Text: Rebecca Hornig
New norms and values
Generation Z has a different view of work than previous generations. They place a high value on leisure time and do not necessarily strive for a 40-hour workweek. Instead, they prefer part-time work, often partly from home. However, this does not mean they are not ambitious. Regarding their salary and growth expectations, they ask for a higher starting salary than most recruiters are used to, and they often work hard from day one with the goal of a promotion.
The norms and values of Gen Z also differ from other generations when it comes to language use. They use more abbreviations and trendy words. This is not considered very professional by earlier generations in some cases. Finally, this generation places a high value on the environment and diversity, and they prefer companies that do the same. So, it's a good time for companies to think about this.
But why is Gen Z so different from previous generations?
There are several reasons why Gen Z has such different norms and values than earlier generations. Their lives and potential expectations differ significantly from the generations that preceded them. It is almost impossible for them to buy a house, and the cost of living is high. This makes their future much more uncertain, making it more important to choose happiness more often in the present. Work must therefore be enjoyable. Moreover, they started working during or after the Covid-19 pandemic and have thus grown up with working from home as a feasible concept.
Gen Z is also the generation of the internet. They have grown up with the internet, and social media plays a big role in their lives. They are more connected to the online community and place a high value on the planet and the people who live here.
Of course, Gen Z is also aware of the tight labor market. They know that companies are struggling to find enough people. Therefore, they know that in many cases they can ask for a higher salary.
Embracing Gen Z
For companies, it is important to realize that Gen Z is the generation of the future. Right now, we see that recruiters are hiring people aged 60 and older more often than before. But this is only a temporary solution. Ultimately, you will have to embrace Gen Z and find ways to become an attractive employer for them.
This sometimes requires rethinking. One way to do this is to convert one full-time job into two part-time jobs of 20 hours per week each. You can also include other work motivators in your job postings. Think of things like flexibility, a diverse work environment, a healthy lunch, and discounts at the gym. Gen Z values leisure time and a healthy lifestyle just as much as their salary. So these are important work motivators for them.
To attract Gen Z, you may also need to adjust the language in your job postings. Textmetrics can help you with this. You can use our Job Ad Generator to write a job posting that is free of bias, appeals to people of all ages, and contains exactly the right work motivators to get Gen Z to apply.
For more information, go to textmetrics.com/job-ad-generator
Generation Z, often referred to as Gen Z, consists of individuals born from the mid-1990s to the early 2010s. Growing up in an era of rapid technological change, they are digital natives with a unique perspective on social media, diversity, and global challenges. From TikTok to climate movements, Gen Z is known for their creativity, social awareness, and desire to be authentic in a digital world. They are the future leaders, innovators, and activists who will shape the 21st century.
Read it now digitally - BAAZ 3.2023
