How to Understand and Recruit Every Generation

My 24-year-old daughter recently won a contest at work and her choice of prize was either $100 or one day of paid vacation. I would have taken the money, but she chose the day off. In my mind, the day off would cost me money in production and future bonus but in her mind, the day off was more important. It struck me how our generations want very different things from work and how that influences recruiting.

Generational shifts in recruiting need to be addressed regularly as thousands of people leave and enter the workforce daily.

You can attract employees of any age by adapting an individualized recruiting strategy that covers all generational bases and does not just cater to one. This is an ambitious task only accomplished by creating a hiring journey that makes each candidate feel valued.  

It’s easy to follow stereotypes when discussing generational differences, but no group behaves exactly the same way. Yet it’s important to discern what makes each one tick to initiate successful interactions. Before diving into recommendations for the working generations, remember that the exact years born are often disputed. Here are some identity markers for each group and what that means for recruiting:

 BABY BOOMER (born roughly between 1944 – 1964, between 55 and 75-years-old)

• Values: job security, competition, self-focus (the original me generation), optimism
• Work snapshot: Although many boomers are retired, others are still heavily involved in the workforce. Americans 55 and older made up about half of all employment gains last year, according to the U.S. Labor Department. Retirement at age 65 may not be financially viable for a number of reasons including the Great Recession of 2008.
• What this means for recruiting? Emphasize job security and benefits (healthcare and finance). Nearly half of baby boomers are looking for work online so there is an opportunity for personalized recruiting on platforms such as LinkedIn, Facebook, job boards and company career pages.

 GEN X (born roughly between 1965 – 1979, between 40 and 54-years-old)

• Values: job security, career advancement, autonomy, work-life balance, flexibility, technology
• Work snapshot: Gen Xers are the tech pioneers and make up a third of the global workforce. Many of their stocks, retirement savings, and 401Ks have still not recovered after the recession hit in 2008. Gen Xers are juggling a lot between children and caring for aging parents.
• What this means for recruiting? Emphasize benefits and work-life balance. With so much responsibility, you will have a better chance recruiting Gen X workers by offering perks such as telecommuting or compressed workweeks. A robust benefits package may also be attractive to make up for what was lost around 2008.

 MILLENNIAL (born roughly between 1980 – 1994, between 25 and 39-years-old)

• Values: collaboration, technology, talent mobility, social responsibility, authenticity
• Work snapshot: Millennials are the largest demographic in the workforce – making up over one third of global employees. They want to be their own boss, have flexible time, advance in their careers, and achieve better work-life integration.
• What this means for recruiting? Emphasize balance, teamwork, and clearly articulate your company’s mission and values. This group prefers texting, instant message, and social media over face-to-face interactions. Look to technology platforms, especially Instagram and Snapchat, to reach them where they are. Be prepared to show candidates how they will be personally fulfilled and make a difference in the job roles they seek.

 GEN Z (born roughly between 1995 – 2015, between 4 and 24-years-old)

• Values: diversity, entrepreneurship, technology with a capital T, stability, autonomy
• Work snapshot: They are just starting to enter the workforce, but it’s happening quickly. This year, Gen Z will make up 24% of the workforce according to research by ManPowerGroup. Gen Z is more risk-averse than previous generations because many came of age during the Great Recession. They don’t want their parents’ financial struggles happening to them.
• What this means for recruiting? Emphasize job security and growth opportunities. Gen Z is seeking job roles they can create around themselves, rather than trying to fit into a role. They do not want to be contacted through social media and prefer connecting in-person. They are the first true digital natives so technology offered by employers will greatly influence their job choice. Similar to millennials, Gen Z wants to make a difference so they are very interested in a company’s “why.”

Four generations are represented in today’s workforce. That means it’s time to rethink traditional recruiting to ensure these different perspectives are reflected in the hunt to fill positions. Smart leaders must deploy a mix of methods that will attract Gen Z, millennials, Gen X, and baby boomers.

What is your recruiting strategy for each generation? Please reach out if you’re interested in more insights to successfully recruit in the new world of work.

About the Author: I am a CEO Coach, Vistage Chair and CEO of The Hindman Group, Inc., with extensive experience in food service, recruiting, human capital, and coaching that makes me uniquely qualified to empower leaders on their professional and personal journey. I can be reached at Jeff.Hindman@VistageChair.com.