gen z's views on work & life - emea
TRANSCRIPT
For the first time ever, the voices of Gen Z tell us what they want for their futures!
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~ 30,000 respondents
Baby BoomersHard working
Specialized
Individualistic
Gen XSelf-starting
Loyal
Driven
Gen YFlexible
Non-hierarchical
Innovative
Gen ZGlobally connected
Free agents
Digital
Generational comparison
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?
• Tangible/material success• Work to live• No feedback• Blend in• Climb corporate ladder
Experiential success
• Experiential success• Work for purpose• Constant feedback• Stand out• Create your own ladder
Most global generation
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wants to start their own companiesin order to have an impact.
46% 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 them, the desire to help change the world for the better is not about CSR or
donating to charities.
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
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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 YDespite the myth that Facebook is dead,
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of the world’s internet traffic is from mobile devices and we now buy more smartphones than “dumb” phones
20%
In 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
2016 | Gen Z Research | Global
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
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Average number of social media channels used by Gen Z in EMEA
7• Which online networks/communities do you use?
(Count of used network/communities)
• This refers to general usage
34% in Western Europe use Twitter
Twitter4.1
4.9
4.2
4.6
Global WesternEurope
MiddleEast
SouthAfrica
Gen Z is open to be contacted on social media by employers regarding job opportunities
• How open are you to be contacted by a company regarding work opportunities?
83%88%
76%
91%
17%12%
24%
9%
Global Western Europe Middle East Africa
I like it very much / I like it somewhat I dislike it very much / I dislike it somewhat
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are hopeful about theirfuture work-live.
64% of Gen Z
Despite economic uncertainties and the security provided by large corporations,
Grew up in uncertain times
Grew up during the “war on terror” and the economic crises
More target-oriented, planning career paths earlier
Exposed to dramatically changing industries, with STEM skills becoming more critical
Contrary to popular belief, the uncertain times did not quell their entrepreneurial desire
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is interested in finding out more about how companies offer education to
people who have no university degree
70% of Gen Z
Contrary to their parents, who prioritized a college education, almost
Breaking the education mold
Student loans are increasingly unsustainable and many schools do not accelerate earnings enough to offset the costs
Gen Z values experience over tangible possessions, so the salary argument for a degree has less weight
Employers are looking more for skillsets or learning capacity, reducing the importance of a name brand school on a resume
Growth of alternative education and online learning tools
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Their greatest fear is getting stuck in a role where they don’t fit personally and can’t grow, which seems to fuel their entrepreneurial ambitions
• What are your greatest fears regarding your work life? (Max. 3)
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62%of Gen Z are open to the idea of joining the workforce
instead of pursuing college / university.
Gen Z wants to jointhe workforce
Parents and friends tend to be the biggest influencers of Gen Z’s education and career choices
• Who has most influence on your decisions regarding your education and career? (Max. 3)
63%
19%16% 17%
13%9% 7%
4%
EMEA
One out of five doesn’t know what to study yet
13%
12%
6%
9%
12%
12%
6%
14%
18%
Business
Engineering
IT / Computer sciences
Natural Sciences
anities and social sciences
Medicine
Law
Other
I don't know yet
EMEA
• Which area are you planning in studying? 16
of the respondents are influenced by company
representatives
4 %
of the respondents are influenced by their
parents
63 %
What are the main reasons behind Gen Z’s choice of area of study?
• Which of the following influenced/influences you in your choice of subject? (Max. 3)
67%
42%
36%
20%
18%
15%
14%
9%
I am very interested in the subject
I will earn a lot of money
I will be able to help people
There are many employmentprospects
I want to work in a related industry
I will be able to have a fast career
I want to study at a specific university
One or both of my parents are workingin this area
EMEA
Their interest in starting their own company varies greatly per region
• Are you interested in starting your own company?
55%
65%
76%
49%
84%79%
45%
56%
45%
35%
24%
51%
16%21%
46% 44%
Global South Africa Middle East WesternEurope
Lebanon Unite ArabEmirates
Finland Austria
Yes No
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So if you’re an employer looking to attract Gen Z, you need to communicate purpose and vision!
• What would you consider to be the most important aspects, in regards to inspiring leadership? (Max. 3)
40%
42%
40%
29%
36%
30%
26%
18%
7%
9%
Vision, Mission, Values
Positive attitude
Clear targets
Opencommunication/feedback
Motivating behaviour
Development andencouragement of people
Clear decisions
Sustainable actions anddecision making
Transparent performanceevaluation
Methodological approach
EMEA
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.
Questions you need to be addressing 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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This report will help you…
Shape Gen Z career perspective to ensure that the talent you need for the future will be available and interested in your company and industry.
Universum has gathered everything you need to know in order to influence Gen Z and communicate an Employer Brand that appeals to them:
• Biggest influencers on their career choices• What they look for in an employer• How they differ from the generations already
making up your workforce• Country specific and regional comparisons to
the global group• How gender plays a role in their outlook• Communication opportunities
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