Gen Z & recruiting of the future
What does Gen Z actually want – and how do you get them on board?
Generation Z – born between 1997 and 2012 – is now on the job market. And it turns a lot of things upside down. Old recruiting methods no longer work for them. If you want to reach this target group, you have to understand: They work completely differently.
Who is Gen Z?
In short: digital, pragmatic and self-confident.
- Digital natives – grew up with smartphones, WiFi & social media.
- Globally networked – information? Real time. Limits? Virtually not present.
- Self-determined – clear ideas about working life and not afraid to make demands.
You don’t ask “What can I do for the job?”, but “What does this job offer me – personally, professionally, socially?”
What really matters to Gen Z
- Purpose instead of just Paycheck
Money isn't everything. Gen Z wants meaning. You want to know: Why am I doing this? What’s the point – and to whom?
- Mental health & real work-life balance
4-day week, flexitime, remote? For Gen Z there are no “benefits” but basic requirements. And: They want to be able to talk openly about mental health – without stigma.
- Sustainability, diversity, real values
Greenwashing is not enough. Gen Z immediately sees through fake image campaigns. Anyone who is honest - with genuinely inclusive structures, sustainable actions and social impact - scores points. -
Recruiting strategies that resonate with Gen Z
Mobile-First & One-Click
Career form in five steps? Bounce rate 90%. Applications must be possible from your cell phone in under two minutes.
Social Recruiting via TikTok, Insta & LinkedIn
Show how you really works. Authentic videos, employee stories, behind-the-scenes – that works. No stock photos. No slogans.
Chat recruiting & interaction
Application via WhatsApp or Insta-DM? Gen Z says: Yes. Live Q&As or a virtual Office Day have more impact than any PowerPoint.
Transparency & realness
Exaggeration? Not well received. Gen Z wants to know how things are really going – even what isn’t perfect.
Communication? Faster, more honest, dialogue-oriented
Fast feedback
More than 48 hours without response? You lost her. Automated updates & chatbots help, but personality counts.
Communication at eye level
Get rid of the top-down. Gen Z expects respect, listening and feedback – at eye level. Leadership today means: trust and support.
Community instead of career ladder
Hierarchies? Only if they make sense. Gen Z wants skills, networks, project work. You think in terms of learning curves, not titles.
The biggest challenges for companies
1. Rethink leadership
Top-down and control no longer work. It takes empathetic managers with a coaching mentality and a real feedback culture.
2. Flexibility is standard
2-3 days home office? Must be in there. The important thing is: output instead of presence. Trust instead of micromanagement.
3. Commitment despite willingness to change
Gen Z doesn't stay because of loyalty - but because they can grow. Offer: learning budgets, certificates, job rotation & mentoring.
Conclusion: If you want Gen Z, you have to move
You want: meaning. Freedom. Honesty. And an employer brand that delivers what it promises. Anyone who delivers this not only gains talent – but also long-term team players.
The formula for success:
✔ Mobile & fast application processes
✔ Honest employer branding instead of a glossy show
✔ Flexible working models & mental health
✔ Leadership at eye level and learning culture
What is your experience with Gen Z?
Already had your first contacts? Or challenges in the recruiting process? Let's talk about it.
Sources:
- McKinsey & Company: "What makes Gen Z different?" (2023)
- LinkedIn Workforce Report (2024)
- Study “Employer Attractiveness for Gen Z” (StepStone, 2023)
- Deloitte Global Millennial and Gen Z Survey (2024)
