Post on 27-May-2018
Getting Ready to Recruit Generation Z Looking Ahead to the Future Work Force
John Flato, Vice President, Advisory Services, Universum Global john.flato@universumglobal.com
Present in 60 countries with regional offices in New York
City, Paris, Shanghai, Singapore, and Stockholm.
Serving more than 1,700 clients globally, including Fortune 100 companies.
Full service Employer Branding partner, taking clients from identifying
challenges and engaging talent to measuring success.
Helping the world’s leading organizations strengthen their Employer Brands for
over 25 years.
Surveying more than 1.3 million career-seekers,
partnering with thousands of universities and organizations.
Thought leaders in Employer Branding, publishing content
on C-suite level subjects.
Our Employer Branding content is published yearly in renowned media, e.g. WSJ,
CNN, Le Monde, BusinessWeek.
Who We Are
2016 | US | Students | All main fields of study
Sample client list
2016 | US | Students | All main fields of study
3
Some of the World´s Most Attractive Employers
Universum in the Media
2016 | US | Students | All main fields of study
4
Universum Rankings and Thought Leadership Publishers
1.4 million students across 60 countries share their career preferences in the Universum Talent Survey
5
Singapore
Japan Thailand
Malaysia
Vietnam
ASIA/PACIFIC
China
Australia
IndiaHong Kong Indonesia
Covered by Universum in 2015
USA
Argentina
Chile Peru
AMERICAS
MexicoCanadaBrazil
Cost Rica
Panama
Columbia
Austria
Germany SwitzerlandSwedenNorwayFinlandDenmark
Ghana
Nigeria SouthAfrica
AFRICA
Kenya
AlgeriaMorocco
MIDDLE EAST* including United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Lebanon, and Egypt.
Russia Italy
France
UKSpainPoland
Holland IrelandBelgiumUkraine
Czech Republic
Greece
Portugal
PakistanKazakhstan
EUROPE
Turkey
John Flato, Campus Recruiting VeteranADVISORY SERVICES
John Flato, Vice President of Advisory Services has more than twenty years experience managing the corporate campus recruiting function, running a career services department, and consulting with more than sixty clients on all phases of university recruiting.
PROJECTS DELIVERED• Strategy design and implementation• Global school selection• Custom surveys• Training, documentation, outsourcing and more
• Agilent• AT&T• BASF• BP• Campbell’s Soup• Cisco• Dell• Deloitte• GE
• IBM• IFF• J&J• Macy’s• Merck• RBS• Schlumberger• Shell• Walmart
SELECTION OF MORE THAN 60 CLIENTS ACROSS ALL INDUSTRIES
• Corporate Leadership: AlliedSignal (now Honeywell), CIGNA, and Ernst & Young/Capgemini• University: Georgetown MBA Career Services Director; Johns Hopkins U faculty• Consulting for 9+ years With Universum, Vault and own Businesses• Speaking: Numerous speaking engagements at conferences, workshops, universities, • Awards: NACE and EMA• Publishing: Three chapters in books on HR and University Relations, plus articles in ERE
Why this study matters
15
As a result, the talent market is going to be even more competitive than it is today. To prepare, Universum conducted the biggest Gen Z survey to help our clients prepare for their future workforce.
* https://www.ted.com/talks/rainer_strack_the_surprising_workforce_crisis_of_2030_and_how_to_start_solving_it_now
By 2030, many of the world's largest economies will have more jobs than skilled people to do those jobs. *
16
What is covered in the study
RussiaGermany ItalyFrance UKSpain
Mexico
Norway SwedenFinlandDenmark SwitzerlandPolandHolland
Canada
USA
Austria IrelandBelgium UkraineCzech Republic
Colombia
Costa Rica
Panama
Argentina
Chile Peru
Brazil
AMER
ICAS
EUROPE
ASIA/PAC
IFIC
Egypt QatarLebanonKuwait UAETurkey
South Africa
China Singapore
Australia
India
Thailand
Malaysia
Hong Kong
Vietnam
IndonesiaMIDDLE EAST & AFRICA
Saudi Arabia
Kazakhstan
For the first time ever, members of Gen Z told us what they want for their future!
