Not too long ago, early career job seekers discovered job opportunities through on-campus events or classified ads in the local newspaper. When talent acquisition started shifting online, job seekers increasingly turned to digital postings and job boards.
And now? According to Handshake data, with more than 68% of students saying they research an employer's brand when considering a job, Gen Z job seekers use career content (e.g., social media, news stories, employee testimonials, reviews) to discover brands, learn about career paths, and find positions.1
Career content that resonates with early talent today can result in a positive hiring process, a powerful relationship with your brand, and if nurtured, a lifetime of consumer loyalty.
In this article:
How does Gen Z use social networks to job search?
How is Handshake a hub for Gen Z recruitment marketing?
How can employers use Handshake’s feed to attract and engage early career talent?
How career content on Handshake enables job seekers to take next steps
What are the benefits of attracting Gen Z talent with user-generated content?
5 strategies for creating the most effective Gen Z recruitment marketing
How does Gen Z use social networks to job search?
For today’s early career job seekers, social media isn’t new and novel—it’s a norm. Social media platforms are where early talent is investing time and energy, so it only makes sense that employers would turn their attention there too.
- 90% of Gen Z adults report that they use social media in some way
- 73% of the Class of 2024 said they’re more likely to apply to a job after seeing employer content, according Handshake Network Trends research
How is Handshake a hub for Gen Z recruitment marketing?
Social media can be noisy and oversaturated, but on Handshake, you’re meeting your target audience where they are. Use Handshake to achieve better reach for attracting early career talent than you can on other social media platforms.
- 91% of the top 500 colleges in the US are on Handshake
- There are 15M+ active students and alumni in the network
- You can reach 75% of college students in the US on Handshake
For companies building their future workforce, Handshake provides unparalleled early exposure of your brand to talent during the most formative period of their career discovery. Employers who invest in early talent brand awareness have an unmatched opportunity to both fill critical entry-level positions and build much-needed pipelines for candidates who may be a good fit for future roles requiring 2-5 years of experience.
How can employers use Handshake’s feed to attract and engage early career talent?
Handshake’s early career social network brings together students, employers, and career services where they can post photos, videos, and other content.
Handshake’s feed enables employers building their brands and attracting early career talent to target your audience based on skills, interests, and engagement…so you can zero in on the most qualified candidates.
Early career job seekers can engage with the content you create and share to build and boost your brand and career opportunities.
How career content on Handshake enables job seekers to take next steps
If a job seeker engages with your content on the Handshake feed, they can take next steps right on Handshake…like checking out your events schedule, reaching out to a recruiter, or applying for a job directly on the same platform. Less clicking around means more time for you to connect.
While social media benchmarks vary based on industry and platform, here’s how Handshake content compares as of June 2024:
- 755K impressions on top organic employer content
- 11 seconds average watch time for employer videos (compared to an average of 6—8 seconds on social media)
- 2X improvement in message click rate for feed viewers
What are the benefits of attracting Gen Z talent with user-generated content?
Building a solid employer brand and digital presence on an early career social network like Handshake has distinct advantages for students and employers alike, including:
- Access: Employers can meet early career talent where they are already job searching—and expand access to opportunity for students.
- Brand building: With so many active social media users, it’s an obvious place to introduce, grow, or improve your brand and promote what you have to offer next-gen talent.
- Transparency: From videos to photos, employer posts on Handshake’s feed offer candidates glimpses into your company and culture.
- Scaled reach: Recruitment marketing on social media can be cost-effective and efficient for your whole team.
5 strategies for creating the most effective Gen Z recruitment marketing
How do you ensure your recruitment marketing strategies—on social media and elsewhere—match up with Gen Z preferences? Here are five data-backed strategies that can clue you in on what early talent wants to see in your talent brand, and help you capture (and keep) Gen Z candidates’ attention.
1. Demonstrate your company values
Early career job seekers today care less about ping-pong tables or catered lunches and more about your company’s core values. Whether you’re committed to environmental sustainability, education, or giving back to your community, it’s not enough to state your values—you need to showcase them.
