How to Become an Attractor Company for Millennials and Gen Z


One of the topics that came up repeatedly at R3 ( Our annual meeting) was how companies can handle the human resource crisis in America. Johnny C. Taylor, Jr shared in his keynote speech that there is a 1.3 million person deficit in our modern workforce. We’re in a job seekers market there are more open positions than available talent, and the gap between the two is only widening.


Your company can combat this disparity by working to become an attractor company for Millennials and Gen Z. Millennials make up the majority of the workforce, and while Gen Z are just now entering it in 2020, they will soon become major players in the global talent force.


During the conference, I heard over and over again in breakout sessions and keynotes alike that many business owners and leaders are struggling to maintain and engage young professionals in their teams.


As one of those young professionals, I can tell you exactly what makes TTI SI an attractor company for me. I can also tell you what your business can do to attract fresh, new talent for your team.


There are 3 things you can do to attract top Millennial and Gen Z talent to your business.

Cultivate Your Social Media Presence

If you want to attract young professionals to your business, social media has to be a top priority for your company in 2020. Job seekers aren’t going to end their investigation of your company with their job application. They’re going straight to your social media profiles to learn as much as they can about your culture, your interactions, and your brand.


“Candidates and employees are making decisions based on social media— their position at your company will contribute and develop their personal brand, so you need to consciously develop your brand for their brand,” said Ashley Bowers, the Chief Strategy Officer here at TTI Success Insights.


The content shared on your social media accounts can’t just highlight your strengths; it needs to add value to your audience. Authentic, data-based content helps build trust in your brand. Job seekers will notice.


While I was interviewing with TTI, I learned as much as I could about the company, the team, and the culture. I was able to dig into the blog, their social accounts, published research and even upcoming data compiled by their in-house Research department.” The wealth of information I accessed let me build confidence in their culture and mission before I even met the team in person.

Foster Transparent Communication

You can’t take shortcuts when it comes to authenticity. Millennials and members of Gen Z have been marketed to our entire lives. We have a keen eye for detail and can detect inauthenticity from a mile away.


“Younger generations are highly skeptical,” Jamie Taets shared at R3 in her presentation Beyond the Paycheck: How to Compete in the War on Talent. “They grew up after 9/11 and experienced the recession in 2008 as children and young adults. They didn’t grow up in a world of trust. Give your business an instant edge by driving dialogue in your community.”

Keeping information away from your younger team members and shutting down lines of communication will result in disaster for your success.


Harvard Business Review reports that Millennials want feedback twice as much as other employees, and they need feedback at least monthly, if not more frequently. This might feel like coddling or overcommunication to previous generations, but if you neglect to provide feedback, you’re neglecting your team.


During the interview process, I was in frequent communication with Sarah Merkle, our VP of People. I didn’t have to wonder when I was going to hear from TTI again; I was informed at the end of every interview what our next steps would be.


After learning more about my DISC assessment, it makes sense why this gave me confidence in TTI. I have a very high S in my adapted style, which means I like stability, loyalty, and reliability. I was looking for a company that would appreciate those characteristics and model that same behavior, and I found it; TTI SI has been leading the assessment industry for 35 years, and most of my new team has worked here for 5+ years.

I also received an abundance of feedback in the interview process, and it assured me that TTI was invested in making sure that we were the right fit for each other. They weren’t just trying to fill a seat, and it made me feel valued.


“Younger workers want to do more,” Jamie told us. “They want to make a substantial difference harness that!” Communication is a crucial part of your culture, and that culture matters for attracting top talent.

Prioritize a Work-Life Balance

When sharing about your company values, you need to make sure to highlight your flexibility as an organization. If flexibility is not a priority, make it one.


Research shows roughly a quarter of Gen Z respondents are dissatisfied with their work-life balance. 18% of Millennials are as unhappy. This makes sense when you consider more than a quarter of workers take home work on a regular basis. Work-life balance is rapidly shrinking, and that’s a problem for the current and future workforce.