17
~ 50,000 respondents
Who are Gen Z?
18
Born 1994 – 2009(McCrindle Research Centre)
Born 1995 or later(Adweek, Business Insider)
Born 1993 or later(Statistics Canada)
Who are Gen Z?
20
Who are They?• Roughly 70 M• 25% of US Population• HS-College Sophomores for
our discussion
Baby BoomersHard working
Specialized
Individualistic
Gen XSelf-starting
Loyal
Driven
Gen YFlexible
Non-hierarchical
Innovative
Gen Z?
?
?
Generational comparison-Four generations in the workplace
21
?
• Tangible/material success• Work to live• No feedback• Blend in• Climb corporate ladder
• More frugal• Digital natives• Word of mouth matters• Focused on the
consequences of decisions
About the Universum Talent Research and the target groups
2017 | US | Students | All main fields of study
Total number ofrespondents in the survey 81,102
FIELD PERIODOctober 2016 to February 2017
• Created with over 25 years of experience, extensive research within HR, focus groups and communication with our clients, students and professionals.
• Global perspective - local insight.• Conducted via an online survey. The online link
was distributed via university and alumni-networks, communities, the Universum Panel and different local and global partners.
THIS REPORT
Number of respondents
GROUP 1382Your students
81,102GROUP 2All students
• Students at higher educational institutions.
• Professionals with an academic degree
• Non-academics
22
THE QUESTIONNAIRE
RESPONDENTS
?
2017 | US | Students | All main fields of study
23
Personal Background | Ethnic & other aspects of diversity
• What is your ethnic background?• In which of the following groups do you consider yourself a member? Please check all that apply.
50%
18%
11%
7%
5%
3%
2%
1%
1%
4%
61%
10%
7%
6%
7%
4%
1%
1%
1%
3%
White/Caucasian
Latino/Hispanic
Black/African American
Multi-racial
East Asian / NativeHawaiian or Pacific
Islander
South Asian
Middle Eastern
American Indian/AlaskanNative
Other
I prefer not to sayYour students
All students
32%
27%
10%
6%
2%
3%
46%
26%
20%
9%
3%
3%
3%
53%
Federal Pell Grantrecipients
First in family to go tocollege
LGBT
People with disabilities
Military veterans andreservists
I prefer not to say
None of these Your students
All students
?
2017 | US | Students | All main fields of study
24
Main field of study
• What was your main field of study?
35%
25%
24%
11%
5%
20%
27%
33%
14%
6%
Natural Sciences
Humanities/Liberal Arts/Education
Business
Engineering
Computer Science Your students
All students
?
Top of mind associations with University of South Florida
2017 | US | Students | All main fields of study
• What is the first word that comes to mind when you think of your college or university? • These are answers written in by your students. • Spelling mistakes might occur. 25
What we know now
26
Grew up inuncertain times
Most globalgeneration
Breaking the education mold
Alwaysconnected
Z
1) Most global generation; driven by impact and entrepreneurial spirit
27
wants to start their own companies
in order to have an impact.
43% of Gen Z
Globally connected and well traveled
Gravitating toward cities, where populations tend to be more ethnically and culturally diverse
Aware of global events and business opportunities
Recognize that the world has significant problems, and they want to help
For Gen Z, the desire to help change the world for
the better is not about CSR or donating to
charities.
@UniversumGlobal
?
2017 | US | Students | All main fields of study
Employer Reputation & Image
• Which attributes do you perceive as the most attractive? Please select a maximum of three alternatives.
Attractive attributes
28
54%
51%
40%
37%
27%
27%
18%
15%
14%
8%
54%
45%
41%
38%
24%
29%
23%
14%
15%
8%
Inspiring purpose
Ethical standards
Inspiring leadership
Innovation
Prestige
Attractive/exciting products and services
Market success
Fast-growing/entrepreneurial
Corporate Social Responsibility
Corporate transparencyYour students
All students
First generation to grow up with high speed, mobile internet access
Comfortable interacting online with others
Consume and share content with ease
Easily adapt to new technologies and implement them in their workflow
29
2) Always connected
specifically searches for employer information through that channel.
