Attracting top talent in the workforce requires innovative strategies, especially when targeting the emerging workforce: Generation Z.
Gen Z is the first generation to grow up with social media as an integral part of their lives. Born roughly between 1997 and 2012, Gen Z’s digital fluency influences their job search preferences in a major way, making social media an incredibly powerful tool for recruiters.
Most recruiters are already using social media in some way when it comes to attracting new talent. But Gen Z has a few traits that make efforts to reach them slightly different. If you’re looking to snag more digital natives for your office, here are a few tips on leveraging social media for recruiting Gen Z in.
Be on TikTok
Not every company needs to be on every platform. In fact, being in too many places can water down your message, especially if you aren’t utilizing platforms correctly. Consistency breeds legitimacy, and if you’re unable to consistently post well on a particular platform, it’s better to not be on it at all.
That being said, it’s no secret that TikTok is the go-to social media platform for members of Gen Z. Creative and entertaining videos can effectively engage and inform potential candidates who are eager for a workplace that embraces their creative spirit. If you’re going after Gen Z candidates, TikTok is an absolute must.
Many recruiters are wary of TikTok—it’s humorous nature and complicated algorithm can seem impossible to tackle. But like any platform, once you get used to it, you start to see its benefits. Don’t be afraid to try it and know that you’ll make mistakes along the way. Recruitment is a long-term game, and you’ll never win if you don’t get started.
Tell Real Stories
Gen Z also thrives on authenticity. Their generation is known for being able to sniff out authority for authority’s sake, and they don’t respect it. They want it to be shot to them straight.
Social media is a fantastic place for reaching out in a real way. Consider sharing employee testimonials and stories that highlight the many diverse experiences within your organization. Authentic narratives can foster a deeper connection with potential candidates.
Remember: the era of super buttoned-up social media is over. These days, what succeeds on social media are people telling real stories. Don’t be afraid to get messy and to show a lot of personality. This isn’t a billboard.
Consider Influencer Marketing
Believe it or not, influencer marketing isn’t just for brands selling products—it can also be effective for recruitment. While influencer marketing can get a bad rap and recall stereotypes (like teenage girls selling skincare, or celebrities hawking perfume), the truth is that all influencer marketing is paid recommendations from people who have a lot of parasocial relationships.
The key to a successful influencer marketing partnership with recruitment is to look for influencers who align with your unique company values and target audience. They should resonate with Gen Z and have a genuine connection to your industry. The size of their audience isn’t nearly as important as their connection they have with that audience. A huge following means nothing if their audience isn’t actively engaged.
Remember, influencer marketing is about social proof. It makes your company more appealing and credibility.
Host Virtual Events
The stereotype about Gen Z living online isn’t that far off the mark. The truth is this generation spends a ton of time online and is reluctant to attend things in-person that don’t interest them.
That means virtual events can be a huge win for your Gen Z recruitment efforts. Organizing virtual events such as webinars, workshops, or Q&A sessions on various social media platforms can help attract eyes to your recruitment content, and Gen Z candidates can attend from the comfort of their own home.
Another feature that might work as a virtual event is a virtual office tour. Consider using video to showcase your workplace culture and environment. Highlight team activities, office layouts, and fun employee interactions to give candidates a feel for your company.
Showcase Employee Advocacy
Members of Gen Z tend to be incredibly focused on their values and social justice efforts. Social media can be a great place to demonstrate how well your employees advocate for causes they care about.
Consider utilizing your social media account to showcase places your employees volunteer, any donation-match programs you have, or other ways that employees can advocate for causes they believe in. Use relevant hashtags to further your reach and follow causes that align with your company’s morals and values.
Employee advocacy isn’t something that should be used solely for marketing or recruitment purposes. If you don’t have a weighty social justice culture at your business, that’s perfectly fine. What isn’t fine is making it seem that way for recruitment efforts. Make sure you’re staying authentic to your company while attempting to showcase any employee advocacy efforts.
Try New Trends
Staying up to date on the latest social media trends can be a great way to reach Gen Z. It shows that your company is relevant, modern, and part of the larger cultural conversations going on. That doesn’t mean you need to post every single time there’s a new trending audio or meme floating around. But it does mean you need to make sure you’re staying present online and not just popping up when recruitment time rolls around.
Overall, reaching members of Gen Z via social media doesn’t have to be complicated. The more effort and time you put in, the better your results will be. Don’t be afraid to try new things, tweak as you need to, and adjust as you go. Ask your current Gen Z employees for feedback on your social media profiles, and watch your job applications come rolling in.
Claire Swinarksi is a Contributing Editor at HR Daily Advisor.