Stafford Long shares early findings from its forthcoming youth report to inform attraction and retention campaign planning.
Stafford Long's upcoming youth report surveyed 1,000 people aged 16-25 about their careers and how they are visualising their futures.
While Gen Z is referenced for convenience, this isn’t about generalising about an entire generation – each individual is on their own unique career journey. So, how can companies connect beyond generic labels and truly resonate with young people’s core values?
We share four key insights and if you’d like to find out more including tips for creating recruitment campaigns aligned with these perspectives email info@staffordlong.co.uk and request our forthcoming report.
1. No more BS: Young people are over ‘purpose-washing’
Young audiences have a finely tuned radar for inauthenticity. Our research highlights significant scepticism toward companies that merely talk about purpose without tangible proof - a phenomenon sometimes called ‘purpose-washing’.
Our findings show that 64% - regardless of whether they’re finishing their GCSEs, or post college - believe companies exaggerate their commitment to purpose. Clearly, mere talk won’t cut it.
How to regain trust:
- Authentic storytelling: Authenticity isn't a buzzword, it's the baseline. Rebuilding trust requires transparency. Instead of glossing over mission statements, show genuine efforts and tangible results.
- Employee-generated content (EGC): Your current employees are your most credible advocates. Encourage team members to share genuine, day-in-the-life narratives. Such relatable, unfiltered insights beat polished ads every time.
Why it matters: If they don’t see tangible proof of values, young people will look elsewhere.
2. Family and TikTok: who’s really guiding Gen Z career choices?
Online digging takes the cake, at 78% overall, confirming that Gen Z seeks out extensive digital content - reviews, testimonials, employee experiences, and detailed company insights - to inform their decisions.
But despite growing independence, family remains a close runner up in shaping career thinking for the majority (75%). Just under half (41%) report it influences them ‘a lot’, and just over a third (34% ) say that family is ‘somewhat’ of a big influence.
How to engage them:
- Optimise your online presence: This generation is likely to research your organisation across multiple platforms. Ensure every touchpoint - career pages, social media, and third-party reviews - is up-to-date, clear, consistent, and informative.
- Tap non-traditional channels: Beyond traditional search engines like Google, young people lean on social media like TikTok, online communities such as Reddit, and even AI tools like ChatGPT or Gemini for career insights.
- Encourage employee reviews: Real voices and experiences resonate far more than a polished corporate copy.
- Engaging content hubs: Offer comprehensive, easy-to-find info on roles, growth, and culture.
- Don’t forget the family: Develop parent-focused content – success stories, FAQs, brochures, events - to build broader support.
Why it matters: Any perceived gap in information can push them to check out other employers. They do extensive homework and expect transparency.
3. Own your path: the DIY-er movement
A defining trend is Gen Z’s ‘do-it-yourself’ mindset when it comes to career readiness. Survey data reveals intriguing contrasts:
- 32% of male respondents mention they found opportunities on their own, versus 23% through online platforms.
- Whereas 37% of female respondents show a lead in independent searches, self-sourcing roles, with a slight surge of a quarter (25%) using online channels.
- Of those aged 16–18 about a third (30%) rely on schools for leads, dropping to 14% by age 22–25.
- Self-sourcing rises from 34% (aged 16–18) to 36% (aged 22–25) while online platform use jumps from 17% to 26% across those ages.
This shift toward independence and digital tools grows stronger as young people progress through late teens and into their early twenties.
How employers can adapt:
- Equip candidates early: Provide value before asking for an application. Think about offering free webinars, workshops, or open-access resources that help Gen Z candidates build relevant skill sets even before they apply.
- Support independent growth: Spotlight mentorships, online training, and flexible schedules that encourage side projects or skill-building.
Why it matters: Empowering them in their self-driven journeys fosters deeper loyalty and trust.
4. Side hustles and startups: Gen Z’s entrepreneurial edge
Traditional corporate career ladders appeal less to today’s youth. Instead, they crave ‘squiggly’ careers - horizontal moves into new skills or industries, plus projects that align with their passions.
Just over a half (52%) prefer starting their own ventures over standard employment, and a similar number (51%) already have side hustles. This expresses their appetite for autonomy, multiple income streams, and flexible career models.
As a result, recruiters should prepare for a workforce that may not be fully devoted to their roles or even their employers. By offering non-linear career paths and supporting personal interests, companies can stay relevant and retain this generation’s talent.
What this means for recruitment:
- Spotlight flexible career paths: Highlight lateral moves, project-based roles, and department rotations.
- Encourage side projects: Paradoxically, supporting passion pursuits can boost motivation and creativity.
- Involve them in strategy: Young people want more than admin tasks. Invite them to strategic discussions and problem-solving sessions to tap into their entrepreneurial mindset.
Why it matters: Clinging to rigid, hierarchical structures may lose you innings with today’s younger cohorts, who prize flexibility and growth over climbing an old-school ladder.
Attracting and retaining the next wave of talent demands real authenticity, a seamless digital experience, and flexible career development that honours their entrepreneurial streak and passion for meaningful work.
By aligning with their values and adapting your recruitment strategies accordingly, you’ll create campaigns that truly resonate.