Mitch Gielen: "Gen Z will lose you before you even start, if you don't understand what they need"

Gen Z (born between 1997 and 2012) is the first generation to both grow up digitally and face an increasingly tight labour market. It creates a combination of expectations and desires that employers need to understand in order to attract and retain them effectively. Mitch Gielen, CEO of Nutzy, is an expert on Gen Z and shares his insights on how companies need to adapt to this new generation of employees.

Employers: long job ads have had their day

Mitch Gielen argues that one of the main characteristics of Gen Z is that they have grown up digital and make decisions quickly. "What you see is that Gen Z has a short attention span. They decide in seconds whether they find a video interesting or not. As a result, traditional communication methods, such as long job ads or static company profiles, no longer work. They are quickly overwhelmed by the choices and options available to them, especially when it comes to finding their first job. They are used to quick, snackable content on social media, and that is something employers need to prepare for."

For employers, this means they cannot stick to outdated marketing strategies. It is no longer about long descriptions or traditional job interviews. "If you want to present a workplace to Gen Z, you have to make it fast and visual. Gen Z expects speed and conciseness, with room for interaction and engagement."

Know which channel Gen Z is on: "LinkedIn only relevant at second step in career".

"You need to understand where your target audience is," says Mitch. Gen Z is different from previous generations when it comes to social platforms. Whereas LinkedIn was the main network for job seekers for years, Gen Z has different preferences. "LinkedIn is often only relevant for them when they are looking for their second job. Instead, we see platforms like Reddit, Snapchat and Pinterest becoming increasingly important for Gen Z. For fashion companies or product-related businesses, Pinterest can be a great channel to showcase both products and the workplace."

The importance of the right channel cannot be underestimated. Mitch stresses that companies should not try to be everywhere at once. "It is a common mistake to spread your content across different platforms without thinking carefully about whether it fits the channel. Try to choose one channel that suits your brand and your target audience, and be consistent with that."

Personalisation: the key to attracting Gen Z

"Personalisation is incredibly important for Gen Z," says Mitch. He explains that Gen Z is not interested in generic message or impersonal ads. "They want to feel seen, and that starts in the application process. It's not enough to just post a job ad. You have to tell them why they fit with your company and what opportunities they can expect."

"Generation Z is used to consuming fast, visual content," says Mitch. "If you post a vacancy, you need to offer it as a kind of snackable content. Think short videos, infographics and attractive visuals. The content should make it immediately clear what the company has to offer, without them having to scroll through endless text."

The formula for success: automation combined with personal contact

RMA (Recruitment Marketing Automation) plays a big role in engaging Gen Z during the application process. "Gen Z is used to speed. They want to know within seconds whether their application arrived properly. A quick response, even if automated, can make all the difference," says Mitch. He stresses that using chatbots and automated follow-ups does not put them off, but rather makes them feel they can move on quickly - this generation is used to automation.

"The application process has to adapt to the candidate's needs. Gen Z is looking for speed, but also personal contact at a later stage. In the beginning it can be via automated systems, but after that there should be room for real interviews."

How to promote long-term engagement as an organisation

Another characteristic of Gen Z is their tendency to leave a job quickly if they feel it is not the right match. This can be a challenge for companies, but Mitch does not necessarily see this as a problem: "It's not so much that companies fail, but Gen Z is curious. They want to develop and explore. But what companies can do is ensure that the workplace remains attractive by providing opportunities for growth and development."

"It is important to create an environment where employees feel seen and valued. If you provide regular check-ins and opportunities for personal growth, you increase the chances of Gen Z staying longer. It's about open communication, both about work and personal expectations. And let's face it, that's what every generation is waiting for, right?"