Everything benefits managers need to know about Generation Z

Say hello to Generation Z. Yes, they have some similarities to Millennials, but they have they own thoughts and attitudes when it comes to work and benefits. Read this blog post to learn more.


Just when you thought you had finally figured out the millennial generation, there’s another young cohort of professionals entering the workforce. Sure, they’ve got some similarities to tech-focused millennials, but they have plenty of their own attitudes and opinions about money, relationships and, of course, work and benefits. Meet Generation Z.

Generation Z was raised in a post-9/11 world, following the dot-com boom and bust and during the midst of the Great Recession. There’s no doubt that these world events have colored the way they think and the way they work. Generation Z is a large cohort of about 72.8 million people and about 25% of the population. It’s a generation that employers will need to understand to create meaningful relationships. Here’s what you need to know.

They’re true digital natives. Generation Z was born between the 1995 and 2010, which makes them the first truly digital native generation. By the time they were heading off to Kindergarten, the internet had reached mainstream popularity and Mark Zuckerberg had already launched Facebook across college campuses.

Like many of us, Generation Z is rarely without their phones. But unlike your older colleagues, Generation Z may be more connected than ever — documenting their days on Instagram Stories and Snapchat, and messaging friends by text and other messaging platforms.

However, they’re also a relatively private bunch. Rather than broadcasting their lives on Facebook (like their parents, aunts, uncles and grandparents), they favor networks that allow for privacy. Snapchat snaps disappear, as do Instagram Stories. Gen Z also gravitates toward apps like Whisper, an anonymous social network for sharing secrets.

Here’s the takeaway for HR pros: Rather than seeing this as a barrier to communication, look at it as an opportunity. Try using text message reminders for open enrollment deadlines or creating a Slack channel for benefits communication, in addition to email and paper updates.

They’re seeking financial security. Generation Z grew up during the Great Recession, during which they may have seen their parents lose their jobs or deal with serious financial hardships. Because of this, Generation Z is focused on financial stability.

Unfortunately, many Gen Zers may join your company drowning in student loan debt from college. Consider offering benefits that help them get out of debt and begin saving for the future. Student loan debt repayment benefits with platforms like SoFi or Gradifi provide appealing avenues to pay off debt faster. You can also promote tax-deferred savings programs such as a 401(k) or health savings accounts to minimize their tax liability and maximize savings opportunities. These benefits may also appeal to millennials struggling with student loan debt and the prospect of saving for retirement — all while they start families.

Financial wellness benefits are attractive to all of your employees — Gen Z included. Consider partnering with local banks or credit unions to provide other savings options and financial education. Make this education appealing to everyone by providing it in different formats — in-person for anyone to attend, as well as on-demand webinars or Skype meetings for those who appreciate a more interactive experience.

Gen Z wants to actively participate. Generation Z is the most connected generation yet; they’re used to Googling an answer before you can finish your question or chatting with their friends throughout each day.

This hyper-connectedness lends itself to more interactive workplace meetings. Keep your Gen Z employees engaged and garner feedback by incorporating polls into your meetings, or creating recordings and presenting to computers and smartphones using a platform like ZeetingsPresentain or Mentimeter.

Whereas millennials were known for their interest in collaborating with each other, Gen Z wants to own their work a little bit more and compete against colleagues. Use this to your advantage to introduce gamification into your programs. Platforms such as Kahoot cannot only help you create some fun competition, but it can improve information retention.

They have a surprising communication preference. We’ve established that Generation Z is a hyper-connected cohort. But research uncovered one surprise about this generation’s preference for feedback: they prefer to be in-person. Use this knowledge to mentor your managers who will deliver feedback, and use it to make your benefits more appealing, too. For example, a confidential advocacy program with phone, email and chat options can be a great source for Gen Zers who want more information on their benefits.

While not everyone in this age group will conform to these attitudes and feelings, it can be helpful to pull back the curtain and understand how this generation could be different from millennials, Gen Xers and baby boomers.


Competing for talent in a Gen Z world

As 2018 progresses, HR managers are well advised to start stepping out of their comfort zones. Because Generation Z is beginning to surge into the workplace, forcing the reinvention of everything from benefits to recruiting. Your relevance in the war for talentmay hang in the balance.

You’ve been hearing for some time now about the challenge of engaging a multi-generational workforce. But it’s time to think beyond the Millennials, and take a good look at the Gen Zs (born after 1995). They have a whole new set of expectations and values that are forcing employers to re-evaluate how they recruit, retain and, especially, engage their people. Start working on your battle plan in 2018 (and beyond) to avoid losing the talent battles.

They have decided views on how they expect to be treated and managed and how they respond if they don’t think their employer is measuring up. It’s a function of their upbringing in a hyper-connected world. According to Pew Research, only 14 percent of U.S. adults had Internet access in 1995, but that exploded to 87 percent by 2014. Small wonder that for the Zs, it’s the always-on and available tech-enabled connections to networks of people and information that rule. It’s how Zs learn and solve problems and it influences their expectations.

Here’s what it all means for your workplace and how you will need to compete for talent moving forward.

 

Legacy benefits and old attitudes need replacing now

The Zs aren’t merely connected. They share aggressively. Studies show that if their experiences – with a brand or a product or an employer – are negative, this generation will happily tell everybody about it online, including on Glass Door, a fast growing site that reviews millions of employers. That makes it important to foster a positive culture and work environment, and provide the types of benefits that will attract the Zs, keep them happy and ideally inspire them to spread the word.

To that end, take a long, hard look at your employee benefits: Too many employers still offer legacy employee packages that have changed little in the last two decades. Will they be good enough to woo the Zs and keep them satisfied? In fact, the Zs are motivated by the total deal, not just financial compensation. They want unique benefits that are personalized for them right down to the individual level.

Think about the 22-year-old who’s working in an urban setting, maybe with a pet at home, doesn’t have a lot of time to shop and is saddled with student loans. What are the priorities? A plan offering vision, life or disability insurance? Or a benefits package that provides a personal concierge and maybe dog walker, student loan repayment and an identity theft program, too? Best-of-class employers will offer up a robust mix of traditional and non-traditional benefits that cater to the individual employee’s lifestyle needs.

 

VR and gamification: Critical tools in winning Gen Z talent

Even as the Zs mature, there’s a trend toward a blending of personal and work lives as outside influences bleed into the workplace. When it comes to virtual reality, this generation of digital natives is enthusiastic over its potential use in the workplace.

There’s been a 250 percent jump in VR companies since 2012 and the technology’s significance is for more than just promoting productivity by connecting people in different locations for virtual meetings. It’s also a good recruiting tool, a way of letting prospective hires “experience” your environment so they are better able to tell before they take a job if it’s right for them.

Gamification is another Z activity that’s bleeding into business and affecting recruitment and hiring. Picture Silicon Valley’s “code-offs,” where prospective developers compete during a set time period to find the best solution to a specific design challenge. The winner gets the job. It certainly makes resume screening seem obsolete by comparison.

This incoming generation has a lot to offer employers who value the kind of fresh perspective it represents. The next big challenge will be reflecting that appreciation in creative approaches to winning and keeping their hearts and minds.

Read the article.

Source:
Barone M. (1 March 2018). "Competing for talent in a Gen Z world" [Web Blog Post]. Retrieved from address https://www.benefitspro.com/2018/03/01/surge-of-gen-z-workers-changing-how-employers-comp/