Words by Jade Williams
Pharmaceutical companies that are looking to secure the next generation of talent need to modernise their outreach strategies, according to new research from the ABPI.
In the report, ‘Engaging with Gen Z: cultivating a diverse talent pipeline’, the association and communications consultancy Hopscotch recommends companies to prioritise authenticity and leverage social media platforms to get the new generation on-side.
This cohort is increasingly influenced by social media, content creators and peer-driven narratives rather than traditional career resources. The findings show that over one in three young people have turned to social media when considering career options, with TikTok and Instagram leading as primary sources of career inspiration – surpassing LinkedIn.
“The digital natives have arrived,” commented Andrew Croydon, Director, Education & Examination Policy, ABPI. “To attract this new wave of diverse and skilled talent, we must show up where Gen Z is already looking. Employers need to be on social media, with content that is real, human and empowering.”
Just 17% of Gen Z respondents reported having a clear understanding of the pharmaceutical sector beyond its role in medicines. Gen Z is also more sceptical of traditional corporate messaging, instead responding to content that feels personal and relatable. Authentic storytelling, such as “day in the life” videos from employees, was identified as more impactful than polished promotional material.
The report outlines several recommendations for employers in the industry seeking out this generation of talent, including an expansion of authentic content on social media and increasing access to work experience opportunities.