Now imagine what that looks like for Gen Z, who
grew up using it.
60% of Gen Y
Despite the myth that Facebook is dead,
30
of the world’s internet traffic is from mobile devices and we now buy more smartphones than “dumb” phones
20%
By early 2014 nearly
3 billionpeople were online
hours of video are watched on YouTube
every month
6 billion
WhatsApp messages are sent every day
27 billionusers worldwide
1.2 billion
pictures are shared on social media every day
758 million
Facebook has almost
Talent is exposed to tons of information every day
• Source: BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-processing-a-record-27-billion-messages-per-day/#!sawFj
• See also: http://www.youtube.com/yt/press/statistics.html
Are you ensuring your employer brand will stand out?
?
2017 | US | Students | All main fields of study
31
Which communication channels do your students use the most?
• Which channels do you use in general to learn about potential employers?
59%
52%
43%
28%
26%
25%
24%
24%
24%
21%
60%
55%
45%
29%
27%
31%
24%
26%
26%
22%
Social media
Employer websites
Career fairs
Career and job related apps
University press & student organisation publications
Job boards (sites where job openings are posted)
Employer office/site visits
Employer presentations on campus
Career guidance websites
Lectures/case studies as part of curriculumYour students
All students
..and Linkedin usage is going down among students. Quickly.
32
cial me 1. Social mediaoyer we 2. Employer websitesareer fa 3. Career fairs
Job boards (sites where job openings are posted) 4. Job boards (sites where job openings are posted) d job re 5. Career and job related apps
dent or 6. University press & student organisation publications entatio 7. Employer presentations on campus
idance 8. Career guidance websites vertise 9. Employer advertisements on TV
office 10. Employer office/site visits
ALL STUDENTS, USA 2017
87%
vs. 2015
68%
Not yet listed
50%
68%
Social is still dominant,, LinkedIn use has fallen dramatically since 2015 while the visual social newbies, Snapchat and Instagram, have really taken off.
Top 10 social media channels among Gen Z
33
96%
74%
64%
59%
33%
33%
30%
26%
24%
21%
77%
59%
43%
25%
30%
27%
10%
13%
31%
8%
YouTube
Snapchat
Skype
Tumblr
Google+
Vine
US
Global
is the average number of social media
channels used by Americans Gen Z.
5.0
is the global average
4.1
• Which online networks/communities do you use?
?
2017 | US | Students | All main fields of study
34
Which communication channels do your students use the most?
• Which channels do you use in general to learn about potential employers?
59%
52%
43%
28%
26%
25%
24%
24%
24%
21%
60%
55%
45%
29%
27%
31%
24%
26%
26%
22%
Social media
Employer websites
Career fairs
Career and job related apps
University press & student organisation publications
Job boards (sites where job openings are posted)
Employer office/site visits
Employer presentations on campus
Career guidance websites
Lectures/case studies as part of curriculumYour students
All students
35
Gen Zers across the Americas extremely open to communication from employers about jobs…
• How open are you to be contacted by a company regarding work opportunities?
83% 82%87%
74%
87% 90% 90% 90%83%
88% 85%91%
84%
17% 18%13%
26%
13% 10% 10% 10%17%
12% 15%9%
16%
Global LATAM Argentina Brazil Chile Colombia CostaRica
Mexico Panama Peru NorthAmerica
Canada USA
I like it very much / I like it somewhat I dislike it very much / I dislike it somewhat
36
…but hardly any of them have been contacted about job opportunities.
• Have you been contacted by any company regarding work opportunities?
29%23% 23% 25%
11%
21% 19% 22% 21%25% 25% 28% 25%
71%77% 77% 75%
89%
79% 81% 78% 79%75% 75% 72% 75%
Global LATAM Argentina Brazil Chile Colombia CostaRica
Mexico Panama Peru NorthAmerica
Canada USA
Yes No
37
Have you started actively communicating your employer brand to Gen Z?
