What makes for an effective virtual recruiting campaign for millennial and Gen Z talent?

The switch to virtual was swift, as organizations in 2020 were forced to address the COVID-19 pandemic. As we start to see the light at the end of the tunnel, the transition back to in-person events will be decidedly less swift, with some organizations choosing to stay the virtual course. With more and more organizations embracing virtual recruitment efforts in the wake of the global pandemic, you have to make sure that your campus recruiting efforts stand out from the rest. This is of course easier said than done, but we want to provide you with some insights into the student job-seeker that you can use to perfect your virtual recruitment strategies. Since a majority of students exiting higher education right now belong to Gen Z, we will focus on how you can work to appeal to this group.

Face to Face:  

Although they are often thought of as the most technologically connected generation and would not apply for a job if it had a poor online presence (rightly so!), Gen Z values face-to-face connections when they are searching for jobs. This doesn’t necessarily mean that they have to connect in person, rather, they need to feel connected to their recruiter. This suggests that in addition to any pre-prepared materials you may provide them, if you are serious about courting this candidate, you may want to provide some one-on-one (virtual) time with them to address their concerns and answer any questions they may have. 

Career Trajectory/Stability:  

Top of the wishlist for Gen Z (and Millennials) is stability and the opportunity to advance in their careers at your company. Entering into an unstable workforce has taught this generation to value opportunities for advancement and stability within your company above salary in many cases. Gen Z candidates also tend to focus on industry interest rather than role interest. They’re hoping to learn and grow in your company! Rather than just preaching to candidates that your job offers growth opportunities, you can show them! Now that virtual recruiting is becoming the norm, you can highlight different members of your organization that you couldn’t have in the past. Show them a candidate who started in an entry-level position, but has now grown within the company to a new and challenging role. 

Diversity & Inclusion: 

Diversity, Equity and Inclusion in the workplace are hugely important for Gen Z. Recruiters are increasingly discovering they can expand their reach to more diverse talent pools by leveraging virtual techniques across more campuses. If you are not actively in pursuit of ensuring DEI in the workplace, then many members of Gen Z will count you out. Switching to virtual recruiting and hiring efforts can be more inclusive than the traditional job fairs and recruitment processes of the past. By committing to a continued hybrid or flexible environment you will show Gen Z that you are ready and willing to recruit people outside of your normal candidate pool. You can recruit from different states, different backgrounds and you can now provide a more accessible work environment for differently-abled individuals who may have previously been precluded from entering the workforce.

These are all important points to consider for any recruitment strategy-virtual or otherwise! But virtual is uniquely adept at highlighting these aspects of your company that will appeal to Gen Z job-seekers. 

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