Gen Z wants connection, development, and recognition.
The festive afternoon began with a fast-paced, thought-provoking masterclass. The theme: attracting and retaining Gen Z. In the packed PC Hooftzaal, youth researcher and generational expert Laura Bas guided participants through a series of statements and striking findings.
Gen Z is the generation currently aged between 14 and 29. Laura told the audience that, among all European countries, the Netherlands ranks firmly in first place with 77% of young people in work. The European average is 35%.
She put forward the statement: Gen Z needs a lot of compliments. Many hands went up. In the qualitative research Laura conducted, 65% of young people said that, if they were managers themselves, they would give more compliments.
One interesting example was the news headline Laura showed, in which Gen Z was described as lazy, narcissistic, and stupid. She had found the same kind of headline about the generation before Gen Z as well.
“That view of young people exists because they bring new ways of thinking and working, and that kind of change creates resistance. This happens from generation to generation. The most important factor influencing generational differences is upbringing,” Laura explained.
“Parents raise their children differently from how they were raised themselves. Hierarchy has made way for a more equal relationship. Talking about feelings is more normal than it used to be. And where children’s ‘why’ questions used to be answered with ‘because’, parents now give more elaborate answers. This teaches children that they can also ask questions and have a say in the workplace. Through upbringing, parents pass on innovation.” Laura calls these “software updates.”
Every generation brings these software updates with it. Speed, for example, is one such update: videos of no more than 40 seconds to learn something. But flexibility and freedom are also part of it. Covid taught this generation that you do not always have to be physically present everywhere in order to achieve results.
So what does Generation Z value in a working environment?
Connection with colleagues, especially older colleagues they can learn from. Companies where the majority of employees are young notice that Gen Z often starts looking elsewhere if there is a lack of older, experienced colleagues.
Development and opportunities for growth. Make sure you can clearly explain career paths to young people. That gives them energy.
Recognition. Young people do not want a manager who believes that “no news is good news.” They want a manager who is clear, fair, empathetic, and coaching; someone who invests in social relationships, sets goals, and celebrates results.
In short, there was plenty to discuss during the break that followed, and plenty of tips to start applying right away. The easiest one? Give someone a compliment.
This is a brief summary of the masterclass. All insights, stories, and tips can be found in Laura’s book: De GenZclopedie.