Did you know millennials make up over 1/4th and Gen Z a 1/3rd of the workforce in the US alone? So, if you want the best talent capable of constant innovation, target these two demographics.
However, boilerplate benefits and generic incentives aren’t enough to attract and retain them. With millennials and Gen Z looking for meaning in the work and 60% wanting their values to align with their employers, going above and beyond basic employee needs is essential.
Here are 11 ways to get you started:
Employer Brand for Millennials and Gen Z
promote a purpose-driven mission
Hefty paychecks aren’t enough to sway millennials and Gen Z. They want to work in organisations that project a strong commitment to a purpose.
A Deloitte report found that 75% of Gen Z and millennials consider social impact an important factor while choosing employers.
Define a mission statement to communicate your chosen cause and how you plan to contribute.
For example, Nike’s mission statement conveys the brand’s commitment to making fitness accessible to everyone.
Johnson and Johnson also present their commitment to environmental sustainability with clear and measurable goals.
Host initiatives and offer projects that let workers on your startup team make a difference in their community. Understand employees’ passions and align their roles accordingly to facilitate a purpose-driven work culture.
Encourage open communication around your company’s purpose. You can create forums and groups to let employees discuss their ideas on societal contributions. It’s also important to recognise employees who demonstrate expertise in creating meaningful and purpose-driven changes within the company and beyond.
highlight career development opportunities
The new generation of employees is ambitious. They want to work in companies that offer clear career trajectories with attractive internal mobility, learning, and growth.
A Paychex report found that 74% of Gen Z and millennial employees feel career growth and development are important for attracting and retaining top talent.
So, showcasing career development opportunities is a must to attract and retain millennials and Gen Zs.
Start by outlining career paths for every role and detailing the milestones employees can achieve. Create a dedicated career page and promote the opportunities you offer.
Amazon’s career advancement page is a stellar example here. From higher education support to mentorship and development, it answers every potential question candidates may have about growth opportunities.
Offer training sessions, courses, and workshops that nurture their passions and unique skill sets. Ask managers to set 1:1 meetings to discuss their ambitions and build a personalised career plan. This shows you care about their growth and fosters motivation, engagement, and employee loyalty.
You can also share testimonials from employees who have climbed the ladder. This makes your career advancement promises look more credible and appealing to savvy millennials and Gen Z.
Provide flexible work arrangements
New generations value work-life balance just as much as career growth. They seek employers who offer flexible work arrangements and reasonable autonomy.
The Deloitte report also found that good work-life balance is a priority for 25% of Gen Zs and 31% of millennials. 19% of Gen Z and 19% of millennials choose employers who offer flexible working hours.
However, you must set clear guidelines for flexible work arrangements to maintain productivity. It reduces confusion and sustains smooth workflow. Here are some points you must clarify early on:
- Rules for meeting attendance
- Employee availability for frequent communication
- Time required to respond
- Inter-departmental balance
Let employees choose between remote and hybrid work models. It’s also important to leverage the right tech and establish a secure internal data-sharing and communication system.
Finally, instead of focusing on the hours worked, prioritise results and evaluate performance based on meeting goals and deadlines.
Create a diverse and inclusive workplace
Gen Z and millennials are more socially aware than the previous generations, thanks to their significant exposure to the internet. They want their employer to reflect these values through a diverse and inclusive workplace.
A report noted that 56% of Gen Z workers won’t accept a job without diverse leadership and 68% aren’t satisfied with their employer’s DE&I policies.
A strong focus on diversity portrays a socially aware employer brand that the new generation of workers can be proud of. So, outline and integrate clear and measurable DE&I goals into your company’s mission and values. Highlight a DE&I section under the employment page and job posts. Using gender-neutral terms in career portals.
For example, Mastercard showcases its DE&I policies for creating safe, diverse, and equitable work opportunities for everyone.
You must ensure your DE&I policies are sincere and not just a tick on the checklist. Consider reserving 20% to 30% of positions for underrepresented groups. Design and promote special educational and training opportunities for employees from underrepresented groups.
Build a strong online presence
Millennials and Gen Z are internet—savvy generations, and your company needs a strong online presence to attract them to your employer brand.
Create videos and branded career pages that showcase your company’s culture, values, and benefits. Add testimonials and employee stories to build credibility.
For example, TIDE services frequently share employee achievements, testimonials, and farewell notes on LinkedIn.
