Generation Y and Z in the labour market - The ultimate guide

Generation Z

In order to be able to choose the right media for your recruitment strategy, or to know how to onboard or motivate the future generations in the labour market, it is important to know the most important characteristics of the different generations.

So what is Generation Z?

• Generation Z (abbreviated: Gen Z) was born in the period 1995-2009

• This means that this generation of young people and students is currently entering the labour market, either in the form of a part time or full time job

• By the year 2022, Gen Z made up no less than 25% of the workforce and that number will only increase in the coming years

It is therefore incredibly important that you, as an employer, know about this generation, both in terms of attracting new employees, but also in everyday work.

So let's look at some of the things that characterise Generation Z, which is also called the digital natives or the iGeneration.

Here we are going to create a stereotypical representation of a generation, but in the nature of things, not all people are the same, so use this article to be inspired and then make your own plan in relation to employer branding and everyday life in the company.

Nevertheless, there is a difference between generation Z and the generation that is slightly older, namely the millennials, who are also called generation Y.

Generation Y and Z

Let's look at the differences in their behaviour.

Generation Y

Generation Z

• Born 1977-1994

• Born 1995-2009

• Trust the companies to tell the truth

• Are sceptical when it comes to the companies' credibility

• Expect companies to process sensitive personal data correctly in relation to GDPR

• Less than 50% believe that personal data is stored securely

• Believes that companies shoulder a social responsibility

• Just over half believe that the companies actually take social responsibility

• Being called curling kids because their parents have swept adversity away from their feet. Millennials are therefore optimists

• Trophy children, which means that these are smaller cohorts who, through growing up, have received and require a lot of attention

• Share what they see on social media

• Creates content on social media. 
• Uses Instagram's dream filter and photo editing programmes to appear perfect, side effect: low self-esteem and stress

• Does not buy newspapers, but reads newspapers and magazine, if they are available at the workplace, in the doctor's waiting room or available at the hairdressers

• If it can't be found on the internet, it doesn't exist

• Are committed to their family and value their free time so that they can realise themselves and enjoy being with friends

• Can be socially challenge, the corona pandemic has not helped in that context

• Facebook is actively used

• Facebook is used for information, but not for interaction. So you're only on Facebook for FOMO reasons (Fear Of Missing Out)

• Google is used to search for knowledge

• YouTube is used as the primary search engine

• TikTok was used during the corona pandemic and not so much afterwards

• TikTok is widely used

• Very few want to be self employed as being so puts finances under pressure

• Entrepreneurship is hip

• Listens to what their friends and parents say

• More impulsive than older generations

• Experienced the financial crisis in 2007-2009

• Corona, the war in Ukraine and the energy crisis are the first societal hardships that generation Z has experienced

• Loves the community, both at work and in leisure time

• Walks home alone from school, not physically with friends after school, but chats, snaps and games. If they are in the same room, they don't necessarily look at each other

• Team oriented

• In the secondary school, there was a focus on individual learning and Gen Z was trained in personal achievements, but was also included in group work. Therefore wants personal success and is used to receiving constant feedback

• Does (like everyone else) skip actions, but has the ability to delve

• May have difficulty concentrating. Addicted to getting dopamine, which creates a short term pleasure and therefore via social media seeks a constant confirmation of being seen

• Family is important. Career comes second

• Very interested in education. They strive to get a good job and a good career

• Seeking brand relationships

• Will be independent

Generation Y

Generation Z

• Emphasise the possibility of flexible working hours and you appreciate the whole person, including not having long working days

• Be prepared that this generation will not work for 5-10 years in your company. Highlight, if possible, that the company can provide sparring in relation to entrepreneurship and business development, either internally or via networks

• Highlight your team oriented approach to problem solving

• Show examples of how the company actually takes social responsibility seriously

• Talk about your CSR strategy and how you live up to it

• Use employee advocacy to talk about how you give feedback on an ongoing basis, and not just via a performance review once a year

• Mention GDPR to support your credibility

• Emphasise social sustainability

• Highlight your brand or the branded goods you sell if there is a good level of awareness

• Recruit primarily via job portals that target the young target group of students (for example Ungarbejde.dk and Findjobhub.com) and secondarily via YouTube and possibly TikTok. It is about creating more touchpoints in order to remain at the forefront of the Gen Z mindset

• Use traditional media for recruitment: Google ads and job portals, possibly trade magazines

The challenge is: How do you motivate your employees when they are distracted and constantly craving feedback?

First of all, it is important to create a feedback culture if you do not already have it.

Feedback model

The purpose of the feedback is to reinforce or change the employee's behaviour.

You can use the following four points as a model for creating feedback:

1. Create a space for giving feedback. You do this by asking: "May I give you feedback?"
2. Give concrete feedback. Feedback must be given in connection with, or immediately after, a relevant incident has given rise to giving feedback. You can say to the employee: "When you..."
3. Talk about the significance of the incident. Talk about consequences
4. Use coaching. "What do you think you could do instead, the next time?"

Generation Z must have a purpose

If generation Z does not see a purpose in solving a task, then motivation drops drastically.