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

The pharmaceutical industry faces challenges in attracting Generation Z talent, according to a recent report by the Association of the British Pharmaceutical Industry (ABPI). The study reveals a significant knowledge gap among young job seekers about career opportunities in the sector and suggests innovative approaches to bridge this divide.

Social Media: A Key Recruitment Tool

The ABPI report, based on surveys of 16- to 25-year-olds, STEM teachers, and career counselors in the UK, highlights the potential of social media platforms in reaching Gen Z talent. Notably, TikTok and Instagram emerged as more influential than LinkedIn for career insights among this demographic.

Approximately half of the respondents cited these platforms as helpful for gathering career information, compared to 36% for LinkedIn. The impact of social media on career decisions was even more pronounced among ethnic minorities, suggesting its potential to diversify talent pipelines.

Tailoring Content for Gen Z

The study recommends that pharmaceutical companies create short-form video content to showcase employee experiences and company culture. "Day in the life" posts from "ordinary people" and real-life success stories resonated most with the surveyed group. Short-form videos, such as TikTok clips and Instagram Reels, were particularly popular.

"Our research shows Gen-Z values transparency and real-life experiences over polished corporate messaging," the ABPI noted in the report. This preference for authentic content presents an opportunity for companies to engage potential recruits through relatively simple and cost-effective means.

Addressing the Knowledge Gap

The report uncovered a significant lack of understanding about the pharmaceutical industry among young job seekers. Only 17% of those surveyed claimed to have a "broad" or "good" understanding of what pharma companies do beyond developing medicines. Over 20% admitted to having "no real understanding" of the UK pharma industry at all.

To address this, respondents expressed interest in receiving more information about qualifications, recruitment processes, career paths, company locations, and starting salaries. The ABPI suggests that companies "explore the appropriate use of social media channels to provide trusted, accessible and authentic careers content that demystifies, showcases relatable and diverse role models, and reaches new or previously remote audiences."

By leveraging social media and creating targeted content, the pharmaceutical industry has an opportunity to attract and engage the next generation of talent, ensuring a diverse and skilled workforce for the future.