In 2025, Baby Boomers will have reached retirement age, making Gen Z and Millennial talent the majority of the workforce. This will mark the first year Gen Z’s labor force participation outpaces that of Baby Boomers, introducing new challenges for Talent Acquisition teams. With Gen Z intending to stay in roles for only 2-3 years, leaning into company attributes that resonate with Gen Z candidates will foster their successful recruiting and retention.

Recruiting Gen Z Authentically: Best Practices to Know

Embrace Gen Z’s Empowerment for Effective Recruiting

Gen Z candidates are ushering in a new era of workforce dynamics, challenging norms and prompting recruiting teams to reevaluate their recruitment strategies. 

While some may perceive Gen Z candidates as entitled due to their high salary expectations, enforced boundaries, and flexibility requirements, a shift in perspective to instead see Gen Z as empowered can enable recruiting teams to meet candidates where they are. 

While Gen Z candidates feel empowered, they still need guidance. Given their limited exposure to business norms and the unconventional circumstances surrounding their education during the COVID-19 pandemic, being upfront with candidates and clarifying expectations will ensure everyone is aligned.

Broadcast Your Company Values Authentically

Gen Z candidates prioritize alignment with company values when evaluating potential employers, with Veris Insights’ research showing that 98% of Gen Z candidates find shared values at least somewhat important when considering employers, with 56% finding shared values very important or essential in their decision-making process. Respect and honesty rank as the top two most important values for companies to demonstrate.

However, Gen Z candidates are savvy about distinguishing between authentic values and marketing messaging.

To effectively showcase your values, go beyond website copy by letting current employees share authentic stories about how company values play out in day-to-day work experiences. Create opportunities for candidates to speak directly with current employees during the recruitment process, and share specific examples of how your organization has demonstrated its stated values through decisions, policies, and employee support. Rather than presenting a perfect image that may feel inauthentic, acknowledge areas where your company is still growing—this transparency resonates strongly with Gen Z’s preference for honesty.

For more comprehensive strategies on reaching Gen Z candidates effectively, explore our 6 Essential Tips for Recruiting Gen Z guide.

Embrace Work Boundaries and Flexibility

Gen Z candidates prioritize work-life balance above many other factors, with research showing they value:

• Paid time off (68%) and flexible work arrangements (67%) as top considerations
• Flexibility in hours worked (57%) as a key factor in employer evaluation
• 76% of MBA students rate flexible work arrangements as one of their top three most important factors

 

What does great work-life balance look like to Gen Z? As one business student explained: “A company with great work-life balance would really respect employees’ personal time and not expect them to work crazy hours. For example, they’d have flexible work hours so I could start my day earlier or later depending on my schedule.“

Highlight Work Location Upsides

If you’re hiring for roles in rural or less urbanized areas, focus on making these opportunities feel tangible and appealing to Gen Z candidates who might not otherwise consider them:

1. Regional School Strategy: Prioritize recruitment efforts at schools close to office hubs, including community colleges, trade schools, and non-degree credentialing programs that produce locally-rooted talent.
2. Make the Move Easy: Provide housing accommodations, relocation stipends, or short-term support that eases the transition and signals employer investment in students’ success.
3. Location > Degree: Broaden talent pipelines to include candidates without four-year degrees, focusing instead on proximity to key locations and relevant training.
4. Community Engagement: Build early exposure through partnerships with local high schools, Chambers of Commerce, and community stakeholders who can champion opportunities in the region.
5. Location Sell Events: Organize in-person visits to company sites. These events have been shown to boost acceptance and conversion rates because students gain clarity on the environment, cost of living, and lifestyle, helping them feel more confident in their decisions.

 

For more strategies on attracting Gen Z to rural roles, explore our Rural Recruiting Playbook.

Spotlight Your Company Culture

Gen Z candidates prioritize workplace culture above many other factors when evaluating potential employers. Veris research shows that students rely heavily on three key indicators to assess culture and co-workers: collaborative environments (41%), strong relationships with managers (36%), and likable co-workers (34%). For LGBTQ+ students specifically, an inclusive work environment ranks as one of the top three most important factors for 39% of this demographic, making it the highest-rated factor for this group.

Creating a culture where employees feel they belong is essential for attracting and retaining Gen Z talent. 

Our demonstrates that feeling a sense of belonging is the #1 driver of intentions to convert to full-time after an internship. To build this culture of belonging, focus on creating camaraderie, facilitating meaningful relationships, enabling impact, valuing early talent, and actively preventing exclusion. When Gen Z candidates can see authentic examples of collaborative environments, inclusive practices, and strong interpersonal connections within your organization, they’re more likely to envision themselves thriving in your workplace culture.

Acknowledge Gen Z’s Diversity in Your Recruiting Strategy

With 48% of Gen Z in the U.S. being non-white, Gen Z is the most racially and ethnically diverse generation in U.S. history. They are also the most educated and online generation. Gen Z’s unique experiences give them different expectations of the workplace than previous generations. This necessitates a shift in recruiting strategies to prioritize Diversity, Equity, and Inclusion (DEI) initiatives, as authenticity and representation are significant priorities for Gen Z. They value a workplace where individuals in management positions come from various racial, ethnic, and socioeconomic backgrounds.

“Are there people of color, women, or trans or non-binary people in leadership positions?”

– History Major, ’23

Where Does Gen Z Look for Jobs?

Understanding where Gen Z turns to research employers is key to meeting them in the right channels with the right message. LinkedIn is the number one channel used by students when evaluating the following employer attributes:

• Compensation & Benefits
• Work-Life Balance
• Career Advancement
• Role & Project Appeal
• Job Stability
• Culture & Co-workers
• Prestige
• Diversity, Equity, & Inclusion

 

When evaluating Work Location and Mission & Impact, the employer website is the #1 channel used. 

Knowing where Gen Z searches is only part of the equation. It’s equally important to understand what they expect once they get there.

Final Thoughts

Ultimately, many Gen Z candidates know what they want and are not afraid to ask for it. While this fact may be daunting for some teams, engaging with these candidates is more straightforward than it may seem. By authentically communicating with Gen Z and leveraging our data-driven research to highlight the values that resonate most with them, teams can establish meaningful connections that make Gen Z feel heard and understood. Embracing these strategies will not only pave the way for success with Gen Z talent, but also position organizations to thrive within a dynamic and inclusive work environment.