{"id":999881704,"date":"2018-05-08T14:16:00","date_gmt":"2018-05-08T14:16:00","guid":{"rendered":"https:\/\/dice.npgdev.com\/?p=153926099"},"modified":"2018-05-08T14:16:00","modified_gmt":"2018-05-08T14:16:00","slug":"attract-hire-this-year-college-grads","status":"publish","type":"post","link":"https:\/\/dice.npgdev.com\/hiring\/recruitment\/attract-hire-this-year-college-grads","title":{"rendered":"How to Attract and Hire This Year\u2019s College Grads"},"content":{"rendered":"<p>The race for Gen Z talent has definitely commenced. Defined as those born anytime from the late 1990s to early 2000s, this cohort (also known as the iGen or post-Millennials) is either graduating from college this month or they\u2019re just a few years away. This is the first time in post-Industrial Revolution history that we\u2019ll have five generations in the workplace: Silents (some of whom still haven\u2019t retired), Boomers, Gen X, Millennials, and <a href=\"recruiting-gen-z-vs-millennials-5-differences-learn\">Gen Z<\/a>. So it makes sense that there\u2019s been lots of discussion around the generational differences in the workplace. (See <a href=\"recruiting-gen-z-vs-millennials-5-differences-learn\">Dice\u2019s recent article<\/a> on the differences between recruiting Gen Z vs. Millennials.) This particular article is a roadmap to what these new college grads want from companies, and methods you can use to attract them. But we do need a standard caveat up front: It\u2019s impossible to generalize about millions of people. While some members of Gen Z may resemble Baby Boomer attitudes, we\u2019re speaking to the average here. So with that said, let\u2019s start by addressing the big elephant in the room:<strong>  <\/strong><\/p>\n<h3><strong>Your Social Media Recruiting Budget<\/strong><\/h3>\n<p>The social breakdown for Gen Z is typically:<\/p>\n<ul>\n<li>Facebook: No<\/li>\n<li>LinkedIn: No<\/li>\n<li>Twitter: Somewhat<\/li>\n<li>Instagram: Yes<\/li>\n<li>Snapchat: Yes<\/li>\n<li>Pinterest: Yes (heavily female)<\/li>\n<\/ul>\n<p>The problem on the recruiting side for Gen Z is that many organizations have talent acquisition time and resources pointed at Facebook and LinkedIn, but those channels aren\u2019t going to get you much with Gen Z. You need to reach them with Snapchat and Instagram, such as McDonald\u2019s did <a href=\"https:\/\/www.theverge.com\/2017\/4\/10\/15246746\/mcdonalds-snapchat-job-application-snaplications-australia\">with Snaplications.<\/a> (The company just <a href=\"http:\/\/news.mcdonalds.com\/US\/news-stories\/2017\/McDonald-s-USA-Brings-Back-Snaplications\">brought back Snaplications in late 2017<\/a>.) How do you get more budget for Snap or Instagram SMM (social media marketing)? Ideally, you need to prove why it matters. That means you need real data on:<\/p>\n<ul>\n<li>Amount of recruitment marketing done on those platforms.<\/li>\n<li>Engagement rates.<\/li>\n<li>ROI (direct applications from links in profile, etc.).<\/li>\n<li>Broader industry data on how competitors are successfully using Snap and Instagram.<\/li>\n<li>A 3-, 6-, and 12-month plan to share with your current social media marketing team and talent acquisition decision-makers.<\/li>\n<\/ul>\n<p>No one wants to spend money in areas without impact. Most marketing budgets in midsize to enterprise companies are currently targeted at Facebook, and with logical reason: that social network\u2019s reach exceeds anything else. But in recruiting Gen Z, Facebook <em>won\u2019t <\/em>have the largest impact; if you can show the numbers to decision-makers, you can get spend to move away from that platform and toward Instagram.<\/p>\n<h3><strong>Once You\u2019ve Got That budget, Start Early<\/strong><\/h3>\n<p>According to a <a href=\"https:\/\/universumglobal.com\/product\/generation-z-grows\/\">Universum study of nearly 50,000 high school graduates<\/a>, Gen Z is thinking about entering the workforce now. Around 47 percent said they would consider a job right out of high school, and 60 percent said they would welcome offers from employers that provide education in lieu of a college degree (more on this in a second). The takeaway: Today is the day to build out your post-Millennial recruitment strategy.<\/p>\n<h3><strong>Community, Niche Job Boards and the <\/strong><strong>R\u00e9sum\u00e9 <\/strong><strong>Black Hole<\/strong><\/h3>\n<p>Gen Z is the first generation that had full-scale tech access from the time they were in the womb. They are generally going to <em>get it<\/em>. They know how to find what they need online. The same goes for job boards. If they see big players such as LinkedIn and Indeed as impersonal r\u00e9sum\u00e9 black holes (which they are to many applicants), they will find another way to connect with the company, which ultimately will be content. Just as traditional marketing practices have been pushed aside, so too will traditional recruitment activities. The theme here is that your candidates want to learn\u2014and it\u2019s your job to provide them with the opportunity to do so. Your next-step: Study the STEM programs of Ford and the content plays of <a href=\"https:\/\/blog.etsy.com\/en\/\">Etsy<\/a>, <a href=\"https:\/\/www.wholefoodsmarket.com\/blog\/\">Whole Foods<\/a> and <a href=\"https:\/\/www.rei.com\/blog\">REI<\/a>. All of these have married employer, consumer and recruitment brands into one easy-to-love digestible media site.