As a hiring manager, recruiter, or HR professional, understanding the benefits and perks that candidates are looking for based on their generation can be a powerful tool in attracting and retaining top talent. By offering a wide range of benefits and perks and knowing how to strategically market your jobs to your target market, you can effectively create a more attractive employer brand, increase employee engagement and satisfaction, and drastically improve your recruitment marketing efforts.
Let's take a closer look at the benefits and perks candidates from different generations are looking for and how you can leverage this information in your recruitment marketing strategies.
Baby Boomers (born 1946-1964)
According to a survey by AARP, job security is the most important benefit for Baby Boomers, with 62% of respondents indicating it as a top priority. This makes sense, as many Baby Boomers are nearing retirement age and may be looking for stability in their careers. Other top benefits for Baby Boomers include retirement benefits, such as pensions and RRSP/401(k) plans, and opportunities for advancement.
If you are looking to appeal to Baby Boomers in your recruitment marketing efforts, highlight various key perks including:
Retirement benefits, such as pensions and RRSP/401(k) plans
Health insurance and other healthcare benefits
Life insurance
Job security and stability
Opportunities for advancement
How you show recognition and appreciation for their years of experience and expertise
Opportunities to mentor younger employees and pass on their knowledge
Opportunities to give back to the community through volunteerism and philanthropy
How your company culture values loyalty and commitment
How your organization can create a sense of purpose and fulfillment from their work
Generation X (born 1965-1980)
Work-life balance is a top priority for Generation X, with 67% of respondents in a study by Harvard Business Review indicating it as a critical factor in job satisfaction. Flexible scheduling and the ability to work remotely are also important benefits for this generation. Additionally, Gen Xers value professional development opportunities, including training and mentorship programs, and take great value in feeling a sense of purpose and meaning in their work.
If you are looking to attract Generation X talent, emphasize some of these perks:
Flexible scheduling and remote work options
Health insurance and other healthcare benefits
Retirement benefits, such as RRSP/401(k) plans and pensions
Professional development opportunities, such as training and mentorship programs
Bonuses and performance-based incentives
Work-life balance and flexibility to meet the demands of family and personal obligations
Autonomy and independence in their work
Opportunities to take on leadership roles and shape the direction of the company
How your company culture values diversity and inclusion
Millennials (born 1981-1996)
According to a study by Gallup, millennials are the generation most likely to switch jobs, with 60% indicating openness to a new opportunity. Strong company culture is the most important benefit for this generation, with 87% of respondents in a study by Deloitte citing it as a critical factor in job satisfaction. Other top benefits for millennials include work-life balance, flexible scheduling, and opportunities for personal and professional growth.
If you are looking to attract Millennial talent, focus on showcasing your positive and inclusive company culture as well as:
Work-life balance and flexible scheduling
Professional development opportunities, such as training and mentorship programs
Health insurance and other healthcare benefits
Retirement benefits, such as RRSP/401(k) plans
Student loan repayment assistance and tuition reimbursement programs
Opportunities to make a positive impact on the world through their work
Collaborative and inclusive work environment
Opportunities to work with cutting-edge technology and innovative products
Work-life balance and flexibility to pursue personal interests and passions
Generation Z (born 1997-2012)
Generation Z is just entering the workforce, but they are already making a significant impact on how we conduct business today. This generation highly values diversity and inclusion in the workplace, with 77% of respondents in a study by Glassdoor indicating it as a top priority. Gen Z also prioritizes mental health benefits and opportunities for personal and professional growth and development, as well as flexible scheduling and work-life balance.
To appeal to Gen Z talent, highlight several key areas including:
Flexible scheduling and remote work options
Mental health resources and support
Health insurance and other healthcare benefits
Opportunities for personal and professional growth and development
Student loan repayment assistance and tuition reimbursement programs
Inclusive and diverse work environment
Opportunities to work with cutting-edge technology and innovative products
Work-life balance and flexibility to pursue personal interests and passions
Sense of purpose and meaning from their work
The key to any successful recruitment marketing strategy lies in understanding the benefits and perks that candidates are looking for based on their generation. By tailoring your messaging and benefits to the needs and priorities of your target market, you can attract and retain top talent, improve employee engagement and satisfaction, and build a strong employer brand.
Do you struggle with hiring and retaining talent? Connect with us today!
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