Are you ensuring your employer brand will stand out?
38
are hopeful about their future work-life.
55% of Gen Zers
Despite economic uncertainties,
3) Grew up in uncertain times
Grew up during the “war on terror” and various economic crises
Parents and/or siblings facing tremendous educational debt
More goal-oriented, planning careers earlier
Exposed to dramatically changing industries; STEM skills becoming even more critical: retail, journalism, transportation, cable broadcasting, industrial real estate, GPS
The uncertain times did not quell their entrepreneurial desire
@UniversumGlobal
Gen Z students in US prioritize job security over the long term
39
• Do you associate yourself with below statements? Scale 1-5, where 1 means “No, not at all” and 5 means “Yes, always”
• The percentages represent the share of respondents who answered “yes” in each of the statements
58%
51%
43%
27%
25%
25%
19%
18%
12%
40%
41%
28%
19%
28%
31%
32%
26%
18%
To be secure or stable in my job
To have work/life balance
To be dedicated to a cause or to feel that I am servinga greater good
To be competitively or intellectually challenged
To be entrepreneurial or creative/innovative
To be a leader or manager of people
To be autonomous or independent
To have an international career
To be a technical or functional expert
Which of these career goals are most important to you?
Choose no more than three
US
Global
?
2017 | US | Students
40
Career goals
• Which of these career goals are most important to you? Please select a maximum of 3 alternatives.
60%
50%
49%
39%
28%
26%
20%
13%
8%
60%
52%
50%
35%
27%
26%
19%
13%
10%
To have work/life balance
To be secure or stable in my job
To be dedicated to a cause or to feel that I am serving a greater good
To be competitively or intellectually challenged
To be entrepreneurial or creative/innovative
To be a leader or manager of people
To have an international career
To be autonomous or independent
To be a technical or functional expertDC Area Schools
All Schools
41• Source: Universum Millennials Survey,
Recent global research suggests that work-life balance is mostly about the hours
76%
58%
50%
48%
42%
41%
37%
32%
28%
26%
26%
20%
17%
13%
13%
2%
Enough leisure time for my private life
Flexible working hours (e.g. not limited to office hours)
Recognition and respect for the employees
Overtime compensation (monetary or by leisure time)
Flexible working conditions (e.g. home office)
Convenient work location
No interruption of my leisure time (e.g. on holiday or at the…
Acceptance of parental leave
Financial support for parental leave
Adequate time for recovering after working peaks
Consideration of private interests in the holiday planning
Offering external activities (e.g. sports, cultural events)
No requirement for overtime work
Opportunities for part-time work
Offering child care
Other
Key Components of Work-Life Balance for U.S. Bachelor’s Candidates% of respondents selecting component as important
2017 | US | Students | All main fields of study
42
Gen Z in North America is less likely to want to start their own company
• Are you interested in starting your own company?
55%
62%58% 58% 58%
66% 65%67%
71%
78%
41%38%
41%
Global LATAM Argentina Brazil Chile Colombia CostaRica
Mexico Panama Peru NorthAmerica
Canada USA
It’s a brave new world for startups
SpaceX is one of two private companies licensed to carry cargo into orbit for NASA…
…Tesla’s Model 3 brings its electric cars to a mass-market price point…
…and Uber is moving from a scheduling / brokerage app to a full-scale self-driving taxi cab company.
41
There are just a few problems with that…
This is not SpaceX’s launch vehicle. It’s Boeing’s. (They’re the other private company licensed by NASA.)
This is not the Tesla Model 3 –It’s a 2015 modelFord Focus Electric.
This is not Uber’s prototype for a self-driving car.It’s GM’s.
