £30,000-£50,000, factoring in recruitment, onboarding and lost productivity, according to the REC's cost-of-hiring estimates. Companies that align their recruitment approach with what Gen Z values in practice see shorter time-to-hire and higher offer acceptance, though the degree varies by sector and role.
Conclusion: The Future Is Already Here
Recruiting Gen Z isn't about chasing trends, it's about recognising fundamental shifts in workplace expectations that are already reshaping our industry. The most successful recruiters I know aren't trying to completely reinvent their approach. Instead, they're thoughtfully evolving their strategies to connect authentically with a generation that values transparency, purpose, and genuine opportunity. By understanding what truly drives Gen Z candidates' decisions, and adapting your recruitment approach accordingly, you'll not only fill current openings more effectively but also build a talent pipeline that will drive your organisation's success for years to come. Start by reviewing your current job postings through the lens of what we've discussed. Then explore how The OHub's recruitment tools can help you connect authentically with the next generation of talent.
