Discover how to create Recruitment Marketing content that will specifically appeal to early careers talent.

1. IN PARTNERSHIP WITH
Recruiting Gen Z:
Content creation for a
new generation

2. © 2021
Today’s Speakers

3. © 2021
Lori Sylvia
Founder and CEO
Rally
Gabrielle Woody
University Relations &
Diversity Lead
Intuit
Ben Siegel
Co-founder
Scholars

4. © 2021
About Intuit

5. © 2021
About Scholars
• Scholars helps companies grow their
employer brands and create more
engaging candidate experiences.
• Work with companies across all
industries (Big 4 accounting → Tech)
• Founded Sep. 2019 by 3 college grads

6. © 2021
Largest community for Recruitment Marketing,
Employer Branding & Candidate Experience
#1-rated virtual conference for Recruitment
Marketing held in May and December

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What you’ll learn today
• What Gen Z talent is looking for when deciding where to apply
for jobs and internships
• What online platforms they’re using to discover employers and
what content works best to get their attention
• How you can get buy in from your leadership to test these
newer platforms & content strategies
• See best-practice examples for podcasts, videos, employee
generated content, and more!

8. © 2021
Recruiting Gen Z:
Content creation for a
new generation

9. © 2021
© 2021

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Who are Gen Z?
● Born 1997 - 2012
● 20.3% of the U.S. population
● More racially and ethnically diverse
● Most well-educated generation
● The “True Gen” > Highly analytic,
pragmatic, authentic and realistic
● The first full digital natives
Data from PEW Research, McKinsey & Co. and Brookings Institution

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Gen Z as Digital Natives
● 95% Gen Z have access to a smartphone, and 97% use at
least one of the major social platforms
• Roughly 75% use a smartphone over other devices
● Over 45% of people age 16 to 20 say they are using the
internet almost constantly
● 31% say the effect of social media on people their own age has
been mostly positive, 24% say it’s been mostly negative, and
45% say it’s been neither positive nor negative
Data from PEW Research, McKinsey & Company and Institute of Business Management

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What are they looking for?
● Covid-19 uncertainty > Careers with security
and stability
● When choosing brands > They know how to find
info and who to ask
● Evaluate their options before decisions
● Swayed by recommendations of real life users
and celebrities
Data from PEW Research and McKinsey & Company

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WHAT
PLATFORMS
ARE GEN Z
USING?
© 2021

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● Utilize Stories for less produced content
• Employee/intern takeovers
• Include Interactive features:
Questions, Poll, Quiz
● Carousels > 10 images at one time
● Go Live
• Create a video in real-time and let
viewers submit questions that get
answered “on air”
Brands & Creators:
• Buzzfeed
• NowThis
• Food52
• Inside Amazon
Posted by Intuit

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● Select one team member to “own”
this platform
• Uses creativity & personality to
make 1-2 videos per week
● Showcase company culture
behind-the scenes in less formal way
● Employee advocacy
• Select informal ambassadors to
use their profiles to showcase
company culture
Posted by The Washington Post
Brands & Creators:
• The Washington Post
• Chipotle
• NBA
• WeAreCisco

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Brands & Creators:
• Salesforce
• NVIDIA
• DICK'S Sporting
Goods
• Nelnet
● Share multi-media posts > videos,
podcasts & other audio recordings
● Create Showcase Pages
• Highlight brands, business units
or initiatives as separate tabs
● Break up written posts into short
sentences instead of paragraphs
● Don’t link URLs in posts. Share in
comments
Posted by DICK'S Sporting Goods

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● 64% of Gen Zers use email primarily for
personal communication.
● Value of a first-party relationship
● Only platform where you can ensure
candidates will see your content
Example of including links in email signature
• Share links in your email signature to
promote unique early career content.
• In newsletters:
• Display diversity and share causes
that your company supports
• Prioritize transparency in your
content by including EGC and
reviews
Data from Campaign Monitor

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Creating
content for
Gen Z
© 2021

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What is Gen Z looking for in content?
● 52% of early career talent lists audio as their #1 way of
consuming information and 78% list it in their top 3
● In regards to events, 74% prefer a more casual, conversational
format compared to a formal presentation
● 87% of Gen Z would rather learn about your company from
someone who is less than 5 years older than them
● 56% of students say they are equally as interested in who
works at a company as they are in what the company does
Data from Scholars

20. © 2021
Intuit: TikTok
Share tips and answer questions
to help early career talent get
hired, like:
● 3 things I look for on a resume
● Consider getting a certification
● Do these two steps after your
interview

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Intuit: Clubhouse
Examples of Clubhouse content includes:
● Job search strategies
● Networking
● Interview prep
● (Reverse) Career Fairs

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Posted by @emily.the.recruiter
Intuit: Video Job posts
Recording a video job post:
● Shared on TikTok & Instagram
● Fun, creative and authentic
● Short & off the cuff

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Scholars: The Internship Show
Episodes include:
● How to Land an Internship at
American Express
● Taking A Semester Off For An
Internship
● Classes All College Students Should
Take

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Recruiters are Content Creators
● Video talking about how to spend your
lunch break at an internship
● Helpful content shared from a recruiter
● Students get valuable information, but
also get visibility into the recruiter and
company
● 1,500 views

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Pro Tips
● Getting buy-in from leadership
• Run tests on personal accounts
● Testing new platforms
• Try variety of content > audio,
video, written, graphics
• Monitor engagement metrics
● Empower employees to be
influencers
● Keep your website and social media
up to date > It’s the first place Gen Z
will look
● Don’t guess. Track everything you
do and constantly iterate

26. © 2021
Thank you!
Up next… Q&A

27. Download for more
examples & ideas!

28. © 2021
Lori Sylvia
Founder and CEO
Rally
Gabrielle Woody
University Relations &
Diversity Lead
Intuit
Ben Siegel
Co-founder
Scholars

29. IN PARTNERSHIP WITH
Thank you!
Recruiting Gen Z:
Content creation for a
new generation