One of the hottest matters for HR managers in 2022 is how to recruit and retain Generation Z in the workplace. Born between 1995 and 2005, this generation is the fastest-growing demographic group in global workplaces. They are finalizing their studies and entering the labor force.
GenZers colleagues say they revitalize the workplace by bringing new perspectives and specialized skills. The tagline of Silicon Valley applies perfectly to them: they move fast and break things!
How can recruiting companies change their mindset to attract and retain these new talents?
A. Who are Generation Z workers?
First, we must know what Generation Z is and how the label was created.
1. Who are the Gen Z?
DEFINITION AND CHARACTERISTICS
We can refer to the members of “Generation Z” as “Gen Z,” “GenZers,” and “Zoomers.” They are successors of the Millennials and predecessors of Generation Alpha.
GenZers are global and aware citizens born in the revolutionary age of technology. Across countries, that generation shares common characteristics and values.
This generation consists of tech-savvy individuals and digital media consumers. Its members are accustomed to having knowledge and information at their fingertips. As a result, they have shorter attention spans but extraordinary multitasking abilities.
FOCUS ON THE EGYPTIAN CONTEXT
In 2022, Generation Z will be from 7 to 27 years old. According to World Population Review, the GenZers represent a demographic group of 40 million people in Egypt. The UN estimates the Egyptian population to be 106 million on July 1, 2022. As such, 37% of the Egyptian population belongs to Generation Z.
However, those aged 23 to 27 are most relevant as they have entered or are entering the workplace. In 2022, as many as 8 million GenZ will enter the labor market. 51% are male, and 49% are female. Besides, Egypt’s total higher education participation rate has been steadily growing since the 1970s, reaching 40 percent in 2021/2022. As a consequence, they are the most educated generation in history.
Human Resources Managers cannot overlook the specificities of this population anymore.
2. What values and aspirations of Gen Z differentiate them from the rest?
Generation Z grew up with smartphones, bite-sized content on YouTube, and apps like Snapchat. They have only lived in a world with the internet. Consequently, they have evolved in touch with the global marketplace of ideas and commerce. These workers process information faster than previous generations, and they know the possibilities are endless.
GenZers tend to have nomad identities that they will shape over time. Locking in a single stereotype is one of the worst things you can do for Generation Z. They are more likely to experience different ways of being themselves.
B. How to Recruit GenZ Talents?
Generation Z is becoming full-time employees, which significantly impacts the workplace. Successfully attracting this new workforce implies that employers understand the changes that Generation Z wants.
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1. How does Gen Z search for jobs, and what matters to them?
SOURCE GEN Z CANDIDATES
Source: Introducing the First Graduating Class of Generation Z (Yello 2019 Recruiting Study)
Employee referrals are Gen Z’s preferred job source. Over 60% of Gen Z students declare their favorite way of learning about potential employers is through referrals from current or former employees.
Next are job boards and company websites, which are Generation Z candidates’ most relevant search channels.
Nevertheless, job fairs regain their attractivity with Generation Z candidates who value direct and face-to-face communication. Those sourcing channels are nearly twice as important as their Millennial counterparts.
WRITE A JOB DESCRIPTION OPTIMIZED FOR GENZERS.
Millennials and GenZers job seekers rank salary and work-life balance as their main career criteria. But the third element that most matters for Gen Z’s is the job duties and the projects they will be working on. In comparison, for Millenials, it is their career advancement plan. Therefore, a job description optimized for GenZ must highlight the role’s impact on the company. The description shall also state clearly the tasks they will accomplish within their first 6 months on duty.
HAVE A POSITIVE RECRUITMENT EXPERIENCE WITH GEN Z CANDIDATES
Gen Z candidates prefer face-to-face interviews, but for the rest of the process, they prefer texting through several channels (emails, SMS, WhatsApp, and so on).
Gen Z job seekers rank their relationship with the recruiter as the most crucial factor in deciding whether to accept an offer. Recruiters must take time to build respectful relationships with candidates. For example, set the timeframe for the recruitment process from the beginning. If an unexpected event occurs, avoid leaving the candidate uncommunicated for several days. GenZers will value a positive recruitment experience above all other factors.
