- Home
- Generational Engagement by the Numbers
Generational Engagement by the Numbers
By: CAITLIN
TL;DR
Different generations engage with recruitment content in distinct ways. Gen Z seeks purpose and identity, Millennials want life-aligned roles, and Gen X/Boomers value structure and recognition. Recognising these differences allows TA teams to design campaigns that resonate with each audience.
As you adopt a strategic enabler mindset, understanding generational differences becomes crucial in shaping recruitment campaigns. We’re in the most diverse workforce New Zealand has ever seen: Gen Z entering the workforce, Millennials at peak management, Gen X in senior leadership, and Boomers transitioning into flexible or legacy roles.
The key truth: you can’t talk to everyone the same way.
At ZEIL, data shows that each generation interacts differently with content, benefits, and messaging.
Gen Z (18–27): “Who am I working for?”
Gen Z seeks meaning, identity, and early momentum. They’re digitally fluent, highly values-driven, and curate their personal brand, expecting the same from employers.
What they care about:
- Company values and mission
- Growth and learning opportunities
- Wellbeing-focused perks (birthdays off, dog-friendly offices)
- Cultural inclusivity
Data insights:
- 56% chose remote work
- Favoured perks: birthdays off, four-day week, work from home
Over-indexed on tags like dog-friendly, neurodiverse, rainbow tick
What to do: Keep content real, visual, and values-led. Showcase people and culture. Don’t just describe the role, show the world your company stands for.
Millennials (28–42): “How does this role support my life?”
Career-focused, but balancing work-life, progression, and security. Often managing parenthood, mortgages, and career planning.
What they care about:
- Work-life fit and flexibility
- Clear salary and career pathways
- Purpose and culture alignment+
Data insights:
- Hybrid work preferred
- Family-friendly perks highly valued
- Benefits like four-day weeks and mental health support outperformed traditional perks
What to do: Be specific. Spell out career progression, pay transparency, and flexible conditions. Show how the role fits their life stage.
Gen X & Boomers (43+): “Does this role value my experience?”
Bring depth, loyalty, leadership. Still digitally capable, adaptable, and critical to organisational stability.
What they care about:
- Job security and structure
- Clear expectations and leadership pathways
- Tenure rewards
Data insights:
- 50% remote, 26% hybrid
- Favoured perks: health insurance, competitive salary, WFH
- Prefer clear role titles and full-time or flexible senior roles
What to do: Lead with clarity. Highlight experience value, leadership opportunities, salary, and stability.
The Common Thread: Flexibility
Across all generations, flexibility is non-negotiable: remote work, hybrid models, or flexible schedules. Communicating flexibility and tailoring messaging improves engagement across age groups.
Practical Tips
- Tailor messaging to each generation’s priorities: values and purpose for Gen Z, flexibility and career clarity for Millennials, structure and recognition for Gen X/ Boomers.
- Clearly communicate flexibility options: remote, hybrid, or adjusted schedules.
- Highlight benefits that matter for each audience segment.
- Use data to inform content strategy and campaign targeting.
