Generation Z (Gen Z or Zoomers) is a demographic cohort, the first generation who grew up in the digital era. They are individuals born between 1997 and 2012: they are the future workforce. They will have different expectations from their employers than their predecessors, the Millennials (also known as Generation Y or Gen Y: people born from 1981 to 1996).
Deloitte published in March 2023 an in-depth report titled "Hey bosses: Here's what Gen Z actually wants at work," with essential key findings full of actionable insights for organizations in any field of activity. A summary of this report will give you an idea of what Gen Zers expect from a future employer to help you attract young talent. Prospective Gen Z employees:
- value empathy;
- expect mental health support at the workplace;
- want to align work with personal identity;
- expect comprehensive training for their jobs;
- are highly motivated by well-curated rewards.
The Deloitte report does not include Gen Zers' expectations for flexible working schedules and remote or hybrid working arrangements, but these are practical necessities in modern society. Nevertheless, you will note that the Gen Z generation is purpose-driven, opinionated, mindful, and deeply involved in sustainable practices. According to Deloitte, Gen Z "cite pay, mental health, and burnout as top reasons for leaving their jobs, and work/life balance, flexibility, and development as priorities when choosing a new job."
Analyzing these priorities paints a clearer picture of Gen Z's expectations from a future employer.
Empathy
Gen Z workers consider empathy a prerequisite to engagement at work. Yet, generally, employers care less about empathy than their employees.
Zoomers are a generation living in a fragile world dominated by local and international conflicts, a global pandemic, fake news, and discrimination. Yet, because technology and social media connect them, they gain a broader understanding of the struggles of others, human woes and fears, poverty, and challenges facing the global village.
According to a Gen Z graduate of the University of North Florida, "with GenZ's decline of risk taking and increase of perception of mortality, there appears to be an increase in empathy because they are more understanding of what is happening to the world around them."
Even Google's "It's Lit: A guide to what teens think is cool" report from 2017 observes:
"Gen Z never knew the world before the internet - before everything you could ever need was one click away. They never knew the world before terrorism or global warming. As a result, Gen Z is the most informed, evolved, and empathetic generation of its kind. They value information, stimulation, and connection."
In conclusion, the iGeneration is socially conscious, more open-minded, and expects the same qualities in others, especially their employers.
Mental Health
A recent survey by TimelyMD revealed that 92% of Gen Z college graduates expect mental health or emotional health benefits from their future employers.
"Openly talking about mental health and providing resources are easy ways employers can show early-career employees that they care more about people than productivity," said Seli Fakorzi, Director of Mental Health at TimelyMD.
Mental health benefits could be an essential incentive to attract talent for employers around the world. Two key findings from the Deloitte report reveal that:
- 28% of Gen Zers say they struggle with their mental health because of their boss;
- A quarter of bosses feel that the mental health expectations of Gen Z conflict with existing workplace norms.
"I want to leave work at work and not FEEL like I have to think about it; I don't want to feel overwhelmed," said one of Deloitte's survey respondents .
Aligning Work with Personal Identity
Gen Z is a purpose-driven generation; therefore, these individuals naturally expect their jobs to align with their values. So, employers should go beyond standard job descriptions to motivate iGen employees based on their priorities, identity, and values rather than conventional norms.
Deloitte found that most Gen Zers believe that work must have a higher purpose and that the transition into the workforce can fundamentally affect parts of their identity.
"Work lets me push myself personally to grow, and I can use these lessons and translate them into different parts of my life," said a Deloitte survey respondent.
Furthermore, identity may extend beyond the worldly realm online, where the Gen Zers' digital personas represent an extension of their real-life identity. Here are some relevant statistics:
- 61% of Gen Zers who are already employed feel that work is a significant part of their identity (Deloitte);
- 49% want work to be a consequential part of their identity once they start working (Deloitte);
- 73% need more self-expression to live a happy, healthy life (OCAD University);
- 33% say that their online identity is their most authentic self (VICE).
Because identity is also a matter of ethnicity, creed, age, and gender, employers should give everyone equal job opportunities, equal pay, and an inclusive workplace. In fact, according to VICE's survey, 65% of the respondents expect that "diversity and inclusion education will be legally mandated at work."
Comprehensive Training
Many Gen Zers, even college graduates, feel underprepared and undertrained for their jobs. As a result, they expect comprehensive training from their future employers: skill-building, mentorship, team building, etc.
Training and learning opportunities are a top factor in Gen Z's job hunt, according to TalentLMS. 31% of Gen Zers who didn't receive workplace training are likelier to quit than those who have. The illustration below shows the types of training the iGeneration expects at work: leadership training, soft skills, life skills, mental health, etc.:
Rewards and Incentives
Gen Zers are purpose-driven, so it's only natural that well-curated rewards and incentives motivate them to apply for a job or continue working for the same company. Therefore, employers should consider ensuring the appropriate work-life balance for Gen Zers and giving them flexible work options and flexible work schedules, training, adequate health insurance, career progression opportunities, etc.
For flexible work options managers could consider balancing in-office hours with work-from-home opportunities, or even co-working spaces, or remote offices in locations their future employees might enjoy more. For example, spaces in private offices, hot desks and hotels like those available through smart and advanced platforms like Book a Space. As Book a Space hybrid workplace models:
- Increase employee productivity.
- Reduce overhead costs.
- Provide a better work-life balance for employees.
Managers can further reward the iGeneration employees by offering feedback and praise for their work. When it comes to gifts, Gen Zers prefer environmentally conscious items, even when those are standard corporate gifts like totes, mugs, pens, t-shirts, etc. And, since they are technophiles, Gen Z employees will also appreciate gadgets, apps, paid-for subscriptions to online programs for self-development or entertainment, and other similar incentives.
Of course, only a few employers can satisfy all Gen Z expectations; however, striving to include as many as possible in their organizations will undoubtedly attract the brightest and most diligent of them.
