How can employers connect with candidates from Generation Z?

Carrie Liddell 2022

Carrie Liddell
Marketing Coordinator, Assurity Consulting
12th June 2023

Investing in young employees to bridge the gap between university and the world of work can be a great way for employers to find talented new people. As well as being driven and providing a fresh perspective, young professionals tend to hold soft transferrable skills and plenty of untapped potential. Businesses who take the time to develop these skills via graduate and junior roles are therefore able to make a great investment in the future – potentially gaining long term, talented employees whose skills might have otherwise been overlooked by the wider job market.

In 2023, the young candidates employers are hiring for come from Generation Z: the generation born between 1997 and 2012, who are expected to account for 27% of the workforce by 2025. According to a recent survey from Washington State University, Generation Z employees tend to have more technical skills, be more creative, and have more developed STEM training or skills than their predecessors. So, there is great value in attracting and retaining candidates from this demographic.

But what do Generation Z value when it comes to their workplace, role, and employer?

The same survey from Washington State University shows that when it comes to their career, Generation Z have a greater interest in their effect on the world at large. 83% said that they wanted to make a positive impact on the world in their role, and 70% also said that they would like to work for a company whose values align with their own.

These statistics alone show how important both values and corporate responsibility are to a business, not just in terms of making a positive impact on its local community, but also to employee wellbeing and retention. So, how do we do things at Assurity Consulting?

At Assurity Consulting, our core values are:

  • Expert
  • Responsive
  • Integrity
  • Collaboration

In line with the statistics above, when speaking with our employees and candidates from Generation Z we have found that the value that resonates most strongly with them has been integrity. Whilst all our values demonstrate the pride we have in our work and service excellence, we find our focus as a business on offering unbiased, impartial, and honest advice without vested interest – tends to attract candidates who prioritise having a positive impact on the world to work at our company.

We have also found that those from Generation Z are more likely to ask us about our Corporate Social Responsibility (CSR). We are proud to say that we have long invested in our local community, our customers, workplace and the environment, and our achievements are reflected in our annual Corporate Responsibility Report. From beach cleans and days spent volunteering for local charities for our ‘Make a Difference Days’, to being conscious of the suppliers we work with, and their environmental and anti-slavery policies, it goes a long way to demonstrate the steps we take to have a positive impact on both the world around us, and our people.

So, we can already see how our values and CSR have been able to resonate with Generation Z candidates. As time goes on, businesses will need to continue connecting with the priorities of its younger candidates and employees, to both recruit and retain the talent in this demographic. This will be essential for both the short term and the longevity of each organisation. As the future of our company, we look forward to seeing how Generation Z will develop our business!

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