Bob Van Rossum — September 24, 2018 — September 24, 2018
When discussing marketing talent modern organizations need to move their businesses forward, Millennials have been in the spotlight for quite some time. However, the attention is now shifting toward the generation that succeeds them – Generation Z.
Digital marketing recruiters know companies must drive and ingrain digital transformation into every part of their business. Marketing, in particular, is the heartbeat of a successful business and cannot thrive in a digitally-driven world without the right personnel.
There’s frankly no other group that inherently understands digital like Gen Z. These tech-savvy digital natives were born into the technological era and are quick to adapt to any new developments that occur.
Digital Marketing Recruiters: 6 Effective Ways CMOs Can Attract and Hire Gen Z Talent
Generation Z, individuals born between the mid-1990s to the early 2000s, include recent college graduates gradually entering the workforce. This group can also be called the “purpose-driven” generation, transforming the relationships employers have with employees and the need for organizations to have a greater impact on society.
Gen Z is very different from and larger than the millennial generation. As a marketing talent agency, we know these individuals are among the most purpose- and values-driven group in today’s workforce. Just as much as they make purchasing decisions based on whether brands have a social impact and a purposeful mission, they expect nothing less from their employers.
Is your organization ready to welcome this generation with open arms and bring them onboard? Here are some things CMOs must practice to attract Gen Z talent while maintaining a corporate culture that successfully retains these younger professionals.
A Mission Focused on Purpose and Impact
Gen Z-ers are driven by their passions and desire for making an impact on society for a greater good. They aren’t just money-driven, and desire fulfillment beyond financial success. They’re motivated to grow their careers through meaningful work.
A key way to nurture their dedication toward making a difference is to align their personal values with the purpose of your company’s mission and vision, with transparency. Build and share your brand’s mission, and communicate why you do the things you do. Everything from your products and services, to your team, and the things you do outside of the office should demonstrate how your company focuses on making an impact on society beyond profit.
Promotion of Diversity and Inclusion
Gen Z is the most diverse workforce and in turn, highly values diversity in the companies they work for. This generation understands diversity more than any of their predecessors simply because it’s a major part of their life experience.
A diverse organizational culture not only attracts Gen Z, but promotes a variety of voices and perspectives to help your marketing improve flexibility, resilience, and innovation. According to a study by Deloitte, organizations with an inclusive culture are two times as likely to meet financial goals, three times as likely to be high-performing, six times more likely to be innovative and agile, and eight times more likely to achieve better business outcomes.
Top marketing leaders know having a diverse team that mirrors their customer base will make
a positive impact on the bottom line. As digital marketing recruiters, we know how important it is to promote diversity and inclusion within your organization. Now, you add the benefit of making it easier to recruit and retain top Gen Z talent.
Opportunities for Development and Mentorship
Organizations must provide learning and development opportunities if they want to retain Gen Z talent. Gen Z-ers want to feel that they have upward mobility, which makes supporting their personal and professional growth imperative.
Gen Z prioritizes valuable mentorship from leaders in an organization. A powerful mentoring program paired with the proper resources and tools to continuously learn new skills is incredibly meaningful to this generation.
Encouragement of Contribution
Gen Z believes great ideas should come from all levels of an organization, not just from the top. They want to be a part of an empowered work environment, from top to bottom. They want to delve into their passions, and if your organization lets them – their ideas can push you to
reach their peers via the right marketing message via the right channel.
Gen Z is innovative, entrepreneurial, and want their ideas to be openly heard. While they want strong support and guidance, they also want enough autonomy to demonstrate their creativity and contribute individually.
As a marketing leader, you must open the door for your team’s ideas to be shared. The most effective leaders invite contributions from others and seek to hear other people’s perspectives, no matter what their position is.
Personal Health and Well-Being
Gen Z is very conscious about their happiness, mental health, and overall well-being. As a leader, it’s important to show that you care about them as a person and not just another employee.
Don’t just go off of what the latest online research or studies on this generation say. Get to know them on a deeper, personal level to truly understand their ambitions and values. This will help you better support their mental wellness.
A Memorable Candidate Experience
Your company must deliver an excellent interview experience for candidates. Generation Z is less likely to want to work for your company if they have a bad experience during any part of the application or interview process.
Make sure you identify any pain points that potentially exist throughout the candidate experience. Everything from the job application to e-mail communications should deliver a seamless and efficient experience to your candidates.
Conclusion
Generation Z strives to pursue a fulfilling career more than any generation that precedes it. Becoming a more purpose-driven organization isn’t meaningful just for Gen Z, but your entire organization. By recognizing each individual’s perspectives and unique skill sets, you’ll more clearly understand what drives them to succeed so you can inspire and be the best leader you can be.
Are you prepared as a marketing leader to lead this purpose-driven generation?
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