The "Pampered" Generation Z Myth or Reality?
Generation Z is entering the workforce in droves, and the competition for GenZ talent is fierce. Employers are scrambling to figure out how to attract and retain this highly sought-after demographic.
There is a lot of conflicting information out there about what Gen Z wants and expects from their careers and leaders. Some believe that this generation already has a clear understanding of leadership. With others, despair prevails because it is said that Generation Z wants a three-day week. A wide variety of information circulates about Generation Z, often based on many preconceptions. GenZ individuals are said to be spoiled, lazy, self-absorbed, want to work as little as possible, make very high expectations of their employers and demand a great deal. The truth is, it's important to understand the real motivation of GenZ and separate fact from fiction.
As we gaze into the future of workforce, it is essential to keep in mind the burgeoning presence of GenZ. With over two billion members already inhabiting the globe, this demographic is poised to make a significant impact on the labour market in the coming years. In fact, by 2025, GenZ will comprise over a quarter of the working population, signalling a shift in the dominance of the workforce and ushering in a new era of leadership - a future where GenZ dominates the labour market, and congratulates baby boomers on their retirement.
Before we delve into the depths of this topic, let us take a moment to introduce ourselves to the individuals who are shaping the future. Allow us a glimpse into the minds, hearts, and ambitions of this dynamic group of young people.?
The term “Generation Z” refers to the demographic cohort born between 1997 (although some sources suggest 1995) and 2012, succeeding the millennial generation. This demography is also commonly referred to as "Generation Connected", "iGen" or "Centennials".
GenZ is a generation that seamlessly blends technology into every aspect of their lives. From the youngest age, they have grown up with technology being an integral part of their experiences. It's like a second nature to them, they have an innate ability to navigate the digital landscape and make it a vital part of their daily routine, relationships and overall lifestyle.
They are digital integrators and have a unique perspective on how technology can be utilised to enhance and streamline all aspects of life. They are ?global citizens“, born into a world of interconnectedness and diversity. Likewise, they are exposed to a diverse array of cultures, fashions, foods, and social trends that transcend borders, making the world feel like a smaller place.
For them, the world is truly their playground, where they can discover and experience new things from different corners of the globe. GenZ is a generation that is deeply connected to their peers, unlike any other before them. Social media platforms have given them access to a vast, diverse network of people that is both larger and more geographically dispersed than ever before. This network is always-on and has enabled them to be constantly connected and influenced by their peers - 24/7. They are the first generation to truly embrace the globalised world and make it their own.
The Impact of Generational Attitudes on the Workforce
What does GenZ bring to the table?
Conflicts in personnel recruitment and retention can arise from generational conflicts. There are currently four generations in the labour market: the Baby Boomers, Generation X, Generation Y and the “trailblazing” Generation Z. Each generation is influenced by the previous one. Education, value attitudes, imprints and beliefs in the world of work are either strengthened or attempted to be shaped in a completely different way.
The entry of Generation Z into the workforce brings with it a marked sense of self-confidence. This is hardly surprising, given the socio-economic and educational context in which this generation has been raised. With a cultural emphasis on the ability to chart one's own path and the encouragement to reach for the stars, members of Generation Z are ambitious and eager to make their mark. However, this can also lead to a lack of appreciation for the effort required to achieve their aspirations.
Every decision-making process related to career paths is a complex one, as it involves evaluating a plethora of options and trade-offs. The abundance of training courses, degree programs, and other career opportunities available in today's job market can make it challenging for individuals to make a clear and decisive choice. GenZ, in particular, is affected by the phenomenon of “Fear of Missing Out” (FOMO), transferring it from social networks to their career decisions, leading them to question their current choices and constantly search for better options.
In uncertain and ambiguous situations, individuals tend to seek security in the presence and guidance of others. This phenomenon is particularly pronounced in the case of Generation Z, who often relies on the support and advice of their parents. This parental involvement can manifest in various forms, such as a prolonged stay in a familiar environment or in the role of a life counsellor or coach. Attitudes and expectations of Generation Z are shaped by this parental involvement, and are likely to impact their perceptions of leadership styles in the workforce. Communication at eye level also carries over to expectations in the working world. Authoritarian or dominant leadership styles can, thus, rather not be dealt with.
The proliferation of social media platforms has had a profound impact on the way we communicate, interact, and consume information. For parents, the rapidly changing landscape of social media presents a unique challenge. Whereas Facebook was the dominant platform a decade ago, today it is TikTok on smartphones.