- 70% of Gen Z wants to work for a company whose values align with their own
- 65% of undergrads wouldn’t apply to a job if the employer’s values didn’t align with theirs
- 56% of undergrads say they prefer to work for an employer that actively supports social causes
Content ideas for sharing on Handshake feed:
- Photos of your company volunteer days
- Data that proves the impact of your corporate social responsibility
- Video interviews with employees who participate in your Employee Resource Groups
Check out how Cox Enterprises demonstrates their company values on the Handshake feed
2. Involve your existing employees
Gen Z wants to see your current employees reflected in your employer branding materials. Research shows that candidates trust a company’s employees three times more than the company itself when it comes to getting credible information about what it’s like to work there. When Gen Z places such high importance on authenticity, that content is far more compelling than boilerplate marketing messages.
Content ideas for sharing on Handshake feed:
- Share a behind-the-scenes look at an employee’s day
- Feature short video interviews about why employees love working for your company
- Bring your industry to life
"I regularly watch day in the life videos to see what the work culture and work-life balance is like...I just want to do what I love at work, and be able to afford the time and money to do things I love at home."
—Student, Class of 2024
Get more student sentiment from Handshake Network Trends
Check out this day in the life post from Epic on the Handshake feed
3. Highlight benefits that matter
If you offer compelling benefits, those are worth highlighting in your recruitment marketing strategies too. For example, 22% of students say student loan repayment is an essential employer benefit, but only 9% of employers offer it. Calling attention to your most relevant and resonant perks and options can help you catch the eye of Gen Z candidates.
- Retirement benefits: 65% of undergrads wouldn’t accept a job that didn’t include retirement benefits such as a company-administered 401(k)
- Flexibility: 82% think remote work should be an option and 70% would be more likely to apply to a job with a flexible schedule
- Healthcare: 70% of students say medical insurance is an essential benefit
Content ideas for sharing on Handshake feed:
- Highlight flexibility, like a series featuring a week in the life of a hybrid employee
- Lean into financial literacy by illustrating how investing in the 401k plan you offer can compound over time
- Expose your healthcare benefits, from medical to mental
Check out this post from Hilton highlighting benefits on the Handshake feed
4. Bring transparency to your hiring process
Gen Z places a high value on transparency—and that applies to the hiring process too. Share content that helps job seekers feel like they’re getting an inside peek at your process and decisions.
- The majority of job posts on Handshake disclose salary
Content ideas for sharing on Handshake feed:
- Post videos from hiring managers sharing what they look for in resumes or tips to ace an interview
- Ask employees to share one piece of advice they learned from their own hiring experience
- Call out skill building opportunities listed in a job description
Check out how Oracle offers suggestions for the hiring process on the Handshake feed
5. Showcase learning and development opportunities
Early talent isn’t just looking for a place where they can collect a paycheck. They want an employer where they can learn, grow, and advance their careers:
- 9 in 10 undergrads say learning and development benefits are either important or essential when evaluating a job opportunity
- 63% of undergrads say developing advanced skills in their field is essential to their definition of career success
Content ideas for sharing on Handshake feed:
- Call attention to your learning resources, such as upskilling courses or opportunities to learn new skills on the job, or education stipends
- Share a video of a mentor and mentee chatting
- Tell stories about how employees have risen through the ranks, and how you create career pathways
Check out how Cognizant creates skill building content on the Handshake feed
Attract and engage Gen Z talent with these recruitment marketing tips
According to Handshake Network Trends research, a majority of 2024 grads are more likely to apply to a job if they have additional insight into the employer’s culture and values—whether through direct interactions or via content such as employer messages and videos.
So, when it comes to engaging, attracting, and recruiting Gen Z, it’s more important than ever to create and share content that reinforces your employer brand.
Ditch the generic stock photos or vague statements and instead collect photos, videos, testimonials, and other user-generated content from your employees. Start creating and posting authentic content to Handshake’s feed and you’ll share your employer brand in a place where it can do more than be seen—it can spark meaningful action.