41
45
is interested in finding out more about how companies offer education to people who have no university
degree
59% of Gen Z
Contrary to their parents, who prioritized a college education,
almost
4) Breaking the education mold
Student loans are increasingly unsustainable
Gen Z values experience over tangible possessions, so the argument for earning a degree has less weight
Employers are looking more for skillsets or learning capabilities, thus reducing the importance of a degree
There has been a growth of alternative education and online learning tools
@UniversumGlobal
46
14%
12%
11%
14%
19%
18%
18%
20%
48%
46%
47%
49%
44%
56%
52%
55%
38%
42%
41%
38%
37%
27%
31%
25%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Global
APAC
LATAM
USA/Canada
Africa
Middle East
Western Europe
Eastern Europe
"Would you consider joining the workforce instead of getting a formal education at college/university, if an employer would
educate you in the field instead?"
Yes Maybe No
Source: Universum Gen Z study, 2015
Are high-schoolers considering skipping university altogether?
47
Billionaire college dropout Was it worth it?
…but arguments miss students’ and parents’ emotional responses to the debate
Along with Gates, Jobs, Dell, Ellison et al
Gen Z students interested in entrepreneurship are in it for the impact and the ability to be their own boss
49
of the Americans respondents are interested
in starting their own company
41%
is the global average
55%
• What do you see as the strongest reasons to start your own company? (Max. 3)
• Are you interested in starting your own company?
59%
51%
36%
12%
11%
11%
4%
3%
44%
46%
28%
18%
12%
12%
11%
9%
I want to have an impact
I want to be my own boss
I want to work flexible hours
I want to learn a lot quickly
I want to work with my peers
I want to see fast results
I like to work in a meritoracticenivonrment
I like working with a flatstructure
US
Global
Parents Still Have the Greatest Influence| US
• Who has most influence on your decisions regarding your education and career? (Max. 3)
• What is your year of birth? 52
0%
10%
20%
30%
40%
50%
60%
70%
2000 1999 1998 1997
% o
f Gen
Z in
fluen
ced
by th
e re
spec
tive
entit
y
Year of birth
My parents
My teachers
My friends
News
Mentor
Other relatives
Company representatives at school
Career service at my school
Pure interest in subject matter is the primary driver of Gen Z’s choice of academic study
53
• Which of the following influenced/influences you in your choice of subject? (Max. 3)
13%8%
12%
22%22%
39%33%
69%
7%7%9%15%
19%
39%
49%
83%
I will be able tohave a fast
career
One or both ofmy parents areworking in this
area
I want to studyat a specificuniversity
I want to workin a related
industry
There are manyemploymentprospects
I will earn a lotof money
I will be able tohelp people
I am veryinterested in the
subject
Global US
One out of five doesn’t know what to study yet in US!
54
of the Americans respondents are influenced by company representatives
1%
of the Americans respondents are
influenced by their parents
62%
• Which area are you planning in studying?
7%
10%
3%
10%
13%
14%
4%
18%
20%
15%
13%
6%
10%
12%
10%
5%
13%
16%
Business
Engineering
IT / Computer sciences
Natural Sciences
Humanities and socialsciences
Medicine
Law
Other
I don't know yet
US
Global
Women’s choice of major influenced by desire to help people; men’s by earnings potential
• Which of the following influenced/influences you in your choice of subject? (Max. 3) 55
83%
57%
34%
18%
14%
8%
7%
6%
83%
41%
44%
20%
16%
10%
8%
8%
I am very interested in the subject
I will be able to help people
I will earn a lot of money
There are many employment prospects
I want to work in a related industry
I want to study at a specific university
One or both of my parents are working in this area
I will be able to have a fast careerUS - Female
US - Male
Women’s choice of major more influenced by desire to help people; men’s by earnings potential
• Which of the following influenced/influences you in your choice of subject? (Max. 3)
4%
5%
1%
10%
17%
19%
4%
19%
22%
9%
15%
6%
10%
10%
9%
5%
16%
19%
Business
Engineering
IT / Computer sciences
Natural Sciences
Humanities and social sciences
Medicine
Law
Other
I don't know yetUS - FemaleUS - Male
56
57
Students are losing interest in becoming technical or functional experts
0%
10%
20%
30%
40%
50%
60%
20152014201320122011201020092008
Percentage of Students Who Selected "To Become a Technical or Functional Expert" as One of Their Top 3 Career Goals
USA — IT
UK —Engineering/IT
USA — Engineering
UK — Natural Sciences/Health
USA — Natural Sciences / Health
Source: Universum Talent Survey, 2015
Those emotional responses have real consequences — here’s just one example:
58
0.3%0.6%
1.6%
4.3%
2.3%2.1%
3.5%
3.2%
2.5%
3.0%
1970-71 1975-76 1980-81 1985-86 1990-91 1995-96 2000-01 2005-06 2010-11 2015-16(proj.)
