Day 2 of Hacking Hiring: Employer Branding and the Gen Z Effect convened industry leaders and employer branding experts to explore how to earn the trust of Gen Z in today’s dynamic workplace. In our session, “Building Employer Brands Gen Z Trust,” one message was clear: Gen Z is looking for more than a paycheck—they demand purpose, inclusivity, and transparency.

Our discussion continued to underscore that Gen Z isn’t swayed by perfect speech or a polished presentation; they value the raw, unfiltered version. Our panel of experts examined the strategies and tactics for creating meaningful workplace experiences and communicating your EVP and culture authentically, which sometimes requires partnering with an external agency or resource. 

Ultimately, our experts reinforced that winning Gen Z’s trust goes beyond words and marketing— it demands real action and an unwavering commitment to transparency and authentic engagement. 

Meet the Speakers

• Allison McGuire, Creator & CEO, The McGuire Method
• Sherry Sims, Founder & CEO, Black Career Women’s Network
• Hattie Roche, Founder and Strategy Chief, Fauna
• Dawn Christman, Managing Partner & Founder, Dimensional Talent, LLC
• Chad Smith, Executive Creative Director & Partner, Joyful

Quote of the Day

“I can tell you that many of the younger people that I have worked with have completely shifted and educated me on how I want to experience work.”
— Hattie Roche, Founder and Strategy Chief at Fauna

Watch the Full Discussion Here

Key Takeaways

1. Make Employees the Hero

Employer brand storytelling should center around real employee experiences. Gen Z connects more with firsthand narratives than corporate marketing messages. Highlighting authentic stories from employees fosters trust and relatability.

2. Speak to Employee Experience

Companies must engage in meaningful conversations with employees to understand and communicate what truly defines their workplace culture. A top-down branding approach no longer works—employee input is essential in shaping an employer brand Gen Z can believe in.

3. Transparency Builds Trust

Gen Z values open and honest communication. Whether it’s about workplace culture, AI ethics, diversity, or career growth, organizations need to be upfront about their challenges, commitments, and progress. Hiding behind vague messaging or PR-driven narratives won’t cut it.

4. Ethical Partnerships and Certifications Matter

Younger job seekers pay close attention to companies’ commitments to social responsibility. Certifications like B Corp, responsible AI policies, and sustainability efforts can make a real difference in employer perception. Employers should ensure their partnerships align with their stated values.

5. Engagement Through Storytelling

To build a more inclusive employer brand, companies must share real experiences from employees of diverse backgrounds. Creating a platform for underrepresented employees to share their journeys fosters a sense of belonging and authenticity.

6. Gen Z Wants Purpose-Driven Work

Salary and benefits matter, but Gen Z is more likely to choose an employer that offers meaningful opportunities and impact-driven initiatives. Highlighting how employees can contribute to a greater mission will resonate strongly with this generation.

Additional Resources

• Talivity Shortlist: Looking for an employer brand agency? Get a free personalized shortlist of top HR solutions and experts tailored to your needs. Take our survey and receive customized recommendations.
• DEIB Recruiting Tools: Discover the latest DEIB solutions to build a more inclusive workforce. Explore the Talivity Marketplace.
• Employer Brand Solutions: Explore top-tier employer brand solutions on the Talivity Marketplace to find the perfect fit for your organization.
• The Ultimate Guide to Employer Branding: Dive deeper into building an authentic, compelling employer brand that resonates with today’s workforce.

Special Thanks to Our Sponsors

A huge thank you to Recruitics, Jamyr, and SteppingStone for supporting Hacking Hiring: Employer Branding and the Gen Z Effect and helping us bring these essential conversations to life.

Connect with Talivity

With over 1,800 HR tech solutions and access to fractional experts, Talivity is here to support your employer branding, tool audits, solution selection, workforce strategy, and more. Book a discovery call today!

Lauren Miley

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Lauren is a content marketer with a passion for bringing brands to life through storytelling and community building. As the Community Marketing Manager at Talivity, she specializes in social media, event marketing, and thought leadership content, helping HR and talent acquisition professionals stay informed and inspired.