Gone are the days of branded pens and tote bags winning over candidates. Times have changed. Now, talent acquisition teams face a new reality: Gen Z isn’t enticed by the traditional engagement methods that once impressed older generations. This generation demands authenticity, purpose, and experiences that reflect their values and aspirations.

Old Tactics Don’t Work Anymore

Swag boxes and promotional items may create a momentary spark, but they don’t build the deeper connections that Gen Z craves. In fact, many young professionals are quick to see through these gestures. According to recent data, 61% of Gen Z prioritize job stability over passion, emphasizing that they value secure, meaningful opportunities more than transient, showy gestures.

Ben Siegel, Co-founder and CEO of Abode, aptly summarizes these outdated strategies: “Companies think sending a swag box will create excitement, but it often feels hollow. The real connection comes from how engaged and informed a candidate feels.”

Gen Z wants an environment that resonates with their principles. For example, in one survey, 77% said that a company’s diversity matters in their employment decision, while 44% would leave a job if it doesn’t align with their values.

What Gen Z Expects from Employers

Talent acquisition teams must understand what this group is looking for to engage effectively with Gen Z. This generation grew up immersed in technology, making them comfortable with digital communication, but that doesn’t mean impersonal contact will suffice.

Parker Pell, Co-founder of Abode, highlights, “It’s not just about adding candidates to a LinkedIn group or sending out a monthly newsletter. Gen Z needs continuous, authentic interactions that go beyond the surface.”

Gen Z’s expectations are influenced by their unique characteristics:

• 57% prefer face-to-face communication when it matters, but they expect these interactions to be substantial.
• 60% want their jobs to make a positive impact on the world, so it’s essential that companies emphasize purpose-driven work.
• 83% believe that their skills are more valuable than their education, indicating a desire for roles that challenge them and provide growth.

Gen Z is motivated by growth opportunities, a positive work culture, and good mental health support. They want clear paths for career advancement and love working in places where they can make real connections with colleagues.

They’re also drawn to employers who genuinely care about their well-being and create an inclusive, supportive environment. Knowing what drives Gen Z can help employers attract and keep this talented group.

Shifting from Physical to Experiential Engagement

So, how can companies meet these expectations? By shifting from material gestures to experiential engagement that feels personal and impactful. Siegel notes that companies need to “ditch the one-size-fits-all approach.” This means investing in webinars, interactive Q&A sessions, and digital onboarding programs that allow candidates to feel connected and informed before their first day.

One effective strategy involves building digital communities where candidates can interact with future colleagues, share their aspirations, and access resources. Pell explains, “When we build these communities, candidates come in knowing people, feeling part of something bigger.”

Boosting Engagement: Lessons from Clients

Many leading companies have seen success by adopting a community-focused model. For instance, Verizon and Dick’s Sporting Goods used Abode’s platform to enhance their candidate engagement strategies.

Instead of sticking to the old model of group emails and one-off meet-and-greets, these companies concentrated on meaningful pre-start conversations through community-focused tools.

The results were impressive. Candidates reported feeling more comfortable and connected, making their onboarding smoother and more engaging.

Another example is Cognizant. Before adopting Abode, they struggled with time-consuming email-based communications (over 80 hours per week) and failed to resonate with Gen Z candidates.

Cognizant revamped its approach with Abode’s suite of tools, which include text message reminders, customizable templates, and community forums.

The result?

• 91.3% candidate engagement rate achieved.
• 98% platform adoption rate among candidates.
• Interactive and timely features kept candidates informed and engaged.
• Created a sense of connection before candidates’ start dates.
• 50% reduction in administrative task time, allowing teams to focus on personalized, meaningful interactions.

Building Communities

Gen Z thrives in environments where they can express themselves and connect on more than just a work level. 62% prefer working for smaller companies with a strong sense of community.

Creating this atmosphere digitally is absolutely essential. Pell says, “A LinkedIn group where everyone posts their resume isn’t a community. A place where candidates can share their hobbies, ask questions, and get to know each other—that’s where real connections happen.”

In these settings, candidates can see who they’ll be working with, which helps them feel less isolated. This is especially important because 42% of Gen Z believe they should be promoted within a year—early engagement and connections can help set the stage for career growth.

Measuring Success: Beyond Participation Rates

Engagement strategies must be measurable, but simple participation metrics won’t paint the full picture. Siegel stresses the importance of tracking how candidates feel about their engagement: “You need to gather real feedback, not just look at numbers. How do candidates talk about their pre-start experience? Do they feel prepared and welcomed?”

Key metrics for tracking success include:

• Interaction quality: Are candidates engaging meaningfully?
• Feedback scores: What do participants say about their experience?
• Engagement duration: How long are they staying connected?

The Future: Integrating Tech with Human Touch

Technology will continue to be vital in shaping candidate engagement. However, it should enhance—not replace—the human element. Pell underlines how automation can streamline engagement without sacrificing personalization when done right. “It’s about using tech to send the right message at the right time. If you’re automating just to save time, you’re missing the point.”

For instance, AI-driven personalization can tailor communication to candidates based on their roles, interests, and career stages, making engagement feel personal. However, these digital tools should be combined with real human connection to avoid the trap of feeling cold or impersonal.

Conclusion

To attract and retain Gen Z talent, companies must shift from outdated, transactional engagement strategies to meaningful, experience-driven ones. Moving beyond the "swag-box" approach means focusing on personalized, community-centered interactions that create genuine connections.

Employers who embrace this change will attract top talent, build loyalty, and achieve long-term growth. Abode leads the way by providing a platform to help companies transform candidate engagement from transactional to lasting and impactful.

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