What are best practices for companies to approach Generation Z? The Generation Z is going to dictate the job market in the future. However, research on it is still occasional, especially in times of Covid-19. Consequently, best practices are lacking on how to approach the cohort. This work-project addresses the research gap by carrying out a cross-sectional study with the help of a questionnaire.
The research revealed that Gen Z’ers are characterized by being digital-natives, who have diverse perceptions of the working environment. They are affected by events like Covid-19 which impaired their mental health, among other things. Based on these insights, practices to approach the cohort were designed.
Table of Contents
1 Introduction
2 Literature review
2.1 Different Generations
2.2 Gen Z and its Characteristics
2.3 Work values and expectations at work of Gen Z
2.4 Traditional vs. Modern Recruiting
2.5 Challenges and trends in recruiting
2.6 Hypotheses
3 Methodology
3.1 Objective
3.2 Quantitative approach
3.3 Psychometric characteristics
3.4 Elaboration of the survey
3.5 Survey frame data
4 Research Findings
4.1 Characteristics of the data
4.2 Results
4.3 Discussion
4.4 Recruitment guideline on how to approach Gen Z
4.5 Limitations and future research
5 Conclusion
Research Objectives and Themes
The primary goal of this research project is to identify and analyze best practices for companies to effectively attract, recruit, and retain Generation Z members, especially within the challenging context of the Covid-19 pandemic. The study seeks to address a research gap by examining the specific work values, perceptions, and communication preferences of this cohort.
- Analysis of Gen Z characteristics and their impact on workplace behavior.
- Examination of the influence of Covid-19 on Gen Z's career concerns and mental well-being.
- Evaluation of modern recruitment channels and the importance of employer branding.
- Development of a practical recruitment framework (AIDAR) tailored to Generation Z.
Excerpt from the Book
1 Introduction
Employees are an important part of companies. In the near future, firm’s success will be dependent on the recruitment and behavior of future generations. Currently, five generations are active in the job market. One of them is Generation Z, which has recently started to enter the job market, though the cohort is going to dictate it soon (Fratričová and Kirchmayer 2018, 28). In 2020, 20% of the workforce already consisted of Gen Z’ers (Half 2015). Currently, the so-called war for talents, an unstable economic situation, and skill-shortages have put companies in competition for employees. Companies can build a competitive advantage, if able to recruit the best employees (Șupeală 2018, 1–3). To be competitive in the long run, companies have to analyze values, trends, expectations, etc., from Generation Z. Thus, they will be able to build knowledge upon how the cohort is shaped as future employees and be capable of recruiting and retaining the best talents.
The new generation will be an intangible asset for companies, shortly (Sidorcuka and Chesnovicka 2017, 807). But managers don’t always understand the differences between ages and hence don’t take the right action to address them. (Urick, Hollensbe et al. 2017 as cited in Maloni, Hiatt, and Campbell 2019, 1). Companies need to understand how the perception towards the working environment has changed from Gen Z’s perspective and which behavior patterns are unknown. If identified, recruiting practices have to aim at what motivates the cohort and meet their expectations.
Summary of Chapters
1 Introduction: Discusses the significance of the upcoming generation in the labor market and identifies the research gap regarding recruitment strategies for Generation Z in a post-Covid world.
2 Literature review: Provides a comprehensive overview of generational differences, specific traits of Gen Z, and current trends in professional recruiting.
3 Methodology: Details the quantitative research design, including the online survey structure, psychometric considerations, and the demographic characteristics of the participants.
4 Research Findings: Presents the statistical analysis of survey data, tests the defined hypotheses, and provides a framework for recruitment based on the findings.
5 Conclusion: Summarizes key insights and provides a strategic outlook for companies to successfully integrate and retain Generation Z employees.
Keywords
Generation Z, Perception of the working environment, Best practices on how to approach Gen Z, Human Resource Management, Employer Branding, Recruitment, Covid-19, Digital Natives, Social Media, Career Expectations, Employee Retention, Work-Life Balance, Workplace Culture, Organizational Commitment, Mentorship.
Frequently Asked Questions
What is the core focus of this research?
The work primarily investigates how companies can adapt their recruitment and retention strategies to meet the unique expectations and values of Generation Z, particularly in the unique context of the Covid-19 pandemic.
Which thematic areas does the study cover?
The study spans generational differences in the workplace, the specific characteristics of "digital natives," the impact of the global pandemic on career perceptions, and effective modern recruitment practices.
What is the central research question?
The study aims to determine: What are the best practices for companies to effectively approach and engage Generation Z?
What scientific methodology was utilized?
The author employed a quantitative research approach, conducting a cross-sectional online survey among 156 qualified participants belonging to Generation Z.
What topics are discussed in the main section?
The main section analyzes survey results regarding social media usage, the mental impact of Covid-19 on career paths, motivation factors at work, and the effectiveness of various recruitment channels like LinkedIn and rating platforms.
Which keywords best characterize this publication?
Key terms include Generation Z, Human Resource Management, Employer Branding, Recruitment, Covid-19, and Employee Retention.
How does the pandemic influence the recruitment of Gen Z?
The pandemic has heightened anxiety and career uncertainty among Gen Z, making it essential for companies to prioritize mental health support, clear onboarding, and mentorship to build loyalty.
Why are rating platforms considered important for companies?
Because Gen Z members act as digital natives who actively seek peer-based information; therefore, a company's presence and reputation on platforms like Glassdoor or Kununu significantly influence recruitment outcomes.
What is the AIDAR framework?
AIDAR is an adapted marketing framework (Attention, Interest, Desire, Action, Retention) developed by the author to provide a step-by-step roadmap for companies to manage the candidate journey for Gen Z.
- Citar trabajo
- Eric Anders (Autor), 2021, Generation Z and their perception towards the working environment, Múnich, GRIN Verlag, https://www.grin.com/document/1024843
