How do you attract and connect with Gen Z and Gen Alpha? Hear directly from employer brand experts and Gen Z creators what truly resonates with young talent.
From school pupils exploring their career options to school leavers actively making decisions, Gen Z is a must-reach audience for employers recruiting apprentices and early careers talent.
And UCAS’ Project Next Generation research shows it’s not too early to reach Gen Alpha at the same time. Our key themes report shows that 13% of Year 9 students already have a very clear idea about what they want to do for a living or as a career – 57% have a general idea and only 28% indicate they have no idea.
Think about offering insight events and sessions within the workplace so that potential apprentices can visualise themselves in your facilities. Day-in-the-life content can be particularly effective and easily shared as case studies and on social media.
Getting to meet the team in-person and have a look around played a big part in me choosing to go with them. If you were going to university open days you would speak to the teachers and look around the campus – with apprenticeships it’s a very big decision, and students can go into it not knowing what the workplace looks like or what to expect.
Jasmine Shum, Marketing Apprentice, Amazon Prime Video
Apprenticeships aren't only a great way to build and develop the skills needed for a career – with real-world experience, industry skills, and the opportunity to earn while you learn. They can also be an effective way to learn, which is particularly appealing to Gen Z and Gen Alpha – if you can create programmes that best suit how they prefer to work.
We know they’re tech-savvy, dynamic and entering the workforce with different priorities than the generations before them. We look at flexibility, remote learning, hybrid working and digital platforms – giving young people the freedom to learn and grow.
Emma Barrett-Peel, COO, Learning Curve Group
It’s frequently said how savvy Gen Z are, so make sure to demonstrate the opportunities they’ll have to achieve their ambitions. Our Project Next Generation insights highlight how this generation think about current enjoyment in terms of their passions and interests – as well as their future happiness through career progression and being in a stable career and financial situation.
The more and more I looked into applying for the apprenticeship, I knew I’d be able to get mentors and coaches to help me progress. But when you’re a young person you often don’t get to hear from the incredible people you look up to, so create content from junior levels up to director-level. Show what the path could be like or where they could be in 10 –15 years. Be candid and show the personalities of the people who work there.
Prisha Bathia, Product Marketing Manager (former apprentice), Google
Raw, real-world stories will connect with Gen Z and Gen Alpha. Do you already have Gen Z apprentices? Do you have Gen Z employees in other roles? Use their voices to explain the details of your apprenticeships and the experience of working for your organisation.
We partner with early careers talent, Twitch streamers and content creators to help us in the storytelling and messaging that’s going to land with that audience. This can be cheap and cheerful – ask the younger people in your organisation what to do to attract more people like them. Or think about what creators you can engage with, but – crucially – make sure they’re a part of how you tell that story. Don’t guide them rigidly.
Ayo Ogunde, Director of Strategy & Innovation, TMP
Corporate, staged content won’t connect with these audiences – it doesn’t sound relatable or authentic, and it won’t stand out from your competition. Think about using your young talent to help you create a long-term brand strategy for young people.
Gen Z can sniff inauthenticity from an absolute mile away! You wouldn’t use typical corporate lingo when talking to a friend, or even a colleague, because it doesn’t resonate or sound normal. Employee-led and generated content is going to be major. Getting young people’s faces in stories is so important – they can speak for themselves and tell their story. If they can see it then they can be it.
Holly Hobbs, Former Degree Apprentice, Microsoft, Founder, Apprentivia
Each year, 1.5m students come to UCAS to explore their options. With our unique insights and data, we’re ready to connect you to our current Gen Z and our rapidly approaching Gen Alpha audiences.
You can list your vacancies on ucas.com – make sure to mention flexibility, hybrid working, and learning, salary, and progression. With an employer profile on ucas.com, you can share your brand story alongside Gen Z case studies and day-in-the-life content. You could also consider multichannel UCAS campaigns.
Whatever routes you choose, make sure to lead with Gen Z voices!
Students actively come to us to plan their futures, and our unique media ecosystem is built around their discovery journey and rooted in trust.
We can help you reach the next generation of talent and build a strong and sustainable pipeline.