10 Content Topics You Need to Engage Gen Z

Gen Z has begun entering the workforce, and getting their attention as job seekers requires new Recruitment Marketing approaches than you may be using with Boomers, Gen X and Millennials.

Whereas previous generations left school with a feeling of endless opportunity, Gen Z is graduating into a world of uncertainty. With major social and economic shifts over the past year, Gen Zers are understandably more skeptical. While they’re still interested in career topics like interview preparation, resume presentation and networking, they’re also equally, if not more, interested in learning from companies about their job security, company values and what to expect during times of adversity. 

To help you give early career talent the assurance they need to apply to jobs at your organization, we’ve put together a list of 10 content topics and messages you need to engage Gen Z.

Rally note: Want to learn even more content strategies to attract intern and early careers talent? Check out our ideabook 10 Content Topics to Engage Gen Z.

Topic #1: What are the best ways to cold message a recruiter? And what should I say in the message that will actually get them to respond?

While there are more ways to connect with recruiters now than ever, the sheer number of options has actually made cold outreach more confusing for Gen Z. 

This is especially the case if you have an employer brand presence on platforms beyond LinkedIn. While Gen Zers are certainly active on LinkedIn, they’re also active on Twitter, Instagram, Clubhouse, TikTok and other non-traditional career networking social platforms. If you’re not already on these platforms, then now’s the time to hop on board. And if you are on these platforms, aim to create content that lets early career talent know how to best connect with you on each one. 

How to address this topic in your content

• Share an example of a message from a candidate that stood out to you and talk about why it caught your attention. You can do this in many ways but here are a few thought starters:
  • A short video talking about the message and what you liked about it.
  • A screenshot of the message (make sure to remove any candidate information) with an explanation of why it was successful.
  • An interview with the candidate who sent the message having them explain their process for reaching out to recruiters.

@layloolReply to @nsgarcia10 this is how you should do every interview #finalsszn #mosaic♬ original sound – Layla Shaikley | careertok

A TikTok post from Layla Shaikley, an MIT grad and co-founder of Wise Systems, a logistics software start-up, breaking down the best application she’s ever received. 

Topic #2: What are the different types of jobs in your industry?

Students and early career talent may know what industry they are working towards, but not necessarily the specific positions available within that industry, or how their skills and experience can translate into potential roles for them.

This is where your content is critical to helping Gen Zers picture themselves working at your organization and how they can make an impact.

How to address this topic in your content

• Create a write-up for your departments and include an explanation of key roles, and feature this on Team Pages on your careers site.
• Have employees from across the company record short videos of themselves talking about what they studied in school and how that translates (or not) to what they do now at your company. Bonus: Try to choose employees who may not have traditional titles that students would think of.

Topic #3: What does XYZ job actually mean? What will I be doing on a day-to-day basis? 

Nothing demonstrates a more realistic job preview for candidates than day-in-the-life content from current employees at your organization. Plus, because the same role can differ from company to company, day-in-the-life content eliminates any confusion about what it means to be a “Business Analyst” at your organization, for example, compared to other organizations. 

How to address this topic in your content

• Have an employee take over your company’s Instagram Story for the day and take your audience through their day at your company. 
• Film short videos of employees talking about different parts of their day. Make it interesting by asking unique questions like “What do you do on a Tuesday afternoon?”

Topic #4: How should I follow up with a company after an event or after an interview?

Following up with a recruiter after an event can be a confusing time for candidates. They want to know how long to wait before following up with your company, what to say and how to get their message to stand out from all of the other candidates reaching out. 

The same goes for following up after an interview, as candidates want to know the appropriate time to reach out again and how frequently they should check in on the status of their candidacy.

How to address this topic in your content

• Create a short video that you can send to all event attendees with guidance on what you’re looking for from them. This should include tips like how to reach your recruiters, what to include in their job application and what to expect in your interview process.
• Create a resource (e.g. video, article, FAQ or podcast) to share on your careers website or through email that clearly explains your full recruiting process. This will help set expectations and guide candidates through the journey without having too many questions.
• Have employees share short clips explaining what they did in the interview process that helped them get hired.

Topic #5: How should I use LinkedIn and social media in my job search?

Social media has evolved to now be a place where early career talent posts content specifically to get the attention of companies and recruiters.

With this in mind, candidates want to understand the best ways to leverage their LinkedIn and social media accounts to attract job opportunities. Here are a few questions they typically have about best practices: 

• What should I post on LinkedIn to grab a recruiter’s attention?
• How can I optimize my LinkedIn profile?
• Is LinkedIn Learning legit? Will it enhance my profile?
• How can I use my school’s alumni network?

