Generation Z in companies
Generation Z brings new expectations and values to the world of work. How can companies succeed in inspiring these young talents for their own company, developing them in a targeted manner and retaining them in the long term?
Generation Z in companies
How to attract, develop and retain young talents
Generation Z – born between 1997 and 2012 – brings new expectations and values to the world of work. As digital natives who have grown up with social media, constant connectivity and a multitude of choices, they present HR managers with new challenges. Generation Z values a working environment that meets their desire for flexibility and self-fulfilment as well as their need for clear structures and feedback. Traditional employer attractiveness factors such as salary or status are therefore becoming less important.
How can you get these young talents excited about your own company, develop them in a targeted manner and retain them in the long term?
Employee recruitment
What Generation Z expects from employers
In order to attract members of Generation Z to your company and inspire them in the long term, key aspects should be clearly identified and addressed in a targeted manner:
- Authenticity: Young talents attach great importance to clear and honest communication. Employers should appear authentic, live their values credibly and speak transparently about expectations. An inconsistent or inauthentic appearance is quickly perceived as unattractive, as Generation Z attaches great importance to integrity.
- Purpose and sustainability: Meaningful work and the opportunity to have a positive impact on society are crucial. Companies that have a clear vision and actively embrace their social or environmental responsibility are preferred. Projects in the area of sustainability or the involvement of employees in CSR initiatives create a stronger emotional bond.
- Flexibility and work-life balance: Flexible working hours and the option to work remotely are essential for many young talents. They expect employers to offer modern working concepts that allow them to better balance their professional and private commitments. Trust-based working hours or models such as a four-day week can also score points.
- Digital approach: Career websites, social media platforms and digital application processes are essential for reaching Generation Z. Companies should focus on appealing and mobile-friendly content that presents their employer brand in a target group-oriented way. Application processes should be uncomplicated, interactive and transparent in order to create a positive user experience right from the start. Instead of time-consuming application letters, many young talents expect to be able to apply for the right job in just a few clicks.
Employee development
Promoting individual learning and growth
Generation Z expects their employer to enable them to learn and develop continuously. According to a study by LinkedIn Learning, 76% of Generation Z learners believe that further training is the key to professional success. This means that they not only want to have access to traditional training measures, but also expect innovative formats and technologies that make learning more flexible and interactive. Companies are faced with the task of creating personalized offerings that promote both professional and personal development, while at the same time using platforms to provide learning content on-demand:
- Personalized learning opportunities: Instead of strict training plans, this generation prefers individual development programs that are tailored to their needs. Companies can support this with tailored tools and digital platforms that provide personalized content in real time. One example of this is the “EdApp” tool, which offers companies the opportunity to create customized, mobile learning content. Content can be individually tailored to teams or individuals, making the learning process more efficient and targeted.
- Modern learning methods: Interactive and innovative formats with gamification approaches make learning exciting. Business games are a good example of this. They not only promote strategic thinking and teamwork, but also provide a safe environment for making management decisions and understanding their impact. They combine theory and practice in a vivid way, promote strategic thinking and impart indispensable management know-how as well as a deep understanding of the overall business context. The competitive nature ensures that participants are engaged and have fun learning. In addition, business games can also be conducted online and across locations, making them a flexible and versatile method for modern learning environments. Business games can also be used to strengthen team building, overcome common challenges and promote the exchange of knowledge between participants in a fun way.
- Mentoring programs: Working closely with experienced colleagues offers valuable insights and support. Mentoring can help to overcome personal challenges and define professional goals more clearly. Combined with digital mentoring tools, such as “MentorcliQ”, the exchange can be organized flexibly. This platform makes it possible to effectively connect mentors and mentees, track progress and customize the mentoring process.
- Career perspectives: Clear development paths and regular feedback are important to promote motivation and commitment. Companies can use internal career platforms or development apps to show visible prospects and track individual progress.
Employee retention
Creating loyalty through corporate culture
Long-term loyalty requires more than just good pay. A corporate culture in which Generation Z feels comfortable is crucial:
- Appreciation and feedback: Regular recognition and constructive feedback lay the foundation for a trusting working environment and boost employee motivation. For example, short, personal recognitions in everyday working life or structured feedback discussions can ensure that team members feel valued and can continuously work on their skills.
- Teamwork and belonging: A strong focus on collaboration and an inclusive culture strengthen the sense of community. Business games can be used here as a team-building activity to promote collaboration in a fun way and strengthen team spirit. They offer a platform on which teams can develop strategies together, make decisions and learn how to work together efficiently in a practical environment. Their flexible use, both online and across locations, makes them particularly attractive for modern teams.
- Technology in the workplace: Modern tools and digital infrastructures are essential for working productively and efficiently. Tools such as Slack and Microsoft Teams promote communication in distributed teams, while platforms such as Asana or Trello help to organize projects efficiently and maintain an overview. In addition, innovative learning platforms such as Coursera or LinkedIn Learning can help to continuously train employees and keep the team’s knowledge up to date.
- Wellbeing and health offerings: Programs to promote physical and mental health underscore that the company cares about its employees. Examples include in-house fitness programs, digital health platforms such as “Headspace” for mental health or “Urban Sports Club” for flexible sports opportunities.
Generation with great potential
Generation Z brings a breath of fresh air to the world of work. Companies that understand and meet their needs can benefit from their innovative strength, digital expertise and commitment. With a clear strategy that addresses recruitment, development and retention in equal measure, the full potential of these young talents can be unleashed.
Our program recommendation:
MARGA Online Competition for Young Professionals
Over a period of six months, young professionals compete directly as a team with other teams from other national and international companies and manage their own virtual company.
The program offers a digital, interactive platform that makes learning exciting and practical. Participants can make strategic decisions and test their skills in a realistic business context. They work together as a team and compete internationally. The flexible online format makes it possible to participate at any time and from anywhere.
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