Reach Gen Z with these 3 tips

Reaching Gen Z can be tricky. But for some job profiles, it really is the youngsters you’re after, in other words Generation Z. Hospitality staff and pizza delivery riders, for example. And although you can often find this group online easily, it can be hard to actually win them over. So: how do you reach Generation Z, and how do you spark their interest, for example in a job marketing campaign? We’ll tell you in this article.

So what exactly is Generation Z?

The exact definition of the term varies now and then, but we’ll stick to this: Generation Z, or Gen Z, is everyone born between 1997 and 2012. So from real youngsters to young adults. That’s why the older Gen Zers matter more to us: young starters who have often just got their qualifications or have just started their first real job. You want them on your team! Because although Gen Z and today’s employers don’t always see eye to eye (as our research shows), if you want your company to move with the times, you really do need them. But how do you reach them?

Where can I reach Gen Z?

First, the answer to the question: “where do I reach Gen Z?”. You’ll mainly find them online: young people often spend between 6 and 7 hours a day looking at a screen. You’ll find the youngest on Snapchat, TikTok and Instagram. Young people who (almost) have their diploma and are already exploring their future career are often on LinkedIn too. You can skip Facebook as an advertising platform; Generation Z couldn’t care less about it. It also turns out that although channels like Snapchat, TikTok and Instagram are still used a lot by young people, this generation is increasingly switching to platforms such as Twitch and Discord.

This is how you attract Generation Z

Right, you’ve picked your channel or channels. But the fact that this target group sees your ads doesn’t always mean they’ll do anything with them. Although you shouldn’t lump them all together, we can assume these topics generally appeal to Gen Z, or to groups within Gen Z.

Honesty and accepting imperfections

Gen Z is all about self-acceptance, even when it comes to imperfections. Where slim models used to be in the spotlight, a counter-movement is now taking shape. Being different isn’t just okay; it’s normal and it’s beautiful. We can apply this to the language in ads too. Write the way people talk; there’s no need to make things prettier than they are, and simple is better. The focus on imperfections also applies to the content of the ads: be honest about the less positive sides of your company and let people know what you’re working on.

Doing something good for the world

Generation Z wants to be part of something and contribute to a better world. That can be a greener world, but also a world where people help each other. Where negative attention in this area has a bad effect on this generation (think of no longer buying products that are tested on animals), positive attention can actually draw them to a company or product. So does your company do something good for society? Then speak up!

Choose which group within Gen Z you want to reach

Remember that although Generation Z can be seen as one group, it can also be divided into different smaller groups. Even if you focus entirely on Gen Z, you may be able to reach one part better than another. Young people with the same passion or outlook on the world often gravitate towards each other, and age, place of residence or culture matter much less here. So make sure the marketing department focuses more on values and ideals, and less on socio-demographic characteristics.

Watch out: stay honest and stay yourself

In general, the topics above appeal to Generation Z. But watch out: that doesn’t always mean you should use them in your advertising. Only do so if you can genuinely offer these benefits to (new) colleagues. Because a dishonest employer is usually not one where employees stay long or speak positively about! So you don’t have to turn your company into a human rights organisation overnight, but are you already doing one of the examples above? Then that’s exactly what Gen Z wants to hear.