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Generation Z on the labor market: a curse or a blessing?

It is undisputed that Generation Z in general has its own characteristics, values and behaviors. Of course, not everyone is the same. That's why the idea reaction takes a broader look at current studies and provides a classification of how “Gen Z” ticks and what it expects from the labor market.

Who belongs to Generation Z?

Gen Z encompasses the demographic group of those born in the late 1990s to the mid-2010s. They have grown up in a world permeated by technology and social media. For them, smartphones, tablets and fast internet are not just tools, but an integral part of everyday life, making young people an extremely tech-savvy generation.

What does Generation Z look for when choosing a career?

According to a 2023 survey by Wirtschaftsjunioren Deutschland (WJD), a German organization for young professionals, pay plays a major role. The survey found that 81 percent look for good earning potential, closely followed by a good work-life balance (74 percent) and the prospect of varied work (71 percent). Whether the work is particularly meaningful or useful is rather secondary, according to the survey. Only about half of the respondents indicated this as essential. The same apparently applies to a positive image of the profession and the chance for leadership responsibility. These results are consistent with the findings of the Federal Institute for Vocational Education and Training (BIBB): the ideal job must be crisis-proof and future-oriented.

With regard to cooperation, the WJD survey shows that appreciation and praise play an important role for over 50 percent of those surveyed, while the professional competence of the manager is of secondary importance, cited as a criterion for a job decision by only 38 percent.

In view of the many unfilled apprenticeships, WJD Federal Chairman Tobias Hocke said that it is more important than ever for employers to adapt to the young target group. In contrast to the past, Gen Z is now in a position to make their own demands on employers right from the start, instead of showing performance and settling into a new job.

How do you appeal to Gen Z?

Placing job ads on job portals and on your own website are still good additions – but the digital natives are primarily found on the social web. According to the Cologne study, one-tenth of them use social media to gather targeted information. Content displayed on TikTok and Instagram has a more positive influence on decision-making processes than other online channels. In addition, the employer brand plays an increasingly important role, as the behavior of testing, comparing and reading internet reviews learned at an early age shapes the decisions of Gen Z.

Tessa Rölert