Understanding Gen Z

In today's competitive job market, it is crucial for employers to re-evaluate their strategies for attracting and retaining top talent, especially when it comes to Generation Z (Gen Z) employees. Gen Z, referring to individuals born between the late 1990s and early 2010s, now make up approximately 20% of the workforce. These employees, who have witnessed the burnout experienced by older workers, are seeking greater flexibility and purpose in their work. They want to make a difference. In fact, research conducted by employee benefits company Amba reveals that 1 in 10 workers between the ages of 18 and 24 left their previous jobs due to their employers' lack of action on sustainability.

This article delves into the characteristics of Gen Z and explores how employers can effectively attract and retain this demographic of employees.

Characteristics of Gen Z

Gen Z grew up during the recession, which has made them more focused on their careers compared to millennials. Having observed the struggles faced by millennials, Gen Z is determined to avoid making the same mistakes. They are realistic, resourceful, and crave more control over their professional lives. In addition, here are some more defining traits of Gen Z:

Entrepreneurial aspirations: According to a study by employer branding agency Universum, 55% of Gen Z'ers are interested in starting their own companies. Much like their millennial predecessors, Gen Z is steering away from traditional 9-to-5 office jobs and dreams of becoming self-employed. They have been inspired by the success of innovative start-ups like Facebook and Uber, as well as the concept of crowdsourcing. Gen Z has ambitious goals of developing their own start-ups and being their own bosses.

Preference for visual content: Gen Z tends to gravitate towards visual communication, using emojis and emoticons to express themselves. They also prefer consuming livestreaming media platforms like Twitch and Ustream. According to a study by software company Marketo, 52% of Gen Z members use YouTube and other social media sites for research.

Emphasis on sustainability: Gen Z values sustainability and is 1.4 times more likely to pay a premium for eco-friendly products, according to a report by software company Kantar. Moreover, a recent survey by YouGov revealed that 45% of Gen Z prioritize sustainability over price when selecting products. These ideals extend to the workplace, as Gen Z employees want their employers to be environmentally conscious.

Tech-savviness: Gen Z is even more tech-savvy than previous generations, making it essential to connect with them through various social media platforms. Additionally, they prefer completing tasks such as work, applications, and learning and development (L&D) online.

Gen Z in the Workplace

To attract the best talent from this generation, employers must find ways to accommodate Gen Z's ideals and create a work environment that suits their needs. Here are some strategies to consider:

Authenticity: It is crucial to openly discuss corporate accountability and other relevant matters, particularly during the recruitment process, to support Gen Z workers' desire for positive change. Transparency about company goals, plans, and decisions allows candidates to make informed decisions based on shared values.

Flexibility: According to a Kronos Work Institute study, 1 in 4 Gen Z employees would work harder and stay longer at a company that offers flexible schedules. Therefore, it is important to provide remote work options, flexible scheduling, and the ability to work on the go whenever possible.

Embrace technology: As digital natives, Gen Z expects the latest tools to carry out their work. Employers should consider adopting technology solutions for workload management, such as cloud-based software, project management tools, and mobile apps. Fine-tuning social media efforts is also crucial, given Gen Z's reliance on platforms like YouTube for research. Additionally, ensuring that the company's website and hiring process are mobile-friendly is essential. Developing innovative recruitment videos that can be easily shared on platforms like YouTube can also help attract new talent.

Offer learning opportunities: Gen Z employees are eager to learn and value career growth opportunities. Employers should consider implementing mentoring programs and finding ways to engage these workers in on-demand digital learning initiatives, as Gen Z employees may prefer this over traditional training courses.

Remember the basics: According to Kronos Incorporated, comprehensive employee benefits, such as paid sick leave, competitive wages, and generous holiday allowances, are favored by 30% of 16- to 25-year-olds. In contrast, only 11% prioritize in-office perks like free snacks and gym access. Therefore, it is important to prioritize the basics and consult employees to determine which benefits they prefer.

There are various ways to adapt the workplace to cater to Gen Z's needs. Continue to have open conversations about workplace standards to create an environment that works best for all employees.

Summary

Given the competitive labour market, it is vital for employers to evaluate their current attraction and retention strategies, specifically concerning Gen Z. To achieve this it’s important to both understand Gen Z and know how to best provide them a supportive work environment.

For additional talent attraction and retention resources, contact us today.