An exciting generation who’ve come of age in a world where
change is accelerating at an unprecedented pace and who’ve
been influenced by a clash of generational parenting styles.
Welcome to Generation Z, the first ‘connected’ generation
who’ve grown up with high-speed internet, smartphones,
selfies and online shopping.
In other words, the audience your graduate recruitment and
marketing strategy now has to impress, attract and retain.
Gen Z is a unique species:
They’re more digitally savvy and more educated than their
predecessors: they’re on 24/7, and use technology to share
thoughts, gather information and create change.
A NEW BREED
OF EMPLOYEE IS
WORKFORCE They want to improve the world:
Well, wouldn’t you? Having grown up post
9/11 and lived through the GFC, they’ve
seen the world can be a scary place.
They are the first global generation:
They expect diversity and equality as
the norm, they’re totally tolerant of
difference, defining family as a group
of people who look after each other,
regardless of race, colour or creed.
What does all this mean for you?
To keep you ahead, we’ve identified five
key traits that will have a big impact on
the way you market your organisation
to Gen Z.
Come and meet your future workforce…
• We are prudent, socially aware
• We’re impatient, take matters into
our own hands. We see a problem
and we want to fix it – seeing no
time to waste.
• Unlike Gen Y, we’re more realistic
about what it takes to achieve
• We’d rather be entrepreneurs
• We value development and
work/life integration more than
• Develop content that promotes creativity, innovation
and big ideas for your recruitment efforts
• Explain how ownership and accountability works in
your organisation and how they will make a difference
• Provide a clear mandate, encourage their agility and
demonstrate operation of a flattened structure – where
they can contribute early in their careers and be
rewarded in ability.
• Demonstrate continuous learning culture.
• Highlight the flexibility your organisation offers in how
and where graduates can work.
• Show how they can get exposure to a cross-section
of roles and develop the skills to be well-rounded
2. Deloitte 2013 Global Entrepreneurship Monitor 2014
• To us, success isn’t simply personal
gain and upward mobility, it’s
about self-actualisation and doing
what we love.
• Most of us would love to turn our
hobby into a business and invent
something that will change the
• We’re pragmatic and more results-
driven than previous generations.
• We need to connect the dots
between daily tasks and the long-
term benefit for the company and
• Consistently show them how their
contributions can support the
triple bottom line.
• Highlight how graduate
ambassadors have acted on
problems and the impact they’ve
been able to have.
• Position your organisation as one
that truly believes business can be
a force for good.
I’M FOR PROFIT
1. 86% claim that it is important that their work makes a positive impact on the world.
Source: Havas Prosumer Citizenship Report 201
2. 37.8 percent hope to “invent something that will change the world.”
3. Research by Capstrat in 2011 found that 72 percent of millennial’s would be willing to
sacrifice a higher salary for a more fulfilling career.
Source: Capstrat in 2011 (Talent Mandate, pg23)
• Innovation is expected. If you
don’t initiate change, we’ll make it
• We’re positive, open minded and
creative with technology.
• We believe change can – and
should – come from anyone,
• Show how your organisation
constantly evolves and innovates.
What stories and proof points can
you talk to?
• Ensure key messages are active
and inspiring. Invite them to
• Demonstrate how graduates will
be exposed to new projects or
roles and how your organisation
INNOVATION WHAT THEY
60 per cent of Gen Z “want to have an impact on the world” through their job, compared with 39 per cent of Millennials.
• We’re highly aware of social issues
and will get hands-on in changing
what we don’t like.
• We believe in the power of the
individual voice. Watch out any
organisation that tries to pull the
wool over our eyes.
• We want to be heard in executive
meetings and not left out on the
• Highlight initiatives where
graduates have the chance to
voice opinions and be taken
• Position your workplace as being
less about hierarchy and more
about ideas and contributions.
• Bring them on-board early with
your mission and vision through
interviews and meet and greets.
• Ensure managers understand
they must prove their honesty
and integrity before they can win
over Gen Z (this generation sees
leadership as a privilege).
• 60% of us like to share knowledge
and 55% want to share their
• We’re not bound to working
in one place every day. It’s the
quality of your talent we’re
interested in, not your location.
• We know all about the dangers
of privacy and leaving digital
• We can’t function without social
media and expect responses to be
• Facebook is becoming irrelevant.
25 per cent of us in the US
abandoned it this year.
• Make your content “snackable” –
small bites consumed at a glance
and shareable across platforms.
• Develop a wide range of video
content and embrace them
as curators within your online
• Facilitate sharing (through use of
#) but also listen and respond to
create a community.
• Be flexible about where and how
• Give them the tech and let them
connect so they can form strong
I ONLY SPEAK
We’re 8-second consumers and 32% of us abandon a site between one and five seconds
Source: Havas WW, Marketing to Gen Z
60% of us like to share knowledge and 55% want to share their opinion.
Source: Havas WW, Marketing to Gen Z
3 out of 5 college students surveyed by Cisco said they have a right to work remotely and
with a flexible schedule
Source: (Talent Mandate, pg23)
Gen Z, increasingly regards Facebook as irrelevant. In the US, according to digital surveys,
25 per cent of 13 -17 year olds have quit the megalithic media site this year alone.
Source: Generation Next, The Age Good Weekend, August 2014
Gen Zer’s are interested in much
more than rewards and benefits.
They still matter of course, but
culture is increasingly a factor
in whether talent will join, stay
or go. Understanding how you
position and sell your culture is the
Educate your hiring managers to
share with grads just who they’ll be
Don’t just tell them Penny is an
analyst. Tell them she’s an analyst
who’s worked for 3 blue-chip
companies prior to yours and is
passionate about yoga, Italian
cooking and has a degree in
That’s how to talk to Gen Z about
diversity. Not by showcasing stats
in your company report!
For more intel and inspiration on Gen Z or your other
communication needs, contact Kate Griffiths:
03 9426 5399
03 9426 5399 I havaspeople.com.au I Level 1, 132B Gwynne Street, Richmond, Victoria 3121
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