According to the 2024 ManpowerGroup Talent Shortage Study, 75% of employers worldwide are struggling to find talent to fill critical roles. This talent shortage is top of mind for employers and by extension, the staffing industry as a whole. While the problem is complex, the solution is simple – attract and activate the Gen Z workforce.
In 2023, 17.1 million Gen Z, or Zoomers, entered the labor market and it’s suggested that these individuals will soon surpass Baby Boomers in the workforce. Born between the late 1990s and early 2010s, Zoomers are the first generation of “digital natives,” having grown up with smartphones, laptops, and social media. This tech-savvy generation is motivated by purpose-driven work and inclusion rather than competitive pay and advancement desired by the generation of workers that came before them. As a result, Gen Z will bridge critical gaps in today’s workforce and shape corporate culture in the years ahead.
Tech-Savvy Workforce Redefines Engagement for Staffing Industry
Gen Z plays a critical role in shaping the workforce of the future. As digital natives, Zoomers are knowledgeable and comfortable with technology, which is vital in an increasingly innovative, tech dependent economy.
This generation desires meaningful work and opportunities to challenge traditional workplace norms like hierarchical communication and in-office work requirements. Flexibility and work-life-balance are motivators for Gen Z and employers that understand and incorporate these benefits will gain a competitive edge in a tight labor market.
As newbies to the workforce, Gen Z candidates are limited in professional experience – often in their first or second job. This can create challenges for Zoomers looking for work and for employers looking to engage and place qualified candidates quickly. The most significant challenge rests in an employer’s ability to meet Gen Z engagement expectations, which differs from Boomers, Gen X, and Millennials. Gen Z values relationships, placing a high value on transparency, openness and feedback, requiring employers to rethink their approach to candidate engagement.
Value-Based Candidate Experience Increases Loyalty
Employers that adjust their recruitment process in accordance with Gen Z expectations, will benefit from this emergent generation of talent and the innovative tools and technologies used by staffing firms to bolster job placements. CRM, ATS, and AI-first solutions streamline operations, increase recruiter productivity, and most importantly, create exceptional candidate and customer experiences – all of which helps put the world to work.
Data from Bullhorn’s 2024 GRID Talent Trends Report found nearly half (46%) of Gen Z candidates were unclear on the steps required to apply for a job and more than a third (39%) desired more communication during the interview process. These findings present an opportunity for employers to adjust their recruitment process to include proactive updates and increase frequency of interactions with these inexperienced candidates. In fact, data suggests that maintaining communication more than once a week builds trust and boosts Gen Z loyalty to 82%.
This sentiment translates to staffing firm interactions with Gen Z candidates. Firms should adjust recruitment processes to ensure consistent communication at every step of their recruitment workflow. Since Gen Z candidates value career growth, staffing firms that offer upskilling, reskilling and career development programs will increase loyalty to 83%.
Employers and staffing firms that offer consistent, meaningful communication and career development programs can boost candidate loyalty with Gen Z. In turn, leveraging technology that simplifies the recruitment experience without compromising human touch will meet Gen Z expectations.
AI-first Technology Delivers Speed, Efficiency, and Human Touch
The recruitment industry is experiencing a digital transformation. The advent of new technologies, specifically the infusion of AI across recruitment workflows, may feel counterintuitive to what Zoomers are looking for, enables faster, more personalized job matches – a win for both Gen Z candidates and recruiters.
Providing Clarity & Simplicity
Recruiters are using AI to meet Gen Z’s desire to streamline and simplify the application process. AI tools help candidates navigate the application process, answer questions, provide resources and even schedule interviews. Automating the process simplifies the candidate experience. AI-powered agents can match candidates to jobs aligned with their skills, adding efficiency to the hiring process for both applicants and recruiters.
Creating Frequent & Transparent Communication
Recruiters leverage AI to ensure the hiring process includes frequent, open communication. By utilizing AI tools to help generate personalized emails faster, recruiters can up their cadence of communication with candidates at every step in the process. Gen Z candidates receive real-time updates on their application status and personalized feedback on decisions. By streamlining tasks and enhancing decision-making, AI allows recruiters to do their jobs better, and faster, giving junior recruiters the skills to perform like seasoned recruiters.
Developing a Seamless Candidate Experience
A seamless candidate experience is paramount in hiring processes. AI-first solutions offer unified solutions across the entire recruitment workflow, from application to rehire. AI automates document submissions, training and compliance tasks, invoicing and payment – to ensure a seamless process and fluid career transitions. By combining technology with a personalized human touch, Gen Z candidates participate in an improved recruitment experience, recruiters gain time and efficiency, and staffing firms and employers can achieve their goal to put the world to work.
Gen Z Shapes the Future of Recruitment
The challenge of attracting and retaining talent in today’s job market is especially challenging when it comes to Gen Z. However, if employers and staffing firms engage this generation thoughtfully, understanding and meeting their expectations and embracing innovation and technology that is second nature to these digital natives – the future of recruitment is bright.
Kelley Morse is the Chief People Officer at Bullhorn, a cloud computing company that transforms staffing and recruiting organizations. Based in Boston, she oversees global HR operations, including talent acquisition, HR business partners, DEI, learning and development, and compensation. Kelley has played a pivotal role in scaling Bullhorn’s workforce from 1,000 to over 1,600 employees, while fostering an inclusive culture and driving data-driven decision-making. She has also led initiatives to increase BIPOC talent by 45% and implemented new performance management and leadership development programs. Prior to Bullhorn, Kelley held HR roles at ConcertAI and Flywire and holds an MBA from Suffolk University and a BA in Communications from Gustavus Adolphus College.