7 Ways To Refresh Your Recruitment Marketing To Appeal To Generation Z
Do your current recruitment marketing strategies appeal to Gen Z candidates? With this generation constantly shifting their priorities and behaviors, its important to optimize and update for what appeals to this generation.
Successful recruitment marketing collateral will showcase the value propositions that matter the most to these candidates, while reaching them in the medium and channels they engage with frequently. So, first, let's take a pulse on where candidates are collecting their information and learning more about companies.
As explored in our recent report, 'The Great Disconnect: How to Meet Gen Z Where They're At,' many candidates today are interacting with companies in three main ways:
1) Using online job search platforms
2) Visiting company career pages directly
3) Leveraging LinkedIn to network with recruiters
With these sources in mind, here are six ways to refresh your approach to recruitment marketing so that today’s job seekers are interested in learning about what your company has to offer.
Refresh which online job platforms are marketing your roles.
According to RippleMatch's latest report, 68% of Gen Z candidates rely heavily on online platforms for their job search. But not all platforms serve them—or employers—equally. While job boards make it easy to mass-apply, they often prioritize volume over fit, leading to an overwhelming number of unqualified applications. In contrast, platforms designed for career guidance and tailored job matching help Gen Z navigate their options more intentionally while ensuring employers connect with stronger candidates.
To refresh your approach, consider whether the platforms you’re using provide quality recommendations or just high-volume applicants. Investing in tools like RippleMatch allows your team to engage with candidates who are actively guided toward opportunities that align with their skills and career goals, rather than those applying at random. This leads to better candidate-employer alignment and a more efficient hiring process.
Recruitment teams should also look for platforms that offer built-in screening criteria, AI-driven recommendations, or career resources that help candidates apply more intentionally. Instead of sifting through stacks of mismatched resumes, recruiters can focus on applicants who have been curated for fit, reducing hiring friction and improving engagement. By shifting focus from generic job boards to platforms that prioritize career guidance and role matching, recruitment teams can better meet Gen Z’s expectations while improving the quality of their candidate pipeline.
Update your career page to reflect the priorities of Gen Z candidates and ensure they have a way to stay in touch.
While your careers page is likely to include overall company information, information on culture, open positions, and application instructions, make it Gen Z-friendly by directly addressing this demographic’s professional priorities. Our 2025 Gen Z fact sheet found that in addition to compensation, professional development opportunities and career growth is the top priority for Gen Z candidates when deciding on a job offer. Consider showcasing specific professional development programs (such as mentorship groups, tuition reimbursement, and company workshops) available to new hires, and consider mentioning some of the standout monetary perks. Your careers page could also share testimonials from current employees about their experience in the recruitment process, with the company overall, and with specific programs such as professional development or mentorship initiatives.
Another thing to keep in mind: Dedicate a place on your careers page that allows Gen Z candidates to stay in touch with you if they aren't yet ready to apply or you don't have any eligible positions. 60% of candidates consider visiting a company's career page to see if they're hiring as a 'core part' of their job search strategy, so you don't want to miss out on this passive interest.
Develop video content that can be used on all channels.
According to research conducted by Google, 71% of Gen Z’ers spend three or more hours a day watching online videos. Marketing data consistently shows that video is one of the best formats for engaging Gen Z, and recruiting is no exception. While developing video assets can be time-consuming, the good news is that video can be repurposed across many different channels. For example, a video testimonial from a current entry-level employee can be featured on the careers page of your website, your LinkedIn page, your YouTube page, your Glassdoor profile, and Instagram.
Give your Glassdoor page some TLC.
Your company likely has a Glassdoor page already, but there are ways to maximize its potential for recruiting Gen Z candidates. Notably, our data finds 69% of candidates use Glassdoor to assess a company's culture while in the interview process. This actually outweighs candidates asking questions in the interview processes or talking with employees directly!
If you haven’t already, claim your company profile on Glassdoor and keep it up-to-date – ask your current employees to leave company reviews, fleshing out information such as salary, benefits information, and general opinions about the company itself. Knowing that Gen Z values salary, professional development, and company culture, featuring reviews from current employees on those specific things can be especially useful for Gen Z candidates conducting research.
You can also optimize your Glassdoor profile by responding to positive and negative reviews thoughtfully, and listing information about insurance, vacation policy, and other benefits. In addition, you can post company updates on the Glassdoor page if you want to promote a specific event, program, and more.
Craft an intentional LinkedIn strategy that's powered by individual advocates.
45% of Gen Z candidates are leveraging LinkedIn to network with recruiters as a core part of their job search strategy. To effectively connect with Gen Z on LinkedIn, recruitment teams should take a strategic, intentional approach – and this doesn't necessarily mean posting on the company page more. First, decide if LinkedIn is the right platform for your team’s recruitment efforts and define clear goals. Do you even want to spend time on this strategy? Then, identify key team members who can serve as active LinkedIn voices, sharing insights, job opportunities, and company culture content. Establish a structured posting and engagement framework, including guidelines for responding to messages to ensure consistency and authenticity. Instead of mass connections, focus on meaningful interactions, such as commenting on relevant posts, sharing industry insights, and engaging in discussions Gen Z candidates care about. By prioritizing value-driven content and authentic engagement, recruiters can build a strong, credible presence that attracts and resonates with Gen Z talent.
Outside of LinkedIn, supplement with other social media channels but don't over-invest.
With 73% of Gen Z adults using Instagram, this can be one of the top social media platforms to share information about recruitment events for entry-level talent and to show what it’s like to work for your company. Instagram posts work well for big announcements such as events and application dates, while Instagram Stories are perfect for highlighting company culture through employee takeovers.
You may also want to look into using TikTok when recruiting Gen Z talent. Similar to Instagram, you could ask campus reps or interns to create TikTok videos that showcase their experience at the company. TikTok tends to be geared toward younger users (teenagers and young adults), so it’s best to make sure it fits with your overall employer brand before taking the plunge.
That said, neither of these platforms are highly influential to candidates when they are researching jobs and internships. According to RippleMatch research, less than 20% of candidates are using these platforms specifically for their job or internship search. If you're a well-known company with a lot of inbound interest, these channels can be a good way to show another side of your team and direct traffic strategically. But if you're already strapped for time and resources, you can leave these channels on the backburner!
Add pay transparency to your job postings
Gen Z values transparency in the job search process, and compensation plays a major role in their decision to apply. Our research found that 53% of Gen Z candidates are less likely to apply for a role if salary information is missing from the job posting. Without clear pay expectations, candidates may feel uncertain about whether the opportunity aligns with their needs, leading them to skip over the role entirely. Including salary ranges in job descriptions not only meets Gen Z’s expectations but also builds trust, reduces unnecessary applications, and improves the overall candidate experience. Rather than waiting until the interview stage to discuss pay, employers who practice transparency from the start are more likely to attract engaged, well-aligned applicants who see the role as a strong potential fit.
Ensuring that your recruitment marketing strategies are resonating with Gen Z will help you stand out to entry-level candidates as they make their way through the job search. By focusing your messaging on details that matter to these candidates on the mediums they use the most, you will have the best chance of fostering interest in your company and earning a positive reputation among Gen Z candidates. For more tips on appealing to the latest cohort of Gen Z candidates, download our latest report here!
