Gen Z constitutes 24% of the US workforce.
Unsurprisingly, they have different needs and aspirations than their managers. They grew up in a digital world, experienced the great recession as children, and entered the workforce mostly as remote workers. This has had an impact on their working styles, career aspirations and core values.
More than their predecessors, Gen Z values independence and ownership at work. This makes them more likely to voice opinions, suggest initiatives and take concrete steps to achieve their goals. They also look to work at companies that are aligned with a larger purpose and social impact beyond just work.
To attract and engage Gen Z, companies need to be thoughtful about their approach. Here are a few things that can help:
Make it flexible
84% of Gen Z employees identify work-life balance as a top priority. An EY survey found that 50% of Gen Z mentioned flexible working is important to them. One way to address this is to allow discretion over where work is conducted. To make this work, companies have to adopt transparent policies and set clear expectations.
Deepen DE&I
Gen Z is possibly the most diverse generation of all. 48% of Gen Z in the US identify as non-white. Approximately 77% of Gen Z stated that a company’s level of diversity affects their decision to work there. Gen Z employees are more engaged when the company aligns with their values, such as having diverse representation within teams and focussing on fostering an inclusive culture.
Plan for their professional development
Gallup research identifies development opportunities as one of the most important factors that makes younger employees decide to stay at their company. Statistics by SHRM show that 62% of Gen Z prefer to customise their own development and career path.
Professional coaching supports Gen Z in their personal development and allows them to supercharge their careers. The self-directed and personalised nature of coaching helps to develop key capabilities to have a positive impact through their work.
Revive your online presence
Gen Z are digital natives who grew up in the age of social media and smartphones. To attract Gen Z, companies should focus on increasing their online visibility. Being innovative with your social media presence and diversifying channels to reach potential employees can be impactful in being visible to, and sparking an interest amongst the Gen Z candidates.
Companies can greatly benefit from fostering generational diversity. To attract and retain Gen Z, the work environment has to be supportive and allow them to develop both as professionals and individuals.
