Bryony Gibson, Director of Bryony Gibson Consulting, shares her thoughts on the evolving role of recruitment and retention when your organisation has multiple generations of talent.
Your recruitment strategy plays a crucial role in shaping organisational culture, performance, and success. From communication and benefits to learning styles and career progression, if you believe people are your greatest asset, understanding what engages them as individuals and tailoring your approach will improve your ability to attract and retain top talent at all levels.
This is particularly true in the modern workplace, where teams often span multiple generations. What inspires one individual may not resonate with another, making a one-size-fits-all approach ineffective.
GENERATION X (Born 1965-1980)
Communication
Generation X typically prefer clear, direct communication via email or phone. They value autonomy and efficiency and frown upon unnecessary meetings. To keep them engaged, avoid over-communication and ensure that messaging is clear, concise, focused and relevant.
Benefits
Financial security, healthcare, and worklife balance are key motivators for Gen X. Offering competitive salaries, robust pension schemes, comprehensive health insurance, and clear career progression will appeal most to this group.
Training and Development
Gen X prefers structured learning, such as workshops, classroom training, and leadership development programs. They respond well to practical, career-oriented training that supports career progression.
Recruitment
When attracting Gen X candidates, emphasise job security, career progression and pathways, and stability. Highlight the long-term vision of the company, and how their role can grow within it to appeal to this generation.
GENERATION Y (Born 1981-1996)
Communication
Also known as ‘Millennials’, these workers lean into instant messaging, video calls, and collaborative digital platforms like Slack or Microsoft Teams. Transparency and regular feedback are key drivers of their engagement.
Benefits
Flexible working arrangements, purposedriven work, and growth opportunities motivate Millennials. They appreciate remote working options, wellness programs, personal development budgets, and student loan assistance.
Training and Development
Gen Y enjoys self-paced, online learning. They respond well to mentorship and coaching, skill-based certifications, and access to digital learning platforms like LinkedIn Learning.
Recruitment
To attract Millennial talent, focus on employer branding. Showcase company culture, values, and opportunities to grow. Millennials want to work for companies that have a positive purpose. And one that aligns with their values.
GENERATION Z (Born 1997-2012)
Communication
Gen Z prefers fast, visual communication, such as short video clips, social media style tutorials, and real-time messaging apps like Telegram. Lengthy emails and formal meetings can disengage them, unlike interactive platforms.
Benefits
Putting high importance on mental health support and wellbeing programmes, salary transparency, and personalised benefits, Gen Z values authenticity and inclusivity in the workplace.
Training and Development
Interactive, gamified learning and short microlearning platforms connect with Gen Z best. They want fast, mobile-friendly, practical knowledge delivered in a digestible and engaging format.
Recruitment
Gen Z talent is drawn to companies that demonstrate authenticity, social responsibility, and diversity. Recruitment strategies should include strong, engaging social media content and a fast, streamlined, digital hiring process.
The Key to Success
While the focus of recruitment and retention remains the same, how it is executed needs to evolve if you want to meet the needs of a multi-generational workforce.
Adopting tailored communication styles, benefits packages, and development strategies will help you create an environment where every employee feels supported and motivated. By recognising generational differences and adapting your recruitment strategy accordingly, you will attract top talent and cultivate a highperforming and loyal workforce.