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Gen Z is not only changing how they search for jobs but also redefining the criteria they expect from companies and their work.
According to Nguyễn Thị Bích Hồng, General Director of HR2B Talent Recruitment JSC, the rapid advancement of technology and Gen Z’s unique expectations have significantly reshaped the labor market. Unlike previous generations, Gen Z prioritizes meaning, flexibility, and technological integration in their careers.
How Is Gen Z Impacting Workforce Structure and Trends?
Nguyễn Thị Bích Hồng:Gen Z is emerging as a powerful force in Vietnam’s labor market, projected to make up one-third of the workforce by 2025. Their increasing presence is driving major shifts in workplace structures.
Unlike earlier generations, Gen Z has grown up deeply immersed in technology. They think differently, demand more career growth opportunities, and are more ambitious than Millennials (Gen Y). If they feel they have mastered their current role, they will actively seek out new challenges and opportunities rather than staying in one place for stability.
How Does Gen Z Approach Job Hunting Differently?
Ms. Nguyễn Thị Bích Hồng:
Technology plays a crucial role in how Gen Z looks for jobs. Born in the digital era, they rely heavily on social media and online platforms to explore career opportunities and research potential employers.
Additionally, mobile applications have become essential tools for job searching, submitting applications, and communicating with recruiters in real time.
What Makes Their Job Search Unique Compared to Previous Generations?
There are three key differences in how Gen Z approaches job hunting:
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They seek purpose over salary.
Instead of focusing solely on pay and benefits, Gen Z prioritizes jobs that make a positive impact on society and the environment—such as sustainable agriculture, renewable energy, and healthcare. They tend to avoid industries like tobacco, alcohol, and gambling. -
They prefer open, flexible workplaces but want fast results.
Unlike Millennials, who are willing to work patiently toward long-term career growth, Gen Z expects immediate progress in their careers. -
They prioritize work-life balance.
Gen Z values jobs that allow them to be productive without sacrificing their personal time.
What Criteria Matter Most to Gen Z When Choosing a Job?
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Alignment with personal values & societal impact.
Gen Z chooses jobs that resonate with their personal goals and contribute to social good. Unlike older generations, they are less interested in long-term job stability if the job lacks meaning. -
Flexible working conditions.
Unlike previous generations, who often worked overtime without concern for rest, Gen Z values jobs that offer reasonable breaks and work-life balance. -
Tech-driven and innovative workplaces.
They prefer companies that embrace cutting-edge technology and creative solutions. -
A supportive and inclusive work environment.
Gen Z looks for friendly, collaborative, and creativity-encouraging workplaces.
Which Industries Are Most Attractive to Gen Z?
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Technology & IT: Software development, cybersecurity, and AI-driven fields are highly appealing.
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Digital Marketing & Media: Careers in social media management, content marketing, and branding are popular due to the digital boom.
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Healthcare & Mental Health Services: There’s a growing interest in mental health support and medical technology.
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Entrepreneurship & Startups: Many Gen Z individuals want to build their own businesses rather than work in traditional corporate settings.
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Arts & Design: Careers in graphic design, visual communication, and digital arts are gaining traction.
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Sustainability & Environmental Protection: Jobs in renewable energy and ecological conservation are becoming increasingly desirable.
How Is Technology Changing the Recruitment Process?
Technology is transforming hiring in three key ways:
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AI-driven recruitment tools help scan resumes and match candidates more efficiently.
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Video interviews & remote hiring allow companies to connect with candidates nationwide.
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Social media-based hiring (LinkedIn, TikTok, Instagram) helps recruiters engage younger candidates effectively.
Common Mistakes When Hiring Gen Z
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Lack of transparency about salary & benefits
Gen Z expects clear salary ranges, benefits, and career growth opportunities before applying. -
Slow and complex hiring processes
If the recruitment process takes too long, Gen Z candidates may lose interest and move on. -
Failing to showcase company culture
Since Gen Z values workplace environment, companies that don’t communicate their culture effectively may struggle to attract young talent. -
Using outdated recruitment methods
Traditional hiring methods (like paper applications or in-person-only interviews) are unappealing to tech-savvy candidates.
According to Ms. Nguyen Thi Bich Hong, to become attractive to Gen Z, businesses need to change their strategies in the following ways:
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Build a strong employer brand:
Emphasize core values such as social responsibility, sustainability, and a positive company culture.
Clearly communicate the company's mission and positive social impact. -
Use appropriate communication channels:
Utilize platforms like Instagram, TikTok, and LinkedIn to reach Gen Z.
Create visually engaging, creative, and appealing content. -
Ensure transparency and fairness:
Provide clear information about salaries, benefits, and promotion opportunities.
Establish a transparent and fair recruitment process. -
Create a positive candidate experience:
Develop a friendly and flexible recruitment process, including video interviews.
Provide prompt and timely feedback to candidates. -
Focus on personal development:
Highlight training programs and promotion opportunities.
Show the long-term value of working at the company. -
Promote diversity and inclusion:
Build a diverse and inclusive work environment.
Organize online and offline networking events to interact with candidates.
In summary, businesses need to focus on building a positive brand image, communicating transparently, creating a good candidate experience, and providing development opportunities to attract and retain Gen Z.
Ms. Nguyen Thi Bich Hong - General Director HR2B
What factors should businesses focus on to successfully recruit and retain Gen Z for the long term, especially in the context of a rapidly changing labor market?
Ms. Nguyen Thi Bich Hong's response:To succeed in recruiting and retaining Gen Z for the long term, businesses need to focus on several key factors:
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Building a strong corporate culture that creates a positive, open, and creative working environment, as Gen Z prefers companies with clear values and missions.
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Transparency and fairness in salary, benefits, and promotion opportunities are indispensable. The performance evaluation process also needs to be clear and fair.
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Providing continuous development opportunities through training, mentoring, and learning programs to help Gen Z develop their skills and careers. Job flexibility, including remote work or flexible hours, is also a crucial factor to match their lifestyle.
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Encouraging Gen Z's participation in company decisions and creative projects helps them feel valued and heard.
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Investing in modern technology to improve work processes and communication is essential, as Gen Z is a tech-savvy generation and they expect to work in an advanced environment.
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Diversity and inclusion policies are also crucial to create a workplace where everyone feels respected. Businesses should also pay attention to employees' mental health, providing support programs and helping them balance work with life.
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Promoting social activities and building relationships among employees will create a strong and long-lasting community.
Source: The Leader (https://theleader.vn/)
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