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5 Ways to Build a Strong Employer Brand to Attract Gen Z

The good news is, prospective talent can easily find out information about your employer brand. The bad news is, prospective talent can easily find out information about your employer brand. If you don’t think your company’s reputation as an employer will impact your ability to find great talent, think again. This is especially true of the youngest employees in the workforce, so you have to build a strong employer brand to attract Gen Z talent.

But you can use this generation’s curiosity to your advantage. There are ways to promote your employer brand to Gen Z talent to ensure they’ll be interested in your organization as a potential employer. 

What Gen Z Looks For In An Employer Brand

Generation Z is taking over the workplace with a vengeance: according to ManpowerGroup, this generation of talent will be 30 percent of the workforce by 2030—meaning it’s imperative for companies to understand what makes these employees tick and what they want in an employer.

Your employer brand must reflect the values of early career talent, and the following are five ways to promote a strong employer brand to attract Gen Z and ensure your hiring efforts are successful.

1. Social Responsibility

Early talent candidates want to work for employers that are interested in giving back to their communities and making a positive impact. This talent cares deeply about making the world a better place, and they prefer to work for organizations that have that same passion, so a strong commitment to social responsibility makes an employer much more attractive.

2. Equitable Pay and Benefits

If your employer brand does not include equitable pay and benefits for all employees, early in career talent will not be interested in working for you. These candidates expect to be paid what they're worth, as well as receive the benefits they deserve. They will not accept being shortchanged just because of their age, nor will they work for employers who don’t offer benefits that are important to them, such as those related to mental health and work-life balance.

3. Growth and Learning

Early career professionals want to know they can grow and learn in their position, and get access to the resources they need to move up the ladder in an organization. These workers are hungry to learn, and your employer brand must demonstrate that you're willing to teach—which can be done by offering training that builds their skills, financial support that helps them earn degrees or certifications, and mentorship that allows them to learn from those who have the success they aspire to attain.

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4. Workplace Relationships

Although Gen Z is a group of digital natives who are extremely comfortable with a wide array of technologies, they also value personal connection and strong workplace relationships. In fact, research shows that 90 percent of Gen Z would rather work in an environment that has a human touch and connection with colleagues. In addition, these workers are interested in mentorship, collaboration, and communication. Additionally, Gen Z wants to feel connected during the interview process. In our Early Talent Sentiment Report where we surveyed nearly 800 Gen z job and internship seekers, “77% of interviewees mentioned the importance of community throughout the job searching process, noting communities are great for getting interview and process tips.”

5. Diversity, Equity, and Inclusion

Over the years, the workplace has become more and more diverse—from racial to gender to cultural diversity—and Gen Z is the most diverse group of all. These workers care about diversity, and won't consider employment at an organization that doesn't. Your employer brand has to be an extension of the diversity in the community, so recruiting talent from underrepresented backgrounds must be a priority. Be transparent about diversity data and celebrate your progress in this area to demonstrate your commitment to diversity, equity, and inclusion.

What Gen Z Brings to the Workplace

Although it may seem daunting to create a strong employer brand that appeals to younger talent, it will help your Gen Z recruiting and hiring be much more successful—which will definitely be worth your time. One important characteristic of these workers that companies benefit from is their technology savviness. They've been on computers practically out of the womb, so they’re familiar with bleeding-edge technologies and can teach older employees how to use these tools. In addition, Gen Z has an entrepreneurial spirit, and chances are, they’ve already been running businesses in the gig economy for years before you even hire them. This entrepreneurship gives these workers a sense of accountability, pride in their work, and the ability to work independently.

Promoting your employer brand is crucial during Gen Z recruiting campaigns. These workers know exactly what they want in an employer, so you have to put your best foot forward at all times to ensure you’re successful in hiring the young talent you want.

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