Motivating Generation Z

Nick Burns at Reward Gateway argues that if employers give Gen Z the affirmation they need then they will reap the rewards

Generation Z is growing up. By next year, Gen Z employees (currently ages 18-26) will represent almost a quarter of the workforce, further bringing their fresh perspectives to meeting rooms and video calls across the nation.

We can’t deny it: this generation thinks and acts differently from other employees. Many of us have been surprised, thrilled, and challenged by their expectations and behaviours.  

This generation is tech native — unlike many millennials who are now comfortably in their 40s. Born between 1997 and 2012, Gen Z grew up in a world dominated by tech, while many of those older millennials remember the first iPhone, moving from Blockbuster to streaming, and getting their first social media account in their early 20s.

Expectations for appreciation, immediacy, and tech shortcuts have shaped how this generation interacts with the world. They expect more from their employer, and when the clock hits 5:30 they’re out the door. So, what can employers do to keep this generation happy, meet their expectations, and adapt to their new set of priorities?

Gen Z brings new challenges

Simply, if Gen Z don’t get the praise they think they deserve, they’ll quit, according to research from Reward Gateway. Gen Z needs affirmation, and is more likely than any other age group to state a lack of recognition as a reason for quitting their job. With almost half of Gen Z employees feeling their hard work goes unnoticed and feeling stressed all or most of the time, this generation demands more care and attention.

This can be challenging for CEOs such as myself. When employee attrition remains a constant battle across all industries, every generation must get the attention, benefits, and recognition they desire. With four distinct generations in the workforce for the first time, meeting expectations may seem an impossible task. So as increasing numbers of Gen Z enter the workforce, what can businesses do?

Satisfying the new “affirmation addicts”

With Gen Z soon to become a prominent portion of the workforce and most likely to leave for greener pastures if an employer’s missions and values don’t align with their own, action is needed — and fast.

The truth is that Gen Z finds the workplace difficult. Our research shows that Gen Z workers are almost twice as likely to report frequently feeling burnt out compared to Boomers, and take the most unplanned mental health days off per year of any generation. 

Affirmation, reward, and benefits are key to meeting Gen Z expectations and supporting their wellbeing. For Gen Z, this means a high-quality employee value proposition (EVP) that shows employees of all ages that you care.

Whilst the key levers, such as benefits, recognition, reward and learning and development, can remain the same at their core, the details within them should flex with your changing workforce to become multi-generational.

Rewarding Gen Z with benefits that are relevant and personalised is a vital part of a multi-generational EVP. For instance, providing employees with financing to buy the latest tech and pay it back in monthly instalments from their salary, or allowing staff to expense a taxi home if they find themselves in a vulnerable position. Benefits like this might not interest other generations, but Gen Z will thank you.

As for recognition, celebrating your staff more often can create a clearer link between their efforts and the success of the organisation. This can have a huge impact on how Gen Z employees view their role within the company and the pride they take in their work. Affirmation goes a long way to build lasting connections with this generation.

Solving the Gen Z puzzle

It’s up to managers to embrace Gen Z values and gain significant payoffs in the process. This generation brings much-needed added value to a business’s workforce, especially vital in challenging economic times. It boils down to an employer’s ability to be flexible.

When employers can embody the values that Gen Z search for and managers can offer a career that reflects Gen Z’s needs and wants, we can boost productivity, attract top talent, and increase innovation. And given Generation Alpha will join the workforce in just 5 years’ time, we can’t afford to wait any longer.

Nick Burns is CEO at Reward Gateway

Main image courtesy of iStockPhoto.com