Generation Z - How they are redefining work
Freedom, meaningfulness and flexibility: for Generation Z, work is no longer everything. They have different values and expectations of their employer than the generations before them. It is not uncommon for them to be labeled as a problem generation or lazy.
The fact is that recruiting Gen Z is becoming increasingly relevant due to the growing shortage of skilled workers, as more and more are entering the world of work: After all, a quarter of Gen Z in Germany are already employed full-time. But how can companies reach this generation?
This blog post explains the requirements of Generation Z in the world of work and derives measures on how employers can adapt their recruiting so that companies and Gen Z can benefit from each other.
Who is Generation Z?
But first of all, who exactly is Generation Z?
Depending on the definition, Generation Z includes all people born between 1996 and 2012. In Germany, this is around 13.9 percent of the population. They have grown up with mobile devices and social media and are therefore also referred to as digital natives. Growing up in this hyper-connected world also means that Gen Z dealt with socially relevant issues on a global level earlier than previous generations, which is why diversity issues are particularly important to members of this generation.
So a digitized world is nothing new to them, unlike millennials, who are referred to as digital pioneers because they witnessed the beginnings of search engines, instant messaging and so on. But what exactly is the difference between the two generations, especially when it comes to the world of work?
What distinguishes Gen Z from millennials?
Gen Y, also known as Millennials or Generation Why, comprises all people born between 1981 and 1995. Generational differences can usually be traced back to certain political and social events that had a particular impact on them in their childhood or youth.
Gen Y, for example, was influenced by increasing globalization and various political events, such as the Gulf War, as well as the social platform Facebook and climate change. All these events, as well as other events, led to the establishment of the following values and desires among millennials:
- Family
- health
- reliability
- Safety and security
- Willingness to take risks
Unlike Gen Y, Gen Z has been and continues to be influenced by the financial and economic crisis, climate change, political movements in the media (Fridays For Future), the coronavirus pandemic and international events such as the war in Ukraine. The coronavirus pandemic in particular has left its mark, as it has made it difficult for many to start a career. These events, which reflect instability and uncertainty, have resulted in the following desires and values: Above all, Gen Z values their family and friends, health, individuality and freedom.
In addition, stability, a structured everyday life and a sense of purpose are particularly relevant to them. Relatives want to realize themselves in the world of work and want their work to be fun and not purposeless. In addition to work, however, their leisure time must not be neglected, as this is very important to Gen Z.
In contrast to Gen Y, Gen Z clearly separates professional and private life and opposes work-life blending, i.e. the merging of work and private life. Instead, they demand work-life separation.
While work-life blending offered the previous generation the perfect balance between work and leisure and is still viewed positively, Gen Z fears that the boundary is becoming even more blurred, especially in digital professions, and that many employees still tend to answer business emails after work.
Although Gen Z and Gen Y have many similarities in their wishes and expectations of their employers, there are also some significant differences between these generations. For example, flexibility and job satisfaction are important to both generations. However, Gen Z demands their needs much more than Gen Y does, which is why employers now have to face some challenges, as the labor market is experiencing a growing shortage of skilled workers in many different industries.
However, it is not only employers who are aware of this, but above all Gen Z. As a result, people with a higher level of education in particular can and often do make more demands.
So what challenges do employers have to face?
1. social washing must be avoided
The requirement of Gen Z to work in companies that reflect their own values and clearly position themselves on socially relevant issues is a major challenge for companies. Gen Z increasingly identifies with companies that authentically represent values such as diversity and sustainability.
However, it is not enough for future employees that the company values are only marketed on the website, as they can quickly see when it is so-called social washing. This is where companies present themselves as sustainable or diverse when they actually are not.
If these and other requirements are not met by the company, they quickly look around for other companies, as Gen Z is not afraid of job hopping. The new generation is therefore no longer as strongly tied to their employer and their company as their predecessor generation.
2. flexible working should not just be optional
In addition to adaptable working hours, Generation Z values new, individual working models that should be a fixed option. Forms of work such as part-time work, the four-day week, remote working, job sharing, working from home and flexible time management can meet the individual needs of each person.
They also allow employees greater flexibility, giving them more time for their family, leisure activities and personal interests. This increases both the productivity and satisfaction of employees, as they can adapt their work to their own rhythm. Both companies and employees benefit from this efficiency.
3. further training and a fair salary are expected
The demand for self-realization is reflected in the desire for further training opportunities. Future employees want to have the option of further training and development within a company.
Further training opportunities range from seminars, webinars and workshops to e-learning. However, these further training measures also have advantages for companies, as they can be an effective tool to help employees increase the success of the company.
In addition to training opportunities, Gen Z also wants a fair salary combined with a stable and secure job.
1. social media or mobile recruiting
As already mentioned, Gen Z are digital natives. This also means that they are less likely to be reached via traditional channels such as print media or job fairs. Instead, companies should make greater use of social media recruiting. Depending on the position, several channels can also be used. The strategy of mobile recruiting should also not be ignored. Applicants can be approached via a responsively designed website or app that allows them to apply easily.
2. simple application processes
Speaking of simple applications: an application via an introductory video is more appealing to Generation Z than a long letter of motivation. They also don't want a time-consuming application process, which is why companies should offer a one-click application.
The job description should also be as detailed as possible, as Gen Z wants to know exactly what they can expect from the company. Digital natives are used to direct feedback from their social networks. Employers should therefore respond promptly.
3. attractive working environment
Gen Z wants open communication in the workplace. However, employers should not only focus their communication on the work itself, but also on the personal needs of employees, such as their mental health.
The workplace should therefore be a place where Generation Z feels comfortable and has the feeling of being included. This requires an honest working environment in which everyone has a say. A positive working atmosphere can be created by strengthening teamwork.
4. further Training
In addition to various projects, there should be the option of further training within the company. This can be achieved through workshops and training courses as well as by moving between different areas of work within the company.
Employees also need to be involved in important decision-making issues and want to take on more responsibility. However, Gen Z not only wants to develop through tasks, but also through regular constructive feedback.
5 Employer branding & corporate culture
Employer branding and the target group approach must be adapted to Gen Z, as they want to identify with the company.
To do this, it is necessary to incorporate the company values into communication in an authentic way and to create an awareness of diversity, inclusion, sustainability and social commitment within the company. This is because future employees will increasingly identify with these values, making it easier for them to form an emotional bond with the company.
Employer branding should primarily take place on various social media channels, such as Instagram, TikTok and co. and be very visual, as this enables a more emotional approach, which Gen Z attaches great importance to.
Generation Z presents employers and the job market with new challenges. With the right recruitment methods and an adaptation to Gen Z, they can not only be successfully reached, but their full potential can also be exploited.
The current demands on employers may naturally change over the course of their life stages.
Nevertheless, it can be said that companies should always offer a corporate culture based on transparency, freedom, meaningfulness, further training and diversity. If these points are fulfilled, Generation Z employees are more likely to stay with a company for longer. In this way, both employers and Gen Z can benefit from each other.