How to Attract Gen Z Grads This Year

As graduation season starts to wrap up, companies find themselves in one of the most competitive periods of the year for hiring early-career talent. Tens of thousands of students across the country transition from university life to the workforce. For HR managers and hiring directors, this presents both an opportunity and a challenge: how do you reach and attract the best and brightest graduates, especially in a job market shaped by shifting expectations and the growing influence of Gen Z?

Gen Z Graduates: Rethinking What Matters Most

One of the most significant trends shaping graduate recruitment today is the evolving mindset of entry-level candidates. Gen Z brings a distinct set of expectations compared to previous generations. Salary is no longer the primary motivator. Instead, these graduates are placing far more emphasis on purpose, values, flexibility, and professional growth. They're asking: Will I grow here? Do I belong here? What does this company stand for? It’s important for HR leaders to understand this generational shift.

And then there’s AI shaping candidate perception. A recent ZipRecruiter study shows that almost half of the graduates believe that AI has shrunk job availability in their field, and even more believe it will negatively impact their careers. Organizations must understand that these same candidates are the people becoming most adept at using AI tools; 60% are using them at least weekly. This means they should reassure candidates that they are viewed as assets, and not as a threat.

The Hiring Process Is the First Impression—Make It Count

Despite the evolving expectations of today’s job seekers, many employers still approach graduate hiring with outdated, cumbersome methods. Slow timelines, unclear communication, and complex application processes frustrate new candidates who grew up expecting seamless, digital-first experiences.

Make it easy to apply. Sometimes, a simple resume upload is enough. Avoid requiring candidates to fill out long, redundant forms on top of submitting their resumes. Today’s applicants value efficiency and user-friendly tech. And when entry-level candidates drop out or accept other offers, it’s often because they felt disconnected from the employer or lose confidence in the process. If you want to attract top Gen Z talent, treat the recruitment experience as a reflection of your company culture. Fast turnaround times, transparent timelines, and consistent communication aren’t perks—they’re the new expectations.

Related Read: 3 Ways to Revitalize Your Recruitment Plan

Start by being clear on what you're looking for. When you meet a standout candidate, act quickly; top talent won’t wait. Think like your candidates: would you wait weeks without an update? Neither will they. Be clear about the next steps and manage expectations. After interviews, don’t keep candidates guessing. Stay in touch, especially with those you’re seriously considering. And for those not selected, take the time to offer feedback. It builds goodwill and strengthens your brand. You never know when that candidate might return someday with even more to offer. Ultimately, showing candidates respect shows the strength of your brand.

Reimagining Campus Engagement

Campus recruitment is still one of the most effective ways to connect with graduates, but today’s students expect more than booths and brochures. If your company hasn’t established a presence on campuses, now’s the time to start for the long term. And if your efforts have been minimal, it’s time to ramp up.

To truly stand out, employers must build authentic, ongoing relationships with students, often months before graduation. That could mean partnering with student-led organizations, hosting purpose-driven events that reflect your company’s values, or sending recent alumni back to campus as brand ambassadors.

Campus visits are also an effective way to collect candidate information, like phone numbers, which opens the door for personalized outreach. In today’s environment, where Gen Z is mobile-first, a well-timed text can go a long way. Now is the perfect time to reach out with texts if you have already collected that valuable information.

Social media is also critical. Platforms like TikTok, Instagram, Google, and LinkedIn are where Gen Z learns about potential employers. These digital touchpoints often shape first impressions. Relatable content that highlights real employee experiences will resonate more with these candidates than polished corporate videos.

Hiring managers need to meet students where they are, and a strong Google and LinkedIn presence is necessary. Remember, Gen Z will research the people who will interview them. Place your employees and hiring managers in front of them as if these candidates are meeting them already. Make sure your profiles are approachable and reflect an inclusive, welcoming brand.

Design Roles That Look Beyond Day One

Have you thought about how you design your entry-level roles? It’s important to keep Gen Z in mind as you do so. Today’s graduates are future-focused. They’re asking, “Where will this lead?” not just “What will I do now?” They want to know what’s next, not just what the job is today. Companies that can communicate career paths, offer early access to hands-on mentorship, and offer structured onboarding tend to retain young talent more effectively. And it's not just about offering development opportunities but making those opportunities visible and tangible from the start. When graduates can see a path forward, they’re far more likely to commit. It’s not enough to say, “We support development.” You need to show it through structured onboarding, transparent career paths, and opportunities to learn from day one.

Small Gestures, Strong Signals

Some of the most effective recruitment strategies aren’t complex or costly, they’re intentional. Personalized follow-ups after interviews, genuine thank-you notes, or updates that keep candidates informed go a long way in showing your company values people, not just productivity. And that resonates with Gen Z.

Some organizations send personalized messages to candidates after interviews, acknowledging their interest and sharing what’s next in the process. Others incorporate storytelling into their employer branding, sharing real employee experiences through blogs, videos, or short-form content. Some successful hires are often the result of companies putting their more recent hires (2-3 years in) at the forefront of their mentorship programs, where graduates can see themselves with the company a few years into the future. These small efforts help build trust, which is especially important for graduates who may be navigating the job market for the first time and are unsure of what to expect.

It’s Not the Paycheck, It’s the Purpose

Today’s graduates are weighing more than salaries, and this is impacting their decision-making. Gen Z is evaluating wellness benefits, mental health support, work-life balance, and whether your company leads by example on issues like inclusion and sustainability. Perks that once felt impressive, like free lunches and stylish offices, are not as appealing.

So, what is drawing their attention? Remote or hybrid options, purpose-driven missions, flexibility for passion projects, and clear evidence that your workplace is a safe, supportive environment. They’re also more likely to value various community volunteer programs or sustainability initiatives, in place of perks like office snacks or flashy campuses. If you want to design a compelling job offer, consider bundling purpose and flexibility with a clear sense of belonging. If you communicate these aspects as part of your total value proposition, your organization will have a significant edge this season.

Think Long-Term: Build the Pipeline Before You Need It

Companies that consistently win the competition for new talent are those that treat recruitment as a long-term relationship, not a short-term transaction. They build visibility on campus throughout the year, engage with student communities before job openings are even posted, and invest in brand presence across the platforms where graduates spend their time. They also pay close attention to how the hiring process looks from the candidate’s perspective, ensuring every touchpoint reflects their culture and values.

As June recruitment heats up, now is the time for your HR team to assess whether your approach is aligned with what Gen Z graduates want.

• Are you Gen Z hiring-ready?
• Are you offering more than a job description?
• Are you showing up where Gen Z is looking?
• Are you building trust before asking for commitment?

By making the candidate’s experience more intentional, transparent, and personal, you can stand out—not just this season, but in the years to come.