Computer Science Degrees Awarded in the USA, as Percentage of all Bachelor's Degrees
One-fifth of Gen Z students are anxious about their future work-life
61
of the Americans respondents feel rather
hopeful about their future work life
69%
is the global average
65%
• Are you in general hopeful or fearful about your future work-life?````
42%
33%
27%
32%
12%
17%
17%
15%
3%
3%
US
Global
Are you in general hopeful or fearful about your future work-life?
I am very hopeful I am somewhat hopeful
I am neither hopeful nor fearful I am somewhat fearful
I am very fearful
Gen Z students’ greatest fear regarding employment is that they won’t get a job that matches their personality
• What are your greatest fears regarding your work life? (Max. 3)
50%
39%
29%
28%
28%
25%
18%
18%
11%
10%
9%
5%
3%
37%
34%
36%
21%
28%
19%
17%
23%
15%
9%
10%
5%
8%
That I won't get a job that matches my personality
That I will underperform
That I will get stuck with no development opportunities
That I won't be seen as valuable to the organization
That I won't realize my career goals
That I will work too much
That nobody will listen to me
To mix up my personal and professional lives
Too tough work climate
That I will not get the chances I deserve because of my age
That I will not get the chances I deserve because of my gender
That I will not get the chances I deserve because of my sexual preferences
That I will not get the chances I deserve because of my ethnic bakground US
Global62
Most Gen Z believe that they will enjoy an equal or higher standard of living than their parents, slightly less in the USA
63
• To what extent do you agree with the following statement? Over my lifetime, I believe I will enjoy a higher standard of living than my parents.
• Source for US Millennials: Universum Millennial Survey 2014
14%
28%
17%
34%
30%
38%
46%
30%
37%
4%
9%
5%
3%
4%
3%
US Gen Z
US Millennials
Global Gen Z
I strongly agree I agree I neither disagree not agree I disagree I strongly disagree
To what extent do you agree with the following statement? Over my lifetime, I believe I will enjoy a higher standard of living than my parents.
65
For Millennials:Getting stuck with no development
opportunities
#1 career fears
For Gen Z:Not getting a job that matches my
personality@UniversumGlobal
Are Gen Z’s fears different from the Millennials’?
• What are your greatest fears regarding your work life? (Max. 3)
• Source for US Millennials: Universum Millennial Survey 2014
50%
39%
29%
28%
28%
25%
18%
18%
11%
10%
9%
5%
3%
33%
26%
40%
25%
30%
31%
9%
18%
14%
11%
10%
2%
12%
That I won't get a job that matches my personality
That I will underperform
That I will get stuck with no development opportunities
That I won't be seen as valuable to the organization
That I won't realize my career goals
That I will work too much
That nobody will listen to me
To mix up my personal and professional lives
Too tough work climate
That I will not get the chances I deserve because of my age
That I will not get the chances I deserve because of mygender
That I will not get the chances I deserve because of mysexual preferences
That I will not get the chances I deserve because of myethnic bakground
US Gen Z
US Millennials66
Different generations also have different priorities in life
• If you had to prioritize in life, what would you put emphasis on? (Max. 3) 67
47%
46%
44%
36%
34%
30%
28%
21%
60%
38%
53%
21%
44%
34%
23%
13%
To spend time with my family
To have a successful career
To grow and learn new things
To have many good friends
To live a long and healthy life
To work for the betterment of society
To be able to have time to enjoy my hobbies
To be wealthy US Gen ZUS Millennials
• Source for US Millennials: Universum Millennial Survey 2014
Gen Z looks first at the friendliness of people when assessing cultural fit with an organization
• Which of the following aspects of your future employer's culture should match your personality? (Max. 3) 68
77%
59%
48%
39%
38%
36%
24%
16%
68%
49%
39%
32%
39%
31%
30%
29%
Friendliness of people
The view on equality/diversity
Organizational structure
The level of empowerment of theemployees
Style of office environment
The level of formality(communications/dresscode)
General brand image
The level of entrepreneurship USGlobal
Assessing cultural fit
• Which of the following aspects of your future employer's culture should match your personality? (Max. 3) 69
83%
64%
50%
36%
34%
37%
17%
13%
71%
53%
47%
42%
43%
35%
30%
19%
Friendliness of people
The view on equality/diversity
Organizational structure
The level of empowerment ofthe employees
Style of office environment
The level of formality
General brand image
The level of entrepreneurship US - FemaleUS - Male
Which of the following statements best define challenging work to you?
