Winning The War (CONT’D FROM PAGE 26)
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cerns. “Gen Zers value salary not because they’re greedy, but because of their life experience,” said Dorsey. “They went through the Great Recession with their parents, then they entered the workforce and lost their jobs because of the pandemic. Now they’re trying to make up for lost time — an impetus all the more urgent with inflation going through the roof.” Putting information in the right place is also important: These three elements must appear at the top of each job posting, because Gen Zers read only the first paragraph of posts on their mobile devices. “You need to put all the sizzle that’s normally at the bottom of your job postings all the way at the top,” said Dorsey.
BENCHMARKING & INDUSTRY TRENDS
ADVOCACY & REGULATORY DEFENSE
WORLD–CLASS NETWORKING & CONNECTIONS CUTTING–EDGE TECHNOLOGY & TRAINING
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One more factor to include in your job postings: stabil- ity. Again, this is not a characteristic many people would associate as important to young people. But it is — be- cause of their experiences with job losses resulting from the Great Recession and the pandemic. “Stability is a hid- den behavioral driver for Gen Zers that employers need to be talking about,” said Dorsey. Looking Good Once Gen Z candidates arrive at the workplace, they must be impressed by what they see. “The picture today is less about candidates selling themselves to employers, and more about employers selling themselves to candi- dates,” said Craig. Given the mobility of the current work- force, people today want to make sure they move to a place they want to stay. How to do it? “Each business must have a unique em- ployment proposition,” said Kleiman. “It’s the flipside of the old ‘unique selling proposition’ which told why custom- ers should patronize a company. Today employers need workers more than customers. So they have to answer the question ‘Why should prospects come work for me?’” The answer can be a detailed array of qualities, or it can be simple, noted Kleiman. “One company boiled it down to two key words: ‘The reason you come to work for us is because we care. We care about our employees, we care about our customers, we care about the community, we
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28 August 22, 2022
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