Tanja Welcher works in fund product management at GLS Investment Management GmbH, where she focuses on optimizing business processes and impact management. She has gained international work experience in London and believes that Generation Z seeks more than just a job for pay. "When addressed correctly, Generation Z is highly motivated and ready to perform," explains Tanja Welcher.
Headlines such as "Generation Z – lazy, unmotivated, and idle" are all too common.1 The so-called "Gen Z" is entering the job market with a seemingly different understanding of work-life balance and professional life compared to previous generations. Having closely worked with people from Gen Z, I’d like to share my insights to demystify them. I hope this text helps foster a better understanding of what matters to Gen Z in the workplace and how employers can address their needs to attract and retain young talent.
With the rise of workation and mobile working, the boundary between work and leisure seems to be increasingly blurred. For young people today, a good salary alone is no longer sufficient.2 Gen Z is often described as freedom-loving, which holds a lot of truth. They want to be valued as individuals and aim to make a positive contribution to the world.2Once they find a job that aligns with their values, they are eager to take on tasks with enthusiasm and responsibility.3They want to actively participate and think critically. Employers who are open to their ideas and capitalize on their "can-do" attitude not only benefit from their work but also have a better chance of retaining skilled workers and dynamically advancing their organization – I am convinced of this.
For Gen Z, work is more than just a job. While self-fulfillment is certainly a goal, they primarily see employers as responsible for contributing to solving societal challenges.4Employers who support social engagement – through initiatives like allocating work hours or launching their own projects – are particularly appealing to this generation.
Beyond monetary compensation, Gen Z appreciates targeted benefits that have health or societal value: job tickets, bike leasing, subsidies for fitness studios or childcare, and off-site activities like participating in team-building sports events. Structurally, employers can increase their appeal by implementing flat hierarchies, using first-name terms, and relaxing dress codes – for example, through a casual Friday.
Often, small adjustments can make a big difference, such as during the recruiting process. Job postings can be tailored to appeal directly to Gen Z, highlighting their tech-savviness and showcasing opportunities for personal growth. Some companies are already using digital fairs where interested candidates can interact with various departments via avatars on a virtual platform – without needing to be physically present.
In summary, it doesn’t have to be a four-day workweek right away. Honest communication that takes Gen Z's needs seriously and involves them in organizational decision-making wherever possible can significantly contribute to recruiting and retaining young talent. Believe me: Their willingness to perform will then be enormous, and they will give their all for their employer!
Sources:
1Generation Z – träge, unmotiviert und faul: So einfach ist das nicht!
2Generation Z: Wer sie sind und was sie wollen
3Gen Z: The workers who want it all
4Die Generation Z: Wie sie arbeitet und wie sich Unternehmen auf sie einstellen müssen.
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