If you’re a business owner in Fort Collins or Northern Colorado, chances are you’ve felt the hiring squeeze lately, especially when it comes to younger workers. “Gen Z” (those born roughly between 1997 and 2012) is now the dominant force entering the workforce, and they’re bringing new expectations, values, and behaviors with them (have you experienced “Gen Z Stare”?).

Whether you’re running a coffee shop, a marketing firm, or a tech startup, understanding how to attract and retain Gen Z talent is essential. Especially here in Fort Collins, where the combination of a tight labor market and rising costs of living means you’re not just competing with other local employers… you’re also competing with Denver, Boulder, and even remote job offers from companies across the country.

Let’s dig into what Gen Z wants, what the local labor market looks like right now, and what you can do to set your business up for success.

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The Labor Landscape in Northern Colorado: Who Has the Leverage?

Even with talk of a national economic slowdown, Northern Colorado is still very much a job-seeker’s market. Here’s what that looks like on the ground:

• Unemployment in Larimer County remains low — hovering around 3 to 3.5%, which keeps the talent pool tight.
  
• CSU and FRCC continue to graduate skilled, motivated students, but many leave the area for better pay or bigger-city perks.
  
• Local wages haven’t kept up with the rising cost of living and Gen Z knows it. Housing costs alone are pushing many to reconsider staying in Fort Collins post-graduation.
  
• Industries like hospitality, retail, trades, and healthcare are especially short-staffed. Many have yet to fully recover staffing levels from pre-COVID norms.

Larimer County Unemployement Rate

Bottom line: If you’re hiring, you’re competing. Gen Z has options and they’re looking for more than just a paycheck.

What Gen Z Workers Value (and Why It Matters)

So, what does Gen Z want from an employer?

1. Flexibility
   Hybrid schedules, flexible shifts, and time autonomy are major selling points even for part-time roles. Remote or hybrid work isn’t just a perq for some, it’s a requirement.
   
2. Purpose and Values
   This generation cares about whether your business aligns with their values. Community involvement, sustainability, and inclusion matter.
   
3. Mental Health and Work-Life Balance
   Gen Z is vocal about burnout and won’t stick around in a toxic or overly rigid environment.
   
4. Growth Opportunities
   They want to know there’s a future whether that’s learning new skills, taking on more responsibility, or advancing into leadership. They’re not satisfied with the status quo career ladder.
   
5. Tech-Savvy Processes
   Clunky hiring platforms or outdated systems are an immediate turn-off. This is a generation that grew up on mobile apps and expects smooth digital experiences. They have a reputation for being poor communicators, but their cross-platform communication skills are innate.
   

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Fort Collins-Specific Hiring Challenges

Fort Collins presents a unique mix of opportunity and challenge:

• Colorado State University graduates around 6,000 students each year and is a strong local pipeline of educated young professionals. Many of them grow to love the town and want to stay.
  
• Rising housing and living costs mean that your job offer needs to justify the expense of staying in the region. They’re often pulled to Denver, back to their home states, or to remote roles with better compensation and benefits.

If your wages, benefits, or workplace culture aren’t competitive with markets outside Fort Collins, you’ll have trouble attracting and retaining the best candidates. You may think it’s as simple as tapping into the regular fountain of recent graduates, but hiring is expensive and time consuming.

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How to Attract and Retain Gen Z Employees in Fort Collins

Here are five practical strategies for Northern Colorado employers:

1. Make It Easy to Apply
   Use mobile-friendly application tools like Indeed and LinkedIn. Avoid outdated methods like asking for emailed PDFs. Respond quickly to candidates.
   
2. Be Transparent in Job Listings
   Include pay ranges, benefits, scheduling expectations, and company values. Be specific about the role and why it matters.
   
3. Offer Flexibility Where You Can
   Even minor flexibility — like split shifts, hybrid options, or customizable hours — makes your job more attractive.
   
4. Highlight Your Culture and Community Impact
   Talk about team dynamics, workplace values, or any ways your business gives back locally. Gen Z is drawn to purpose and quick to spot disingenuousness.
   
5. Create a Clear Growth Path
   Provide training, cross-training, or leadership development options. Show Gen Z they’re not stuck in a dead-end role.
   

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Local Resources Worth Exploring

• Colorado State University Career Services – Visit their employer’s portal for job postings, career fairs, and internship coordination.
  
• Front Range Community College Employer Services – Connections to students in trades, tech, and applied fields through their business community resources.
  
• Larimer County Workforce Development – Employer tools, job boards, and hiring events.
  

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Final Thoughts

Gen Z isn’t a mystery, they’re simply entering the workforce in a very different context than Millennials or Gen X did. Every generation that comes along has been accused of being different and difficult to work with and this is no different. They’re tech savvy, value-driven, and selective with no patience for BS. But if your business is willing to adapt how you recruit, onboard, and grow talent, there’s no reason Fort Collins can’t be a long-term home for the next generation of workers.