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Gen Z grew up navigating multiple browser tabs, toggling between social causes and TikTok trends, and evaluating brands by more than their marketing messages. Now, they have entered the workforce, and their expectations are challenging HR leaders to rethink every step of the hiring journey.
For employers hiring Gen Z marketing and digital talent, the stakes are particularly high. These roles demand agility, creativity and tech fluency—traits Gen Z brings in spades. But attracting and retaining them requires more than job boards and ping pong tables. It calls for a strategic recalibration of talent pipelines to align with a generation that expects speed, substance and sincerity.
Hiring Gen Z: Why their priorities look different by design
Before applying to a job, Gen Z candidates take time to investigate employers, weighing values, culture and reputation. This generation scrutinizes company values, diversity efforts and leadership transparency before ever clicking “submit.” They care deeply about wellbeing, workplace flexibility and mental health support. Nearly half (44%) have even turned down job offers from employers whose ethics or beliefs didn’t align with their own, according to Deloitte’s 2025 Gen Z and Millennial Survey.
Unlike previous generations, who may have prioritized compensation and traditional benefits, Gen
