How to Win Gen Z Talent Through Authentic Employer Branding

In her recent keynote, hosted by VideoMyJob and GradConnection, AMP’s Brie Mason reveals why recruiters must stop waiting and start creating content that connects with graduate talent.

If a Gen Z candidate looked at your careers website or LinkedIn presence right now, would they be compelled to hit apply? Would they feel like your brand truly sees them and gets them? If you’re hesitating on that answer, you’re not alone – but you’re also missing a crucial opportunity.

That’s the challenge Brie Mason, employer branding expert with 18 years’ experience, posed to talent acquisition professionals. Having worked across organisations from Telstra to AMP Bank, Brie argues that employer branding isn’t just nice-to-have anymore – it’s absolutely essential for attracting Gen Z talent.

Why Gen Z Changes Everything

Gen Z candidates aren’t just different; they’re fundamentally reshaping recruitment. As digital natives who’ve grown up online, they’re discerning consumers and creators of media who can spot inauthenticity instantly. They’re values-driven, wanting to work for organisations with clear purpose that aligns with their personal beliefs.

“They care who you are as an organisation beyond the pay cheque,” Brie explains. “They want growth, flexibility to work their way, meaning, and they want it now.”

The research backs this up. Gen Z does more homework on potential employers than any previous generation, valuing real stories over flashy marketing slogans. They don’t trust organisational marketing spin, but peer-to-peer recommendations carry significant weight.

Stop Waiting, Start Creating

Here’s where most organisations get it wrong: they wait for the brand and communications team to handle employer branding. But Brie argues that recruiters are uniquely positioned to lead this charge.

“You’re on the front lines. You hear the questions that talent are asking... You know what excites this audience and what deters them,” she points out. “Instead of waiting for the organisation to invest in a big programme of work, start small. Start real.”

The solution? Employee-generated content that’s authentic, accessible, and immediate. Mason suggests several low-fi approaches that any recruiter can implement:

• Story Spotlights: Ask graduates and interns to reflect on their first month, providing guidance whilst letting them add their creative spin.
• Behind-the-Scenes Content: Simple phone videos of graduate teams collaborating – it doesn’t need to be polished.
• Values in Action: Show rather than tell what your values mean through real workplace moments.
• Milestone Moments: Capture the excitement of assessment centres or the joy of verbal job offers.

The Business Case for Authenticity

This isn’t just feel-good marketing. Authentic employer branding delivers measurable results and organisations that invest time and energy into building their employer brand see:

• Better quality hires who arrive pre-sold on the organisation
• Lower cost per hire as content does the pre-selling work
• Higher retention rates, especially in those crucial first 6-12 months
• Increased internal pride and engagement

“There’s a difference between being able to get candidates and getting the best people in the market,” Brie emphasises. “This is particularly important in the graduate space. We’re recruiting future leaders and investing in their development.”

Finding Your ‘Why’

Before diving into content creation, organisations need clarity on their unique value proposition. Brie recommends asking four fundamental questions:

• Why are graduates joining?
• Why are they staying?
• What can you offer that others can’t?
• What makes people proud to work here?

The key is avoiding generic language that makes every organisation sound identical. “We don’t need to be everything to everyone,” Brie points out. “We just need to be right for the right people.”

Your Weekly Action Plan

Mason offers five practical steps any recruiter can take this week:

1. Find and share one authentic employee story through blogs or videos
2. Ask a graduate to post about their experience with proper guidance
3. Audit your LinkedIn or careers page through fresh graduate eyes
4. Start a content sharing channel where employees can contribute stories
5. Pitch one bold collaboration idea to your marketing team

The Bottom Line

As Brie concludes, “The next generation isn’t looking for perfection. They’re looking for connection, purpose, and proof. The war for talent isn’t coming, it’s already here. And employer branding is going to be your edge.”

For recruiters ready to step up and become the storytellers their organisations need, the message is clear: stop waiting for perfect conditions and start showing what makes your workplace special. Gen Z is already listening – make sure they’re hearing your authentic story.

Ready to create compelling video content that showcases your authentic employer brand? Book a time with us here to learn more about how you can join our next Pilot Program and see how we make it simple to capture and share employee stories that resonate with Gen Z talent.