Gen Z graduates and professionals have begun contributing to the workforce, impacting their lives and others. While every generation seizes its moment to make a difference, Gen Z stands out with distinct ideals, goals, and a unique relationship with the workplace that varies based on various societal factors.
The future of non-profits relies on attracting and engaging generations in charitable activities and matching their ideologies to encourage them to apply for charity sector jobs. Recognising the distinctive characteristics of Gen Z, it is essential for the charity sector to create strategies that resonate with this divergent generation.
In this guide you will discover:
Generation Zoomers (Gen Z) are born after 1997 and before 2012. They are the generation succeeding Millennials and represent digital transformation, diversity, and the prospect of change. To date, they reflect approximately 26% of the global population.
To engage them effectively in charity sector jobs, it's crucial to recognise their unique traits, including a tech-savvy outlook and a passion for social justice. Gen Z's influence is growing, meaning organisations need to understand and cater to their values to thrive.
Gen Z individuals are characterised by passion and drive, powered by idealism and a strong motivation to make a meaningful difference. This generation’s keen interest in social policies propels them to act to make a positive difference. A notable two-thirds of this generation has already dedicated their time to volunteer in charity roles, showcasing a wealth of exceptional talent. This emphasises the importance of encouraging Gen Z to consider and pursue careers within the charity sector.
Sustainability is their central concern, reflecting a deep commitment to addressing environmental and social issues. Engaged in activism, they actively fight for change and expect a role in decision-making processes. While maintaining clear boundaries between work and personal life, they are success-oriented, seeking growth and advancement. Social consciousness is a driving force, with a strong desire to contribute positively to the world.
Accessibility is critical for Gen Z, and they seek easy entry points into non-profit careers, such as through internships and volunteer opportunities. They value clear paths for development, encompassing skill-building, training, and opportunities for career advancement. Gen Z is drawn to roles that offer personal and social impact, allowing for both personal growth and the contribution to meaningful social change. Being digital natives, they prefer communication and information through social media platforms.
Gen Z is poised to make up one-third of the workforce within three years, making them a crucial talent pool for the charity sector. Highly engaged, they aspire to leave a lasting mark and actively seek roles aligned with their values. Gen Z individuals are vocal and socially responsible, expecting work environments that are inclusive, respectful, and responsible.
With over 94% of Gen Z expressing a willingness to volunteer and more than 63% having already engaged in such activities, the opportunity to channel their enthusiasm and experiences into a career is evident. As the first digital native generation, they navigate a landscape marked by societal and economic challenges, from recessions to global pandemics and wars.
Motivated by a collective hunger for meaningful change, Gen Z possesses the knowledge, connections, and digital skills essential for expanding the reach of charitable efforts on a global scale. Their acute awareness of climate anxiety propels them to take proactive steps toward creating a better world.
In addition to their active involvement, Gen Z brings forth a wealth of impactful and innovative ideas that challenge conventional norms. Their organised and connected approach to political activities and campaigning reflects a unique ability to understand and shape societal trends.
Gen Z's active involvement is crucial for the sustained growth of the charity sector. Their talent in fundraising and engagement and a preference for age-relevant influencers make them integral to future success. Harnessing Gen Z's exceptional talent is not just strategic; it's vital for ensuring the ongoing vitality of charitable efforts.
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Not every member of Gen Z desires the same thing from their place of work. However, several themes resonate with the generation overall, most stemming from their attitude towards what they would like from their lives.
These include:
It is essential to acknowledge the values of this generation and what they desire from their workplace to begin charity sector job attraction strategies.
When appealing to any generation, it is essential to understand the issues that that group have experienced and the trends that affect their perspectives. To engage Gen Z as a whole, focus on:
Showing transparency and respecting generational social norms will resonate with this generation’s exceptional talent, giving them more incentives to work in a sector that values them.
In addition to understanding and adapting to shifting social norms, this generation's work habits have also evolved. As the most educated generation to date, Gen Z collectively seeks a flexible approach to work, a preference influenced not only by the impact of COVID-19 but also by their desire for a better work-life balance, a focus on individual well-being, and a heightened awareness of diverse career opportunities.
Examples of these desires include:
Multinational organisations are encouraging this trend and setting the standard. The charity sector must offer flexible working options to appeal to Gen Z.
With experience comes knowledge, but Gen Z is highly aware of social issues. Though they may have limited industry experience, their creativity and ideas must be valued for them to feel engaged with their career.
Here are examples of the ways that your organisation can incorporate the ideas of these professionals to encourage their development and progression:
Gen Z appreciates personalised and engaging experiences. Developing recruitment strategies that highlight specific roles is essential. However, it's crucial not to make exaggerated promises. If the potential impact increases with the role's growth, avoid claiming substantial influence from the start to prevent potential disengagement.
The methods by which your organisation communicates internally and externally matter to this digitally consumed generation. If your attraction strategies don’t include social media connectivity, Gen Z is likely to miss it.
