Table of Contents
[toc headings="h2" title="Table of Contents"] The generation dynamics of the workplace have shifted. As of 2024, Millennials now make up the majority of the workforce, something that will likely continue to be true for many years to come. But the next generation is on the rise, too. By the end of 2023, Gen Z made up 14% of the workforce, nearly equal in their presence to Baby Boomers. But while Boomers are increasingly leaving the workforce, Gen Z is just getting started. By the end of 2025, it’s estimated that roughly a quarter of the workforce will be made up of Gen Z professionals. For employers, this means that now is the time to start actively recruiting Gen Z talent if you haven’t already. This is especially true in areas like digital marketing, where the perspective and skills Gen Z is known for can be a beneficial addition to your team. Let’s take a closer look at what defines this generation in the workplace and how you can attract more Gen Z digital marketing professionals.
Why is Gen Z talent valuable for a digital marketing team?
One of the advantages of having a diverse team in general is that it gives you first-hand perspectives into the values, motivations, and typical behaviors of individuals from the communities and population segments they belong to. After all, nobody understands what appeals to Gen Z consumers better than a Gen Z workforce. There are other advantages to recruiting Gen Z employees for a digital marketing team. For one thing, they’re a digital native generation who grew up using the internet and social media platforms. Because of this, they tend to have a deep understanding of trends and the kind of content that performs well to drive engagement on various online outlets. While this doesn’t necessarily mean they’re all technology experts, members of Gen Z are on the whole faster to adapt to new technologies than past generations, and often have the in-demand digital marketing skills that employers look for. Something else Gen Z is known for is their dedication to authenticity in branding and advertising. On the whole, they are the most socially conscious generation in the workplace, renowned for their dedication to diversity and inclusion, sustainability, and other kinds of political activism. Having Gen Z talent on your digital marketing team can help to ensure a values alignment between your organization’s messaging and the things your consumers care about, especially if you want to market to Gen Z or Millennial consumers.
Traits and expectations of Gen Z professionals
There has been much discussion about what Millennial and Gen Z talent looks for in their ideal role. These two generations share a lot of traits as candidates and employees, but Gen Z has amplified and furthered many of the trends that started with the preceding generation. Let’s take a closer look at some typical Gen Z workplace expectations and what is effective for attracting Gen Z talent.
They’re tech-savvy digital natives.
As was mentioned in the previous section, Gen Z grew up online and has a high baseline level of comfort with technology, even if they wouldn’t consider themselves to be tech-focused. Because of this, technology-driven recruiting processes tend to appeal to this generation, especially those that help to create a seamless and responsive candidate experience. Gen Z job search trends are shaped by their tech-savviness in other ways, as well. For example, Gen Z communication preferences tend toward text-based digital formats. Like Millennials before them, they tend to be averse to phone calls, but are very comfortable communicating via email, text message, or video conferencing platforms. This applies within the workplace as well as during the job search and hiring process. This also affects the best places to source talent from this generation. Social media recruiting can be very effective for Gen Z recruitment because they tend to spend a lot of time on those platforms. In fact, if you employ many of the same techniques used by digital marketers when developing your employer branding, that will enhance its appeal and visibility for Gen Z professionals.
They want purpose-driven work that makes a social impact.
Social issues and values are another area where you should focus when developing employer branding for Gen Z. More so than past generations, Gen Z job seekers look for employers whose values are aligned with theirs, and where they feel like their efforts will contribute to positive change. This doesn’t mean you should pretend to value social issues that aren’t actually part of your organization's identity. Among Gen Z job preferences is a desire for authenticity and transparency in their employer—and they’re often better than past generations at identifying inauthentic branding. That said, if your company truly cares about the planet or social justice, that is absolutely something you want to emphasize to recruit more Gen Z talent.
They value flexibility and work-life balance.
