According to the 2024 ManpowerGroup Talent Shortage Study, 75% of employers worldwide are struggling to find talent to fill critical roles. This talent shortage is top of mind for employers and by extension, the staffing industry as a whole. While the problem is complex, the solution is simple – attract and activate the Gen Z workforce.

In 2023, 17.1 million Gen Z, or Zoomers, entered the labor market and it’s suggested that these individuals will soon surpass Baby Boomers in the workforce. Born between the late 1990s and early 2010s, Zoomers are the first generation of “digital natives,” having grown up with smartphones, laptops, and social media. This tech-savvy generation is motivated by purpose-driven work and inclusion rather than competitive pay and advancement desired by the generation of workers that came before them. As a result, Gen Z will bridge critical gaps in today’s workforce and shape corporate culture in the years ahead.

Tech-Savvy Workforce Redefines Engagement for Staffing Industry

Gen Z plays a critical role in shaping the workforce of the future. As digital natives, Zoomers are knowledgeable and comfortable with technology, which is vital in an increasingly innovative, tech dependent economy.

This generation desires meaningful work and opportunities to challenge traditional workplace norms like hierarchical communication and in-office work requirements. Flexibility and work-life-balance are motivators for Gen Z and employers that understand and incorporate these benefits will gain a competitive edge in a tight labor market.  

As newbies to the workforce, Gen Z candidates are limited in professional experience – often in their first or second job. This can create challenges for Zoomers looking for work and for employers looking to engage and place qualified candidates quickly. The most significant challenge rests in an employer’s ability to meet Gen Z engagement expectations, which differs from Boomers, Gen X, and Millennials. Gen Z values relationships, placing a high value on transparency, openness and feedback, requiring employers to rethink their approach to candidate engagement.

Value-Based Candidate Experience Increases Loyalty

Employers that adjust their recruitment process in accordance with Gen Z expectations, will benefit from this emergent generation of talent and the innovative tools and technologies used by staffing firms to bolster job placements. CRM, ATS, and AI-first solutions streamline operations, increase recruiter productivity, and most importantly, create exceptional candidate and customer experiences – all of which helps put the world to work.

Data from Bullhorn’s 2024 GRID Talent Trends Report found nearly half (46%) of Gen Z candidates were unclear on the steps required to apply for a job and more than a third (39%) desired more communication during the interview process. These findings present an opportunity for employers to adjust their recruitment process to include proactive updates and increase frequency of interactions with these inexperienced candidates. In fact, data suggests that maintaining communication more than once a week builds trust and boosts Gen Z loyalty to 82%.

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