Moving from "Finding" purpose to "Creating" purpose: The Gen Z Way.

In today’s rapidly changing work environment, organizations face the challenge of engaging a new generation of employees—Gen Z. Known for their digital nativity, social consciousness, and desire for meaningful work, Gen Z isn’t asking for more—they are asking for what’s important and necessary. They seek roles that offer purpose, opportunities for growth, and a sense of belonging.

So, how can organizations help Gen Z create meaning & purpose at work?

Here are key strategies to consider.

Shifting the Paradigm: From Finding to Creating Meaning

Throughout history, the quest for meaning and purpose has been a fundamental aspect of the human experience. Many have spent their lives searching for that elusive sense of fulfillment, only to find that something still feels missing. This persistent sense of incompleteness suggests that perhaps meaning isn’t something to be found, but rather, something to be created. For Gen Z, this shift from finding meaning to creating meaning is crucial, especially in the workplace.

Why is this important? The workplace is where many people spend a significant portion of their lives, and feeling that their work has purpose and value can greatly enhance their overall well-being and job satisfaction. By empowering Gen Z to create meaning in their work, organizations can foster a more engaged, motivated, and productive workforce.

So, how can organizations help Gen Z create meaning at work?

For Gen Z, meaningful work is multifaceted. It encompasses personal fulfillment, social impact, continuous learning, and alignment with personal values.

Let’s delve into these aspects first.

1. Personal Fulfillment: Gen Z values roles that align with their passions and interests. They seek jobs where they can see the tangible results of their efforts and feel a sense of accomplishment. Example:?A content creator who sees the impact of their work through audience engagement and feedback feels a sense of fulfillment and purpose. This can be enhanced by allowing them to work on projects that align with their creative interests and giving them the autonomy to innovate. To understand interests,? companies can use surveys, one-on-one meetings, and regular feedback sessions to understand the specific interests of their employees. Implementing platforms where employees can propose project ideas or express interest in various initiatives can also help align work with personal passions.
2. Social Impact: This generation is deeply concerned about societal issues and wants to work for companies that contribute positively to the world. Example:?An employee at a company that prioritizes sustainability can feel proud of their contribution to environmental conservation. This can be further supported by initiatives like corporate social responsibility programs, sustainability projects, and opportunities to participate in community service. Companies should integrate social responsibility into their ongoing performance and development plans. Allocating time for employees to engage in these initiatives as part of their work schedule emphasizes their importance. Recognize and reward employees' contributions to social impact projects during performance reviews and development meetings, highlighting the value the company places on these efforts.
3. Continuous Learning: Gen Z prioritizes personal and professional development. They seek environments that offer opportunities to learn new skills and advance their careers. Companies should look into investing in learning opportunities that not only enhance employee skills and knowledge but also increase job satisfaction and retention. When employees see that their organization is committed to their growth, they are more likely to be engaged and loyal. Professional development conversations should have mechanisms that facilitate and act as catalysts to support this behavior. Example:?An Ed-tech company that provides access to the latest courses and workshops on emerging technologies helps employees stay ahead in their fields. In addition, they integrate professional development into regular performance reviews, where managers and employees discuss learning goals and progress. They provide access to a robust learning management system (LMS) and allocate budgets for attending conferences and workshops.
4. Alignment with Personal Values: Gen Z prefers to work for organizations whose values match their own. This alignment fosters a sense of authenticity and belonging. Example:?Working for a company that advocates for diversity and inclusion can make an employee feel that their work environment reflects their personal beliefs. Organizations can reinforce this by developing and enforce inclusive policies that reflect the company's commitment to diversity and inclusion, celebrate diverse backgrounds through events, training, and awareness programs. Lastly, ensuring representation across multiple dimensions of identity at all levels of the company, for instance, by promoting diverse hiring practices and supporting employee resource groups

Now that we understand some of the facets of what makes “meaningful work,” it is crucial to think about strategies that enable the creation of such an environment.

Creating meaningful work experiences for Gen Z goes beyond merely providing tasks to complete; it involves fostering an environment where they feel valued, engaged, and connected to the organization’s mission. By implementing strategies that emphasize purpose, growth, autonomy, and community, organizations can meet the expectations of this dynamic generation.

