You can’t always get what you post: Why Gen Z isn’t clicking on your job ad

From the July-August 2025 edition of Supply Chain Management Review.

July-August 2025

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You are looking to shape the future of your supply chain, not just add a new hire. Yet, if you are using the same HR-approved template from 2018, you may be deterring the very Gen Z talent you’re trying to attract.

Gen Z includes those born between the late 1990s and early 2010s, makes up nearly all recent college graduates, and comprises nearly 20% of the current workforce, on pace for 30% by 2030. They are digitally fluent, socially aware, educated, and career-focused, but deeply skeptical of inauthentic messaging and a lack of transparency, according to a 2021 EY Report on Gen Z. Their values and skillsets—they are digital natives—differ from other generations. They have short attention spans, according to a 2022 McKinsey study, and will scroll right past job ads that read like marketing copy filled with corporate jargon that seems inauthentic.

As educators, we hear frustrations from both sides. Students don’t understand vague job ads and hiring managers wonder why applications are low or off the mark. To better understand the disconnect, we analyzed over 2,000 early-career job ads using the search terms “supply chain” and “logistics” on Handshake, a digital career platform designed specifically for Gen Z. The dataset includes postings from 2019 to 2024, pulled from a large Midwestern university’s Handshake database. We reviewed each ad to include only roles involving actual supply chain processes; “logistics” frequently referred to unrelated contexts like “coordinate logistics of field trips.” The final dataset spans a wide range of industries, geographies, and roles and shows a broad, yet insightful snapshot of how employers communicate early-career SCM roles to potential Gen- Z applicants.

We set out to present our findings in a format hiring managers (and Gen Z job seekers) know well—a job ad. We planned that each section of this article would mimic the standard template. However, the job ads, at least in our sample, have no standard format. Some even omitted the exact job title! Gen Z, who came of age during major disruptions (COVID-19, Climate change, AI reshaping job markets) values transparency and consistency, according to Monster’s 2025 State of Graduate Report. Increasing uncertainty from inconsistent job ads may drive job seekers to scroll right past your open position. Most job ads at least describe the 1) position, 2) qualifications, 3) logistics (pay, location, career development, etc.), and 4) a call to action (directions how to apply). We’ve structured our findings accordingly.

Job title & responsibilities

Even your job title might be deterring candidates. Our data revealed widespread inconsistency in job title, as well. Titles like “coordinator,” “analyst,” and “specialist,” were used somewhat interchangeably—even for roles with similar responsibilities. One company’s “planner” was another’s “operations associate.” Job seekers are left wondering: What does this mean? If your title doesn’t match the role or breaks search logic, job seekers will miss out.

Job summaries did not help much either. The best clearly explained what the job does and why it matters. Most did not. Some launched into bullet points; others leaned on buzzwords or hype. Responsibilities were just as inconsistent; a “supply chain coordinator” might spend their days deep in ERP data at one employer but calling vendors to track down late shipments at another. For a generation that values clarity, ambiguity deters job seekers.

To cut through the noise, we grouped roles into functional job clusters based on real responsibilities and skills (see Table 1). Each cluster represents a distinct combination of technical demands, responsibilities, and potential career paths, helping candidates better align their strengths with opportunities.

 

Gen Z is not afraid of complexity. They simply want to understand the job they are applying for and how it might shape their future. Clearer titles, sharper summaries, and responsibility descriptions that reflect actual outcomes (not corporate jargon) are the minimum. Unclear job ads will not yield strong applications. Gen Z wants transparency. Vague titles and generic tasks are a fast track to your ad being ignored.

Required qualifications

Job ads often ask for a lot, but not always clearly. Job ads that simply list 10 software tools, five SCM processes, and vague descriptions of “ability to work cross-functionally,” are confusing, if not misleading, applicants.

In our analysis, we found three core skill categories: 1) technical tools describe data analysis and software like Excel, SAP, and R, 2) SCM knowledge includes terms like inventory or Six Sigma, and 3) soft skills include phrases like communication, teamwork, and presentation. We mapped the frequency of these in our sample using standardized Z-scores (see Figure 1); larger circles correspond to more job ads for a given position.

 

While social media gurus, and sometimes professors, broadcast that all recent graduates must master every software, our analysis tells a different story. Soft skills dominated the landscape. Communication, problem-solving, and leadership led the list, even in analytically heavy roles. This makes inherent sense; SCM is a “team sport,” and even the most rigorous data analysis is worthless if not communicated clearly.

Technical skills like ERP systems (SAP, Oracle), along with basic analytics (KPIs, dashboards), appeared often without clear context. Many ads simply listed software or buzzwords without explaining how those skills would be used.

References to supply chain-specific knowledge, such as inventory control, procurement cycles, or transportation planning, were inconsistent. Some ads directly highlighted these as essential. Others did not, perhaps assuming candidates infer these skills or learn on the job.

