In the past few years, I have developed a new obsession: gymnastics. I have gone full on gymnastics crazy. I watch all of the meets I can and often will go the Michigan Women’s gymnastics meets alone because I don’t want the distraction of having to entertain a friend! Although I don’t exactly know the root of my obsession, I know what has been aiding it: YouTube.
YouTube has become a driving force in the lives of Gen-Z. A new statistic came out recently that over 70% of Gen-Z watches 2 hours of YouTube videos a day. Also, in a survey of teenagers, 97% said they use YouTube which was almost 30% more than Facebook, Instagram, Snapchat.
In my opinion, YouTube is the most diversified of all media platforms. There is something interesting for literally everyone in the world. For example, there’s a whole community of people that post entire gymnastics meets so I can watch them over and over (or so I can watch them on mute during class….).
In order to recruit Gen-Z candidates, I’d argue that YouTube is the way to go.
Not only are you statistically going to reach more of us, but you are going to hold more of our attention due to the nature of the platform. Most of the ads on YouTube are videos and often you can’t close them until at least 5 seconds have passed. I can describe many more YouTube ads than I can of any other platforms.
Another appealing characteristic of YouTube is the ability to appeal to a certain audience. Since YouTube has a wide array of channels and videos, it is easy to target a certain audience by finding the videos they watch. While I don’t really know what audience will try to reach me through gymnastics videos, you can probably find some computer programmers through gaming channels.
I think that YouTube should be the go-to media platform for recruiting.
There is a difference in uses of YouTube amongst generations. While my parents may only be using YouTube to watch the occasional viral video (my current fav is Fergie’s National Anthem), Gen-Z sees it as a place to interact with people of common interests over video content. And we all know how Gen-Z loves our video content. I encourage everyone to go on YouTube and get lost for awhile, and then you’ll see the appeal it has to us Gen-Zer’s.
HR and TA Pros – have a question you would like to ask directly to a GenZ? Ask us in the comments and I’ll respond in an upcoming blog post right here on the project. Have some feedback for me? Again, please share in the comments and/or connect with me on LinkedIn.