6 Ways To Attract And Retain Gen Z Employees In The Workplace
Gen Z's are the youngest working generation and with many industries facing the realities of not just talent shortages, but an ageing workforce, attracting this generation has never been more important.
According to Forbes, Gen-Zers are expected to take up 27% of the workforce in the next year or so. But if you didn't know already, Gen Z expectations are different, and unique and are already changing the way the corporate world functions.
You may be thinking "There's not much difference to when the corporate world had to adapt to Millenials". And whilst there are similarities, there are also additional expectations Gen-Zers have when entering the workforce... and most of them aren't too much to ask for.
A pushback many employers give when being told they need to adapt to different employees is that the employee should just adapt to them. This may have worked in a job market before the pandemic where it was clearly employer-led, but now candidates have more choices on jobs than ever before.
And the choices aren't lacking either. Many companies have already gotten behind the idea that they have to change their company environment and structure in order to attract the younger generation... meaning the younger generation will probably choose them to work for over the ones who haven't made changes.
But attraction isn't all that matters. Whilst it could be seen as a win to get employees in the door in the first place, what good is it if they leave just as fast as they came in? Not only does high turnover lead to money wastage but it also doesn't contribute to the shortage of more senior positions that need to be filled, whether that's shortly or not.
Provide clear progression opportunities
No one likes to hit a roadblock in their career, and this is no different for Gen Z employees. In fact, 57% of them are likely to leave their jobs due to a lack of professional development (Forbes).
There's a common idea that Gen Z's tend to only stay at companies for a short amount of time... this has some truth. 65% of Gen Z talent quit without 12 months of employment (Abode), but have you considered whether the reason could've been prevented? Well, 52% of Gen Z's think it could've been - a large reason potentially linking back to progression.
Gen Z employees are going to be at the beginning of their career in comparison to others, meaning their main focus is probably getting to a stage where they feel like they're progressing. Meaning, if they're at a company where they're not being invested into, they're a lot more likely to walk.
Show employees that you value them by putting in detailed progression plans and performance management strategies, and they'll show extended amounts of loyalty.
Rethink job requirements
It's not uncommon to see unrealistic job adverts (as in the ones that are entry-level with requirements of 3 years experience).
But how is that going to send the right message to entry-level employees... most of them being Gen Z? Looking to hire doesn't automatically attract talent because if you look to hire with expectations that aren't reasonable, you're going to repel more than attract.
But of course, you need to hire people who can do the job. But are they immediately not capable of doing the job if they only have 2 years of experience and not 3? Sometimes, they're more than capable. By changing your hiring process to give a wider range of people a chance to showcase their skills, knowledge and commitment, you may come to realise that there are many younger people out there who are capable of doing the job.
Otherwise, you will further continue the cycle of only hiring above a certain age range.
Create a fair, inclusive workplace
This is a big one. Gen Z employees care for inclusivity, diversity and equity more than most, and when choosing an employer, 83% of them say an organisation's dedication to it is important.
This can seem like a gold mine for many employers to tackle but some core ways to start are by:
Getting inclusion and diversity-related training for yourself and your employees
Encourage employee feedback
Have clear policies
Review your maternity and paternity leave
Ensure equal pay among employees
This will not only help you to attract Gen Z's who want to know they're working somewhere where all employees are valued, but it will help retain them as they'll be more likely to feel engaged and valued.
Offer flexible working
Flexible working has become the norm in many companies and 71% of workers view it as important when considering a new role (CIPD).
And do you know who values flexible working more than most? Gen Z.
According to Deloitte, most Gen Z and Millennials prefer flexible working due to:
Helping them save money on commuting
Increased productivity because they're not distracted by the office
It being positive for their mental health
But if someone's entry-level, surely they need to be in the office 5 days a week? There are many fair points as to why employers shut off from the idea of flexible working, or only allow it after some time, but if managed right - it can bring far more positives than negatives.
Provide wellbeing support
Over the last 2 years, 88% of UK employees have experienced burnout (Stand Out CV), with a third suffering from physical and mental exhaustion due to workplace pressures. And do you know who's reporting the highest rates of burnout? Gen Z's at 58% (BBC).
If you didn't already know, burnout can impact employees in many ways. It can cause:
Increased sick days (both due to mental stress and the physical ailments it can cause)
Deadlines missed
Mistakes made
Higher turnover
It's something you can't afford to not invest in as an employer, especially when so many others are.
For many years, burnout has been pushed under the rug by many employers but with employees being more vocal about it being a key reason for leaving (Gen Z's at the forefront), there's more of a push to ensure it's a priority. Having a healthy work-life balance ensures employees can get their work done in a way that is sustainable long term - increasing retention.
Caring, and showing you are, is probably one of the best changes you can make in your organisation. Why? It encourages loyalty because employees no longer feel like a number that can be replaced, they feel like a part of a team who equips them to produce good work. The reality is - many companies create an environment that does anything but motivate and inspire, and a large part of that comes down to wellbeing practices.
Make your package desirable
This is last but definitely not least. In 2016, Monster reported that 70% of American Gen Zers named salary as their top motivator.
According to the BBC, this would make sense because, "At Gen Z’s age, older people worked 40 hours a week, and made enough money to buy a house and have barbecues on the weekend. Gen Z works 50 hours a week at their jobs, and another 20 hours a week side hustling, yet still make barely enough to cover rent.”
With the way the market is right now, making your package desirable is a key way to stand out from competitors. Gen Z employees know the market. They know the average salaries, what companies are offering and where to look, which means if you have a below-average salary advertised, you will find it difficult to attract.
And it doesn't have to stop there. Offering good benefits can also add pros to your offer. This could be health perks, discounts, bonuses, insurance, or even length of service rewards to give employees an incentive to not just join but to stay.
- Written by Oliver Howson
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