Here are key strategies to help organizations create meaning at work:

1.?Cultivate a Purpose-Driven Culture (More than just the “TALK”)

Organizations must not only clearly articulate their mission, vision, and values but also ensure that every employee, from the intern to the CEO, is living these principles daily. This alignment fosters a cohesive, purpose-driven work environment where everyone feels connected to the organization's goals. By involving employees in social initiatives and transparently communicating and living the company’s goals/values/mission, organizations fulfill the Self-Determination Theory (SDT) needs for autonomy, competence, and relatedness, thereby enhancing motivation and engagement (Deci & Ryan, 2000).

Transparency and Communication:

• Regularly communicate the company’s goals and the impact of employees’ work on achieving these goals. Example:?Monthly town halls where leadership discusses how the company’s projects align with its mission and values can reinforce the sense of purpose. This can be achieved by developing a comprehensive communication strategy that includes regular updates via emails, newsletters, and meetings. Use internal platforms for transparent sharing of achievements and goals. Encourage open forums and Q&A sessions where employees can ask questions and provide feedback directly to leadership.
• Ensure Values Are Lived Daily: Encourage leaders and managers to model the company’s values in their daily actions and decision-making processes. Example:?A CEO who actively participates in volunteer activities and sustainability initiatives sets a powerful example for the entire organization. This can be achieved by Integrating value-based metrics into performance reviews and reward systems. Highlight stories of employees at all levels who exemplify the company’s values in internal communications and during company events.
• Involve Employees in Social Initiatives: Create opportunities for employees to participate in community service and social impact projects. Example: Offering paid time off for volunteering or organizing company-wide social responsibility days. This can be achieved by partnering with local non-profits and community organizations to identify volunteer opportunities. Create a volunteer committee to plan and manage these initiatives, ensuring they align with employees' interests. Provide resources and support for employee-led social initiatives, and recognize and celebrate their contributions.

2.?Provide Growth and Development Opportunities

Investing in employees’ growth is crucial for retaining Gen Z talent and helping them create meaning in their work. It's not just about instructing employees to pursue certain learning paths but about creating an environment that nurtures continuous development and providing the necessary resources to support their educational and career aspirations. By designing roles that offer continuous learning and development opportunities, organizations can increase job satisfaction and motivation through skill variety and task significance and aligns with the Job Characteristic Model (Hackman & Oldham, 1976).

• Create a Learning Culture:Foster an environment where continuous learning is embedded in the company culture and actively encouraged at all levels. Example:?Organizing "Learning Days" where employees can dedicate time to personal and professional development without impacting their regular workload. This means integrating learning goals into performance reviews and provide regular feedback on progress.
• Provide Accessible Resources: Ensure that learning resources are readily available and accessible to all employees. This includes online courses, certifications, workshops, and mentorship opportunities. Example:?A tech company that provides access to the latest courses and workshops on emerging technologies helps employees stay ahead in their fields. This can be achieved by investing in a robust learning management system (LMS) that offers a wide range of courses and training materials. Partner with educational institutions and online learning platforms to provide accredited courses. Offer stipends or reimbursements for external learning opportunities, such as conferences and specialized training programs.
• Support Flexible Learning: Understand that employees have different schedules and responsibilities and provide flexible learning options to accommodate their needs. Example:?Offering asynchronous online courses that employees can complete at their own pace, allowing them to balance work and personal commitments. This can be achieved by providing flexible learning hours and the option to allocate work time for training and development. Create a culture that values and supports the pursuit of education, making it clear that learning is a priority and not an additional burden.
• Holistic Support for Education:Beyond subsidizing degrees, offer holistic support that helps employees manage their time and resources effectively while pursuing education.Example:?Offering study leave, flexible working hours, and dedicated time slots for coursework during the workday. This can be achieved by establishing partnerships with universities and educational institutions to provide tailored degree programs and certifications that align with the company’s needs. Offer career counseling and planning services to help employees integrate their educational pursuits with their career goals.
• Mentorship and Coaching Programs: Establish mentorship and coaching programs to guide employees in their career paths and personal development.Example:?Pairing new hires with experienced mentors who can provide guidance and support. This can be achieved by developing a structured mentorship program that includes training for mentors and regular check-ins. Match mentors and mentees based on their career goals and interests to ensure productive relationships.

3.?Encourage Autonomy and Empowerment

Giving Gen Z employees the freedom to make decisions and take ownership of their work enhances their engagement, sense of purpose, and helps build trust within the organization. Empowering them with opportunities to utilize power, influence, and authority can significantly contribute to their job satisfaction and organizational commitment. By providing autonomy and clear expectations for decision-making, organizations align effort with expected outcomes, enhancing motivation and job satisfaction, as supported by Expectancy Theory (Vroom, 1964.

