The importance of social media in Gen Z recruitment

According to Oxford Economics, Gen Z will account for 30% of the global workforce by 2030. With fierce competition for talent affecting companies in every industry, it’s vital for employers to tap into this talent pool sooner rather than later and ensure the future success of their business.

Born between 1997 and 2012, Gen Z is a digital-first demographic with 54% spending at least four hours a day on social media. It’s clear that if businesses want to reach this audience, a social media strategy is a sure-fire way to help attract and recruit the best talent. Recent research shows that 73% of job seekers aged 18-34 have found their jobs through social media.

There’s also an opportunity to reach potential talent that might not be actively looking for a new job. 80% of employers say social recruiting helps find passive candidates, demonstrating the importance of incorporating social media in your recruitment strategy, especially as the war for talent continues to put pressure on businesses.

With this in mind, we look at the strategies to consider when it comes to leveraging social media to attract Gen Z talent.

Employee advocacy and user generated content

Previous generations entering the workforce did so with a sense of trust, but Gen Z are far more skeptical. According to a study by Salesforce only 42% of Gen Z say they trust brands and businesses, so when it comes to engaging this demographic, authenticity is key.

One tactic to overcome this challenge is to empower your employees at every level to share content about your workplace on social media. Through promoting individual experiences at a company businesses can portray themselves in a more authentic and human manner compared to highly considered and thought out posts from company channels. Content can include employees talking about their experiences via video content or simple written Q&As. Gen Z are much more likely to engage with these content formats as they prefer an authentic connection with real people.

In an average company, only 3% of employees share company-related content, but they are responsible for driving a 30% increase in the total engagement a company observes.

Therefore, make use of your teams to build the organic reach of your content. It can be a great way to build the reputation and positive sentiment around your business. If your staff are sharing and publishing positive content about the company, it presents the business as a genuinely good place to work, and Gen Z are more likely to buy into your organisation.

Showcase your company culture

Culture in the workplace is a key consideration for Gen Z – 86% of workers aged between 18-34 prioritise company culture in their job search.

From showcasing company events, shouting out employee achievements, and demonstrating a focus on overall wellbeing – social media is a great way for companies to effectively convey a positive working environment. TikTok is an important channel to consider here, with 20% of Gen Z spending more than five hours a day on the platform it’s a key avenue for businesses and brands looking to attract talent.

TikTok provides an option for more relaxed content, to communicate a less opaque side to your business. This could include examples like employee day-in-the life videos, which gives businesses the opportunity to demonstrate a work-life balance – something that 42% of Gen Z consider a vital job perk. The authenticity and non-corporate nature of this content can be a driving factor in engaging this demographic.

There’s also opportunity for businesses to use the platform to create easily-digestible video content that includes advice from their employees – from interview preparation to tips on how to succeed in certain roles. One of Gen Z’s main reasons for job-hopping is to upskill in their next role and 67% want to work at companies where they can learn skills to advance their careers. Giving them a taster of this on social can be an effective strategy to pique their interest.

Paid social media advertising

Regardless of industry, there are a plethora of benefits from a paid social strategy. It enables hiring managers to target specific audiences, skills, experience and seniority levels. With 76% of hiring managers admitting that attracting the right candidates is their biggest challenge this is a great way to ensure you’re reaching the right type of talent.

The advertising tools available on platforms provide a level of targeting and personalised creative that can drive a far clearer ROI than that of a traditional media campaign, leading to instant results. Associated costs are also far lower, making driving traffic quick, easy and affordable for most businesses.

However, authenticity is vital when it comes to paid. As mentioned, Gen Z are skeptical, so businesses have to be mindful of what content they incorporate. For example, 67% of Gen Z prefer to see real people in social media ads, and are more inclined to engage with them. Boosting organic content that showcases culture and employees is a good way to do this. Also consider your type of media – 40% of Gen Z users prefer Reels, Stories or TikTok videos when seeing business ads on social media.

If you’re interested in discussing how a social media strategy can support your recruitment needs, get in touch with our team of experts today.

Get in touch with the team