If you’re reading this and already feeling signs of stress, that’s ok; we don’t judge.
We know, employer branding for Gen Z is something most of us grapple with, ponder over, or even fear.
But before we dive into the how, let’s take a look at the why.
If you’re asking yourself - why should I build a strategy supporting Gen Z, the answer is simple: in 2025, Gen Z makes up 27% of the workforce in developed countries.
What does this mean, and how does it impact our employer branding strategy?
Although there’s no need to define them (and they do not like to be defined), Gen Zs are the first true digital natives, born into the world of social media.
They are the generation that dictates what's trendy, cool, and what sells. And as such, their opinion on the world of work carries significant weight.
The most significant change with Gen Z? They buy, learn, communicate, and consume news and entertainment—all from the same source: social media. It creates a different set of expectations for them regarding how brands should and shouldn't behave on these platforms.
Another impact they have?
The traditional marketing funnel is dead. Say hello to the loop.
We all know the traditional marketing funnel. From Awareness, to interest, to desire, and to action. However, when it comes to Gen Z, there is no funnel - just an infinite loop of inspiration, exploration, community, and loyalty.
The brands that are already succeeding in capturing Gen Z are those that create content and experiences for each of these components.
Inspiration-
Born into a world of vast amounts of information at all times, Gen Z seeks inspiration that cuts through the noise. They want to find the brands that stand out and speak to them.
74% of Gen Z think that IRL experiences are more important than online experiences. Where do they look for inspiration and learn about the world? 57% talk about YouTube as a central source, 53% from TikTok, and 44% from Instagram.
Although Gen Z grew up in a world where they receive content that is served to them through the algorithm, they don't trust the algorithm and invest the time to find what speaks to them and what interests them. Cue in Micro-trends.
Exploration - Gen Z uses social networks as a search engine, and they want as much information as possible.
70% of Gen Z say they will trust a brand only after they have done their research themselves. Where do they look for it? On social media, making sure you provide accessible information where they are is the secret.
Community - Gen Z is looking for something beyond a product. They want a community, to be part of something. And they expect brands they connect with to create or interact with those communities.
Loyalty - Gen Z is considered the most aware and least committed generation. They are open to brand loyalty but expect brands to earn their trust through innovative ways and over time.
Once defined as continued purchasing (AKA repeat customers), Gen Z is redefining this, too. Loyalty does not necessarily mean buying from the brand, but simply following it and recommending it to friends. (Referral campaigns Gen Z version?)They are loyal to brands that take the time to build trust, present the same image consistently, and have a clear mission and values.
Resources -
Vouge Business Gen Z marketing report, Archrival, and Tumblr state of community report.
