Still Struggling to Recruit?
There’s a subtext here - if not now then when?
I’m talking about young Gen Z staff specifically, particularly at this onboarding time of year.
If you are still short of the quality you wanted there’s a greater need to look at what you are doing.
The recruitment landscape has shifted dramatically, and in the employers’ favour. There’s several reasons for this covered in this article.
But if you still aren’t getting what you want, or think you can do better, here's 4 aspects to consider.
1. Demographics are finally working in your favour
The narrative around Gen Z recruitment has been dominated by scarcity stories, but the data is now telling a different tale. Birth rates, which fell consistently from the mid-1990s to early 2000s, began a recovery in the latter half of the 2000s.
This means the pool of 21-year-olds entering the job market has actually expanded, creating the largest cohort of young professionals we've seen in over a decade. Today's market offers genuine opportunities for those prepared to adapt their approach.
Today's young professionals have different options than previous generations. There’s plenty who are not desperate for any job – they're choosing between employment, entrepreneurship, and various hybrid arrangements.
Just because you hire them does not mean you will retain them when the market shifts. Eventually the impact of the increase in employers’ NI contributions will subside. The economy might even grow.
Be aware that just because you get more applicants, and fewer no shows on day one, may not mean you are suddenly getting it right.
This is still the time to be looking hard at both your recruitment and retention strategies so you can prosper in the long-term.
2. Check your recruitment process
Traditional recruitment approaches were designed for a different era, when candidates had limited options and more patience for a lengthy, bureaucratic process.
Gen Z has grown up in a world where efficiencies are expected. A process that looks like an organisation does not communicate well with each other, consider the applicant’s experience and can’t make its mind up is not a good look.
A generation which has been shaped by digital experiences has a low tolerance for unnecessary complexity.
A procedural ‘sign on every page’ approach to HR lacks the expected level of personal touch. Person specifications that remain unchanged for years, bearing little relation to actual job requirements, immediately signal to potential applicants that your organisation is stuck in the past. If it’s not a readable, living, breathing representation of what you actually need then you need to start again.
3. Use the job vacancy trends to your advantage
The 37-month consecutive decline in job vacancies leaves a genuine opportunity for organisations serious about quality recruitment.
It benefits employers who understand what they actually need. Rather than competing with dozens of similar-sounding roles, you can now clearly differentiate your opportunities.
Some organisations compound their issues by sticking to a "catch all" model of recruitment marketing. Young professionals don’t expect any organisation to want everyone to apply. They will be more attracted to one which clearly defines what makes your organisation unique.
Be prepared to put off candidates who wouldn't thrive in your culture. This targeted approach will improve your retention rates too.
It is a good time to experiment with how far you can go in being ‘maximum Marmite’. Take notice of who says they applied because of who you worded the ad, or the social media post which caught their attention.
When the competitive landscape intensifies again, those who communicated their brand, culture and expectations most accurately will be in the strongest position.
Organisations who get it right recognise that recruitment success isn't just about filling current vacancies – it's about building sustainable talent pipelines for the future.
4. Retention strategies matter more than recruitment tactics
The reality of the job market is that you will likely get applicants, and new colleagues, who otherwise would not have looked in your direction.
You needed staff, they needed a job and you got on with it.
They can still be retained, and you can help to turn a temporary solution into long-term gain for both parties.
The most expensive recruitment problem is the one you have to solve repeatedly. Recruitment might be easier at the moment but the costs of doing so are still not cheap. Organisations that focus exclusively on attraction without addressing retention find themselves in an exhausting vicious circle.
Gen Z retention requires understanding what drives long-term engagement for this generation. Traditional retention tools – job security, hierarchical progression, and length-of-service benefits do matter but so does purpose alignment, skill development opportunities and workplace culture.
Young professionals are willing to leave situations that don't meet their fundamental needs, regardless of salary or benefits. The market might be tight but they will still be looking.
The most effective retention strategies start during the recruitment process itself. Clear communication about role expectations, honest discussions about growth opportunities, and a general sense of authentic transparency will all help you.
Remember that
You're now competing with entrepreneurship itself, not just other employers, as approx 350,000 Gen Z individuals run their own businesses already.
The 37-month decline in job vacancies has reduced competition and noise in the market. How can you use this to your advantage?
How can I help you?
1. Talks, workshops and seminars - I am an award-winning speaker. My talks recruiting and retaining Gen Z, understanding Gen Z, overcoming the challenges of the multigenerational workplace plus those relevant to the topics below. Speaker showreel here.
2. My book The Snowflake Myth will be published Sunday 28th September 2025 - to receive a free chapter please click here.
3. One to one coaching programmes for senior leaders who are swamped by their jobs so they can thrive in life. Click here to discover where you are on your journey from Frantic to Fulfilled? Just 5 minutes of your time and you will receive a full personalised report with guidance on your next steps.
4. Team coaching programmes - working IN a team is not the same as working AS a team and yet they are often treated as if they are the same. I help teams move from the former to the latter, and generate huge shifts in productivity and outcomes.
