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GEN Z: Do you know how to recruit them?

We have been discussing recruitment at an elevated level since 2020. As new generations enter the workforce, companies and leaders must embrace new ways of recruiting and onboarding talent. A common reaction to new ways of working is frustration, angst, and abandonment. Many companies decided that training and recruiting require more effort than the reward, only to realize that lack of training and recruitment stagnates growth, cash-flow, and promotes the hostage syndrome. A classic chicken/egg conundrum.

As in most relationships, first impressions make up 80% of the future success rate. When it comes to recruiting, are you doing it wrong?

According to the US Bureau of Labor and Statistics, Gen Z (born 1997-2013) will comprise 30% of the workforce by 2030. It's already the reality for the salon industry, with 95% of cosmetology school graduates being Gen Zs (most of the current year’s graduates born between 2002 – 2004).

Deloitte's 2023 Gen Z and Millennial survey* uncovers Gen Z's high expectations for its employers and businesses. Gen Zs continue to believe that business leaders have a significant role to play in addressing social and environmental issues. Their most important concern is the high cost of living, and they worry about living paycheck to paycheck.

According to Deloitte, a misconception is that Gen Zs don't want to work, which is not true. They only want to work up to 30 hours for your company, as they need to diversify their financial security with other revenue opportunities.

Adobe's future work study reveals what Gen Z seeks in the workplace. Are you here for it?

  • Almost all respondents list brand reputation (92%), employee reviews, and industry awards (89%) as research conducted on a company before applying.
  • 85% say they’re less likely to apply for a job if the company does not disclose the salary range in the job posting.
  • Top reasons for turning down a job offer: not offering competitive pay, not providing a good work-life balance or healthy work environment, and not offering inclusive benefits and perks.

Here are 5 things you can do to improve your engagement with Gen Zs:

1. Brand Reputation: Ask for reviews! Improve your brand reputation by asking your guests to post reviews.

2. Employee Reviews: Do you have any? Let's get some positive mojo going by asking your employees to post positive reviews about their experience at your company.

3. Employee Spotlight: Use your website to spotlight your employees by garnering quotes and videos on why they work for your company.

4. SSBC Career Path: Articulate a service provider's earning potential in your recruitment:

· “Stylists earning potential range is $40,000 to $160,000 annually depending on the earned demand of time”

· “Support staff starts at $15 an hour with the potential to earn monthly bonuses in the form of paid time off”

5. Flexible Schedules: Offering more than 1 shift per day promotes a high level of flexibility for both the company and the employee:

· “Our salon company offers 2 shift options daily, Monday thru Saturday. We believe in work-life harmony and encourage our employees to select available shifts that make them happy and support their individual and unique financial goals.”

*Deloitte's Gen Z and Millennial Survey connected with 14,483 Gen Zs and 8,373 millennials across 44 countries.