The challenge of engaging Gen Z

A recent survey by the Manpower Group has revealed that 45% of UK managers intend to hire Gen Z employees over the summer but that 96% of them reported challenges when engaging workers with less than ten years in work.

To stay competitive, companies need the diverse, innovative talent that Gen Z brings but understanding and meeting their unique characteristics and expectations can be problematical. Younger workers place a high value on work/life balance and flexible working opportunities which may be difficult for organisations with more rigid work structure to meet. They are drawn to dynamic and inclusive workplace cultures that align with their own values and aspirations and expect employers to offer the latest technology and tools. However, there are also some factors that have specifically shaped Gen Z’s attitudes to work.

Gen Z witnessed the burnout suffered by many millennials and this has prompted many of them to prioritise work-life balance and higher salaries over long-term career promises. The disruption brought by the Covid-19 pandemic influenced this further when the opportunities of remote work and flexible schedules reinforced the importance of employee wellbeing. Additionally, Gen Z is entrepreneurial, confident, and tech-savvy, making them able to take advantage of online business ventures and far less tolerant of jobs and organisations that don’t meet their expectations.

So, although engaging Gen Z may be difficult, there are some steps you can take to make a job and organisation more appealing:

• Flexible Work Arrangements: Offer flexible work hours and remote work options that offer them a better work-life balance.

• Professional Development: Provide clear career paths and continuous learning opportunities to meet their expectations for growth and development.

• Adopt Latest Technology: Ensure the workplace is equipped with modern technology to attract tech-savvy candidates.

• Promote Job Stability: Communicate openly about job security and company stability to alleviate concerns about economic uncertainty.

• Demonstrate Corporate Values: Showcase genuine commitment to corporate social responsibility and ethical practices.

• Competitive Compensation: Offer competitive salaries and benefits, including non-traditional perks that cater to their overall well-being.

• Engage with Authenticity: Foster an authentic employer brand that resonates with their values and expectations.

• Streamlined Recruitment: Optimize the recruitment process for efficiency and transparency, leveraging digital tools to enhance the candidate experience.

The current job market is highly competitive, so employers need to understand and cater to Gen Z’s unique needs and preferences. By aligning company values, educating on benefits, and investing in employee development, organisations can attract, hire, and retain top Gen Z talent.

Gen Z. Do they have the skills to thrive in the workplace?

Ever since Gen Z entered the workforce, concerns have been raised as to whether this online generation possesses the soft skills necessary to thrive in the workplace. The underdevelopment of these skills is blamed on an overuse of technology and time spent online but research has shown that large numbers of Gen Z realise that these skills are missing and are keen to take on the training and development needed to enhance their career prospects.

With few in-person opportunities to observe how the workplace ‘works’ or to experience formal and informal in-person interactions during the pandemic, its little wonder that Gen Z are behind on the skills needed to thrive in the workplace. They have learned to work independently with little collaboration or interaction and, without regular practice, we all lose the ability to communicate  – to make a point clearly and confidently, contribute effectively in meetings, take part in discussions calmly and rationally and to be confident talking with peers.

Gen Z priorities have been shaped by vastly different experiences and upbringing. Their values and attitudes demonstrate that authenticity, empathy, inclusiveness, and flexibility are important to them but they also hold learning opportunities among their top priorities. This of course creates an opportunity for organisations to attract, cultivate, attract, and retain this new talent.

The World Economic Forum expects that by 2025 Gen Z will make up 27% of the workforce so it makes sense that organisations are seen as an attractive proposition to this new generation. Gen Z-ers are looking for companies that will support them through a continuous learning process that will help them reach their goals. Whether that’s through formal training, coaching or mentoring, Gen Z want to ensure their employer gives them the best chance of a stable, long-term career.