How to Attract Gen Z talent in 2025

The evolution of recruitment: why traditional methods no longer work

The recruitment landscape is evolving rapidly, and yesterday’s methods no longer work for today’s young talent. Generation Z (born between 1997 and 2012) has grown up in a hyper-connected, purpose-driven world. Recruiting these young professionals requires a radically different approach—more human, digital, and immersive.

At 20something, we experimented with an unconventional hiring method called “Hire My Best Friend.” Instead of solely evaluating candidates based on resumes and formal interviews, we asked their best friends to discuss them. Why? Because human relationships often reveal more than degrees or job experience. This approach went beyond LinkedIn profiles, offering insight into candidates’ values, thought processes, and ability to connect with others. The results were remarkable: candidates from this process demonstrated stronger communication skills, built immediate trust, and stayed longer in their roles. The hiring process became more than a transaction—an experience of mutual discovery.

The changing landscape of recruitment

Traditional job applications are losing their appeal for Gen Z. Resumes and cover letters no longer resonate with today’s candidates, who seek employers valuing them beyond qualifications. Instead, they prefer showcasing their skills through video applications, interactive portfolios, or real-world challenges.

Forward-thinking companies are adapting:

• L’Oréal and McDonald’s have launched initiatives like TikTok Resumes.
• Heineken uses crisis simulation tasks to test problem-solving.
  These methods foster authentic connections, aligning with the digital-first mindset of Gen Z.

Artificial intelligence is also transforming recruitment. According to the Harvard Business Review, AI enhances hiring accuracy by 25%, identifying soft skills and analyzing language patterns to reveal hidden potential. As technology reshapes recruitment, companies that embrace innovation will thrive.

The experience-first approach to hiring

For Gen Z, hiring should feel like an invitation, not an interrogation. Some companies are replacing rigid interviews with immersive recruitment experiences:

• Deloitte and PwC have created escape-room-style challenges to assess teamwork under pressure.
• Google has asked candidates to reinvent their logo to gauge creativity.
  These approaches emphasize that hiring isn’t just about evaluation—it’s about inspiration.

Mobile-first recruiting is also transforming how young candidates discover opportunities. They aren’t actively searching for jobs—they’re encountering them. Whether through a WhatsApp message, a live-streamed event on Twitch, or even hidden job listings embedded in a website’s source code, recruitment has become an interactive journey. Companies that understand this shift capture the most talented young professionals.

But technology alone isn’t enough. At the heart of effective recruitment lies a simple truth: People want to work with people they trust. Collaborative hiring, where current employees participate in the selection process, reduces turnover and strengthens teams. JOIN research shows that referral-based hiring reduces turnover by 20%—not because it’s exclusive, but because it fosters a sense of belonging from day one.

Why recruitment must evolve

Attracting and retaining Gen Z talent is not just a necessity—it’s an opportunity. Businesses that embrace new hiring strategies aren’t just filling roles; they’re shaping the workforce of tomorrow.

Educational institutions must also adapt, preparing students for the professional world with real-world problem-solving and emotional intelligence training.
Companies need to shift from employer-centric recruitment to an approach that views candidates as co-creators of their career journeys.

In 2025, recruitment isn’t about job descriptions and salary negotiations. It’s about connection, purpose, and experience. Companies that understand this shift won’t just attract talent—they’ll inspire it.