Attracting and retaining Gen Z talent by leading with culture and values
Staffing Stream
Attracting and retaining Gen Z talent by leading with culture and values

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The staffing and recruiting industry is facing a generational shift, and with it comes new challenges and opportunities in attracting and retaining Gen Z talent. Born between 1997 and 2012, this generation is redefining workplace expectations. They’re looking for authenticity and transparency — qualities that can sometimes feel at odds with traditional leadership approaches. For staffing companies led by seasoned professionals from earlier generations, bridging this gap requires a fresh, yet intentional, approach.
Let’s Address the Stereotypes
There’s a myth floating around that Gen Z expects organizations to cater to their every whim. In reality, what they’re asking for isn’t constant accommodation — it’s clarity and alignment. They want to work for companies that know who they are, live by their values and communicate those values upfront.
This isn’t about abandoning your identity to chase trends or appease every request. Instead, it’s about doubling down on your culture and making sure it’s not only well defined but openly shared. When you’re honest about who you are as an organization, you’ll naturally attract people who align with your vision — and discourage those who don’t.
Why Transparency Works
When you’re clear about your culture and expectations, it allows candidates to make informed decisions about whether they’ll thrive in your environment. It also helps avoid the “bait and switch” feeling that can lead to turnover and disengagement.
Take remote work as an example. Gen Z doesn’t universally demand remote roles, but they do want to understand how your approach to flexibility aligns with their needs. If your business thrives on in-office collaboration, be upfront about why that’s the case and how it supports both team and individual growth. The right candidates will value the clarity and choose to invest themselves in what you offer.
Culture That Connects
The secret to engaging Gen Z talent isn’t creating a “perfect” culture — it’s ensuring your existing culture is both genuine and consistently communicated. Leadership can set the tone, but the message resonates more deeply when it’s embraced and shared by employees at every level.
Learning and development is a prime example. Gen Z’s preference for short, engaging content has been well documented, but that doesn’t mean you need to reinvent the wheel. Instead of relying on lengthy training sessions, consider delivering content in bite-sized, visually engaging formats that meet their learning style without compromising your core message.
It’s not about being trendy; it’s about recognizing what resonates while staying true to your business goals.
Be Real, Not Perfect
Authenticity matters more to Gen Z than trying to appear cool. They can spot insincerity from a mile away, and a mismatched culture will turn them off faster than a lack of perks.
If your organization values structure and accountability over a loose, casual vibe, say so. If you’re focused on professional growth through clear career paths rather than emphasizing freewheeling creativity, own that. There’s strength in knowing who you are and communicating it unapologetically. It builds trust, attracts the right people and fosters long-term loyalty.
Attracting Gen Z, Your Way
Winning over Gen Z isn’t about chasing trends or saying “yes” to everything. It’s about owning who you are as a company and being clear about it. When you’re upfront about your culture and values, you’ll attract people who truly align—and they’ll stay because they believe in what you’re building together.
At the heart of it, Gen Z just wants to connect with something real. If you focus on making your culture clear and consistent, you’ll create a workplace where every generation can bring their best. Start by asking yourself: Is your culture as clear to your team as it is in your mind? If not, it’s time to tighten it up and let that authenticity shine.
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