Does challenging existing work norms make Gen Zs an entitled or empowered generation?

There's a way for organisations to develop strategic employer branding with this simple yet effective initiative.

The recent uproar over Gen Z salary expectations in the Philippines highlights their bold approach to challenging workplace norms.

Understanding and aligning with their preferences can be a key strategy for companies looking to build an attractive employer brand globally.

Gen Z, known for their demand for work-life balance, flexible arrangements, and a values-aligned company culture, presents a unique opportunity for organizations.

In the Philippines, the discussion around their salary expectations reflects a broader global trend.

For instance, a staggering 81% of Gen Z workers globally would consider changing jobs if forced to return to the office full-time, surpassing even the 76% of Millennials with similar sentiments.

Their resistance to a daily commute, often impacted by poor traffic conditions, underscores the importance they place on flexible working arrangements.

LinkedIn's country leader (Philippines), Atul Harisanka, suggests that companies emphasising their values have experienced a 154% increase in job postings' effectiveness.

This surge indicates that Gen Z is actively seeking employers whose values align with their own.

Moreover, Gen Z's propensity to vocalise their concerns on social media emphasises the importance of transparent communication and fair treatment.

They crave consistent feedback sessions and feel dissatisfied when employers fail to provide objective performance reviews.

In the years to come, we will see more Millennials and Gen Zs gravitating towards industries and employers that showcase values which align with the younger generations at work

Leveraging Gen Z's preferences as a central theme in employer branding can contribute to a more attractive workplace for this generation, both in the Philippines and globally

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