It sounds like the start of a joke. A Baby Boomer, a Millennial, and a Gen Z-er all land on your company’s careers website. One is hunting for job security and a good retirement plan. Another is scouring for purpose and growth. And the youngest? They’re sizing up your values, scanning for TikTok-worthy content, and deciding (usually within second) whether you’re even worth a scroll. And if your careers site is speaking only to one of them, you’re losing the others.
Welcome to the new era of recruitment, where building your careers website around just one generation (looking at you, Gen Z evangelists) is not just short-sighted – it’s costing you talent.
The universal basics, because everyone’s got standards
Before we dig into generational quirks and preferences, let’s start with what every job seeker wants, no matter their age. There are six non-negotiables that must be baked into your site:
- Clarity about the role: This includes detailed job descriptions, expectations, and transparent salary ranges. No one wants to play “guess the compensation.”
- Culture insights: People want to know who they’ll be working with, why your company exists, and how it feels to be part of it. Mission statements, employee stories, and authentic videos are essential.
- Easy navigation and mobile optimisation: Your site should be intuitive, fast, mobile-friendly, and accessible to everyone.
- Simple applications: Job applications shouldn’t feel like a part-time job. A streamlined, save-and-resume application process is key.
- Transparency about hiring: Lay out your hiring steps, expected timelines, and FAQs. Nobody enjoys being ghosted, especially after they’ve poured hours into the application process.
- A visible commitment to inclusion: Show diversity in action, not just in words. Representation in imagery, real DEI initiatives, and a clear stance matter.
Those are the basics. If your site doesn’t nail these, generational tailoring won’t save you. But once the foundations are set, it’s time to go deeper. We know that we’ll be making a few sweeping statements here, and that grouping individuals by their generation can be a little presumptuous, but please bear with us as it is a useful approach as we highlight a few trends and observations.
The generational layer cake, because ‘one size doesn’t fit all’
Here’s where things get interesting. Each generation brings its own priorities, expectations, and digital behaviours. If your careers website is targeting only one group, you’re likely frustrating or even alienating others. Let’s unpack what matters most to each.
Baby Boomers: Keep it clean and respect experience
Boomers (born 1946–1964) are often overlooked in today’s recruitment narrative, but many are still active in the workforce. And they bring invaluable experience. They’re drawn to roles that offer stability, robust benefits, and a respectful nod to their years of service. If your site’s all razzle-dazzle with no substance, they’ll bounce. So, what resonates with Boomers? Clear, professional language. Legible fonts. Straightforward navigation. Information on healthcare, pensions, and phased retirement options. And maybe a line or two about how much your company values seasoned professionals (because they’ve earned it).
Gen X: Show the balance, not the burnout
Gen X (1965–1980) is your quietly ambitious, no-nonsense cohort. They want to know whether your company will let them lead a life outside of work. Make sure your careers page showcases real flexibility, be that remote or hybrid work options, autonomy, and family-friendly policies. They also care deeply about career advancement and continuous learning, so spotlight upskilling programs and opportunities for growth. If your site can answer the question, “Can I thrive here without burning out?”, Gen X will stick around.
Millennials: Purpose, progress, and a dash of personality
Millennials (1981–1996) are your values-first generation. For them, work isn’t just a payslip. It’s a personal mission. They want to know what your company stands for and how they can grow with you. So don’t hide your DEI work on a subpage three clicks deep. And don’t bother with sterile copy. Use real stories, real photos, and real humans to share what it’s like to work at your company. Emphasise development paths and make your impact obvious. Sustainability, social responsibility, and recognition culture? Put those front and centre. According to Robert Walters, over 90% of Millennials rate career progression as a top priority. If they don’t see a path? They won’t bother applying.
Gen Z: Purpose-driven, mobile-first, and brutally discerning
Ah, Gen Z (1997-2012). The digital natives who know when your “values” are just fluff, your social media is an afterthought, and your hiring process is held together with sticky tape. This generation is career-curious and values-aligned. They crave growth (70% expect promotion within 18 months), feedback (74% expect it within a week of applying), and purpose (86% say it’s essential). If they land on your careers site and can’t immediately feel your mission, culture, and progression opportunities? They’re gone.
And yes, they’re mobile-first. 46% apply for jobs via their phones, and 62% discover roles via social media. So, if your site isn’t fast, responsive, and social-integrated, it’s basically invisible to them. Short-form video, employee Q&As, TikTok-style content, and even live chat functions can make your site Gen Z-ready. But remember, currently Gen Z only currently represents 27% of the global workforce. They’re just one slice of the hiring pie. Your site should reflect all your future employees, not just the trendiest ones.
The myth of the Gen-Z-only website
It’s tempting to take what we’ve learned about Gen Z and overhaul everything to suit them. And yes, we should be calling out the tired, corporate careers pages that miss the mark entirely. But a Gen-Z-only approach ignores the talent and value offered by other generations. You don’t need a flashy TikTok takeover or chatbot-driven UX to appeal to Boomers or Gen X. And you don’t need to strip it all back to basics to win over Gen Z. What you need is flexibility.
Introducing the personalised careers site
Imagine landing on a careers homepage and being greeted with choices like:
- “I’m a recent grad – show me the ropes.”
- “I’m a seasoned pro – take me to the big leagues.”
- “I care about purpose – what’s your mission?”
These create personalised entry points that meet people where they are. Add filters, curated journeys, or even generational-style UX paths to let your candidates tailor their experience. One size doesn’t fit all. And your site shouldn’t try to force it.
Ask your colleagues what they want
Still not sure how to make your careers site better for everyone? Ask your own team. Set up a quick internal questionnaire to learn how your people use (and judge) careers websites. Here are five questions to get you started:
- What generation do you identify with? (Boomer, Gen X, Millennial or Gen Z)
- What is your current role and level of experience?
- When you look at a careers website, what information matters most to you? (Rate from 1–5: salary info, growth opportunities, benefits, DEI content, company values)
- What do you wish more companies showed on their careers sites?
- How was your experience using our company careers page?
Gathering this data gives you real-world insights and helps you build something with your people, not just for them.
Build for everyone. Not just the cool kids.
Your careers website isn’t a vanity project. It’s your frontline recruiter. Whether someone is looking for their very first job or their final promotion before retirement, your site should make them feel seen, supported, and excited to apply. Forget about building a website for just one generation. Instead, design for humans. Offer clarity, purpose, accessibility, and a healthy dose of personality. That way you’ll be far more like to attract talent across every generation. Because when it comes to great hiring, exclusion is expensive. And inclusion is powerful.
Need a little help?
We hope you’ve found this article helpful. If you need help, support, or just a chat about your employer brand or talent strategy, please don’t hesitate to contact us. Between you and me, much of our best work has started with a cup of tea, a chocolate Hobnob and a video call.
