Thriving in the age of Gen Z – strategies for attraction, engagement, and retention at the workplace

By Harold Kwabena FEARON

As the Generation Z begins to enter the workforce, organizations face an unprecedented challenge – adapting to meet the unique expectations and needs of this digitally native generation.

Born between the mid-1990s and early 2010s, the Gen Z has been shaped by a world where the internet, social media, and advanced technology are not just tools, but integral parts of daily life. This constant connectivity has influenced their communication styles, learning preferences, and overall outlook on work and life.

Unlike previous generations, who may have adapted to technological advancements over time, Gen Z has never known a world without the convenience and immediacy of digital access. This upbringing has fostered a generation that values speed, efficiency, and transparency. They are accustomed to having vast amounts of information at their fingertips and expect the same level of accessibility and responsiveness in their professional environments.

Given these characteristics, employers need to rethink their strategies for attracting, engaging, and retaining Gen Z talent. Traditional recruitment methods and workplace structures may fall short in appealing to this cohort. Therefore, the purpose of this article is to explore and provide actionable insights into how organizations can effectively attract, engage, and retain Generation Z talent in today’s evolving workplace landscape.

Who are the Generation Z?

Generation Z, often abbreviated as Gen Z, refers to the demographic cohort born roughly between the mid-1990s to the early 2010s. While definitions may vary slightly, Gen Z typically includes individuals born from around 1997 to 2012 or later, following Generation Y (Millennials) and preceding Generation Alpha.

This generation is characterized by their familiarity with digital technology from a young age, growing up during a time of rapid technological advancements, social media proliferation, and global connectivity. Gen Z is known for their digital fluency, diversity, strong emphasis on social justice, and a pragmatic outlook shaped by economic uncertainty and global events like the Great Recession and COVID-19 pandemic.

The key characteristics of the Generation Z

1. They are termed as ‘Digital Natives’: Generation Z stands out significantly due to their innate relationship with technology, marking them as the first “digitally native” generation. Raised in a world immersed in the internet, handheld devices, touchscreens, and social media, Gen Z effortlessly integrates technology into their daily lives.

This digital prowess empowers them with unparalleled access to information, fostering proactive learning and independent research skills. However, it also makes them prone to boredom with repetitive tasks that could be automated.

1. Embracing diversity: Notably, Generation Z is the most diverse generation yet, with nearly half identifying as racially or ethnically diverse. They are also progressive in matters of gender and sexuality, advocating for inclusive representation such as the use of gender-neutral pronouns in forms and online profiles. This diversity shapes their expectations of how businesses and institutions should engage with and respect their identities.
2. The challenge of loneliness: Regrettably termed the “loneliest generation,” Gen Z reports high levels of loneliness, attributed partly to technological immersion and societal changes like delayed marriage and dual-career parents. This sense of isolation can impact their social interactions and workplace dynamics, necessitating the need for supportive environments.
3. Political progressivism: Informed by instant access to global news on social media and diverse opinions, Generation Z emerges as a politically progressive cohort. They hold views distinct from older generations, advocating for racial equity, active government roles in climate change issues, and societal acceptance of LGBTQ+ rights. This progressive outlook shapes their expectations of corporate social responsibility and influences their choices as both consumers and employees.
4. Focus on financial stability: Having witnessed economic uncertainties like the 2008 financial crisis and subsequent recessions, Gen Z prioritizes financial security. Pragmatic and cautious about debt, they seek stable incomes and long-term financial stability in their careers.
5. Sense of feeling misunderstood: Gen Z often feel misunderstood by older generational groups. Their unique values, perspectives on technology, and social issues sometimes clash with the conservative attitudes and practices of older colleagues and family members. This can create tensions and barriers to effective communication and collaboration in both personal and professional settings.

Gen Z workplace expectations

The first Gen Z graduates entered the workforce in 2019, and they are already setting a precedent for how the rest of their cohort will approach the world of work. The following outlines some of the key expectations Gen Z are bringing to the workplace:

