How different generations apply for jobs (and what you can do about it)

The job market is continuously evolving, and with each new generation, the expectations and preferences of job applicants also change. From a handwritten cover letter to a TikTok resume- the way talent presents itself and applies for jobs depends heavily on the era in which a person grew up.

For employers, this means that one standard approach no longer works. Baby boomers value a formal and structured process, while Gen Z expects speed and flexibility above all else. By understanding these differences, employers can respond to the needs of each generation and attract and retain talent more effectively. Wondering how the different generations apply for jobs and how you can respond? We put it all together for you!

Generations in the labor market: a world of difference

Of course, everyone is different and no generation can be placed in one box. Yet you can see certain patterns in how different groups deal with applying and working. The job market is constantly changing, and each generation brings with it new norms and expectations. Where baby boomers value security and loyalty, millennials look for flexibility and meaningful work. Gen Z takes that a step further with its demand for speed and transparency. By understanding these differences, you as an employer can adjust your recruitment strategy accordingly and attract and retain talent more effectively.

• Baby boomers (1946-1964)
  For baby boomers, applying for a job began by sifting through newspaper ads and making phone calls. A cover letter was carefully typed out and sent by mail. Many people from this generation value stability, personal conversations and a clear hierarchy within a company. They often remain loyal to an employer for years. If you want to appeal to this generation, make sure you have a clear application process with personal conversations and clear opportunities for growth. 
  
  
• Generation X (1965-1980)
  This generation entered the job market during a period of economic uncertainty and had to work hard to get a job. Therefore, many of them appreciate an efficient process, transparent communication and a good work-life balance. To attract this generation, it is important to be to the point. Clarify salary, benefits, and opportunities for advancement 
  
  
• Millennials (1981-1996)
  Millennials grew up with technology and an optimistic view of career opportunities. They look for work that fits their passion and in which they can develop. Platforms such as LinkedIn play a big role in their search for the right employer. Employer branding is key if you want to appeal to this generation. Provide a strong online presence and offer flexibility, hybrid working and growth opportunities. 
  
  
• Generation Z (1997-2012)
  Gen Z is growing up in a tight job market and expects a job application process that is fast, accessible and clear. Applying for a job via WhatsApp or TikTok? No problem. They are looking for employers that align with their values and are socially responsible. Want to appeal to this generation? Then make applying easy with short video interviews or a chatbot. Show what your company stands for and how it contributes to society. 

How do you attract the right generation?

Whether you're looking for an experienced professional or want to attract a young professional, understanding generational differences helps you make the right match faster.

How to reach passive job seekers as an employer?

Spoiler: the answer isn’t “post another vacancy on your website.”

Not actively applying but quietly exploring that’s the simple definition of a passive job seeker. They often have a perfectly fine job but are open to something new… if the right opportunity shows up, through the right channel, at the right time, and with the right feeling. And in a labour market where nearly every sector faces shortages, this group matters more than ever.

Only 12% of the workforce is actively job hunting. But 43% are passively open to new opportunities. They're not taking action yet, unless someone else makes the first move. And that’s where your opportunity lies.
If you know how to reach passive job seekers, you’ll gain access to a quiet, high-potential talent pool. That’s exactly where we, as your recruitment partner, make the difference.

From job title to story

Passive candidates don’t click “Apply now.” They respond to recognition, to that subtle feeling of: “I could see myself there.” They don’t engage with “fast-paced environment” or “competitive salary.”
What does resonate? People sharing their real stories, a workplace that feels authentic, a culture that comes across clearly. At JUSTIN, we help you show that. No empty slogans, just real stories that stick.

Connect without the hard sell

Anyone can send a LinkedIn message. But passive job seekers see through generic outreach immediately, especially when it feels like a sales pitch. This group wants human contact, not pressure. What works: genuine, tailored messages, interest in the person, not just their resume, relevance before role. We’re close to the target audience and they know us. That makes our conversations natural, not transactional.

From job description to experience

Publishing a job ad is fine, but it’s not how you reach passive job seekers. They’re not browsing job boards, they’re scrolling LinkedIn, Instagram, chatting in their network or stumbling upon your brand. That’s why, at JUSTIN, we turn job ads into employer experiences. Think about: campaigns that give off real vibes, videos featuring team members, posts that match your tone and audience. We make sure the right people see you, even if they weren’t looking.

Connection without application pressure

Most passive candidates aren’t ready to commit. They’re quietly observing, thinking, feeling something shift. But they don’t want to jump straight into a formal process.

What they don’t want: cover letters, three-stage interviews, standard assessments.
What they do want: Spance, a low-pressure chat, a chance to get to feel the vibe. 

That’s why we do it differently: 

• We offer informal chats (no formal application needed)
• We create soft entry points: someone hears about your company through a friend or colleague, which feels more natural than applying cold
  It lowers the barrier and raises the chance that someone thinks: “I want to know more about this place.”

 Time and attention are currency

Strong candidates rarely drop out because of the role itself, but passive ones walk away from silence, delays and unclear processes. And let’s be honest: you don’t always have time to chase every lead. That’s where we come in. JUSTIN keeps the momentum going. We follow up, stay in touch and strike when the time feels right. That way, “maybe someday” turns into “let’s talk.”

Why passive job seekers are so valuable

This group doesn’t switch jobs out of necessity; they move because it feels right. 
And that often makes them:

• More motivated
• A better long-term match
• Focused on content and culture over perks

Being passively open means:

• Choosing more consciously
• Comparing more critically
• Wanting to feel aligned

Exactly the kind of people you want in your team. But you’ll only reach them if you go beyond the usual recruitment playbook.

In short:

Reaching passive job seekers takes a different approach. It’s not about shouting louder, it’s about connecting smarter. Not about pushing jobs, but about sparking curiosity. Not about chasing CVs, but about creating the right energy. That’s what we do at JUSTIN. We build trust, translate your culture into attraction and help the right people think: “This might actually be something for me.” And that’s why a recruitment partner isn’t a luxury. It’s a smart move.