Generation Z and the Workplace, Attract, Retain, Nurture.
By Joseph Huddleston Design Director, Regions; Modus Workspace.
In early December, the British Council for Offices NextGen Midlands hosted a panel discussion, Generation Z and the Workplace, Attract, Retain, Nurture. The committee were joined by a host of BCO members and guests at the vibrant Southside Building on Hurst Street, Birmingham; taking part in an informal yet thought-provoking discussion around the pertinent topics of attracting, retaining and nurturing Generation Z. (those born between approximately 1997-2012)
The BCO were delighted to be joined by industry leaders, Angel Gaskell, Founder of HDY Agency in Digbeth, a key Creative District occupier. Nathan Hurley, Research and Insight Manager at Orangebox, focusing on research, development and industry wide insight. Mediation for the evening’s discussions came from Rob Valentine, Director of Leeds and Birmingham, Bruntwood.
The evening set out to explore a high-level profile of Gen Z in order to identify how best to Attract, Retain and Nurture. What aspirations Gen Z held of a company, as a future prospect or current employer? It would be fair to say that these attributes aren’t exclusive to Gen Z and that care should be taken not to categorise or stereotype. General themes that manifested themselves throughout conversations with the panel and audience in terms of ‘an attractive and compelling company offer’ for Gen Z were generally granular and diverse, blending hard and soft benefits as a complete package. A shortlist of the re-occurring themes are presented at a high level below; each alluding to importance and possible responses of how to attract, retain and nurture Generation Z as well as potentially satisfying the wider workplace demographics.
Location and connectivity; commute times, ease of travel and being part of a wider business community were important considerations.
Flexible working; an acknowledgement and acceptance by the employee, of work life balance; commitments outside of work and being efficient with the working hours available in the day and week around other external commitments; family, care etc.
Equality; equal opportunity in terms of voice, gender, beliefs and ethics within company structures were important as well and how equality might be represented in the workplace, in terms of ease of access, ergonomics, space planning and re-configurable space to suit users.
A workspace to be proud of; the visual and physical representation of a company and its culture, both current and future aspirations was an important theme. The workspace is seen as both a promotional tool for employees to celebrate with family and friends as well as attract and retain through the visible investment in capital. 'Enhancement of experience' while in physical space, from amenity to flexibility to connectivity, were key.
Corporate Social Responsibility. (CSR)
Gen Z are scrutinising those they work for or wish to work for, ‘cross checking’ cultural and social positions and aspirations against employers.
Wellness days, Travel and exploration days, Personal charity days.
No one-size fits all in terms of ‘perks’ or ‘soft benefits’. Gen Z are looking for alternative, creative, considered and meaningful benefits, where engaging in dialogue to shape benefits is appreciated.
About me. Personal passions, hobbies, interests.
Gen Z present a tenacious attitude and want to contribute, they look to have a voice, to be asked their opinion and share creative ideas. They look to contribute wider than their employed role and job description.
Tangible, meaningful and purposeful conversations between hierarchy.
No ‘glass ceilings’ and access across departments and hierarchy in order to positively contribute to business growth and productivity.
To conclude and wrap up the evenings findings, it’s worth summarising the goal of the event, to understand how to Attract, Retain and Nurture, in relation to Gen Z.
Attract.
Gen Z look for a workplace that is progressive both in terms of physical space and cultural appropriateness. Workspaces and the business culture must be authentic, relevant and evolving. Remuneration was not the only defining factor during the decision-making process; blending hard and soft benefits as a complete package is essential.
Retain
It was recognised that the pandemic has been challenging for all, Gen Z want to be part of the conversation and solution, making a more sustainable and equitable future for all. There was a desire to be part of a company that allow their voice to be heard as well as to actively contribute to the delivery of solutions. Discussions took place around leadership styles needing to be tailored to the individual, considering tone and delivery in order to promote engagement.
Technology was alluded to, in both positive and negative lights. As an integral part of Gen Z’s ‘informative years’ growing up and being known as the ‘Digital Natives’ they are generally highly efficient working across digital platforms in both work and social realms but equally potentially struggled from a digital dependency in some cases. Re-assurance, sense of belonging and positive contribution were important factors.
Nurture
It was muted that ‘Digital Natives’ held some expectation for technology to be on demand and working at all times; a workplace that offered a sub-standard of connectivity may struggle to nurture the best talent.
Some interesting themes were discussed around the ‘restorative workplace’, that Gen Z and beyond look for a place of experience, a reason for the commute and for enhanced amenity; a space that refreshes, restores and inspires daily.