Essential methods to effectively communicate with this generation include:
Recent research shows that 73% of job seekers aged 18-34 have found their jobs through social media. Embracing social media will aid your charity recruitment techniques by reaching a more significant number of Gen Z professionals.
Jobs in the charity sector primarily revolve around making a positive impact and continual learning and development to address societal needs. Gen Z is particularly attracted to ongoing professional development and actively seeks opportunities to enhance their skills.
To promote the current and future developmental opportunities throughout the sector, focus your organisation’s recruitment strategies on providing or showcasing your:
Remember to remain open to feedback. Stay receptive and adapt approaches based on Gen Z's needs and preferences concerning their career aspirations and development. This flexibility will contribute to building a more engaging and dynamic work environment.
Understanding generational standards and ideals is the first step in attracting Gen Z to charity sector jobs. However, to fully appeal to exceptional Gen Z candidates interested in pursuing a rewarding and fulfilling career, organisations in the charity sector must work out how to fully appeal to them.
Here are some of Gen Z’s current perceptions of non-profits and our strategies for spinning these perceptions to appeal to this generation’s exceptional talent.
Gen Z is often drawn to careers offering high starting salaries and well-defined career paths. Unfortunately, non-profit and charity sector jobs often struggle to match these in terms of financial compensation. The social and economic events of the past five years have heightened the pressure to secure employment that offers a substantial salary or robust benefits packages. While many Gen Z individuals are interested in volunteering and making a positive impact, taking up full-time roles in non-profits can be unappealing due to the perception of lower pay and limited benefits.
There's a common misconception that all professionals in the charity sector are underpaid. However, this isn't universally true, as specific roles within the industry can offer clear paths of progression and increasing salaries. Even if the charity sector cannot provide a higher salary, Gen Z is still attracted to meaningful actions and the ability to make a difference. To appeal to this generation, providing as many benefits as possible, fostering a positive working environment, promoting progression opportunities, and highlighting chances to make a meaningful impact is essential.
Non-profit and charity work often carries an outdated image and is viewed as old-fashioned, bureaucratic, or lacking in impact. Gen Z prefers dynamic, innovative workplaces that deliver precise results. To connect with this generation better, non-profits should actively challenge these outdated perceptions, highlighting their work's modern and impactful aspects.
Gen Z values transparency, to build trust and resonate with Gen Z, non-profits should prioritise clear, detailed communication. Providing hard information about the real-world implications of their initiatives and transparent insights into organisational operations can help to eliminate misconceptions and strengthen the connection with this generation that values openness and authenticity.
Charity jobs and recruitment are challenged to reach Gen Z effectively through traditional outreach methods like print ads or job boards. As Gen Z predominantly relies on social media and digital platforms for communication and information, adapting to these preferred channels is crucial for charities to engage with this demographic successfully.
Communication materials related to charity roles may not align with Gen Z's values and preferred language. Jargon and overly formal language can be off-putting. To resonate better with Gen Z, charities should consider adjusting their messaging to align with this generation's values and language preferences. Avoiding jargon and adopting a more relatable and straightforward communication style can enhance the appeal of charity roles to Gen Z.
While attracting Gen Z in the digital era is challenging, ensuring a consistent flow of exceptional talent is even more crucial. This becomes particularly challenging amid various societal and economic issues, compounded by charities' difficulties in engaging Gen Z.
Gen Z encounters a significant hurdle in their job search despite being among the most qualified generations. Employers often impose high expectations, leading to struggles in gaining industry experience. About one-third of respondents express the need for additional industry-specific qualifications for entry-level positions, and 36% find it challenging to secure their first job despite being overqualified.
Denying access to the charity sector due to a lack of specific industry experience could mean missing out on qualified Gen Z members. However, there are practical approaches to bridge this gap:
Making a positive impression during these experiences can transform them into a robust talent pipeline, amplified by Gen Z's communication habits—word of mouth spreads rapidly within this generation.
As you successfully appeal to Gen Z, this initial engagement can evolve into a sustainable talent pipeline. Collaborating with reputable recruiters facilitates and maintains this flow of Gen Z talent long-term.
Understanding Gen Z's distinct characteristics and preferences is crucial to elevating your charity recruitment process and effectively appealing to them. Recognising their passion, drive, and commitment to social causes, particularly environmental sustainability and social justice, provides a foundation for engagement.
Adapting your approach, participating in Gen Z-centric events, and collaborating with educational institutions can help you attract and retain talented Gen Z professionals. Embrace transparency, purpose-driven initiatives, and a commitment to meaningful actions to make your charity an attractive destination for this generation.
At TPP, we're known for trust, reliability, and building lasting connections. Our specialised consultants excel in charity recruitment, connecting exceptional talent with organisations. We recruit for various charity sector roles, recognising the importance of bringing in new talent.
Contact us today to discover how we can streamline your recruitment strategy.
