How Organizations Should Be Talking to “The TikTok Generation”

Every so often when I’m scrolling through my LinkedIn newsfeed, I’ll see a post from a person or organization complaining about the younger generations. Specifically, these posts often seem to target Gen Z, which is also sometimes referred to as “The TikTok Generation.”

People love to talk about their less-than-desirable work ethic, their preoccupation with social media, and the fact that they all seem to expect accolades for doing the bare minimum. But I have to say, I have met with job seekers from every generation and I think most of this is just noise. I have not personally noticed any overarching negative trends within this generation. 

What I will say is this: each generation is looking for different things from their role and from the organization they work for. The values of each generation are slightly different and knowing these differences will help you attract and retain top talent. 

So, let’s go over a few of the key ways organizations can talk to — and better understand — younger job seekers:

Do Some Digital Listening

Short-form video is upending how we talk about work, amplifying buzzwords like “quiet quitting” or “bare-minimum Mondays.” Gen Z, more than any other generation, is leading this global conversation on apps like TikTok, and their ideas about what’s desirable and acceptable in the workplace are largely influenced by creators on social media.

So, if you want to attract a younger generation to your organization, it might be worthwhile to spend some time on their favorite apps. See what they are posting in regard to work, workplace trends, corporate culture, etc. It might give you some great perspective!

Offer Flexible Work Arrangements

It’s no secret that Gen Z values work-life balance. They love having autonomy and flexibility in their work arrangements. When you put together a job posting, make sure you speak to any of the benefits you offer like remote work opportunities, flexible hours, or compressed work weeks.

Use language that emphasizes the organization's support of a healthy work-life integration and highlight any initiatives that promote employee well-being. You don’t have to be the most flexible organization to attract talented young employees. You just have to show that you care.

Talk About Values, Impact, and Purpose

Gen Z is the most socially conscious generation we’ve seen yet and they really seem to value organizations that contribute to social causes, especially ones they care about. 

When speaking about your organization, highlight the company's corporate social responsibility initiatives, sustainability efforts, and community involvement. In addition to talking about how the organization makes a positive impact, share how you provide opportunities for employees to engage in meaningful work or volunteer initiatives. These things really matter to them!

Be Authentic and Transparent

People in “The TikTok Generation” really appreciate authenticity and transparency, especially from organizations. They grew up in the age of influencers, so they know how to tell when something is genuine versus marketing that’s disguised as genuine.

When recruiting this population, you’ll want to showcase employee testimonials that highlight your genuine and inclusive work environment. Encourage open communication throughout the hiring process and demonstrate a commitment to transparency wherever possible.

What do you think? Should we be recruiting differently for the different generations? What do you think Gen Z values in a workplace? Let me know in the comments!