For Gen Z, work-life balance is a critical factor when they’re looking for a new role. These individuals grew up during a time when gig work, digital nomads, and other alterations to the typical 9-to-5 workday were on the rise, and are generally of the mindset that they want work to support their life, rather than the other way round. Offering flexible work arrangements and remote work options is critical not just for attracting but also retaining Gen Z talent. While they are not entirely averse to working in a physical office when it’s needed for the role, they will quickly tire of being called into the office for work that could be done remotely, and Gen Z remote work preferences should not be overlooked when you’re trying to attract them to your team.
They’re eager for career and skill development opportunities.
The Gen Z entrepreneurial mindset is another of their typical traits that makes them very strong members of a digital marketing team. They like having the option to grow their skill sets and pursue side projects or freelance opportunities in addition to the typical responsibilities of their role. Hand-in-hand with this, Gen Z professionals are overall more proactive in seeking out career growth opportunities than past generations were at their age. They are naturally drawn to organizations that use data-driven decision making to personalize the career development of team members and create tailored paths for advancement that will help them grow digital marketing careers. You can capitalize on this preference by emphasizing upskilling, professional development, and similar career growth opportunities in your employer branding. By offering Gen Z mentorship programs, networking opportunities, and similar avenues for ongoing learning and development, you can improve both your recruitment and retention of this generation.
They prefer inclusive, diverse workplaces.
In a recent survey, 83% of Gen Z job seekers said that an organization’s commitment to diversity and inclusion is important when they’re choosing where to apply. They prefer companies that use equitable hiring practices like anonymized resumes and other strategies to reduce bias. They also look for strong representation from diverse communities throughout the organization, including at the upper leadership level, and want to work for companies that actively promote an inclusive and equitable environment. The ideal Gen Z work culture is one where everyone is valued and respected regardless of their ethnicity, gender, orientation, or background. In this, there isn’t much difference in comparing Millenial vs. Gen Z workforce preferences. With both generations, they look for a work environment that promotes belonging and inclusion for everyone.
Strategies to attract more Gen Z talent
Now that you know a bit more about what Gen Z professionals look for in a role, the next step is using that knowledge to attract this social media-savvy talent. Here are some tips that can help employers avoid the common mistakes many make when they try to attract young talent and successfully hire and retain Gen Z digital marketing professionals.
1. Tailor your employer branding to Gen Z.
This is where all of those typical traits of Gen Z that were mentioned above really come into play. Once you know what your target candidate values most in a new role, you can adjust your brand messaging to match, emphasizing the aspects of your workplace and culture that will most appeal to Gen Z candidates. Along with adjusting the content of your employer branding, consider the tone and how you deliver that message. As a rule, Gen Z prefers reading content with a conversational tone, and will quickly turn off or scroll away when they see formal or stiff language. Along with this, use inclusive language that demonstrates empathy, and keep your messages concise and to the point. It can also help to integrate images and emojis that can enhance your message in a small space.
2. Be authentic in social media recruitment messaging.
We mentioned this in passing earlier, but it bears repeating: Gen Z values authenticity, and is generally adept at detecting inauthenticity in online advertising and employer messaging. This is especially important when you’re engaging with these candidates on social media. These platforms give employers a chance to interact directly with job seekers and form a genuine connection that makes them want to join your team. Authenticity is a key ingredient of that kind of connection. Authenticity isn’t just about what you say. It also means making sure that your words align with your actions. Whatever values you claim in your messaging should be lived in your day-to-day workplace and the other activities you engage in as an organization. Finally, who is saying the message can make a difference here, as well. Having an employee share what they love about the company culture will come across as automatically more authentic than that same information presented by the employer directly.
3. Streamline job descriptions and application processes.
This gets back to something that was said in the point about tailoring your employer branding. Gen Z grew up with fast-paced digital communication and they prefer content that makes its point concisely. This is as true of job descriptions as it is of advertising or branding materials. Condense qualifications down to only those skills and traits that are actually necessary for success in the role. Similarly, while you do want to share some information about your company and workplace culture, you don’t want that to go on too long. After all, given their digital savviness, Gen Z candidates know how and where to research your company if they want to learn more. This same advice applies across the application process. If it involves multiple skill tests, personality assessments, and interview rounds, this can start to feel like busy work to Gen Z candidates, and you will likely see at least a few drop out of your talent pipeline. A long interview process also increases the risk that top candidates will be hired elsewhere before you can make your decision. Integrating AI and automation in hiring processes is one way to reduce the number of hoops candidates have to jump through and keep Gen Z candidates engaged throughout the process.
