Do you know who you're talking to?

When you are hiring, who are you appealing to?

There’s a thing that marketers do as a standard that not everyone thinks about, but maybe should.

Who is your customer? What is their persona? How do they behave, think, what are their motivators, beliefs and priorities?

This is critical in recruitment when writing a job advert or even the job description. The language and steer used will appeal to some and not others so are you aiming at your target?

We all know about the generations:

Generation Names

• The Greatest Generation – born 1901-1924
• The Silent Generation – born 1925-1945
• The Baby Boomer Generation – born 1946-1964
• Generation X – born 1965-1979
• Millennials – born 1980-1994
• Generation Z – born 1995-2012
• Gen Alpha – born 2013 – 2025

This isn’t about age discrimination. This is about your offering and whom would it appeal to. What does your succession planning and team fit look like? Do you want a plodder or a disrupter? How will you retain your new recruit? Where will they be looking for a job?

The baby boomers were the last generation to not have technology in their everyday life. They enjoyed work, family and the Beatles! They were well rewarded with their non-contributory pensions and bobbed along creating a wholesome life with a good balance between inside and outside time.

Generation X was work obsessed and had a tendency towards being workaholics in order to achieve their financial and status goals. They were focused on pay over anything else.

The millennials got a bad rap. They were labeled as the “all about me, entitled” generation. They moved the scales more towards prioritising their personal life over work. They didn’t want to start at the bottom and work up, they wanted to earn quickly and without giving lots of their time. A product of the generation before, they didn’t want to end up workaholics. They were misunderstood as their values were simply different.

So, you are looking at your succession planning? You need someone to keep the business forward-thinking, challenged and able to progress into the future. Are you targeting Generation Z, those up to age 28? If so how?

What is important to Generation Z?

1. Purpose-driven work: Gen Z is known for being socially conscious and interested in making a positive impact on the world. They are attracted to companies and jobs that align with their values and give them the opportunity to contribute to a greater cause.
2. Flexibility: Gen Z values work-life balance and flexibility in their work schedules. They prefer jobs that allow them to work remotely or have flexible hours.
3. Learning and Development: Gen Z is interested in continuous learning and development. They look for jobs that offer opportunities to gain new skills, provide mentorship, and have a clear path for career advancement.
4. Technology and Innovation: Gen Z has grown up with technology and is highly skilled in digital tools and platforms. They are attracted to companies that embrace innovation and leverage technology to improve their products and services.
5. Diversity and Inclusion: Gen Z values diversity and inclusion in the workplace. They are attracted to companies that have a diverse workforce and inclusive policies and practices.
6. Competitive Compensation: While not the top priority for Gen Z, they still expect to be fairly compensated for their work. They are more likely to take a job with lower pay if it aligns with their values and offers other attractive benefits.

So this is your customer to keep in mind when you are writing a job advert. You can even use the key terms; flexibility, L & D, Tech, Diversity, and Inclusion as the framework for your advert.

If you know who you are targeting the tone and headline change every time you write.

If you are just shooting in the wind when you advertise then give this some thought. If the perfect candidate was standing in front of you, how would you sell the position to them?

Take it even further. Gen Z came from the womb knowing how to use a smart phone and use the internet for socialising and information first. Where are you advertising your job? In the paper or on TikTok?

If you have a baby boomer or a millennial in your team, how will you motivate and retain them?

Just some food for thought, know your audience!