How to prepare for career-driven Gen Z as they become one-third of the workforce by 2025
Digital Natives’, Gen Z, have a whole new set of preferences employers need to be aware of. New data is dispelling some of the common stereotypes – notably, that they are definitely not ‘lazy’, but in fact the generation most likely to describe themselves as career-focused.
With the average tenure of Gen Z now at 2 years and 2 months, businesses need to work harder than ever to attract and retain younger talent. After all, they’re our future leaders – let’s set them up for success!
Here are 4 things your business can be doing now:
1. Embracing the adoption of AI to meet Gen Z expectations
Gen Z is the least likely of all generations to be fearful of AI, with over 50% using Chat GPT in the workplace. 23% feel it’s appropriate to use AI for workplace emails, and 20% feel it’s appropriate to use AI for job applications, demonstrating Gen Zs dependence on AI and trust in its abilities.
Businesses need to meet Gen Z’s expectations of AI in the workplace and use it to their advantage. Consumer research Firm GWI points out, “Millennials brought a wealth of internet experience with them into the workplace, now Gen Z are doing the same with AI. There’s an opportunity here for companies to hire AI-natives who can use the technology in creative ways for their business.”
Implementing AI doesn’t need to be complicated. Hydrogen’s Associate Director of Technology, Scott McCormick says, “To attract and retain Gen Z talent, businesses should embrace AI by integrating it into daily operations and offering training on AI tools. Starting with user-friendly AI platforms can empower companies to meet Gen Z's tech-savvy expectations and drive innovation.”
2. Define clear career pathways to reduce anxiety
According to Cigna International Health’s recent survey, 91% of 18-24-year-olds report feeling stressed at work. This is believed to be down to the fact that they entered the workforce post-Covid, meaning that many Gen Zers were not used to corporate social interactions having completed their degrees in isolation. Economic downturns are also causing career anxiety for younger generations entering the workforce, with redundancy cases rising globally.
Defining clear pathways for Gen Z will likely reduce anxieties around job loss and provide direction, aligning their goals with actionable steps. Career pathways can help all employees visualise their future growth and keep them feeling motivated to succeed. Hydrogen’s Senior Business Development Manager in the US, Marina Hart, says on the matter, “Gen Z grew up amid unprecedented technological advances, economic uncertainty and political unrest in many parts of the world[…] they value the clarity of expectations.”
3. Move your marketing to the right social media platforms
It’s no surprise that the generation most likely to use Instagram and Tik Tok is Gen Z. This prospect has rushed businesses to start up their own Tik Tok and Instagram accounts, scrambling for edgy, short-form video content. However, it might surprise some that YouTube is the most-used platform for Gen Z, with 80% spending their time on the app. This presents opportunities for businesses to create their own YouTube content, allowing for longer, more informative videos. The platform offers sponsored features, an effective algorithm and precise audience targeting.
Businesses will also be interested to know that X and Facebook are among the least popular platforms for Gen Z. Therefore, if companies hope to target younger talent, they might consider moving their social media marketing efforts over to Gen Zs most used platforms.
4. Implement targeted incentives to retain talent
Out of all the generations, Gen Z is the most prone to experiencing mental health illnesses, with one in three 18–24-year-olds reporting symptoms of depression or anxiety. Therefore, businesses which offer wellness programmes, such as mental health support, are likely to appeal to the younger generation.
More than a half of Gen Zers prefer a hybrid set up, and 38% reported that one of the biggest barriers to finding their dream job is businesses requiring five days a week in the office. CIPD offer great advice on how to plan and support effective hybrid working to companies considering improving their flexibility options.
Travel incentives like team holidays and social experiences are also likely to appeal to Gen Z, especially with travel influencers taking Tik Tok and Instagram by storm. However, because Gen Zs aren’t generally at their peak earning age, businesses have a great opportunity to inspire new talent with travel incentives that they might otherwise not be able to afford.
Hydrogen’s Head of TA, Dean Jennings, says, “It's important to ensure that incentives are inclusive. The next generation coming through our doors are ultra-marathon runners, semi-professional athletes and avid campaigners for a better world. They have a completely different grasp of what they want to do with their time. Whilst there is a place for boozy incentives, it is no longer the "go to" for a lot of individuals joining the workforce and they are craving something much more intellectually stimulating". This points towards businesses also offering educational incentives such as training and development programmes.
Interested in learning more about generational preferences at work? Read our recent blog on how to work alongside different communication styles and work life expectations - and bridge the digital divide: ‘FIVE generations side-by-side: How to thrive in a multi-generational workplace’ https://www.hydrogengroup.com/five-generations-side-by-side-how-to-thrive-in-a-multi-generational-workplace
This article was made possible by:
GWI: The New Age of Gen Z
https://www.theguardian.com/society/2024/mar/03/whats-up-with-generation-z
https://www.cnbc.com/2023/04/17/gen-z-travel-trends-travel-often-save-money-and-seek-adventure-.html
https://later.com/blog/gen-z-social-media-usage/
https://www.cipd.org/uk/knowledge/guides/planning-hybrid-working/
