The algorithm on my Instagram knows that I enjoy watching those little reels where they compare certain aspects of people’s lives depending on their Generational classification. You know the ones – Millennials pick up the imaginary phone as though it’s an old-fashioned handset, whereas Gen Z’s swipe across their fictional smartphone screen? 

Lately, though, I have been watching more and more skits about Gen X and Gen Z versus Millennials in the workplace and interview scenarios, and whilst some are hilarious – some ring a little too close for comfort!  

I’m not sure when I started noting my candidate’s generation – not their age you understand, but whether they fall into a Gen X, Millennial or Gen Z category, but it has certainly become another tool I use when gaining insights into a candidate’s motivations – a tool I have found particularly helpful in fact.   

Now I am not one to cast blanket stereotypes, but I do see certain trends across each generation – each has their own set of values they use to determine if a new company or role is the right fit for them. Ultimately, each individual will have their own preferences, but by understanding more about candidates from seventeen to seventy it allows us to understand how to better attract all of them to our retail roles!  

Baby Boomers (1946-1964) are generally the most experienced candidates on the market. They bring a wealth of knowledge, experience and stability to any store.  Boomers have a reputation for having an incredible work ethic and loyalty. I often notice on many of their CVs they have lovely longevity with their employers, but this can show me that they are slow to leave their current job, so may be harder to attract.  

Boomers tend to value stability and tangible benefits like a steady salary, healthcare, and pension. They tend to look for roles where there is a clear structure, and often they prefer cultures with more formalized processes and where face-to-face communication is the most commonly used channel.  

If your candidate is a boomer, your best chance of securing them is an in-person meeting, where you go through the package, run through some of the company structure and processes, and perhaps a quick meet and greet with some of your long-standing store staff as they are leaving the interview. This process should line up well with their values.   

Generation X (1965-1980) are usually fantastically resilient and pragmatic. This generation tends to be known for their independence and ability to work independently. It usually follows so, that they lean into roles where they can have a level of autonomy and responsibility.  

Gen X often presents as valuing career growth and development opportunities and will seek out roles where there are clear progression paths outlined for them. They are happy working in a tech-savvy space and expect their role to be supported by modern technology. They also have a high value placed on work-life balance, flexibility and family-friendly supports.  

If your candidate is a Gen X, your best approach is to spend some time-sharing success stories from your current staff and their career trajectory. You should also outline the level of responsibility in the role and how that responsibility could have the chance to grow with time. I would also recommend highlighting any flexibility the contract offers, such as weekends or evenings off or going through the potential shift pattern.  

Millennials (1981-1996) tend to prioritize meaningful work, and really seek out companies and cultures that align with their own values. They are often classified as being highly ambitious, not just for their own career but for any project they are responsible for. They have also a reputation for working well collaboratively.  

Millennials expect seamless digital experiences in their jobs, and support from their employer to avail of continuous learning and upskilling throughout their career. Millennials usually expect their company to have a strong moral compass, a solid culture and be socially responsible. Millennials tend to appreciate feedback, recognition and acknowledgment on an ongoing basis.  

When engaging with a Millennial candidate I would certainly look for opportunities to showcase your company’s culture, and ideally discuss any mentorship programmes where they would get ongoing feedback on their work. Millennials, like Gen X, tend to appreciate flexibility, so it might be a good idea to touch on this in interview stage here also.  

Generation Z (1996 – 2012) are our most recent entrants into the market. The tend to be more adaptable than other generations when it comes to new technology, new systems and new ways of work and are thought to be the most creative of the generations.  

Gen Z candidates generally look for more freedom to allow them to be innovative and like to be given the opportunity to multi-task. They often place enormous value on a company’s contribution to society, and their openness to diversity and inclusiveness. Gen Zs tend to lean into social media where possible and respond positively to companies with a positive social media presence. They also, often seek roles where rapid career progression is available and mentorship is offered.  

For a Gen Z candidate, you might find success through a company introduction which outlines your company’s inclusiveness, diverseness and corporate responsibility. When explain the role it would be worthwhile highlighting any opportunities for creativity such as displays, or perhaps links to social media, such as running the store’s Facebook or Instagram page.  

Some final pointers to note:

Whilst some of this categorization may prove useful, it is imperative not to allow stereotypes to determine your hiring process. Plenty of candidates I have met do not align at all with their generation as they are shaped, for example, by their parents’ values instead of their peers. 

From assessing each of these generations, it’s clear that there are some common themes worth outlining in all your interviews as they seem to cross all today’s candidates.  All groups placed a high value on flexibility, all cited continuous learning and career growth as an important value and, regardless of generation, a company’s inclusiveness and diversity has become more of a factor as candidates consider their options in today’s market.  

For more information call us on 01 814 8747 or email nikki@excelrecruitment.com.