Statistics around Engaging Generation Z - No, a TikTok Reel is Not Enough

You may think that keeping up with Generation Z means posting a fun TikTok reel with a trending audio. Yes, your social media presence does matter to the younger cohort. But Gen Z and the young millennial audience, which includes those born after roughly 1989 (Boyle, 2021), want more than just a stylized social media page. 

Maybe surprisingly, the values of different cohorts of workers aren't as drastic as you may think. Gallup’s poll of the priorities of Baby Boomers, Generation X, Millennials, and Generation Z found that all four cohorts ranked the same two values as most important: that employers prioritize their entire well-being, and that their company demonstrated ethical leadership (Boyle 2021). They different in their third priority. For Baby Boomers and Gen X, financial stability ranks third; while for Millenials, transparent leadership takes third place. 

For Gen Z, third priority goes to a culture promoting diversity, equity, and inclusion (DEI). 

Coupled with the fact that Gen Z also prioritizes career development by 17 percentage points more than older generations (Pendell & Helm, 2022), the data paints a picture of a younger generation seeking organizations that offer opportunities for diverse employees to advance in their careers, receiving training and mentorship from leadership that recognizes their unique talents. 

Do you think that such mentorship would be wasted on Gen Z, who is often perceived as the “lazy” generation? It’s true that 54% of Gen Z reports feeling “not engaged” at work, but this isn’t too far off from the 50% of Baby Boomers and 51% of older millennials also reporting feeling not engaged (Pendell & Helm, 2022). 

Mentorship and guidance not only creates a clear path for a diverse Gen Z cohort to advance. With 68% of Gen Z experiencing high levels of stress, compared to 40% of Baby Boomers, and 34% of Gen Z reporting burnout compared to 18% of baby boomers, retaining these employees means prioritizing support and building work-life balance into the infrastructure of your organization (Pendell & Helm, 2022). Employee assistance programs (EAPs), financial counseling, health programs, and work-from-home and hybrid structures are all ways to support your team’s total well-being. 

With many Gen Z members launching into their careers in a post-pandemic world, they are familiar with how to work remotely, and offering hybrid or remote options can also foster diverse recruitment, with your positions accessible to a great pool of talent. 

The future of your organization will depend upon your ability to recruit, hire, and retain employees who want to work in an organization they feel safe, included, and respected, not just the one that posts a hilarious meme every week. 

If you’re looking to source and attract more qualified candidates to your company or develop career pathways for your current Gen Z team members, reach out to learn more about Sipley the Best’s personalized HR coaching and guidance on recruiting and retaining great employees! 

References

O’Boyle, E. (2021, March 30). 4 Things Gen Z and Millennials Expect From Their Workplace.
    Gallup. https://www.gallup.com/workplace/336275/things-gen-millennials-
    expect-workplace.aspx 

Pendell, R., & Vander Helm, S. (2022, November 11). Generation Disconnected: Data on
    Gen Z in the Workplace. Gallup. https://www.gallup.com/workplace/404693
    /generation-disconnected-data-gen-workplace.aspx