Gen Z Recruitment in Pharma: Social Media Strategies and Industry Awareness

The pharmaceutical industry is facing challenges in attracting young talent, with a new report from the Association of the British Pharmaceutical Industry (ABPI) highlighting the need for innovative recruitment strategies targeting Generation Z. The report, based on surveys of 16- to 25-year-olds, STEM teachers, and career counselors in the UK, reveals a significant lack of understanding about the pharmaceutical industry among young job seekers and suggests leveraging social media platforms to bridge this knowledge gap.

Limited Industry Understanding Among Gen Z

According to the ABPI report, only 17% of surveyed young people claimed to have a "broad" or "good" understanding of pharmaceutical companies' activities beyond medicine development. More alarmingly, over 20% of respondents admitted to having "no real understanding" of the UK pharmaceutical industry at all.

This lack of awareness presents a significant obstacle for pharmaceutical companies looking to recruit fresh talent. To address this issue, young job seekers expressed a desire for more information about qualifications, recruitment processes, career paths, company locations, and starting salaries within the industry.

Social Media: A Key Tool for Talent Acquisition

The report emphasizes the crucial role of social media in shaping career decisions among Gen Z. Social media platforms ranked as the second most common resource used by young people when exploring potential careers, surpassing traditional avenues such as career fairs and company websites.

Interestingly, TikTok and Instagram emerged as more influential platforms for career insights compared to LinkedIn, with each of the former two garnering support from about half of the respondents. The report suggests that these platforms' popularity stems from their ability to provide inspiration, job opportunities, and glimpses into professionals' working lives.

Tailoring Content for Gen Z Engagement

To effectively reach and engage Gen Z talent, the ABPI recommends that pharmaceutical companies create authentic, accessible career content on appropriate social media channels. The most appealing formats for career-related content, according to the survey, include:

1. "Day in the life" posts featuring ordinary employees
2. Short-form videos on platforms like TikTok and Instagram Reels
3. Real-life success stories
4. Medium-length video content (5-10 minute YouTube videos)

The report emphasizes that Gen Z values transparency and real-life experiences over polished corporate messaging. This preference for informal, shorter video content presents an opportunity for pharmaceutical companies to create engaging recruitment materials with minimal budgets, leveraging their most valuable resource—their employees.

By adopting these strategies, the pharmaceutical industry can work towards demystifying career opportunities, showcasing diverse role models, and reaching previously untapped talent pools. As the sector continues to evolve, embracing these new recruitment approaches may prove crucial in securing the next generation of pharmaceutical professionals.