How can you attract, recruit and retain Gen Z?
27 July 2025 | Comment(s) |
Martin Kamber
As baby boomers retire, Generation Z is entering the job market in force. How can a modern company meet the expectations of the digital generation, with their values and ideas, at a time when there is a shortage of skilled labour? Stephanie Vercammen, our Training Manager for apprentices, explains how Groupe Mutuel has adapted its recruitment strategy for apprentices and interns.
Stephanie, what characterises Gen Z?
Generation Z has its own way of working, but above all its own unique view of the professional world. It's not a question of judging whether this view is better or worse, right or wrong. What matters is finding common ground so we can work well together. Generation Z seeks meaning in its work and gets bored quickly if it isn't stimulated.
What sets Gen Z apart from baby boomers?
Unlike baby boomers, Generation Z places less importance on salary. Young people prefer a pleasant working environment, good relationships with colleagues and decent working hours. They attach great importance to a good work-life balance.
Generational labels: Generational studies distinguish between the following age groups: Beta (from 2025); Alpha (from 2011 to 2024); Z (from 1996 to 2010); Y or Millennials (1981 to 1995); X (1965 to 1980), Baby Boomers (1945 to 1964) and the Silent Generation (before 1945). This model is regularly criticised for being too simplistic and not allowing enough room for individual experience and values.
What is the challenge for Groupe Mutuel in terms of recruiting, integrating and retaining Generation Z?
Let's be honest: health insurance isn't a very "sexy" field, and Groupe Mutuel isn't always the first choice, even for Generation Z. So it's important to reach young people in the right way. To this end, we have introduced a series of tools and are constantly developing our brand image as an employer.
Can you give some examples?
We recently adopted informal language (e.g. using the French pronoun “tu” instead of “vous”) in all job descriptions and job interviews. This helps break the ice and immediately establish a relationship of trust, which is generally very much appreciated. In our job offers, we now highlight aspects such as career opportunities, remuneration and benefits in addition to the job description. Groupe Mutuel offers many benefits in this area.
What is the strategy behind this?
Our HR team responsible for apprentices and interns has completely overhauled its recruitment strategy. For the past three years, we have been using social media, particularly TikTok, to promote our apprenticeship and internship positions. This works very well because our current apprentices and interns moderate the content. Candidates can identify with them.
What else do you offer?
Last year, we introduced training on this topic for our trainers. It is delivered by an external specialist and aims not only to highlight the differences between generations, but also to enable trainers to give concrete examples of problems they encounter on a daily basis with young people and to provide them with tools to deal with them.