For Gen Z job seekers raised in a world of constant information, lack of clarity is a major barrier. Listing every skill without discerning essential versus nice-to-have only confuses. Most ads don’t explain skills in context. “Strong communication skills” sounds good, but does it mean emailing dashboards or presenting insights? “Python preferred” helps, but only if you say why.

Gen Z isn’t avoiding technical challenges; they just want plain language. What’s essential on day one? What’s trainable? What tools actually get used? A bloated, jargon-heavy qualifications list does not impress; it confuses. Be specific, or risk deterring the talent you need.

Key responsibilities: Tools of the trade

Gen Z is tech-savvy, but also overwhelmed. Gen Z reports higher levels of anxiety than any other generation, according to the National Social Anxiety Center. Typical Gen Z individuals spend hours on social media, not only following their friends but also engaging with influencers who confidently offer contradictory advice. Should they learn Excel? Tableau? Python? AI? SAP? Most job ads do not clear the confusion. We analyzed the frequency of all software mentioned in our sample (see Figure 2).

 

One thing stands out. Excel still dominates, appearing far more often in job ads than Python, R, Tableau, or AI. Even in the data scientist cluster, Excel remains the industry standard, appearing more frequently than other tools with more advanced capabilities.

We also found notable growth in mentions of CRM platforms like Salesforce, not just in ads for sales roles. CRM mentions show up frequently in listings for specialists, coordinators, and analysts,  suggesting a deeper transformation. As supply chains move closer to the end customer, even traditionally “back-office” roles require service-minded communication, responsiveness, and awareness of customer impact. For Gen Z, who values purpose, connection, and impact, this closer link to impact is a welcome fit.

The takeaway for Gen Z? Excel remains a staple. AI and automation are rising, but not required, yet. Customer-facing tech, especially CRM, is growing for entry-level roles. The takeaway for employers? Be specific. Don’t just name-drop tools; explain how they fit into the job. Otherwise, the list becomes just another wall of noise.

Logistics

Gen Z cares about more than job titles. According to Handshake’s class of 2024 survey, most want learning and development (87%), job security (76%), and high starting salaries (72%). Of course, flexibility matters. This generation learned on Zoom during formative years, why should work differ? Nearly 70% report they are more likely to apply if schedules are flexible, and 78% say work-life balance is essential. Most (65%) won’t even apply if an employer’s values don’t align with theirs.

In most job ads, the logistics section covers basics like location, work model, compensation range, and schedule expectations. But in much of our sample, this information is either vague, incomplete, or missing altogether.

That’s a missed opportunity. Gen Z pays close attention to details that signal transparency and respect. No location? Red flag. A “competitive” salary without numbers? Swipe left. A full-time role with zero mention of flexibility? Scroll past. Gen Z isn’t unrealistic; they expect clarity; where they’ll show up, the hours they’ll work, and whether pay reflects expectations.

We also analyzed the job ads for Gen Z “attraction themes,” phrases aligned with Gen Z value, including “work-life balance” (e.g., remote), “purpose” (e.g., impact), and “career growth” (e.g., learning). Table 2 shows the full list. Mentions of these themes rose from 2019 to 2024, suggesting that employers are beginning to adapt, albeit slowly.

 

There’s still room to improve. Many postings read like legal disclaimers or recycled templates. To attract Gen Z, job ads should sound like real people wrote them. Use plain language, highlight mentorship, be transparent about pay and growth. Gen Z wants a future, not just a job. Knowing where a current role could lead helps with that. Reusing the same job ad from 2018 is certainly easier for hiring managers, avoiding HR friction. But a bland, outdated description may deter applicants and, eventually, impact outcomes.

Now hiring: A new approach to job ads   

This section of most job ads strikes a hopeful tone, “Help us shape the future.” But Gen Z is the present, not just the future. Missing the mark with Gen Z is more than just a lost opportunity; it is a giant, Gen Z-sized risk to your bottom line.

Ready to attract the next generation of supply chain talent? Skip vague titles, marketing speak, and empty promises. Craft job ads that clearly explain the role, how success is measured, and what candidates will learn and do. Gen Z is career-focused, digitally fluent, and values-driven. They’re not scrolling past because they’re lazy—they’re looking for roles that speak their language. Meet them there.

About the authors

Andrew Zeiser is an assistant professor of supply chain management at John Carroll University. He can be reached at [email protected].

Sebastian Brockhaus Ph.D., is an assistant professor of supply chain management at the Monte Ahuja College of Business at Cleveland State University. He can be reached at [email protected].

A. Michael Knemeyer, Ph.D., is a professor of logistics at Fisher College of Business at The Ohio State University. He can be reached at [email protected].

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