Share sneak peeks of your workspace and employee engagement initiatives on social media handles. Occasionally, let the younger employees take over your social media profiles.
You should also encourage employees to share their experiences with your organisation. It will help the potential Gen Z and millennial candidates resonate with your work culture.
Focus on creating an open company culture
Millennials and Gen Z value transparency, open communication, and collaboration mobility in the workplace. You must create a company culture that lets them express their views without inhibitions.
Encourage open and honest communication across the hierarchy and show employees their suggestions are valued and appreciated. Implement an open-door policy so employees can come to the leadership with concerns, doubts, and ideas.
Integrate feedback mechanisms with regular employee surveys, pulse surveys, and suggestion boxes and act on their suggestions. Involve them in the decision-making process and encourage out-of-the-box ideas. Ensure they feel confident enough to speak their mind without fear of repercussions. This keeps innovations flowing and offers a sense of belonging and greater job satisfaction to the opinionated Gen Z and millennials.
promote your health and well-being initiatives
Gen Z and millennials value employers who prioritise the workforce’s overall wellness. That’s why the Employee Wellness Industry Trends Report shows that 90% of employers are investing more in mental health programmes while 76% are prioritising stress management programs for their employees.
Follow their cue and design and promote your health and well-being initiatives. Post behind-the-scenes of your wellness events, workshops, and activities.
Create blogs on the importance of stress management and work-life balance. You can also post videos documenting your wellness programme on social media.
For example, Society Insurance advertised its wellness programme through the above YouTube video.
You can also partner with relevant influencers to advertise your wellness initiatives. It will help you reach the target audience of millennials and Gen Z and attract them to your organisation.
Host webinars and workshops on wellness topics like mental health, mindfulness, and sustainable living. Promote these events through social media and targeted advertising.
Design an engaging onboarding process
Engage the millennial and Gen Z recruits early on through a fun onboarding process. Host meet-and-greets with fun games and activities to start on a sweet note. Let them connect with colleagues and build a rapport.
You can also offer hampers with company swag, such as personalised backpacks, coffee mugs, stationery, and personalised and on-brand T-shirts.
Have competitive compensation and benefits
Design competitive compensation and benefits to attract millennial and Gen Z employees. Run market research regularly and adjust your salaries according to evolving industry standards and regional benchmarks.
Focus on designing health insurance plans that cover medical and dental expenses. Let them customise it based on their individual needs. Offer childcare facilities, parental leave, and vacation days (PTO). Lifestyle spending accounts and retirement plans like 401K can also emphasise employee centricity and promote your employer brand.
Create employee recognition programmes
Recognition is a powerful motivator for millennials and Gen Z employees. It gives them a sense of belonging and purpose, boosts respect for the employer, and encourages them to do better.
Go digital with your employee recognition programme to appeal to the two most tech-savvy generations. Give high-performing employees a shoutout on social media profiles. Tap into the instant gratification factor with an on-spot appreciation for good work. Offer rewards like dinner for two, weekend getaways, or even an extra day off.
Post about their efforts on internal forums and groups. You can also dedicate a segment in your newsletter and highlight an employee’s contribution every week.
Provide opportunities for social impact and volunteering
Let millennial and Gen Z employees realise their passion for social causes with volunteering opportunities. Offer paid time off for volunteering activities and highlight community service projects, charitable events, or initiatives they can participate in.
You can partner with NGOs and have volunteering opportunities for your employees. Consider organising weekly free meal services and free tuition for underprivileged communities.
As part of your social impact cause, follow sustainable and eco-friendly practices. Implement recycling programmes for paper, plastic, glass, and electronic waste. Gradually eliminate single-use items from your workplace. Renovate office spaces with energy-efficient HVAC systems, natural lighting, plants, and sustainable materials. Allot schedules for each employee to take care of the greenery or oversee the recycling programme.
Such efforts centered around social impact and sustainability enhance the socially aware millennials and Gen Z’s purpose in your organisation and offer them greater fulfillment.
Conclusion
Your policies must also be creative to appeal to these one-of-a-kind generations of innovative minds. Conduct surveys and market research to understand their changing needs and expectations, and adjust your strategies regularly.
Finally, DE&I policies should be established, a cause greater than business profits should be represented, and sustainable practices should be followed to present an employer brand that millennials and Gen Zs would be proud to work with.
Author: Mehdi Hussen – Head of Marketing, ZoomShift
Photo credit: StockCake
