Attracting GenZ and Millenial Workforce

A New Era in the Frontline Workforce

‍In today’s dynamic job market, Millennials and Gen Z, born between 1981 and 2012, are transforming the frontline workforce across various sectors such as retail, healthcare, and manufacturing. In India, these generations constitute nearly 52% of the workforce, with a substantial number engaged in frontline roles. Globally, they make up about 44% of the frontline workforce.

Frontline recruitment is increasingly challenging for organisations. With 80% of all recruitment being for frontline roles, there’s a pressing need to reimagine hiring strategies. These strategies should focus on engaging Gen Z and Millennials, who are crucial to the frontline workforce's future.

Key Motivators for Gen Z and Millennial Workers

Young workers prioritise personalization, convenience, and speed in their professional lives. They value roles that offer flexibility, growth opportunities, and a technology-driven environment. Over 70% of Gen Z and Millennials prefer quick, efficient job application processes that can be completed via mobile devices.

Here are a few techniques through which AI and technology can be leveraged for the successful hiring of Gen Z and Millennials:

Embracing AI and Automation for a Seamless Experience

AI and automation are transforming the hiring landscape, making processes faster, more efficient, and more engaging. By integrating these technologies, we can reduce hiring times, minimize candidate drop-offs, and enhance the quality of hires, paving the way for a more dynamic and effective recruitment experience.

• ‍Speed and Efficiency

AI and automation can revolutionise the hiring process by dramatically reducing time-to-hire. Companies like Amazon and Walmart have slashed frontline hiring times from days to hours using AI-driven systems for resume screening and interview scheduling. However, in India, the adoption of AI and smart automation in frontline and volume hiring is still minimal, leading to longer hiring times compared to other economies and organisations globally.‍

• ‍Reducing Drop-Offs

Engaging and seamless recruitment processes are crucial to minimise candidate drop-offs. AI-powered chatbots provide instant feedback and updates, keeping candidates informed throughout the process and reducing the likelihood of them abandoning their applications.‍

• ‍Enhancing Candidate Quality

AI can accurately match candidates to roles based on their skills and preferences, improving hire quality and employee satisfaction. Personalised assessments via AI-powered chatbots further enhance candidate qualification, driving higher recruitment throughput.

Building a Strong Employer Brand through Technology

Utilizing technology is key to building a strong employer brand and attracting top talent. By leveraging social media and enhancing candidate experiences with AI-driven solutions, organizations can create a more appealing and transparent recruitment process. This approach not only attracts Millennials and Gen Z but also ensures a higher rate of candidate retention.

• ‍Leveraging Social Media for Employer Branding

Social media platforms like LinkedIn, Instagram, and Facebook are essential for building a strong frontline employer brand. In India, 80% of Millennials use social media, with 54% of active job seekers searching for jobs on these platforms and 33% applying to jobs they find there. Active employer branding on social media helps organisations attract Gen Z and Millennial talent for frontline roles.

• ‍Necessity of an Exceptional Candidate Experience

A superior candidate experience is critical. Current application processes in many large organisations are cumbersome and lengthy, leading to high drop-off rates. Streamlining these processes with hyper-personalised AI chatbots can reduce time-to-hire to a few hours, drastically improving candidate retention.

• ‍Transparency

Candidates today expect transparency throughout the hiring process. They want to know the status of their application at every stage, from submission to scheduling and selection.‍

Human + AI Integration

Combining human interaction with AI technology creates a balanced and efficient recruitment process. AI handles repetitive tasks, while human recruiters focus on relationship-building and meaningful engagement, leading to higher conversion rates across the recruitment funnel.

Providing Clarity and Incentives for Career Growth

Providing clear job details and feedback loops is crucial for attracting and retaining talent. By enhancing transparency and valuing candidate input, organizations can reduce drop-offs and streamline the hiring process.

• ‍Clear Role Definitions and Career Progression

Young professionals value clarity in job roles, compensation, and career paths. Many job postings, especially for frontline roles in India, lack essential details such as compensation, job location, and employment type. Transparent job postings that highlight success stories and clear incentive structures can attract and motivate candidates.

• ‍Feedback Loops

Collecting feedback from candidates about their recruitment experience provides valuable insights for process improvement and shows that the organization values their input. This practice is rare in frontline recruitment, where high drop-off rates lead to significant economic losses. Understanding and addressing these issues is crucial for improving the recruitment process.

Reduce Recruiter Burnout Using Automation & Deep Technology

Frontline recruiters face high burnout levels due to the demanding nature of their work. Engaging with hundreds of candidates daily through calls, managing spreadsheets, and tracking candidates across the recruitment funnel can be overwhelming. AI-powered chatbots, automated scheduling, and candidate relationship management tools can significantly reduce recruiter stress and enhance productivity.

• ‍Automated Candidate Experience

AI-powered chatbots can streamline candidate applications, increasing leads and engagement throughout the recruitment funnel. Automated scheduling and reminder systems, integrated with platforms like WhatsApp, improve recruiter productivity and candidate experience.

• ‍Candidate Relationship Management in a Volume Hiring Set-Up

AI-powered help chatbots enable candidates to contact recruiters anytime, fostering deeper relationships even in high-volume hiring environments. This not only enhances candidate satisfaction but also reduces recruiter burnout by streamlining communication.

Conclusion

The rise of Millennials and Gen Z in the frontline workforce necessitates a transformation in recruitment and employee engagement. Leveraging AI, enhancing employer branding, and providing a seamless candidate experience are essential for attracting and retaining top talent from these dynamic generations. Embracing technology is not just an option but a necessity for staying competitive in the evolving frontline job market.