• Which of the following statements best define challenging work to you? (Max. 3)
• Source for US Millennials: Universum Millennial Survey 2014 70
54%
32%
32%
31%
21%
18%
16%
16%
15%
15%
9%
6%
5%
4%
42%
22%
18%
33%
33%
7%
26%
21%
33%
15%
6%
17%
4%
4%
Being asked to do things that are outside of my comfort zone
A task that takes me to my limits
A constant and heavy workload
High level of responsibility
Learning new things on a daily basis
Low level of coaching by my teacher/manager
Working with talented colleagues who inspire me
Being empowered by my teacher/manager
Being involved in innovative work
A changing environment
High level of monitoring by my teacher/manager
Meritocracy
Low level of monitoring by my teacher/manager
High level of coaching by my teacher/managerUS Gen ZUS Millennials
Gen Z’s mind-set differs from the Millennials’
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• Do you associate yourself with below statements? Scale 1-5, where 1 means “No, not at all” and 5 means “Yes, always”
• The percentages represent the share of respondents who answered “yes” in each of the statements
• Data on Millennials taken from Universum Talent Survey 2015 (US Undergraduates aged 20-25)
66%
65%
63%
62%
53%
48%
36%
83%
84%
82%
78%
62%
75%
48%
Taking time to think
Future-Oriented
Seeing the bigger picture
Solution-focused
Questioning assumptions
Balancing behaviours
Continuous renewal of yourself US Gen ZUS Millennials
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Gen Z research findings in a nutshell
CommmunicationGen Z in US are very open to being contacted by employers regarding work opportunities.Most of them haven‘t been contacted, although they are present on five socialmedia channels on average.
Education20% of Gen Z students in US do not yet know which broad field of study they will choose.Their main influencers are their parents, while they claim that they choose their area of study primarily by interest in the subject.
Work LifeThe majority of Gen Z students in US are hopeful about their future work-life.However, they have some distinct fears compared to the Millennials: Gen Z fears to a larger extent than the Millennials that they will not get a job that matches their personality, that they will underperform and that nobody will listen to them.
PersonalityMost Gen Z students in US describe themselves as responsible and commited, say that they take time to think, and are future-oriented.The most challenging thing at work for them would be to be asked to do something outside of their comfort zone. Combined with their preference for secure & stable jobs, these findings show that Gen Z in US are a realistic and pragmatic generation.
The time to act is now.
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By the time Gen Z enters the workforce, they will have already been guided and influenced.
The race for Gen Z starts now, and anyone not thinking ahead will be behind.
Key questions to address now:
• How are you planning to adapt or grow your training and development programs?
• Are you prepared to source talent from alternative education options?
• Does your organization have a defined purpose? Is it communicated?
• How is your organization differentiated from your industry or competitors?
• Is your brand uniform globally, unique in every market, or locally adapted from a global brand structure?
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“Orville Wright didn’t have a pilot’s license.”
• Hire for potential, train for skill• Focus on cultural fit• Be less stringent academic requirements (i.e. specific major
or GPA)