This has made it difficult for older generations to guide themselves through the dense forest of offerings, leaving GenZ to explore the apps and functions on offer on their own. It is evident that Generation Z is adept at sifting through and filtering large amounts of information, as well as presenting and marketing themselves effectively.
This is apparent in the way they quickly adapt to the zeitgeist, and how only the unique and special content leads to likes and followers. Yet, the digital skills that Generation Z acquires for themselves through their engagement with social media can be worth their weight in gold in the work context.
All of this presents employers with a whole new set of challenges. A shift towards a more dynamic and innovative approach is necessary to effectively attract and retain top talent from this generation. Dusty and antiquated recruiting methods are no longer effective, necessitating the adoption of innovative strategies. In this context, recruitment, onboarding, and employee retention are undergoing significant transformations, creating a dynamic and ever-evolving HR landscape.
In order to effectively recruit members of Generation Z, it is important to understand their unique characteristics and preferences. The following questions can serve as a guide for analysing and adapting recruitment strategies to appeal to this demographic:
It is important that HR departments aim to make the process of viewing job offers and submitting applications just as effortless as finding and obtaining services and products for their company’s target customer group.
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"Inner Values" of the Employer and its "Social Fingerprint"
In general, values serve as guiding principles, much like a lighthouse, providing direction and clarity - this holds true for corporate values as well.
It has been observed that members of Generation Z place significant weight on evaluating a company's social impact, and aligning it with their own personal values.
The likelihood of an individual applying to a given company is contingent upon the degree of overlap between these values. It is thus imperative for companies to clearly and visibly communicate their vision and purpose, including their commitment to societal issues such as health and well-being or providing leisure opportunities.
This approach will attract candidates who are able to align themselves with the company's purpose and form a strong bond with the organisation.
Preboarding and Onboarding of GenZ
Effective onboarding for GenZ begins long before their first day on the job through the implementation of preboarding strategies. The key to successful communication with this demographic is to show appreciation, which can be achieved through small gestures such as an e-mail expressing excitement for the new employee or a letter addressing common questions and providing information on key contacts, schedules and the office layout. This not only maintains contact and eases the transition, but also positions the company as an approachable and knowledgeable advisor.
Once the employee starts his job, an onboarding plan should be in place to provide guidance and clarity. This plan should clearly outline the employee's role and responsibilities within the company, as well as outlining company policies and procedures. It should also include a clear outline of the expectations from the employee and a clear understanding of the benefits the employee will be getting from working for the company.
It is not unimportant to also include specific training for the new employee. This can be in the form of online tutorials, interactive sessions or even shadowing a senior colleague. This will not only help the new employee understand the company's culture, but also familiarise him with the job requirements and help him to be productive from day one.
Retaining GenZ Employees
Retention of Generation Z employees is a critical concern for organisations in today's workforce. Effective communication is a fundamental aspect that plays a major role in successfully retaining GenZ staff.
Frequent feedback mechanisms are crucial in engaging Generation Z. This includes regular, short feedback sessions that provide continuity and help to ensure that the employee is on track in his professional development. In addition, involving Generation Z employees in social media tasks and promoting collaborative projects can help to foster a positive working atmosphere and tap into their digital competencies.
Furthermore, addressing the basic needs of Generation Z, including the use of digital devices, can help to mitigate potential negative effects such as FOMO and withdrawal from technology. By providing opportunities for the integration of digital devices in the workplace, organisations can create a more satisfying and productive work environment for this demographic.
The Human Aspect
The recruitment and retention of GenZ employees, as well as all other employees, is highly dependent on the presence of a human-centric approach. This includes the application of honest empathy and the implementation of human leadership strategies. By investing time, attention, and genuine appreciation, a foundation of trust and mutual understanding can be established between the employer and employee.
In the field of Human Resources, it is crucial to have individuals in leadership positions who possess the necessary skills and attributes to effectively communicate and understand the needs of their workforce.
Often, HR departments may become bogged down by routine and lose sight of the importance of empathy, compassionate communication, and understanding of workforce issues. It is the responsibility of the management to ensure that HR positions are filled with individuals who possess these attributes. In cases where this cannot be achieved internally, seeking the assistance of professional consultants may prove to be beneficial.
After all, every employee is the son or daughter of a parent. What kind of working environment and leadership would you wish for your own children or grandchildren?
For those who may be wondering "What is to become of the youth of today?", let me remind that “another next” generation is already on the horizon - Generation Alpha, ready to whip up some HR storms and shake up the world of work like never before. So hold on tight, folks. It's gonna be a wild ride! And I, for one, can't wait to see what they've got in store.
Thank you very much for your time and attention.
I am always interested in a professional exchange and welcome questions and/or comments on my remarks.