• Flexible Work Arrangements: Offer flexible schedules and remote work options to help employees balance work with personal interests. Example:?Allowing employees to choose their work hours or work from different locations based on what best suits their productivity. This can be achieved by implementing a flexible work policy that allows employees to set their own schedules and choose their work environments. Use project management tools to track progress and ensure accountability. This approach not only demonstrates trust in their ability to manage their time but also empowers them to make choices that suit their personal and professional lives.
• Empower Decision-Making: Encourage employees to take initiative and contribute ideas, fostering an environment where innovation is valued. Example:?Implementing a suggestion box or an innovation committee where employees can propose and develop new projects. This can be achieved by creating formal channels for idea submission such as digital suggestion boxes or regular innovation meetings, (Tools such as Microsoft Forms can be used). Provide resources and support for employees to develop and implement their ideas, including time, budget, and mentorship. This not only allows them to exercise their influence and authority but also shows that the organization values their input and trusts their judgment.
• Build Trust Through Transparency: Maintain open communication channels and involve employees in decision-making processes. Example:?Regularly updating employees on company performance and seeking their input on major decisions. This can be achieved by developing transparent communication strategies that involve employees in key decisions and provide regular updates on company goals and performance. This approach builds trust by demonstrating that their opinions are valued and that they are integral to the organization’s success.
• Provide Leadership Opportunities: Offer opportunities for employees to lead projects or teams, enhancing their leadership skills and confidence. Example:?Assigning employees to lead a cross-functional project team or mentoring new hires. This can be achieved by identifying high-potential employees and providing them with leadership opportunities, such as project management roles or team lead positions. Offer training and support to help them succeed in these roles, demonstrating trust in their abilities and providing them with a platform to exercise authority and influence.

4.?Foster a Sense of Community and Belonging

Creating a supportive and inclusive workplace culture is essential for Gen Z to feel connected and valued. By fostering a sense of community and belonging through team-building and diversity initiatives, organizations enhance employees’ social identity and commitment, as highlighted by Social Identity Theory (Tajfel & Turner, 1979).

• Team Building Activities: Organize regular team-building events to strengthen relationships and promote a sense of camaraderie. Example:?Virtual or in-person team retreats, social gatherings, and collaborative projects. This can be achieved by scheduling regular team-building activities and ensuring they are inclusive and varied to cater to different interests. Use surveys to gather feedback on past events and plan future activities that resonate with employees.
• Diversity and Inclusion Initiatives: Promote policies and practices that foster diversity, equity, and inclusion within the organization. Example:?Diversity training programs, inclusive hiring practices, and employee resource groups. This can be achieved by developing a comprehensive diversity and inclusion strategy that includes training programs, diverse hiring practices, and support for employee resource groups. Regularly review and update policies to reflect best practices and feedback from employees.

By fostering autonomy and empowerment, organizations can create an environment where Gen Z employees feel trusted, valued, and capable of making significant contributions. This not only enhances their engagement and sense of purpose but also strengthens their commitment to the organization

Helping Gen Z create meaning at work is not just beneficial for employees but also for organizations looking to cultivate a motivated, engaged, and high-performing workforce. By understanding what meaningful work means to Gen Z and implementing strategies that foster purpose, growth, autonomy, and community, organizations can bridge the gap and meet the expectations of this dynamic generation.

References

Self-Determination Theory (SDT): Deci, E. L., & Ryan, R. M. (2000). "The 'What' and 'Why' of Goal Pursuits: Human Needs and the Self-Determination of Behavior."?Psychological Inquiry, 11(4), 227-268.

Job Characteristics Model (JCM): Hackman, J. R., & Oldham, G. R. (1976). "Motivation through the design of work: Test of a theory."?Organizational Behavior and Human Performance, 16(2), 250-279.

Expectancy Theory: Vroom, V. H. (1964).?Work and Motivation. Wiley.

Social Identity Theory: Tajfel, H., & Turner, J. C. (1979). "An Integrative Theory of Intergroup Conflict." In W. G. Austin & S. Worchel (Eds.),?The Social Psychology of Intergroup Relations?(pp. 33-47). Monterey, CA: Brooks/Cole.

Zohra (Zo/Z) Damani is a seasoned Talent Development Professional with over 15 years of experience. A Certified Coach, currently pursuing a Doctorate in Education from Vanderbilt, undergoing Shamanic Practitioner Training in Scotland, a Trained Yoga Teacher, and an acclaimed author, Zohra brings a unique blend of expertise and a holistic approach to talent development and organizational transformation.