Hiring the Next Generation of Talent - Key Strategies for Job Ads

Some may think that salary and benefits are the most important factors when advertising jobs and attracting potential talents. However, according to research by SD Worx, 50% of today’s workers deeply value diversity, integrity, career growth and work-life balance more than money, position and job security.

Indeed, today’s talents demand a whole new type of recruiting experience – mainly because of the introduction of hybrid working. Even before applying for a job, they want to feel the authenticity of a brand, immerse themselves into the company culture and connect with real people.

While a fair pay cheque will always be a crucial part of the hiring process, it’s important to pull the fluidity card to make your organisation more attractive to this new generation of talent. But how? The good news is that it doesn’t require a complete overhaul of your existing recruitment processes. Here are some ways you can redesign and adapt your job advertising strategies to attract emerging talent.

Social media is one of the most cost-efficient digital marketing methods to share content and increase your business’s visibility – especially when targeting younger generations. Millennials and Gen Zers use social channels in many ways and through various devices: from getting the news on Twitter to showcasing their aspirations on Instagram and growing their networks on LinkedIn. Clearly, if you want to reach this generation, you should shine on social media and, most importantly, make mobile-friendly job ads.

Sharing insights about office life and employee initiatives on social networks can be an excellent way to showcase your company’s personality and encourage prospects to join you. Establishing a robust social media presence would serve your business well, not just because you want to find talented employees but also because doing so will build trust among potential customers and make it a coveted workplace. You can do so by:

• designing snackable content with a focus on video/short reels - encourage passive candidates to apply to your vacancies through simple videos that showcase your employer’s brand
• keeping an eye on your rivals - to stay on top of your game, check out the most successful job ads and take inspiration from them (don’t copy!). For example, you can use social media management platforms l to monitor the “noise” across the web.
• customising content for each social media channel - each channel has different goals and audiences. That means you should approach each strategy differently and treat each platform as a separate entity.
• establishing a content plan and promotional calendar – stick to a four or six-week communication plan to keep your advertising messaging consistent. Be sure your planned messages are posted immediately, not in two or three weeks.
• including influencer marketing in your recruiting strategy - simply showing that you’re tech-savvy and publishing your vacancies on a few job sites won’t do the trick. With so many job sites out there, the chances of relevant candidates finding your vacancy are definitely lower. On the flip side, influencers have a larger audience, brimming with followers (mainly the newest generations) who consume their content willingly and actively.

For the new generation, honesty, authenticity and diversity are key components in terms of communication. Therefore, you should focus your job advertisements on transparency, openness and dialogue. But how to proceed?

• Strive to stay as authentic as possible, don’t confound job ads with sales pitches
• Avoid buzzwords like “ninja”, “rockstar”, or “guru”, as this can come off as condescending.
• Eliminate bias related to gender, sexual identity, religion, race, nationality, age, neurodivergence and disability.
• Highlight your efforts to promote inclusion and diversity.
• Involve your team in the process – this will help fine-tune the job description, identify the required skills to perform well and create your own voice as a team or organisation.
• Ask professionals to filter job descriptions for errors or legal issues.

Writing job ads doesn’t have to be a hassle. Before you post your next job listing, go through it with a fine-toothed comb to ensure it’s accurate and attracts relevant candidates. Besides, this will also work wonders for your employer branding.

The growing group of working millennials and zoomers isn’t just looking for a random place to land. Instead, they want a job that will contribute to a worthy cause other than making money. They aren’t afraid of jumping ship and tend to change careers more than the previous generations. An appealing pay cheque and tempting job perks won’t be the sole reasons a skilled and diligent millennial or Gen Zer would find your job offer attractive. If you plan to woo like-minded applicants, you must make it clear that you have a purpose-driven culture.

Here are some additional tips for doing just that:

• Clearly state the purpose and mission of your organisation and only talk about aspects that will matter in the eyes of your ideal candidate.
• Vividly describe the interests, skills and personality of your ideal candidate.
• Motivate potential candidates by stating how the job and your organisation as a whole can help them grow both personally and professionally.
• Set the expectations right. In other words, make the job title self-explanatory and leave out superfluous information or complex jargon. Also, provide a straightforward list of what the job entails, include a salary range and give some insights into possible future responsibilities and remuneration. End with a clear call to action along with a cut-off date.

It’s no secret that today’s generations want to work for a company that fits their lifestyle and values. Therefore, listing relevant employee benefits in your job ads is one of the best ways to attract prospective millennial and Gen Z applicants. These tangible and intangible benefits can be as diverse as healthcare and retirement plans, disability and life insurance, free snacks, wellness programmes, company happy hours, lenient dress codes, flexible schedules, teleworking, etc.

Research by SD Worx shows that employee benefits (tangible or intangible) are of significant importance for both existing employees and job seekers. In fact, 1 in 2 workers today crave flexibility, which can help them attain a greater work-life balance. If your company offers benefits tailored to job seekers’ need for flexibility, then highlighting them in your job ad only increases your chances of becoming their employer of choice.

Clearly, marketing your job ads to the next generation, whether it’s millennials or the Gen Z population, isn’t just about benefits, salary and fancy break rooms. It requires a human touch – simply talking to them won’t work as effectively as genuinely engaging with them. Through engaging content, authentic experiences and listening to what they’re asking for, you can entice them to discover your employer brand in their own way. However, it takes more than game-changing job posting techniques to win the war for talent. Revisiting your hiring strategy every regularly is key to becoming an employer of choice.