<\/p>\n<h3><strong>Rotational Programs, Competitions and Training<\/strong><\/h3>\n<p>At our HRTX DC event, we hosted a panel on new approaches to university recruiting. A TA professional from <a href=\"http:\/\/www.akqa.com\/\">AKQA<\/a> talked about <a href=\"http:\/\/www.akqa.com\/work\/akqa\/future-lions\/\">the \u201cFuture Lions\u201d program<\/a>, which is a global student competition to attract the best talent possible. The winners receive an offer to any AKQA office in the world and an apartment for a year. Most companies admittedly cannot do this on the same scale as AKQA, but there is potential for local hackathons or problem-solving competitions (i.e., case study competitions) to draw out some of the best talent in your area, including from local colleges. Let\u2019s look at learning. Some Gen Z are going to consider trading conventional higher education (i.e., college) for on-the-job training. In fact, at our HRTX event in Atlanta, recruiters from Home Depot were telling us they see this regularly. They\u2019re increasingly interviewing 21-year-olds with \u201cinsane Excel skills\u201d (a quote from one of the recruiters) but no official higher education background that a recruiter would normally gravitate towards. Maybe it\u2019s worth creating an incubation-style program for 17-to-20-year-olds where you drill crucial workplace skills by function and take the best of the best into full-time roles? Another idea from Home Depot: implement rotational programs. Both Home Depot and Georgia Pacific have done just that because they understand that their new recruits have an attention span of about seven months. Both are seeing that active movement in the organization, learning and meaningful projects have taken precedence over other perks.<\/p>\n<h3><strong>Focus on the Individual, Intentionalize Diversity and Drive Growth<\/strong><\/h3>\n<p>The idea is simple: You don\u2019t recruit to the masses. You recruit to the one if you\u2019re doing it right. Understand what that candidate needs, assuming you think they can bring you something in return. Most people, regardless of age, want the same factors from a job:<\/p>\n<ul>\n<li>The opportunity to work on projects of interest.<\/li>\n<li>Compensation they perceive as fair.<\/li>\n<\/ul>\n<p>If you\u2019ve got a focus on true 1:1 recruiting and you\u2019re providing these three things, you can capture a new college grad just as easily as a Millennial. Also consider how the organization can intentionalize diversity to drive the points listed above. Skip the metrics and recruit based on skill.<\/p>\n<h3><strong>Value Communication<\/strong><\/h3>\n<p>The candidate black hole really needed to end two generations ago, but for sure it needs to end now. Move swiftly in your communications, positive or negative, and you\u2019ll see that trust will be built. Understand that the new college grad you just pushed off will be interviewed by another company and will for sure be surveyed by their university on their recent interviewing experience. Don\u2019t get caught on the naughty list, or you\u2019ll find yourself lacking the ability to recruit from certain universities and colleges.<\/p>\n<h3><strong>Respect the Attention Span<\/strong><\/h3>\n<p>Attention span is declining from somewhere around the <a href=\"https:\/\/www.magnani.com\/blog\/generationz\">Millennial\u2019s 11 seconds to Generation Z\u2019s 8<\/a>. So tailor your outreach and employment marketing efforts to videos, pictures and stories that can be consumed in the span of, you guessed it, a snap. (Notice the two sentences on this topic.)<\/p>\n<h3><strong>Listen to Entrepreneurial Ideas<\/strong><\/h3>\n<p>They grew up seeing people such as Mark Zuckerberg make billions off a relatively simple idea, so if they\u2019re going to go the corporate route, <a href=\"https:\/\/www.shrm.org\/resourcesandtools\/hr-topics\/talent-acquisition\/pages\/4-tips-for-recruiting-generation-z.aspx\">they want to know they can iterate and experiment.<\/a> Address this (and make sure they feel heard), especially during the recruitment process. What else have you seen work around Gen Z talent acquisition? Let us know! <strong><em>Ryan Leary<\/em><\/strong><em>  helps create the processes, ideas and innovation that drives RecruitingDaily. He\u2019s RecruitingDaily\u2019s in-house expert for anything related to sourcing, tools or technology. A lead generation and brand buzz building machine, he has built superior funnel systems for some of the industry\u2019s top HR Tech and Recruitment brands. He is a veteran of the online community and a partner at RecruitingDaily.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The race for Gen Z talent has definitely commenced. Defined as those born anytime from the late 1990s to early 2000s, this cohort (also known as the iGen or post-Millennials) is either graduating from college this month or they\u2019re just a few years away. This is the first time in post-Industrial Revolution history that we\u2019ll [&hellip;]<\/p>\n","protected":false},"author":132,"featured_media":153926099,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2155,2154],"class_list":["post-999881704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hiring-candidates","category-sourcing-candidates"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Attract and Hire This Year\u2019s College Grads - Dice Hiring<\/title>\n<meta name=\"description\" content=\"The race for Gen Z talent has definitely commenced. 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