Catering to Gen Zโs unique needs and preferences is crucial, says Tiger Recruitment’s MD. Let’s look at whether the Gen Z demands are excessive or simply well-articulated?
A few weeks ago, a study revealed that nearly half of UK managers intend on hiring Gen Z employees over the summer. But almost all managers (96%) reported challenges with engaging them.
For companies to stay competitive, a steady influx of diverse, innovative talent is essential. However, understanding and meeting their distinct work attitudes can be difficult for managers. We spoke to two hiring experts to explore how employers can effectively attract, hire, and retain Gen Z staff.ย Charlotte Steggall, global employer brand manager โ early careers at WTW, and Corey Bainerman, vice president โ people and culture at Orangutech share their insights.
Are Gen Z demands excessive or simply well-articulated?
1. Understand Gen Zโs mindset
To appeal to Gen Z, itโs crucial to understand their unique mindset. As Charlotte Steggall explains: โGen Z doesnโt have any different needs to other generations, they just vocalise their needs better.โ They demand more from their employers, including flexible work arrangements, diverse workforces, and strong corporate social responsibility. This generation isnโt afraid to leave jobs that donโt meet their expectations, withย 25% planning to change jobs within the next six months.
Managers must engage in open, clear communication with Gen Z employees about their wants and needs. This generation will constituteย 30% of the workforce by 2030, so understanding must translate intoย action: โGen Zโs demand for authenticity and transparency is compelling organisations to bridge the gap between what they claim and what they actually do.โ
2. Recognise the factors shaping Gen Zโs attitudes
Several factors have shaped Gen Zโs work attitudes:
Millennial burnout:ย Growing up, Gen Z witnessed millennialsโ burnout from the โrise-and-grindโ culture, prompting them to prioritise work-life balance and higher salaries over long-term career promises.
Pandemic disruption:ย The Covid-19 pandemic highlighted alternative ways of working and reinforced the importance of employee wellbeing. This exposure to remote work and flexible schedules has influenced Gen Zโs work preferences.
Entrepreneurial spirit:ย Gen Z is entrepreneurial, confident, and tech-savvy. They are accustomed to side hustles and online business ventures, which makes them less tolerant of jobs that donโt meet their expectations. Charlotte notes: โThey know their own worth and have a strong sense of what theyโre able to offer an organisation.โ
3. Align company values with Gen Z priorities
Gen Z values inclusivity, accountability, and social responsibility, and they actively seek employers whose values align with theirs. To attract Gen Z talent, companies must update their DEI guidelines and demonstrate genuine commitment to these principles. โHolistic wellbeing, social and environmental activism, and personal fulfilment top their list of values driving workplace engagement,โ according to a We Forumย article.
Corey Bainerman emphasises the importance of value alignment from leadership: โThis is most true of the CEO, as many people will follow their behaviour.โ A culture-oriented approach led by top management can resonate deeply with Gen Z. Showcasing company values on the website and throughout the hiring process is essential to attracting this generation.
4. Educate Gen Z on benefits packages
Many Gen Z employees are entering their first jobs and may not fully understand the value of benefits packages. Charlotte advises hiring managers to educate Gen Z about benefits: โSomeone leaving education may not know the great benefit of having private healthcare or a dental plan.โ Proper education on benefits during the hiring and onboarding process can empower Gen Z employees, building trust and loyalty.
Hybrid working remains a priority for Gen Z, who have largely experienced remote work. Aย Financial Timesย surveyย of Oxford University students found โgood work/life balanceโ to be the most important job attribute. Employers reducing remote work options risk losing Gen Z talent to competitors.
5. Invest in Gen Zโs career development
Gen Zโs loyalty is influenced by perceived investment in their development. Charlotte states: โItโs about the commitment to the employee. When they see investment in, and long-term planning with, themselves they are more likely to think long-term about the employer.โ Emotional intelligence in management is critical, as old-school, directive management styles donโt resonate with todayโs young workers.
Providing opportunities for personal and professional growth is key. As a LinkedInย articleย states: โBy enabling Gen Z employees to pursue their passions and personal interests within the context of their professional journey, learning and development teams tap into their natural curiosity and foster future leaders.โ Developing robust training and leadership programmes with a focus on diversity can help retain Gen Z employees.
Corey stresses the need for transparency in career progression: โMost companies fail to clearly share the requirements to move to a new role and the associated pay changes.โ Implementing clear career frameworks can give Gen Z employees control over their career paths and motivate them to stay with the company.