If someone told me that all my corporate emails would now be browsable and searchable by anyone at the company, I would have eaten my Blackberry. Fast forward to today and we have Slack, a tool that the next generation can’t get enough of that has made just about all business correspondence public and searchable within a company.
Gen Z is often criticized for their obsession with technology and general egocentricity, but like it or not, this is the up-and-coming generation that’s going to shape the workplaces of tomorrow. By about 2025, nearly half the working population will be composed of Gen Z, and individuals within this generation will be starting and managing their own companies more frequently.
Putting their individual work habits and personality traits aside, Gen Z values (as a generation) are having a drastic impact on the shape of company culture. Not only are Gen Z professionals getting choosier about the businesses they work for, but they’re also looking deeper into the values of the companies they buy from.
The end result is a gradual shift toward company cultures and values that appease these Gen Z demands, and if businesses don’t want to be outcompeted, they need to become familiar with them and adopt them.
The Value of Culture
First, Gen Z value company culture more than any other generation that’s come before them. Even though the idea of “corporate culture” has been around since the 1970s, only recently has it started to become a bigger priority for workers.
That’s a significant departure from generations past, who typically value salary as one of the most important factors in choosing a job. In your recruiting efforts, your emphasis should shift toward marketing and building your culture, to attract the best possible candidates (and retain them as long as possible).
Diversity and Inclusion
More than any other generation, Gen Z consider themselves politically independent, religiously unaffiliated, and interested in a wide variety of different nations, cultures, ideas, and beliefs. They want to travel and be exposed to new things. That’s why, increasingly, Gen Z are flocking to companies with better diversity and inclusion programs.
There are no strict rules for what these programs should include or how they should operate, but they should encourage businesses to hire and work with a more diverse range of people and give workers more chances to see different sides of the world.
Ideas Above Things
Gen Z are somewhat idealistic, but not in a naïve way. They recognize the value of ideas, more than their previous generational counterparts, and are more willing to work for a company that creates and nurtures those ideas.
Not only does it make Gen Z feel like they’re a part of something bigger, but it also provides fuel for change and growth.
Work-Life Balance
It’s frequently reported that Gen S want a healthy work-life balance, and the statistics suggest this is true. Gen Z want to work in an environment that prioritizes the health and happiness of its workers—even if it means giving up a bit of pay.
Again, there are no strict definitions here, but healthy work-life balance environments often allow for flexible hours, flexible vacation time, personal time, and an appreciation for personal needs (occasionally over professional needs). It may also include working from home, or accommodations for personal responsibilities like parenthood. Companies that want their employees to sacrifice everything for their jobs aren’t going to survive.
Feedback and Growth
Speaking of growth, Gen Z workers are demanding it—both in corporate and individual contexts. In general, Gen Z want more feedback on their performances, in part because they want the affirmation, and in part, because they want to keep learning and improving.
They’ve been raised in an era of fast-paced corporate growth and practically limitless potential, so it’s natural for them to seek personal development at all costs.
Corporate Social Responsibility
Gen Z are willing to spend more with brands that support causes they care about. A brand’s corporate social responsibility (CSR) programs are the best place to develop these initiatives.
Of course, not everyone values the same types of causes. Generally, environmental responsibility and fighting against climate change are popular areas, as are volunteering and working with charities. These efforts not only support a positive brand image that millennials want, but they also give back to the community.
Engagement and Purpose
Gen Z crave a sense of purpose and want to feel engaged at work; while this is a subjective feeling, it’s relatively easy to instil. Businesses have to make workers feel like their work truly matters, and that they’re working toward a worthwhile goal.
It’s not a good business practice to build a company culture around what a business thinks its workers would like, but it’s also dangerous to completely neglect these shared values. Company culture is bound to become even more important in the future, so businesses need to think carefully about how they want to be seen, both by workers and customers. The brand choices businesses make today will affect their talent pool, image, and ultimately, their chances of success.
