Generation “Z” in

Workplaces

Presentation by

Neil Maclure

Jhg

“How can workplaces attract and contain generation 'Z'

members of the community to become future leaders”

Generation

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"Generation Z is one of the names used for the First World or Western generation of people born between the mid-1990s to late 2000s...

On the average they are highly connected

Many having had lifelong use of communications and media

technologies such as the World Wide Web, instant messaging, text

messaging, MP3 players, cellular phones and You Tube, earning them

the nickname 'digital natives‘

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Smarter change makers and

A new level of global awareness

Why are they

Age

They are the youngest generation but are being parented by older

parents (the median age of mother at birth of 1st child is approaching

31 and taught by older teachers (the median age of a school teacher

is 42) than ever before.

First generation to be born into a digital world

Life – Stage

They are the up-ageing generation.

They are growing up faster.

They are in education earlier

They are being exposed to marketing younger

And have access a wealth of diverse information at the tips of their

fingers

Times

First generation to be born into a digital world

They are registered to a social networking site even before birth and

gripping their first electronic gadget while toddling

The only generation so far that communicates and collaborate in real-

time regardless of physical location

Technology

They have only known this wireless, hyperlinked, user-generated

world where they are always only a few clicks from any piece of

knowledge

This internet-savvy, technologically literate generation have been

shaped to multi-task. They move quickly from one task to another

placing more value on speed than accuracy

Coming home to them means - graphical web browsers; laptops;

mobile phones; instant messenger services; broadband; wireless;

video games

They actively authors or contributes content instantaneously to web

sites and weblogs

Events

By 2020 generation Z will make up 36% of the workforce

They will be entering the workforce in an era of declining supply

For Gen Z the skills shortages, the ageing population and the global

demand for labor will continue to empower them

Statistics

60% are expected to complete Year 12

40% will go on to further tertiary study

72% want a career working with or involving “cutting edge of

technology”

65% believe careers that are technology-centered offer solid long-

term job prospects and importantly creatively.

Are highly career-focused, particularly Australian gen Z‟ s want to be

where the action is and for them being on the edge of technological

developments is most important to them.

Will be expected to work longer and have an average of five careers

and 20 different employers in their lifetimes

Traditional work environments will struggle to attract Generation Z

employees

Courtesy - McCrindle Research / May 2009

Where do they

What are their

Language Platforms

How Do they

Blogging and social

networking sites have

experienced explosive

growth over the past few

years

500

125 300

65

5th

Generation Z

“Want to Speak”

“Need for Community”

“Need for Branded Communities”

“Trusts Communities – Word of Mouth”

“Trusts Content on Branded Communities”

“Branded Communities – Influences their behaviors and decisions”

their

And Generation Z are the Drivers

So How Do We Attract Them??

With a Holistic Approach

4 point Strategic Convergence using the “Blue Ocean” Approach

Attract & Retain / Strategy

• compete in existing markets

• beat the competition

• explore existing demand

• make the value/cost trad-off

• align with differentiation OR

low cost

• create uncontested markets

• make competition irrelevant

• create & capture new demand

• break value/cost trade-off

• align with differentiation AND

low cost

RED OCEAN BLUE OCEAN

Strengthen the Employer Brand

Establish a Employer Brand (Online) Strategy (if not already existing)

Fine-tune the collection of ideas and beliefs that influence the way generation Z view‟s the

organization and the employment experience that the organization is offering

Consider investing in a website that concentrates on the coherent integration of corporate

messages simply, effectively & concisely.

Branded landing pages are an effective tool to establish depth to organizations and optimize

search results

Establish an Employer Brand Team

Employ an SEM / SEO Specialist to ensure that the brand is consistently and highly

visible in online searches to generation Z

Consider including an online editorial rich strategy by establishing blogs, RSS feeds,

Video clips & a photo online searchable archive

Ensure the values and attributes are conveyed in your hiring channels

Review the messaging on a quarterly basis

Conduct an annual -brand health-check' to measure the perceptions

Analysis

74% of all global organizations believe that the development of a strong employer branding

strategy leads to higher staff retention in the case of generation Z

54% of all global organizations believe that the development of a strong employer branding

strategy leads reduced recruitment costs

Recruitment should be viewed as an extension of marketing and organizations must have

clear online strategies to market the brand to generation Z

Effectively communication of the company's culture and values, helps to ensure staff are

passionate about, and fit in with the organization

Storytelling

Essentially all storytelling is a master form of marketing

Storytelling is the key to attracting the Generation Z members to leadership positions

This has been a vastly under used strategy because most of us are so intent on our

ongoing improvement efforts we rarely take time to celebrate by telling the positive,

detailed stories of success to the younger generations.

Providing access & mentorship to potential generation Z recruits with role models is crucial to

the marketing efforts

Attracting minorities and indigenous generation Z Australians requires an even greater

commitment to communication with local people and should be approached with a tailored &

targeted marketing approach rather than with a blanket approach

Social Media

Blogs, Podcasts, RSS feed news releases, online video sharing, virtual worlds and micro -

blogging have emerged as the preferred PR resources and are being consumed

predominantly by the generation Z

This medium of marketing effectively provides a unique opportunity to promote and reach this

new audiences and communicate in novel and direct ways

Especially “Blogs” can strongly influence search engine results and can drive high UB‟s / PI

traffic to important topics. Thus creating a strong marketing platform and awareness

(e.g.) It is now an accepted fact that the key reason for Obama success was his use of

the web to reach and galvanize support for his fundraising.

Technology Focus

A recent survey indicated that 72% of generation Z want a career working with or involving “cutting edge

of technology” because most believe that these careers offer solid long-term job prospects and

importantly creatively. Particularly Australian gen Z‟ s want to be where the action is and for them being

on the edge of technological developments is most important to them.

Given the above, all online or traditional media marketing / advertising strategy should

clearly be crafted around the organizations technical focus & prowess.

Future budgets should allow for investments in cutting edge technological acquisitions

& upgrades to equipment & all kit

Sponsor Annual Technology Fairs

Consider one off grants / discounts on work related technology purchases for personal

use (e.g. Laptops)

Technology that would attract Generation Z

Consider investing in Technology‟s

Consider deploying technology that „s badged as “Cool” by Generation Z

Training Academy / Institute

Provide customized programs to meet the needs of individual

Cross Training (inter- department) facilities – For career progression & ongoing staff

engagement / retention. Preferably courses should focus on new technology / trends.

Scholarship Programs

Introduce & provide (appx 200) university scholarships annually to students.

Other Programs / Events

Quarterly Environment / Green programs

Sponsor– Public awareness campaigns recognizing volunteers

Neil Maclure

Thank you…