Crafting a Brand for Gen Z: Utilizing Video to Establish Authenticity and Trust

Gen Z currently makes up 30% of the world's population and is expected to account for 27% of the workforce by 2025. Therefore, establishing a robust brand that resonates with and retains Gen Z is crucial for Gen Z recruitment.

Born between the mid-1990s and early 2010s, this generation values authenticity, transparency, and social impact. To earn their loyalty, businesses must adopt strategies aligned with these values. 

Here are a couple of ways to connect with Gen Z and build an authentic brand using video recruiting.

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• #Showcase Authenticity: Gen Z seeks authenticity.  Using recruitment videos to showcase the company's story, values, and its people provides candidates with a 100% authentic glimpse in less than a minute. Employees sharing their experiences and stories establishes a genuine connection, revealing the human side of the brand to Gen Z.
• #Highlight Social Responsibility: Gen Z cares about social and environmental issues. Use the videos also to demonstrate your company's commitment to purpose-driven initiatives. Show how your brand is making a positive impact, aligning with Gen Z's values.
• #Build Trust through Transparency: Transparency is key to building trust with Gen Z. Use videos to openly discuss your business practices, values, challenges, and opportunities. Being transparent in your videos can help potential candidates feel more connected to your mission and remember your brand.
• #Encourage Employee-Generated Content: Gen Z values peer recommendations. Create recruiting videos with your employees (Learn how to make employees brand ambassadors here), which will encourage them to share content about the company and the brand. Employee-generated videos can provide social proof and resonate with Gen Z's desire for authentic experiences.

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Incorporating recruiting videos into the employer brand and talent acquisition strategy helps the company create an authentic brand that connects with Gen Z candidates. Considering the future of work, video emerges as a primary recruitment marketing tool to attract top future talents, Gen Z talents.