How to recruit and retain Gen Z.

The Local Government sector is struggling to recruit and retain Gen Z. This ticking time bomb of a problem if not addressed could cripple local government within ten years, as the ageing work force within local government gradually approaches retirement.

By 2025, Gen Z will make up more than a quarter of the world’s workforce. It’s a generation with different priorities, needs and values from any that has come before it and local authorities need to recognise these differences if they are to attract, retain and engage this key demographic.

Gen Z, born between 1997 and 2012, is a generation characterized by their digital fluency, social consciousness, and desire for authenticity and meaningful connections in both their personal and professional lives.

Now within each generation there are broad assumptions, that don’t always apply to individuals within that group. However there are trends that we have to take seriously and not cast aside as data we either don’t want to engage with, or feel such a misalignment with our values and aspirations that we deem that not worthy of taking them seriously.

Those within Gen Z are not getting out of bed in the morning, with the ambition of climbing the corporate ladder. They refuse to be put within a box, created by the scope of their job title. There loyalty and attention has to be earned and once earned organisations must fight to keep it. Fundamentally, they come to a work as a means of either funding a more fulfilling life outside of work, or as a mechanism by which they can truly create social impact.

Gen Z is not lazy, they are a product of their environment and we must adapt as a sector if we want to attract and retain them. We need them, more than they need us.

“Gen Zers have had no shortage of options in a tight labour market. This raises the stakes for employers to provide the benefits, working arrangements and personal growth Gen Z seeks if they want to gain the trust and loyalty of the incoming generation of workers.”

- Oliver Wyman and the News Movement, A-Gen-Z Report, p.75

How do you increase your chances of successfully recruiting Gen Z candidates?

"To attract and retain Gen Z talent, companies must embrace flexibility, inclusivity, and purpose-driven work. This generation values meaningful contributions and seeks employers who align with their values and offer opportunities for growth and development." 

You need to show them that you are relevant and that you care about societal issues.

Local Government is a unique position that we can utilise the huge social capital that is created from the work that we do by making a clear link between the council and the solutions that are being implemented to look after the community. Very few organisations either care about societal issues or can make a genuine statement that they are able to have an impact in addressing them. Take you ace of spades and make it central to your recruitment strategy.

Make the complex simple. Your brand narrative needs to be understood by GenZ.

What is the biggest problem that our sector faces? For me at its core is that the public and in some instances even central government and our partners don’t understand exactly what local government does, the role it plays in the complex societal infrastructures across the UK. Therefore, our communities can’t emotionally invest in the journey that local government is on, give very little empathy when challenges arise and prevents us connecting with our Gen Z applicants. Whatever the medium you choose you need to make it simple to the Gen Z what the council does. It is a powerful message to take to the market. But, don’t dumb it down, Gen Z are normally very sensitive if they feel they are being patronised, so give the uncensored version. Make it real. Grow a connection.

Show them that you care about their wellbeing.

Gen Z are very aware of the importance of health and wellbeing, particularly their mental well-being. The average Gen Z, has lived through the financial crises, the existential climate crisis, covid and social media gives them continuous connection. There is no protection. So it is no surprise that Gen Z are stressed.

Gen Zers are looking for their employers to show an authentic understanding of the factors both inside and outside work that are affecting their well-being, and to design jobs and workplaces that mitigate the risks of stress and burnout. In particular, employers should be conscious of the risks of work pressures, toxic culture, poor leadership, job security and a lack of flexibility in work schedules or locations in contributing to burnout, and make a concerted effort to stay on top of these issues. Local government is first and foremost a people led sector and we must protect our people and then clearly communicate that with them, so there is no doubt in their mind that they work for an employer that cares about them as a person and not just a number on a HR system.

The local government sector needs to make a commitment to developing managers to have the skills to have supportive and empathetic conversations. There is a certain beauty in seeing the bravery Gen Zers have in challenging the stigma attached to mental health and indeed as custodians of local government, it is exciting to see where wellbeing will be when the next generation enters the workforce.

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Enable them to be your change and digital champions

Gen Zers are the first true digital natives. Throughout their entire lives, technology has been an ever present companion. Local government is at junction of systemic and complete change with local government reorganisation being the first block to move in the biggest change within local government for nearly half a century.

Let us empower this generation to look at the systems we use and find better ways of doing it. Let us embrace failure and literally rip up the handbook. Give them the safety they need to challenge operating models and communication methods. Gen Zers will always ask questions and councils must be willing to have these conversations in a honest and authentic way.

Build a Strong Digital Presence

Gen Z has grown up in the digital age, and their job search behaviors reflect this. They research companies online before applying and often rely on social media platforms like LinkedIn, Instagram, and TikTok to explore potential employers. Having an engaging and informative digital presence is crucial for local authorities looking to hire talented individuals.