1. Valued, included, and empowered: One of the most prominent expectations from Gen Z employees is the desire to feel valued, included, and empowered in their roles. They seek environments where their contributions are recognized, their voices are heard, and they are given the autonomy to make meaningful decisions. This expectation challenges employers to foster a culture of inclusivity and respect, ensuring that all employees feel like integral parts of the organization.
2. Skill development opportunities: Gen Z employees are eager to explore and develop new skill sets rather than being confined to a single area of expertise. They value roles that offer opportunities for continuous learning and growth. Jobs that allow them to expand their knowledge and capabilities keep them engaged and motivated. Employers must therefore create pathways for skill development, including access to training programs, workshops, and varied job responsibilities.
3. Holistic development: Personal development is just as important to Gen Z as professional growth. They want their managers to care about their personal development as much as their career advancement. This expectation requires managers to take a more holistic approach, supporting their team members’ well-being and life goals alongside their professional ambitions. Providing mentorship, offering work-life balance, and encouraging personal projects are ways employers can meet this need.
4. Comprehensive benefits packages: When considering new roles, Gen Z workers take workplace benefits into account. This generation is willing to accept a lower salary if their non-salary needs are adequately met. This includes healthcare, wellness programs, mental health support, and other benefits that contribute to their overall quality of life.
5. Remote working flexibility: Flexibility in work arrangements is a significant expectation for Gen Z. They specifically seek roles that offer remote working options, and many who currently work remotely or in hybrid setups state they would not return to a fully in-person workplace.
6. Commitment to Environmental, Social, and Governance (ESG): Finally, Gen Z places high importance on ethical business practices, sustainability, and social responsibility. Many Gen Z employees would leave a company if its business practices were not ethical, sustainable, or aligned with their social and political values.

Strategies for managing Gen Z employees at the workplace

So far, this article has made it clear that understanding Gen Z’s mindset is crucial for employers who want to attract and retain the best talent from this cohort. To effectively engage this dynamic group, organizations must adopt the following strategies to meet these expectations and create a workplace environment that resonates with Gen Z values.

1. Focus on diversity and inclusion: According to an EY Survey, 63percent of Gen Z employees believe it is essential to work with people from different educational backgrounds and skill levels, while 83percent think having people from different cultures is the most important element to building a team. If your workforce is lacking in diversity, it might be time to rethink your hiring process. Employees will therefore need to work closely with their HR teams to create a hiring process that is fair and open to workers from all backgrounds.
2. Encourage communication: Despite their fluency in digital communication technology, the Gen Z workforce value social interaction, with 51percent preferring face-to-face communication. Encouraging these face-to-face interactions will go a long way in keeping Gen Z engaged in the workplace, creating a culture that fosters team collaboration and communication. Some easy ways to achieve this include choosing video calls over voice calls, setting up regular team meetings and social activities, and encouraging managers to check in often, offering feedback and reviews of their performance.
3. Provide autonomy and ownership: Gen Z workers do not want to do the same job forever – they are role hoppers. This makes it important to give your Gen Z workforce ample opportunity to learn and grow beyond their current role. Managers should take advantage of Gen Z’s independence and self-motivation by entrusting them with extra-curricular responsibilities and giving them the opportunity to share their ideas. Give them the tools for independent research and nurture their interests to encourage both personal and professional development.
4. Emphasize corporate citizenship: Gen-Z employees are more likely to work for companies that prioritize corporate citizenship and demonstrate their commitment to sustainability, climate change, public health and other pressing challenges. Businesses should consider incorporating corporate citizenship into their mission and values to attract Gen-Z talent.
5. Highlight impact and purpose: It is important that companies highlight the impact of a role in the job description itself. Gen-Zers often prefer to work in roles that make an impact beyond the company walls. Companies should allow employees to volunteer and contribute to causes they care about.
6. Offer competitive compensation and benefits: Companies must offer fair and competitive compensation and benefits to engage Gen-Z talent. Those include not only salary but also health insurance and other perks such as wellness programs, corporate discounts, student loan repayment assistance, tuition reimbursements and paid vacation.
7. Use technology: Gen-Z workers are digital natives in that they have no recollection whatsoever of the non-internet era. They tend to expect businesses to use the latest technologies in the workplace. Businesses should use relevant and up-to-date technology to streamline processes, improve collaboration and enhance communication.

Conclusion

Thriving in the age of Gen Z requires employers to think beyond traditional management practices and embrace new, dynamic strategies. This generation is not just the future of our workforce; they are the present, bringing with them a fresh perspective and unique set of skills that can drive innovation and growth. By understanding their expectations and adapting to meet them, companies can create an environment where Gen Z employees feel valued, engaged, and motivated to contribute their best work.

After all, investing in Gen Z is not just about meeting their needs—it is about shaping the leaders of tomorrow and ensuring a prosperous future for your organization.

>>>the writer is an Associate at SUSTINERI ATTORNEYS PRUC (www.sustineriattorneys.com) with its Corporate, Governance, and Transactions Practice Group, specializing in legal service provision for Startups/SMEs, Fintechs, and Innovations. He welcomes views on this article via [email protected]