2. Use your Employer branding to attract Gen Z
HAVE AN ATTRACTIVE CAREER SITE
Gen Z will start investigating your company through its website. This group seeks a compelling brand presence on-site and on social media. Your career page must state the company’s mission clearly, show current employees, and include, if possible, a company culture video.
ETHICAL PRINCIPLES OF THE COMPANY
A McKinsey study reveals that 81% of Gen Z respondents refrain from purchasing or working for a brand with sexist, racist, or homophobic values and would actively discourage others from doing the same.
Few things are more critical to most Generation Z members than a company’s commitment to social responsibility on equity and environmental issues. GenZers value the concrete actions throughout the company supply chain that sustain their social or ecological discourses. They know how to search for information and to look beyond organizations’ speeches.
GENERATION Z WANTS A GREAT JOB PURPOSE.
Global issues and challenges are particularly interesting to Generation Z. This generation wants their careers to have meaning, and many want to be involved in something bigger than making money. They aspire to work for companies that advance human rights, protect the environment, or simply help others.
To attract the new generation of workers, recruiters should focus on emotional fit and work-life balance.
C. How to Retain Generation Z in the Workplace?
This generation is adaptable, flexible, and quick to learn new ideas and processes.
Statistics on Generation Z in the workplace show that more than half admit they intend to look for a new job within three years. Although attracting Gen Z candidates is challenging, retaining them may be the next hurdle for businesses.
Some of the changes that Generation Z is bringing to the workplace include:
1. Benefits the Generation Z value
Benefits have always been crucial, but the types of benefits employees prioritize have shifted over the last few generations. Generation X, born between 1965 and 1980, values family life benefits such as flex-time, parental leave, and child care. Gen Z appears to accord less importance to benefits centered on security, such as retirement plans, than their millennial predecessors. So, what kind of benefits are they looking for?
FINANCIAL INDEPENDENCE
According to a Barna Group report, over two-thirds of Generation Z consider financial independence the most important goal to achieve before age 30. Financial independence is their primary objective, and Generation Z is willing to work hard to obtain it.
FLEXIBILITY AND WORK-LIFE BALANCE
Nevertheless, they also highly prize a healthy work-life balance. Mental health and well-being are substantial issues for this generation. A job that provides extra vacation or flexible schedules is bound to appeal to them.
Gen Z workers greatly appreciate the flexibility of remote or hybrid work opportunities. They prefer to have the choice to work from home several days per week – or wherever they are most comfortable. When given remote work options, employees are more likely to remain in their current position for the next five years.
2. What kind of organizations will retain Gen Z Talents
FLAT HIERARCHIES AND MENTORSHIP PROGRAMS
GenZers’ worst organizational hierarchy is top-down management with rigid chains of command. The Definitive Guide to Gen Z in the Workplace says they strongly prefer collaborating and being involved in decision-making. As such, they lean on laboring in multidisciplinary and agile teams.
Generation Z employees highly value peer mentoring programs, for example. They crave regular feedback in a supportive workplace environment.
DIVERSITY, EQUITY, AND INCLUSION
GenZers are radically inclusive. Attracting and retaining Generation Z workers implies mixing and matching different generations and profiles on the same team.
JOB REVOLVING
Young workers enjoy rotating several jobs during their first few years in a company. They prize experiences that allow them to identify what they like most and the path they want to pursue.
For example, an accountant can spend six months on franchise accounting, another six months on brand advertising accounting, and perhaps six more months on corporate accounting.
To sum up, retaining GenZers in the workplace requires allowing them to make meaningful contributions. It would be best to consider giving them more flexibility and ownership over their roles.
CONCLUSION
We hope you find this blog post helpful when working Generation Z. In it, we have described Genzers’ top trends and explained how they differ from the rest. We have also offered tactics for recruitment and retention.
Understanding Gen Z will empower you to design recruitment and retention strategies and the company’s perks and benefits. That way, you can make your company more attractive to this generation of new hires.
Nevertheless, if you feel you need help managing the HR department, give us a call. We will organize a free consultation with our expert team to see how we can assist you immediately!
NAOS Solutions has been an HR outsourcing expert in the Egyptian HR industry for more than ten years. Its clients include a fantastic portfolio of international brands. NAOS Solutions is the trustworthy partner you seek to outsource HR functions.
You can view our recruitment services and select the right candidates for your company from here: NAOS talent services