4. Offer remote work and scheduling flexibility.
Granted, not every job can be done remotely. But for the ones that can, Gen Z candidates will be the first to question why in-office positions aren’t at least hybrid, and will be the most likely to walk away if you don’t have a suitable answer. For many members of Gen Z, workplace flexibility isn’t just a nice benefit—it’s a non-negotiable must-have for any company they plan to stay with long term. Include information about your workplace flexibility and remote work options in the job posting and your employer branding. This is another place where testimonials from current employees can be a big help, proving to job seekers that you’re not “remote washing” and the flexibility you promise is one you plan to keep.
5. Demonstrate strong internal mobility and give clear paths to advancement.
Because they’re still relatively young, many members of Gen Z are currently getting hired into entry-level roles. That doesn’t mean they want to stay at that level for long, though. For Gen Z, career growth opportunities are of high importance when they’re choosing employers. At minimum, they want to work in a role where they can hone their digital marketing skills and develop new ones that will prepare them to take on higher level positions in the future. It’s even better if you can show them what those higher level positions might look like if they stay with your company. There are a few ways you can demonstrate your company’s internal mobility. One option is to outline visual career roadmaps on your website or social media pages. It can also help to show real-life examples and case studies of current employees who have moved up through the ranks and how your company supported this journey. If your company offers employees opportunities to earn certifications, provides career coaching and mentorship, or has strong professional development programs, these are other things it will behoove you to mention in job postings aimed at Gen Z candidates.
The bottom line on attracting Gen Z talent
A lot of the things that Gen Z looks for in a workplace are the same things sought after by past generations. These include things like a competitive salary, robust health benefits, and a healthy, positive work environment. Yet there are other areas in which Gen Z has different expectations about their work life than past generations. Appealing to those unique traits is the best way for employers to attract these youngest workers to their team.
The generation dynamics of the workplace have shifted. As of 2024, Millennials now make up the majority of the workforce, something that will likely continue to be true for many years to come. But the next generation is on the rise, too. By the end of 2023, Gen Z made up 14% of the workforce, nearly equal in their presence to Baby Boomers. But while Boomers are increasingly leaving the workforce, Gen Z is just getting started. By the end of 2025, it’s estimated that roughly a quarter of the workforce will be made up of Gen Z professionals.
For employers, this means that now is the time to start actively recruiting Gen Z talent if you haven’t already. This is especially true in areas like digital marketing, where the perspective and skills Gen Z is known for can be a beneficial addition to your team. Let’s take a closer look at what defines this generation in the workplace and how you can attract more Gen Z digital marketing professionals.
Why is Gen Z talent valuable for a digital marketing team?
One of the advantages of having a diverse team in general is that it gives you first-hand perspectives into the values, motivations, and typical behaviors of individuals from the communities and population segments they belong to. After all, nobody understands what appeals to Gen Z consumers better than a Gen Z workforce.
There are other advantages to recruiting Gen Z employees for a digital marketing team. For one thing, they’re a digital native generation who grew up using the internet and social media platforms. Because of this, they tend to have a deep understanding of trends and the kind of content that performs well to drive engagement on various online outlets. While this doesn’t necessarily mean they’re all technology experts, members of Gen Z are on the whole faster to adapt to new technologies than past generations, and often have the in-demand digital marketing skills that employers look for.
Something else Gen Z is known for is their dedication to authenticity in branding and advertising. On the whole, they are the most socially conscious generation in the workplace, renowned for their dedication to diversity and inclusion, sustainability, and other kinds of political activism. Having Gen Z talent on your digital marketing team can help to ensure a values alignment between your organization’s messaging and the things your consumers care about, especially if you want to market to Gen Z or Millennial consumers.
