Unlock Gen Z Engagement: 7 Strategies

Article originally published by HRMorning.com on July 17, 2024. Written by Logan Mallory.

Generation Z, with its meme-fluent, digital-native, socially conscious culture, has staked its claim on the workplace.

Between 12 and 27 years old, Gen Z makes up 30% of the world’s population. Over 17 million of this generation are currently working and thriving in the workplace.  

Despite their strong numbers and “living out loud” online ethos, many employers struggle to unlock Gen Z engagement. Some of the “old guard” are still stuck on figuring out millennials, and here comes another generation that can be even more of an enigma.

However, unlocking the secret to Gen Z engagement isn’t difficult. It simply means that today’s business leaders will need to think beyond the confines of what may have thrilled their millennial or Gen X employees a decade or two ago. So pull up a chair, pour yourself a kombucha, and let’s dig into connecting with Gen Z in the workplace. 

Gen Z Engagement and Experience

Gen Z is a wildly unique cohort set to enter the workforce in droves. They are the most diverse generation to date and have particular views on what makes a great workplace. According to a recent LinkedIn survey, up to 72% of Gen Z will likely have left or considered leaving a job because their employer did not offer a flexible work policy. 

Gen Z is the catalyst for major change in the working world. Their approach to work, pragmatism, and high regard for a true work/life balance are turning the traditional workplace on its head. Following a massive shift to remote work during and after the pandemic, Gen Z seized their moment, demanding more flexibility within their positions.

The kids who grew up in the internet age, who spend up to four hours a day on social media and feel no need to apologize for it, are “in the house.” This means employers who want to tap into their tech savvy, social media know-how, and the benefits of their social consciousness will need to make the workplace as appealing — and flexible — as possible. 

A recent study showed that three out of four managers disliked working with Gen Z, citing reasons such as a lack of motivation and drive. However, the managers could be the source of such disconnection.

Gen Z is more likely to report feeling disengaged, stressed and mentally distanced from their jobs. So when the old standards of pizza parties and ping-pong tables in the office fail to engage these younger workers, what is a manager to do?

Engaging With Gen Z

It takes a mix of ingenuity, creativity and humor to best engage with Gen Z employees. The first step with any engagement strategy, no matter who you’re trying to reach, is to make an effort to understand your audience.

Once you know who Gen Z is, you can move on to successful engagement.

• Embrace technology: Gen Z is a digital native generation — i.e., they have been raised in a digital world. They have known how to navigate the internet and digital devices almost since birth. Employers should tap into this Gen Z “superpower,” letting them take the lead with technology choices and leveraging tech tools for communication. 

• Give feedback and recognition: You may have heard the boomer generation lament the “everyone gets a trophy” mythos that has been attached to the younger generations like Velcro. While this stereotype may not be entirely rooted in truth, there are some valuable nuggets to be gleaned from the idea that recognition is important to Gen Z. This generation craves valuable feedback and validation of a job well done. Employers will see a positive response from public recognition of their Gen Z employees, keeping them motivated and searching for constant improvement. 

• Teamwork makes the dream work: Gen Z values teamwork. Employers should encourage these employers to work together on projects. Gen Z thrives in collaborative environments where they can build a sense of community and belonging in the workplace. They want the place where they spend the majority of their time to be one where they feel accepted. 

• It’s a flex: Gen Z greatly values flexibility in their workday, gravitating towards employers who offer remote or hybrid work environments, unlimited PTO, and accommodation for personal needs. 

• Show diversity and inclusion: Social matters and diversity are important to Gen Z. This generation is more plugged into what is happening in the world than generations that have come before them. They want to work in inclusive environments where people are accepted for who they are and feel comfortable around their peers.
• Be authentic: Gen Z can smell a fake from a mile away. This generation has been through social media grifters and people who will do anything to earn internet head-pats. They crave authentic connections and genuine interactions. Employers should then be straightforward and truthful in their communication with these employees, showing genuine interest in their skills and contributions. These kinds of interactions will build trust with Gen Z workers, making attraction and retention much easier. 

• Provide a way to climb the ladder: Gen Z is interested in career advancement and is eager to grow their skill sets not just by learning but by doing. Employers should offer regular workshops, continuing education opportunities and mentorships with older-generation workers. Not only will this allow Gen Z to grow within the organization, but it will foster collaboration between the generations. 

Embracing the Power of Gen Z

By 2030, it’s estimated that 30% of the workplace will be Gen Z. This signals a rapidly changing workplace culture, opening doors for more authentic collaboration, forward-thinking online engagement and flexible work environments. These changes could enhance the workplace for all generations, not just the young up-and-comers. 

Regardless of the stereotypes that get tossed around, Gen Z is not just about avocado toast and TikTok dances. They are seeking employers who value their time and contributions. By embracing the unique perspectives of Generation Z and throwing off the tired stereotypes, employers can gain an employee base that is driven, innovative, and chock full of potential.