Helping them answer these questions doesn’t just help your employer brand (as you demonstrate that you care about their success) but will also help improve your overall quality of candidates! That’s because when prospective candidates have high-quality profiles and content, this can help you better assess if they’d be a good fit for your organization.

How to address this topic in your content

• Create a video of a recruiter reviewing a LinkedIn profile of a recent hire, going over everything great about it as well as potential areas to strengthen the profile in the future.

Topic #6: How can I get the most out of my college experience? 

Because of the effects of the pandemic, the college-to-work trajectory looks different for many students now entering the workforce. As a result, Gen Zers want to know what they should be doing now to set themselves up for success in the future. Here are some frequently asked questions that students have on their minds:

• Are there particular classes I should take to support my future career path?
• Should I take classes in college that don’t directly relate to my major?
• What student organizations should I participate in to enhance my resume?
• Is traditional college still viewed more positively than a boot camp or other forms of alternative education and training?
• Does my internship have to be a traditional internship or could it be something like working as a waiter, camp counselor or other general labor position?
• How do employers and recruiters view externships, fellowships and unpaid internships?

How to address this topic in your content

• Interview your new grad employees about what they did in college and the classes they took. Use this content to create write-ups and short videos that you share on your social channels and your careers site.
• Create a 2-minute video of recruiters explaining what stands out to them on a resume or in an interview.

Topic #7: How can I make sure I ace my interview?

Whether you’re a new grad or an industry pro, the scariness of interviews never seems to go away. One of the reasons why is because every organization approaches interviews differently.

To help make interviews more approachable, consider sending content to candidates they can use to prepare for your specific interview process 1-2 weeks before their interview. Aim to answer such questions as:

• What questions should I ask a prospective employer?
• How should I prepare for the interview?
• What’s different about a virtual interview? Any tips to prepare? 
• What is the STAR (Situation, Task, Action and Result) method?

How to address this topic in your content

• Record a mock interview and give feedback about each question/answer. Splice this up into multiple short clips so that you can share content about how to answer specific questions.
• Create a checklist of how to prepare on the day of your interview (what to wear, make sure the technology is good for virtual interviews, etc.).

Topic #8: What does your company culture look like? 

Gen Zers want to see more than over-the-shoulder pictures of your employees at work; they want an in-depth look at the work being done demonstrating your company’s values and culture, and in various formats such as video, audio, blog posts, chat and Q&As with your employees.

For example, here are a few culture cues candidates want to see:

• Employee resource groups (ERGs)
• DEI initiatives
• Philanthropy
• Community involvement
• How the company celebrates success
• What the “day-to-day” looks like

How to address this topic in your content

• Record a podcast episode discussing DEI or sustainability from different employee perspectives.
• Produce a video from social images shared during the company’s Day of Giving to highlight how the company supports volunteerism.
• Host a live chat on Facebook or Q&A on your careers blog where candidates can ask questions directly to your employees.

A post from healthcare company Anthem showing how they allowed their employees to take paid leave to devote their medical expertise and training to support COVID-19 relief. 

Topic #9: What does a good resume look like?

Like interviews, what makes for a good resume changes from organization to organization. Even if a candidate’s skills and experiences are up to par, they may not know how to present them in the “right” way. 

This is where you can provide some clarification, providing tips such as:

1. Format (i.e. is a 1 or 2-page resume better?).
2. What information to include (particularly if you have zero to little job experience).
3. How to customize a resume for your company’s jobs.

How to address this topic in your content

• Do a live resume review with a recruiter and invite candidates to attend. Record the event and share it on social media, website, email, etc. Don’t forget to take questions and engage with your viewers!
• Create a short video series that asks employees to share their #1 tip for a resume. Do this across multiple departments since engineering resumes are different from non-technical resumes.

Topic #10: What’s the best way to network as a college student?

Many students and new grads understand that the best way to get a job is through networking. However, even in “normal times” this is a tricky skill to navigate. You can help them out by providing tips on networking basics and tactics, as well as tips tailored specifically to networking with fellow students, alumni, professors and people from your organization.

How to address this topic in your content

• Create a shareable infographic with a networking checklist of effective ways that students can network — virtual and in-person, while in school and after they graduate. Think outside the box here!
• Create an explainer video showing how to virtually network on LinkedIn. Include an example of an outreach message that a student could use to get someone to actually respond to them.

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Hopefully, you can use these 10 content ideas to improve your online presence to better align with the wants and desires of Gen Z talent, provide the assurance they’re looking for and ultimately encourage them to join your team. 

For a deeper dive into how to engage Gen Z talent, be sure to check out our ideabook 10 Content Topics to Engage Gen Z!