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Generation Z or “Gen Z” represents 2.47 billion of the entire 7.7 billion people of Earth. They are the youngest professionals to join the workforce surpassing their millennial predecessors in number, and making up to 40% percent of the entire working and consumer population in 2020. But who are they and how do they influence the job market?
Who is Gen Z?
Gen Z is the generation that was born between 1995 and 2015. They are currently between 5 to 25 years old, and have grown up in a diverse environment that is full of political turbulence and violence. The internet was there when they were born, so they have never known a world without it.
Gen Zers are the first true digital natives
While millennials are considered a digital generation, the digital revolution happened when they were still in high school and college, not in their formative years such as it is the case with Gen Z – And that is the key difference between the two generations. Gen Zers are digital natives who are used to having technology around ever since they were born.
While they grew up in the era of smartphones, believe it or not it’s not their preferred method of communication. Generation Z’s social media preferences are more private in comparison to Millennials who were used to share so much of their personal lives on their public profiles. Generation Z job seekers value human connection, and employers should take that into consideration when communicating about their work culture and environment.
Gen Zers value diversity
Diversity matters to Generation Z in so many ways. Diversity to them isn’t just about race and gender but also related to identity. Companies that can better portray their employees’ differences in their corporate branding activities are much more likely to attract the best Gen Z applicants. To win the hearts of Generation Z, employers need to make true efforts to be good global citizens.
Gen Z is changing the job market and work environment
Traditionally, companies used to approach work with the mindset of “a task that has to be done”. But Gen Z saw their parents work hard, keep their head down, go to work early, leave late, and despite that, many of them still lost their jobs. Employees of Generation Z are driven by the mission and the impact of their work on the bigger picture. They want to be trusted to fully execute their job with minimal supervision and they place great value on their work-life balance. Employers must therefore review their recruiting and HR strategy so that they can find and connect with these potential employees.
How to attract the best Gen Zers? Be real and authentic!
Companies that are good at showing their positive impact on society and the world will have a major selling point for Gen Z when it comes to choosing a company to work for. Even if the role in question won’t change the world, highlighting things such as CSR and volunteer initiatives and a commitment to diversity, transparency and equal pay can make your company stand out. Such as it is the case with diversity, authenticity is of the essence here. If your company is working on improving but not fully there yet, highlighting these efforts can still make you stand out as an employer. Authenticity should shine through your job descriptions, career website, corporate branding and work culture.