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Gen Z is making its mark at work. The socially aware, eco-conscious generation is set to make up just over a quarter of the workforce in OECD countries by 2025. Champions of equality, they seek workplaces that prioritise diversity and foster inclusivity. So, how should businesses prepare for this new wave of workers?
Our Talent Trends 2024 survey, a comprehensive global study of nearly 50,000 skilled professionals conducted by PageGroup, has uncovered key insights around Gen Z’s work trends and values. Companies must understand this new generation of workers, as they represent the future of your business.
Before we look at the trends around Gen Z at work, let’s get the basics straight. Generation Z describes people born between 1997 and 2012. Also known as Zoomers, this cohort follows Millennials and precedes Gen Alpha, today’s youngest generation.
They’re the first generation to have grown up with smartphones and tablets. In Europe, they’re the most culturally diverse generation and the best educated. However, an ageing population and low birth rates mean Gen Z makes up a smaller share of the European population compared to the rest of the world. What does this mean for European employers? It suggests they need to take a proactive approach to appeal to and hold onto high-quality young talent.
Curious to dive deeper into the current talent market and emerging workplace trends in Europe? Check out our Talent Trends 2024 report for all the details.
When it comes to differences between Gen Z at work and their older colleagues, a few trends stand out:
So what drives Gen Z at work, and how do you motivate them? Here’s what you need to bear in mind:
For Gen Z, a competitive salary is a must.
What else spurs Gen Z to switch jobs compared to older generations?
Almost a third of Gen Z employees (29%) are working in the office more than they did 12 months ago. But it’s not always because they’ve been mandated to return. They see opportunities for career advancement, learning, collaboration and socialising.
⦁ 14% say they are spending more time in the office to learn from colleagues.⦁ 43% believe working in the office is better for their career development.⦁ 29% say they feel too isolated working from home.
When asked about their top priority at work, Gen Z chooses good salary (36%) or mental health (33%) above job satisfaction (11%) or a work-life balance (7%). In contrast, 31% of 50 to 64-year-old workers prioritise job satisfaction above anything else, with only 12% considering mental health the most important factor.
Gen Z often prefers tools such as Slack, Google Workspace and Microsoft Teams, which allow for real-time collaboration, file sharing and project management. They also tend to prefer instant messages to lengthy phone calls or email threads. They’re highly alert to the potential of AI and expect up-to-date workplace tech like time-saving AI tools.
⦁ One-third (33%) say they use AI at work (more than any other generation).⦁ Over half (56%) believe AI’s growth will impact their career plans.
Gen Z employee traits at work
Rolling out the same old recruitment tactics isn’t going to cut the mustard with Gen Z. It’s crucial you change your mindset, adapt, and develop new strategies aimed specifically at this generation.
Luxury brand Lacoste is a good example of a company that successfully appeals to Gen Z on one simple yet effective web page. The business innovatively combines images of smiling young employees with powerful messages about company culture, values, benefits and individual development, backed up by clear, compelling statistics.
When creating targeted job postings, you need to highlight:
Like their counterparts in their 30s and 40s, almost a fifth of Gen Z workers (18%) say closing the gender pay gap is their top priority when it comes to diversity, equity and inclusion.
22% report experiencing discrimination at work based on their religion or beliefs. Employers must prove to Gen Z talent that their DE&I initiatives are meaningful and not simply box-ticking exercises.
Younger employees value working for businesses that aren’t just focused on profit. A company with an impressive track record of corporate social responsibility (making a positive impact on the environment and within the community) will stand out. Engaging social media content is a great way to call out achievements.
If an employee is weighing up two or three job offers, attractive flexible working conditions can give your company a competitive advantage. This could include remote work, a hybrid model (a blend of at-home and in-office work), job sharing, flextime or part-time hours. Or you could offer employees Fridays off with a compressed workweek.
According to our survey, 20% of Gen Z employees have initiated job searches because they were unhappy with their non-financial work benefits. Providing benefits that contribute to well-being and work-life balance can make a difference in attracting the best young talent. Examples include:
What effective strategies can businesses employ to motivate Gen Z workers from day one?
Ensure your onboarding process is digital-friendly. Use online platforms, videos and interactive modules for training and orientation.
Gen Z values honesty and authenticity at work. Be clear about expectations and regularly provide timely, constructive feedback. Acknowledge success at company-wide events or on social media platforms, as well as through promotion and compensation.
Gen Zers place a high value on career progression and aren’t afraid to job-hop if they don’t get what they want.
Prioritising learning and development for younger employees can keep them engaged and lead to higher job satisfaction. It’s an investment in the business too.
In today’s competitive European job market, understanding Gen Z’s unique characteristics and preferences is essential. Flexible working, well-being and a good work-life balance rate highly in their priorities, as do factors such as strong DE&I initiatives, a sense of purpose at work and opportunities for training and development.
If you’re currently hiring and would like further assistance in harnessing the power of Gen Z, contact Michael Page today.
Don’t assume Gen Zs are like every other age group. Keep these important steps in mind:
Gen Z values purpose, a positive work culture and career growth. They prioritise attractive flexible arrangements and a healthy work-life balance. They seek employers who embrace diversity and inclusion and who provide access to technology that allows creativity and innovation.
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