How to Write Job Descriptions That Appeal to Gen Z

A thousand Instagram reels have been pointed at the differences between the various generations—a hello, fellow kids! vibe that’s easy to laugh at but hard to reconcile in the workplace. But as millennials and Gen Xers look to hire more members of Gen Z, the importance of understanding how to recruit members of the younger workforce becomes essential.

What Is Gen Z?

To properly recruit Gen Z, it’s important to first realize what that generation represents and believes. Obviously, we shouldn’t generalize such a wide group of people. Everyone is a unique individual and Gen Z has the misfortune of often being stereotyped and maligned in the media and in popular culture. But there are a few trends and traits that bring those born between 1997 and 2012.

Digital Natives: Members of Gen Z are digital natives. They’ve been using the internet since they were in diapers, and they know how to wield it well. They’re no stranger to new technologies and won’t be overwhelmed by being asked to learn a new tool or platform.

Authenticity: Members of Gen Z tend to be allergic to anything they deem fake or cultivated. They prefer a down-to-earth manner of speaking and want to be treated with radical candor.

Values-Driven: Gen Zers are also passionate about things they care about. Social justice, the environment, political views: all of these aren’t just traits they keep tucked away, but vital to how they view themselves as people.

Sensitivity: It’s hard to deny that the youngest members of the workforce can also experience difficulty when faced with new challenges and might require more of a pastoral approach then generations prior. Since they’re in touch with their values, they can become easily bruised or aggravated if they don’t see things as aligned.

How Do You Craft a Job Policy That Attracts Gen Z Where They Are?

There are a few easy ways to make your job descriptions more attractive to Gen Z to get more applicants and snag new top talent before they head elsewhere.

Focus On the Job Title

Try and focus on giving the role meaning and pulling out its full potential. For instance, instead of calling someone a customer service representative, consider something like a customer experience specialist. It shakes off the drudgery of a stereotypical customer service rep and helps a Gen Z’er imagine themselves as someone who’s guiding the customer toward the experience they deserve. Another example would be transforming a marketing manager role into a brand cultivator, or a sales representative into a client relationship expert.

Outline Perks Clearly

Gen Z differs from generations past in that they have an eye for fair labor practices and holistic life experiences. That means they aren’t going to be the kind of employee that works excessive hours for little praise. The perks and benefits they’ll be receiving for their role in your company matter a great deal to them. Make sure to emphasize these as clearly as possible, especially if your company goes above-and-beyond in terms of how it treats its employees. Gen Z appreciates flexibility, so any way that you can emphasize flexibility with your employees will go a long way. Highlighting company culture here can help as well—things like free lunches, team parties, or the ability to wear whatever you want can help Gen Zers feel like they’ll be appreciated within your business.

Emphasize Creativity in Technology

It’s almost universal that members of Gen Z excel at trying new technologies. That’s because they’ve been practicing it their entire lives. These are not the workers who will flinch at a new software or fear a new AI program. In fact, technology is attractive to Gen Z because it demonstrates a modern company that knows how to keep up with the times, and signals to them that risk-taking and creativity are an essential part of your company culture. Make sure to list out which technologies the new role will be utilizing while also explaining that you’re open to new ideas as technology develops. Members of Gen Z aren’t just good at using new platforms; they’re also talented at explaining how these platforms work to others. So, if you’re looking to bring someone in for social media, don’t simply list out which social media platforms you currently operate on—emphasize that you’re looking for input and open to experimentation.

Support Diversity and Inclusion

Gen Z tends to be focused on social issues. If your company prioritizes social responsibility initiatives or sustainability efforts, it’s a good idea to highlight these in your job description. Candidates are more likely to feel connected to (and be excited about!) your brand if they see alignment with things near and dear to their hearts. Depending on your company’s unique policies and the laws within your state, you could also post a statement encouraging diverse candidates to apply.

Utilize Visual Elements

Gen Z is highly visual. Consider making your job description stand out with photos or videos. You can highlight your company culture, show off some of your products, or even make a behind-the-scenes video on what it’s like to work at your company. Even something as simple as an infographic highlighting the roles and responsibilities of this new hire can go a long way in terms of catching job seekers’ eyes. Visual content is processed over 50,000 times faster than text by the human brain, making it a great way to get a lot of information across in short bursts of content.

Writing Job Descriptions That Resonate With Gen Z Require a Thoughtful Approach

If you’re trying to attract members of Gen Z, putting a little more time and effort into your job description can have a huge impact. By focusing on the job title, the perks, technology, and your openness to diversity, and tying it all together with visual effects, you’ll have Gen Z ringing your digital doorbell in no time.

Claire Swinarski is a Contributing Editor at HR Daily Advisor.

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