Big businesses need to lighten up, get creative and take a few cues from small business owners.It's usually assumed that when it comes to marketing, small businesses can always learn from their larger counterparts, right? Chances are, the big guys have survived their fair share of marketing campaigns, whether good, bad or downright ugly. Factor in an ample marketing budget and a well-paid marketing team and they're probably light years ahead of smaller businesses. But is that really the case
If you’re paying any attention to Gen Z, you’ve likely come across this number: 61 million. That’s how many people born after 1996 are about to enter the workforce (and some already have)! According to a Bloomberg analysis of UN data, the global population of Generation Z will outnumber millennials this year. So just when you’ve mastered writing a job description to attract millennials, it’s time to learn a new skill: writing a job description that Generation Z will actually read — and then, hopefully, take the next step and apply to the job.
Before we get into it, consider what you know about Gen Z, if anything. Their most well-known quality is that they have no memory of existing without the internet or cell phones. In her Netflix comedy special Elder Millennial, Iliza Shlesinger urges Gen Z to “gather ’round the Snapchat, children. I’ll tell you the tale … of the landline.” The iPhone launched in 2007, when the oldest Gen Zers were just 10 years old.
It’s no surprise that Gen Z uses cell phones with lightning dexterity — as if their minds and the features of their phones were one and the same. But that also means Gen Z is quick to swipe left at lackluster job descriptions, so employers and recruiters need to be on their toes. If you want to attract their attention and engage them as candidates, consider these six key factors when writing a job description for Gen Z:
Keep it concise
By the time Gen Z finds your job description, they will likely already have researched your organization, asked around, looked at employee reviews online and even looked at print materials.
The National Society of High School Scholars (NSHSS) found that the top three sources Gen Z checks for prospective employers include job search sites like Indeed (28 percent); but the job search itself takes potential candidates everywhere from career websites (76 percent) to recruiters (25 percent) to, yes, print materials (12 percent).
With so much to look at, it’s best to make the job description concise and to the point. Gen Z doesn’t like to dally, and they have enough noise and background static in their life. If they think your job description takes too much energy to wade through, there’s a good chance they’ll bounce.
Spotlight development potential
Gen Z wants to develop. They prefer to be coached rather than managed, and they are deeply motivated by work that enables them to learn and grow — not just as your employee, but as a professional on a career trajectory, and as a person as well.
In this sense, they’re not so different from millennials: both generations want and expect frequent coaching and feedback, according to a recent Deloitte study. And while they may have the technological edge over other generations at entry level, Gen Z also wants to improve their interpersonal and soft skills. When writing your job description, make sure it clearly outlines the kinds of growth and learning opportunities the job and the employer have to offer.
Avoid cleverness and lingo
Gen Z is inundated with inauthentic and euphemistic language….