The general consensus is that HR and, particularly, managing a workforce will become more challenging as Generation Z take up their position in the workplace. Organisations need to be prepared for this new breed of workers and having the right HR structure in place will be an extremely important part of this.
Recent research suggests that 83% of businesses see one of the biggest challenges ahead being how to attract the next generation of talent. Many anticipate that Generation Z will be more focused on choosing who they want to work for and more demanding in what they expect from an employer.
Organisations should be laying the HR foundations now to meet the challenges that lie ahead. Pivotal to this is the need for promotion of a strong and cohesive employer brand. The most successful employer brand will be one that is actively supported by existing employees, as they are the best advocates a company has. More so than ever, organisations need to be selling their brand to potential recruits. The employer brand needs to have authenticity but should not be driven by a need to appeal to any particular generation of worker. The goal needs to be the creation of a working environment that all generations feel comfortable in and feel a sense of belonging for.
Particular generations need to be targeted in specific and appropriate ways. For Generation Z, the most obvious method is through social media. An organisation can communicate an employee value proposition through social networking platforms, and employee advocacy here is especially useful.
Tailoring recruiting approaches to meet the preferences of different generations is also crucial. HR teams need to think like marketing teams do and consider how different generations think, what motivates them and how they are likely to respond to different approaches. With over 60% of Generation Z likely to use mobile apps and online tools for job seeking and around 25% likely to search via their educational institution, these are the platforms that HR teams should be engaged with to best resource Generation Z talent.
Finding and attracting the talent is obviously the first step but with Generation Z candidates the even bigger challenge will be to develop and retain the talent within the organisation. Research suggests that over 50% of Generation Z candidates do not expect to stay in their first position for more than two years. If HR teams understand that it is likely that many younger employees might leave, it doesn't mean that these workers should not be given development and training opportunities during their time in the organisation. It just means that HR teams should be building alumni-style networks to ensure that Generation Z talent that does move on from an organisation remains in the talent pool.
Although it is important that HR teams provide a tailored approach to meet the needs of Generation Z, it is also important that nothing is introduced that is at the expense of another generation. Methods used should always benefit the whole organisation. However, with such marked differences in the preferences and values of the different generations, a one-size-fits-all approach will not be suitable in the contemporary or the future workplace.
This article was written by Andy Long, Corporate Sales and Development Manager at Pertemps.
Connect with Andy on LinkedIn here.
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