Is your talent approach Gen-Z ready?
If you are a leader or hiring manager in Aotearoa, you are probably noticing your workforce is looking a little different and there is a shift in the talent landscape that is hard to ignore. Generation Z, those born between 1997 and 2012, is here and making their presence known with it expected that the workforce is made up of just over 25% of Gen Z’ers by 2025, according to the World Economic Forum.
This generation is digital, they’re exposed to global markets and global ideas and want to make their mark. However, this generation know their value, they can have different expectations as candidates and employees than past generations, and they are increasingly shaping the market in terms of valuing their own needs and making their voices heard.
Are Kiwi companies ready to adjust the recruitment approach to meet the needs of Gen-Z en-mass? Companies need to quickly understand this group and their expectations to both attract and retain staff.
Who is the Gen-Z professional?
Firstly, it’s important to understand the attributes of a Gen Z talent. Although not everyone can be put in the same bucket, it is possible to draw out some commonalities in how they approach their work:
They are career-focused and ambitious, and want to work for the best while also exploring side hustles
They expect frequent feedback from their managers to help them develop and progress – it needs to be realistic and meaningful
They are keen to move into leadership roles and want to get there more quickly
They expect companies to be open to change and looking at new ways of doing things
They won’t tolerate “toxic cultures, discrimination, or work that won’t flex to fit their personal lives”
They expect their employer to offer a healthy work-life balance and prioritise their mental health
They want to feel they can bring their whole self to work, which can mean bringing personal issues with them and sharing these with managers, and their peers
All of these traits present unique challenges for people leaders to get the best out of Gen Z’ers.
How can you best accomodate Gen-Z talent?
Deloitte’s 2023 Gen Z and Millennial Survey found the top 5 issues of greatest concern for Gen Zs in NZ are: Cost of Living, Mental health, climate change, Inequality/discrimination, and income inequality. By keeping these in mind employers will do well to attract and retain Gen Zs.
We know if we don’t adapt, we will lose out on future talent. The research tells us we should focus in on these key areas across the talent lifecycle to attract and keep the best people in a new wave of talent:
1. Go big on health and wellness benefits: In recent times, a competitive recruitment environment has encouraged many businesses to spruce up their benefits packages to attract talent and some people are willing to change jobs for better benefits. Great health packages and a positive approach to wellbeing at work are now truly decisive factors. Fundamentally, it will make them feel like you care.
2. Hold their attention Interest and job satisfaction are key for Gen Z employees. Hold their attention with:
- A powerful employee value proposition (EVP). This will help you recruit and retain the best younger workforce members and articulate your unique offer.
- A progressive company culture that champions fair pay and diversity. Many professionals now want to know their companies stance on this and will expect transparent reporting.
- Flexibility in location. The traditional 9-5 is dead and Gen Z professionals in particular want a greater emphasis on quality output rather than time spent working and understanding of the impact that issues outside work can have on them. They are keen on hybrid work: most are looking for a healthy balance between on-site and remote working.
- Mentorships and knowledge-sharing. The strongest teams are built on a combination of skills and education. A skills-based workforce is becoming the new norm. Investing in mentorships, knowledge-sharing, upskilling, reskilling, and multi-skilling opportunities can boost engagement and prepare your teams for whatever happens. Equally, don’t assume that your younger team members are familiar with technology. Ask them what they’re comfortable with and introduce new software as they progress.
- Embed communication and feedback into your culture. Communication is crucial for any healthy workforce. But many members of Generation Z are hyper-focused on career advancement and improving their skills. There needs to be a regular conversation with them to provide feedback on their development.
3. Focus on company values. A recent global study conducted by Monster demonstrated that millennials on average rate good compensation highly while gen Z focused more on company values. Demonstrating and embedding your values and telling an authentic story about where you are and where you are going is becoming increasingly important.
So how do we adapt our recruitment process from start to finish to move with the shifting times and needs of our talent?
The research recommends focusing on a number of key areas:
Leverage social media, digital channels and mobile friendly apps: companies need to harness technology to engage candidates in a quick and dynamic way. Cumbersome application forms, a manual process, or information heavy process is unlikely to keep the best talent engaged and draw them in to learn more about your organisation.
Speed it up: research by Yello stated that 17% of Gen Z jobseekers expect an offer in less than a week. Look at your process and cut down time to hire wherever possible to keep a fast and engaging process.
Connect face-to-face where possible: Gen Z want trusted relationships and authentic experiences, differentiate yourselves by taking opportunities to connect face to face in the process. Things like career fairs/expos are still relevant and important for building this relationship with your brand.
Update your job descriptions: a long list of outdated job requirements not only reduces your chances of women and other diverse applicants applying, it’s also unlikely to suit Gen Z candidates. Your job descriptions should be simple, with the key requirements, and aligned to the new priorities of Gen Z.
5. Demonstrate your commitment to diversity, equity and inclusion: diversity and inclusion is no longer a nice to have, it needs to be in action. Recent research by Grad NZ showed that candidates are spending longer on companies’ diversity & inclusion pages than anywhere else on the careers pages/website. Be authentic in the way you articulate this, create a cohesive story about your company’s journey towards inclusion and show candidates your commitment to inclusion through your recruitment process.
The new generation of talent
While everyone is different in the way they approach finding a job, there are always trends that shine through with new generations. Gen Z professionals are certainly unique, and they have a higher set of demands and expectations than many of the longer tenured members of your company. But as they become a more and more significant part of the workforce, attracting young talent is necessary for the future of your organisation. Recruitment is always the best place to start, and it’s critical to focus on building the best process for your organisation to attract the diverse skills and experiences needed to deliver on it’s commitments. We know that diversity is good for business, and the time to understand and meet the needs and expectations of Generation Z is now.