Traits and expectations of Gen Z professionals
There has been much discussion about what Millennial and Gen Z talent looks for in their ideal role. These two generations share a lot of traits as candidates and employees, but Gen Z has amplified and furthered many of the trends that started with the preceding generation. Let’s take a closer look at some typical Gen Z workplace expectations and what is effective for attracting Gen Z talent.
They’re tech-savvy digital natives.
As was mentioned in the previous section, Gen Z grew up online and has a high baseline level of comfort with technology, even if they wouldn’t consider themselves to be tech-focused. Because of this, technology-driven recruiting processes tend to appeal to this generation, especially those that help to create a seamless and responsive candidate experience.
Gen Z job search trends are shaped by their tech-savviness in other ways, as well. For example, Gen Z communication preferences tend toward text-based digital formats. Like Millennials before them, they tend to be averse to phone calls, but are very comfortable communicating via email, text message, or video conferencing platforms. This applies within the workplace as well as during the job search and hiring process.
This also affects the best places to source talent from this generation. Social media recruiting can be very effective for Gen Z recruitment because they tend to spend a lot of time on those platforms. In fact, if you employ many of the same techniques used by digital marketers when developing your employer branding, that will enhance its appeal and visibility for Gen Z professionals.
They want purpose-driven work that makes a social impact.
Social issues and values are another area where you should focus when developing employer branding for Gen Z. More so than past generations, Gen Z job seekers look for employers whose values are aligned with theirs, and where they feel like their efforts will contribute to positive change.
This doesn’t mean you should pretend to value social issues that aren’t actually part of your organization’s identity. Among Gen Z job preferences is a desire for authenticity and transparency in their employer—and they’re often better than past generations at identifying inauthentic branding. That said, if your company truly cares about the planet or social justice, that is absolutely something you want to emphasize to recruit more Gen Z talent.
They value flexibility and work-life balance.
For Gen Z, work-life balance is a critical factor when they’re looking for a new role. These individuals grew up during a time when gig work, digital nomads, and other alterations to the typical 9-to-5 workday were on the rise, and are generally of the mindset that they want work to support their life, rather than the other way round.
Offering flexible work arrangements and remote work options is critical not just for attracting but also retaining Gen Z talent. While they are not entirely averse to working in a physical office when it’s needed for the role, they will quickly tire of being called into the office for work that could be done remotely, and Gen Z remote work preferences should not be overlooked when you’re trying to attract them to your team.
They’re eager for career and skill development opportunities.
The Gen Z entrepreneurial mindset is another of their typical traits that makes them very strong members of a digital marketing team. They like having the option to grow their skill sets and pursue side projects or freelance opportunities in addition to the typical responsibilities of their role.
Hand-in-hand with this, Gen Z professionals are overall more proactive in seeking out career growth opportunities than past generations were at their age. They are naturally drawn to organizations that use data-driven decision making to personalize the career development of team members and create tailored paths for advancement that will help them grow digital marketing careers.
You can capitalize on this preference by emphasizing upskilling, professional development, and similar career growth opportunities in your employer branding. By offering Gen Z mentorship programs, networking opportunities, and similar avenues for ongoing learning and development, you can improve both your recruitment and retention of this generation.
They prefer inclusive, diverse workplaces.
In a recent survey, 83% of Gen Z job seekers said that an organization’s commitment to diversity and inclusion is important when they’re choosing where to apply. They prefer companies that use equitable hiring practices like anonymized resumes and other strategies to reduce bias. They also look for strong representation from diverse communities throughout the organization, including at the upper leadership level, and want to work for companies that actively promote an inclusive and equitable environment.
The ideal Gen Z work culture is one where everyone is valued and respected regardless of their ethnicity, gender, orientation, or background. In this, there isn’t much difference in comparing Millenial vs. Gen Z workforce preferences. With both generations, they look for a work environment that promotes belonging and inclusion for everyone.
Strategies to attract more Gen Z talent
Now that you know a bit more about what Gen Z professionals look for in a role, the next step is using that knowledge to attract this social media-savvy talent. Here are some tips that can help employers avoid the common mistakes many make when they try to attract young talent and successfully hire and retain Gen Z digital marketing professionals.
