Human Factor

Planting the Gen Z Seeds

There are very specific ways to grow a top-flight younger workforce. The process is most successful when it starts early on. BY LAURIE KAHN

Most companies are still grappling with how to attract and manage Millennials and now we are starting to learn more about

Generation Z – people born after 1995 who are now joining the workforce.

With 75 million Americans expected to retire in the next few years, it is essential to start getting Gen Z interested in your company.

One way to get their attention is to start speaking to them early on, before they have settled on their ideal career choice.

Don’t wait until they are in their senior year of college to approach them as it could be too late.

Get involved with your local and regional high schools. Offer to speak to a class and create internships or other work programs.

Host a day where students can come visit your company to see how many different careers there are beyond the flashier positions, like on-air talent, which is what many of them want.

Hold contests where they can win a guest stint hosting a show or participate in a major event.

Perhaps there’s a charitable initiative where you need volunteers.

Just get them involved.

If you have colleges near you, contact professors who teach sales, marketing, finance or communications and ask if someone on your team can come teach a class. But be aware: if you go in and make a play to hire students without offering solid educational facts, you won’t be asked back.

A given presentation might focus on the new technologies that are changing how you do your job or how your media company is helping local businesses expand by creating entire marketing campaigns for them. Let them know you are happy to share your expertise and information about your company.

Younger generations of workers are looking for an employer they can trust, that can help them grow in their career. They want to work for a company that doesn’t hide challenging aspects of the business and whose management is open in its communication.

After they’re hired, they want to feel confident that what they present to clients can actually be delivered. Giving back and helping the community is also key to many of them.

Share whatever information you can

that will show how your company can meet their desires and goals on your website and in social media. Because this age group is very research oriented, potential employees are likely to do some homework on you, your company and your products before you ever speak with them.

Nothing will turn them off more than seeing out-of-date information. So make sure whatever is posted on the company site and social pages is current.

In addition to updating your company’s online information, update your own personal social media profiles. Millennials and members of Gen Z who are scouting for a job will look for someone they can relate to, so use a friendly but professional picture.

Share stories about your work as a manager and information about why people succeed under your leadership. Post updates about jobs well done at your company. Include testimonials from past employees or clients that describe your successes.

Host a fun event for potential hires that includes younger staff members who can help with the networking and talk about your company. Peer-to-peer conversations can make the information that’s conveyed more believable. Maybe the event is a special meet-and-greet at your company’s offices. Or perhaps you can invite some guests to a concert, allowing them to see what your company does beyond what they’re aware of. Last by not least, if they reach out to you, don’t delay in getting back to them. And don’t give up if they don’t respond right away. Chances are, one or more of their parents and grandparents have been laid off, so they don’t necessarily feel a need for loyalty or perseverance in seeking out one particular position. You need to be prepared to move them through the interview process quickly and to sell them on your opportunity. If you don’t reply for a week, more than likely they will be gone.

While that may make them sound like a fickle group of people, Gen Z can be won over. It just requires a special effort to make them anticipate the rewards of working on your team.

Laurie Kahn is president of Media Staffing Network, a search and consulting firm that is focused on media jobs. She can be reached at (480) 306-8930 or laurie@mediastaffingnetwork.com.