Make sure your company website is user-friendly, mobile-optimised, and showcases your values, culture, and job opportunities. Social media profiles should highlight company culture, employee stories, and initiatives related to diversity and inclusion. Gen Z wants to see your company as an authentic brand that aligns with their values.

Highlight Career Development Opportunities

Gen Z values continuous learning and development. They want to know that their role will provide opportunities for growth, skill development, and career advancement. There are so few sectors which can offer the breadth and sheer magnitude of career development. Make it clear, and create some ambassadors who have come in at an entry level and then have excelled. Show via your advert that you grow your people and make a big point around your learning and development strategy.  

Make the recruitment process as easy as possible.

Gen Z will not complete a cover letter, they wont want to do an assessment centre. They will want an efficient process. Use technology and make the process quick, simple and be really clear around timescales. Set up automated emails so that the applicants feel as if they are receiving timely feedback.

Showcase Company Culture Through Social Media

To appeal to Gen Z’s desire for authenticity, use social media platforms to give them a behind-the-scenes look at the council’s culture. Share posts about team-building events, diversity initiatives, social responsibility projects, and employee success stories. Be proud and be loud. Don’t be ashamed to really get those positive stories out there, particularly connecting the work that the council does, with the real human stories of those in the community that most benefit and rely on the services of the council. You have to really get your emotional hooks into applicants, to get sufficient interest for them to make an application and to go on your recruitment process.

Now you have secured a Gen Zer, how on earth do you retain them?

You have done all that hard work to secure your Gen Z applicant, but now you have to ensure that you have the right infrastructure and systems in place to retain your Gen Z population.

"To retain Gen Z talent, companies must prioritise continuous learning, career development, and a culture of recognition and feedback. This generation thrives in environments where they feel valued, engaged, and empowered to make a difference."

Strategies that local authorities can adopt to create inclusive work environments and retain their Gen Z population:

Foster a Culture of Diversity and Inclusion

Gen Z places a strong emphasis on diversity and inclusion (D&I) in the workplace. They expect to work in environments where different perspectives, backgrounds, and experiences are valued.

To retain Gen Z talent, it is essential to prioritize D&I initiatives within your company. Implement policies that ensure equal opportunity for all employees and offer resources such as employee resource groups (ERGs) or affinity groups to support marginalised communities within your workforce.

Offer Flexibility and Work-Life Balance

Since Covid we have seen the see saw approach to flexible working and as many private sector companies obsessed with the bottom line begin to demand their employees come back to work, now is the opportunity to really provide flexible working arrangements and flexibility. Of course the work has to be done, but if we look at the bravery and creativity that South Cambridgeshire District Council have shown with their four day working week, there are many ways you can embrace flexibility in the workplace. It all comes back to building that trust with your employees and therefore that you are consistent with that. Your actions have to back up the values and commitments in your corporate plan.

You have to give them a voice and then listen to them.

If you want your Gen Z employees to thrive, you have to encourage open communication and ensure that there is the systems in place for feedback not only to be heard but then you have to action it. Ensure to implement regular check-ins, performance reviews and feedback loops to foster an environment of transparency and trust. If you don’t provide honest and constructive feedback, they will just disengage and then silently quit.

Encourage your Gen Z employees to provide input on council policies, work processes, and cultural initiatives. This generation values having a seat at the table and contributing to decisions that affect their work and the overall organisation.

Look after their wellbeing and then will look after you.

Time and time again mental health and well-being are considered some of the top priorities for Gen Z. They want to seek out ways to improve their well-being and reduce their stress levels. You need to create a bank of resources and support infrastructure and then sign post that. If you do this, you will create a stigma-free environment and curate and retain a culture where the wellbeing of your staff is at the core of what you do.

Encourage their passion and ensure meaning is always at the heart of plans.

As expressed earlier, we must ensure that the work being done, even if within a non facing corporate of a council, connects with the people within the community that you serve. This sense of service creates a level of emotional attachment to work that once ignited is hard to extinguish. Bring in members of the community that have benefited from the work being done, get them to tell their stories, not as a cheesy corporate exercise but the curation of a real bond between officers, members and the community they serve.

Gen Z will change the world; we need to harness their creativity, digital agility, and social consciousness and engage that in local government. We cannot overstate the importance of getting your Gen Z recruitment and retention strategy right. Without our people, we are nothing, so we must evolve, review, and then evolve again to ensure that not only are we in the right place now to attract and retain Gen Z, but as they move through their career and life journey and invariably what they need changes, we are there to provide the employment opportunities that these individuals can commit themselves to.

This blog post was sponsored by RPNA, who help local authorities to deliver projects and implement changes efficiently. They offer expertise in areas like leadership, wellbeing, technology, and commercial acumen, ensuring excellent value for money and meeting key priorities.