Attracting members of Generation Z to companies via social media recruiting in Germany

The aim of this paper is to analyze the importance of social media in the recruitment of Generation Z, with a focus on their expectations towards social media recruiting. In a qualitative analysis, nine interviews were conducted with members of Generation Z, as well as a focus group discussion with six HR managers. Based on our research sample, both members of Generation Z and recruiters attach great importance to social media recruiting. Members of Generation Z can be characterized by their willingness to use social media, active sourcing, and the talent pool to actively support their job search. The social media platforms Instagram, Facebook, Snapchat, XING, and LinkedIn are identified as potential contact points for the generation. However, a discrepancy was uncovered between what HR managers expect in relation to the usage of social media for job searches and the actual passive use of social media for this purpose by Generation Z. In addition, a positive candidate journey and attention to various (passive) touch points are important for successful recruitment of Generation Z members. Due to the open attitude of the generation towards social media recruiting, they need to be made aware of this topic during their candidate journey.