Content Marketing Generation Z: Employer Branding
The demands that the younger generation, such as Generation Z, place on a workplace are more differentiated than ever before. This is what we have discussed in this blog post discussed this in detail. They fit neither on a beer mat nor on a single poster. Companies should therefore make greater use of content marketing to address Generation Z and their specific needs and show how your company fulfills these wishes in concrete terms.
In this article, we bridge the gap between the theoretical wishes of a generation and the concrete application of content marketing in employer branding for Generation Z and other young target groups.
Relevance as the core of employer branding
The most important thing in content marketing is that you talk about relevant topics for your target group. The number of views becomes secondary if the people who consume your content then take the action - e.g. apply - that you expect them to take.
Companies need to publish relevant content for this target group via various channels. This means creating video content in the form of tutorials, e.g. on the application or study topics, or animations that depict certain processes such as onboarding (more on this in a moment) that play a role for potential applicants. It can also be useful to involve existing employees as brand ambassadors for the company's content marketing approach. Potential applicants can identify better with these people than with sterile text promises on a careers page.
For a successful content marketing approach, it is important that you as an employer branding manager keep an eye on the needs of Generation Z and regularly present them with new content. This allows you to build long-term relationships and thus increase the number of applicants.
Relevant content for Generation Z
Promoting personal growth is a key concern of Generation Z. You should therefore create and offer an environment in which these people can develop new skills and realize their full potential. The following content will go down well in your content marketing for Generation Z:
- Onboarding: This is where good companies differ from bad ones. With content about onboarding, you can show potential applicants what the process is like, what programs are available and what experiences employees who have already gone through the onboarding program have had.
- Further training: You can present training programs that you offer employees in your content marketing. Show exactly how and which specific measures and opportunities for further training are offered and what impact this has on the people who already work in your company.
- Leadership: Introduce managers with their career paths and convictions in videos. Find out which leadership principle you follow in your company in order to attract the right people. For example, servant leadership can be a real advantage for attracting Generation Z.
- Hero stories: By making employees from your target group - in this case Generation Z - visible in your company, you create an emotional orientation and enable them to mentally empathize with your company. Generation Z looks attentively at companies and teams in which their peers are recognized.
One sustainable way of communicating this is through video series that accompany projects, for example, and thus make the work of the participants and project managers transparent. This type of content is also very popular on YouTube and can be a valuable part of your employer brand.
Content marketing for Generation Z
Generation Z has different requirements for a workplace than the generations before them. In your employer branding, you can refer to how you fulfill these needs. Show potential employees from Generation Z how young people can make a career in your company and how they are supported. Not just once, but regularly and authentically.
Young people are used to consuming content on a regular basis and engaging with topics in depth and demand this. Content marketing with a strategic foundation enables you to reach Generation Z in a sustainable and authentic way and win them over to your company.
Employer branding content agency
At MOVNYG MEDIA, we support you in developing an authentic content strategy for your employer branding goals. We then implement the content on a regular basis so that your target group - be it Generation Z or another - always receives the content that is relevant to them. So that you can attract the best applicants on the market to your team. Get in touch with us directly!