1. Tailor your employer branding to Gen Z.
This is where all of those typical traits of Gen Z that were mentioned above really come into play. Once you know what your target candidate values most in a new role, you can adjust your brand messaging to match, emphasizing the aspects of your workplace and culture that will most appeal to Gen Z candidates.
Along with adjusting the content of your employer branding, consider the tone and how you deliver that message. As a rule, Gen Z prefers reading content with a conversational tone, and will quickly turn off or scroll away when they see formal or stiff language. Along with this, use inclusive language that demonstrates empathy, and keep your messages concise and to the point. It can also help to integrate images and emojis that can enhance your message in a small space.
2. Be authentic in social media recruitment messaging.
We mentioned this in passing earlier, but it bears repeating: Gen Z values authenticity, and is generally adept at detecting inauthenticity in online advertising and employer messaging. This is especially important when you’re engaging with these candidates on social media. These platforms give employers a chance to interact directly with job seekers and form a genuine connection that makes them want to join your team. Authenticity is a key ingredient of that kind of connection.
Authenticity isn’t just about what you say. It also means making sure that your words align with your actions. Whatever values you claim in your messaging should be lived in your day-to-day workplace and the other activities you engage in as an organization.
Finally, who is saying the message can make a difference here, as well. Having an employee share what they love about the company culture will come across as automatically more authentic than that same information presented by the employer directly.
3. Streamline job descriptions and application processes.
This gets back to something that was said in the point about tailoring your employer branding. Gen Z grew up with fast-paced digital communication and they prefer content that makes its point concisely. This is as true of job descriptions as it is of advertising or branding materials. Condense qualifications down to only those skills and traits that are actually necessary for success in the role. Similarly, while you do want to share some information about your company and workplace culture, you don’t want that to go on too long. After all, given their digital savviness, Gen Z candidates know how and where to research your company if they want to learn more.
This same advice applies across the application process. If it involves multiple skill tests, personality assessments, and interview rounds, this can start to feel like busy work to Gen Z candidates, and you will likely see at least a few drop out of your talent pipeline. A long interview process also increases the risk that top candidates will be hired elsewhere before you can make your decision. Integrating AI and automation in hiring processes is one way to reduce the number of hoops candidates have to jump through and keep Gen Z candidates engaged throughout the process.
4. Offer remote work and scheduling flexibility.
Granted, not every job can be done remotely. But for the ones that can, Gen Z candidates will be the first to question why in-office positions aren’t at least hybrid, and will be the most likely to walk away if you don’t have a suitable answer.
For many members of Gen Z, workplace flexibility isn’t just a nice benefit—it’s a non-negotiable must-have for any company they plan to stay with long term. Include information about your workplace flexibility and remote work options in the job posting and your employer branding. This is another place where testimonials from current employees can be a big help, proving to job seekers that you’re not “remote washing” and the flexibility you promise is one you plan to keep.
5. Demonstrate strong internal mobility and give clear paths to advancement.
Because they’re still relatively young, many members of Gen Z are currently getting hired into entry-level roles. That doesn’t mean they want to stay at that level for long, though. For Gen Z, career growth opportunities are of high importance when they’re choosing employers. At minimum, they want to work in a role where they can hone their digital marketing skills and develop new ones that will prepare them to take on higher level positions in the future. It’s even better if you can show them what those higher level positions might look like if they stay with your company.
There are a few ways you can demonstrate your company’s internal mobility. One option is to outline visual career roadmaps on your website or social media pages. It can also help to show real-life examples and case studies of current employees who have moved up through the ranks and how your company supported this journey. If your company offers employees opportunities to earn certifications, provides career coaching and mentorship, or has strong professional development programs, these are other things it will behoove you to mention in job postings aimed at Gen Z candidates.
The bottom line on attracting Gen Z talent
A lot of the things that Gen Z looks for in a workplace are the same things sought after by past generations. These include things like a competitive salary, robust health benefits, and a healthy, positive work environment. Yet there are other areas in which Gen Z has different expectations about their work life than past generations. Appealing to those unique traits is the best way for employers to attract these youngest workers to their team.