How Small Farms Can Attract Millennial and Gen Z Workers
Attracting millennial and Gen Z workers to small farms requires a shift in how agricultural jobs are perceived.
Younger generations are driven by values such as sustainability, work-life balance, and meaningful work.
By tapping into these motivations, small farms can appeal to a new wave of employees who are eager to contribute to the future of farming.
1. Emphasize Sustainability
Millennials and Gen Z are highly motivated by environmental issues. They are more likely to be interested in working on farms that prioritize sustainable practices.
Whether it’s organic farming, regenerative agriculture, or reducing carbon footprints, promoting your farm’s commitment to sustainability can make a significant impact.
Make it clear in your job descriptions and recruitment materials how your farm contributes to the environment. Highlight practices like crop rotation, natural pest management, water conservation, or renewable energy use.
Younger workers want to feel like they are part of something bigger, and sustainability is a key selling point.
2. Offer Flexibility and Work-Life Balance
Work-life balance is crucial to millennials and Gen Z. They value flexibility in their work schedules and a healthy separation between work and personal time.
Traditional farming often requires long, physically demanding hours, but small farms can find ways to make the job more manageable.
Consider offering flexible schedules when possible, such as shorter workdays or seasonal rotations. Another option could be structuring roles that provide variety in tasks so workers aren’t doing the same thing every day.
Showing that you care about your employees’ well-being will make your farm more attractive to this workforce.
3. Create a Sense of Purpose
Younger workers are motivated by work that feels meaningful. Farming already has this advantage—growing food and contributing to local food systems are impactful tasks.
However, it’s important to clearly communicate this sense of purpose to potential employees.
Explain how their role on the farm directly impacts food security, community health, or environmental restoration.
For example, if your farm supplies local markets or supports food donation programs, emphasize that connection. The more tangible the impact, the more likely millennial and Gen Z workers will see the job as more than just physical labor.
4. Highlight Growth Opportunities
While younger generations value meaningful work, they also want to grow and learn. They’re attracted to opportunities that allow them to gain new skills, advance their careers, and explore different roles.
Small farms can appeal to this by offering on-the-job training, mentorship programs, or the chance to learn different aspects of farm management.
You don’t need a formal program to demonstrate growth potential. Offering the opportunity to learn about different farming techniques, business operations, or even marketing can attract younger workers looking to broaden their horizons.
5. Foster a Positive Work Environment
Millennials and Gen Z value a collaborative, supportive work environment. They want to work where they feel respected and part of a team.
Small farms can leverage this by creating a strong sense of community among workers.
Fostering open communication, treating employees with respect, and encouraging teamwork are important.
A positive workplace culture, where workers feel appreciated and connected to their peers, can be a strong motivator for younger employees.
6. Showcase Your Farm’s Story
Millennials and Gen Z are attracted to authenticity. They care about the “why” behind the business. Share your farm’s story—why you started it, what values drive it, and how it fits into the broader agricultural landscape.
Being transparent about your farm’s mission can create a deeper connection with potential employees who align with your vision.
Make sure your story is shared on your website, social media channels, and job listings.
It doesn’t have to be polished—genuine and straightforward communication goes a long way.
Conclusion
Small farms can attract millennial and Gen Z workers by focusing on what they care about most: sustainability, work-life balance, meaningful work, growth opportunities, and a positive environment.
By aligning your recruitment strategy with these values, you’ll not only draw in younger employees but also create a more engaged and motivated workforce.