3 workplace trends Gen Z is driving

Gen Z is expected to overtake the Baby Boomers in the full-time workforce by early 2024. While competition for workers is not expected to return to the frenzy we saw in 2021 and 2022, leaders looking to run lean, efficient companies must understand how to recruit and retain employees in this demographic. 

The latest trends data from our Glassdoor economic research shows that increasing connection, transparency, and emotional intelligence within organizations is important to Gen Z.  If you're looking to hire from this cohort,  pay attention to return to office policies, team size, and company culture, as Gen Z's demands have the potential to alter the experience for all employees.

RTO: How to motivate Gen Z in the office

A poll of the communities on Glassdoor in June 2023 indicated that most workers (54%) are not comfortable with their company implementing a hybrid work policy, yet one of the major trends of the last year was the shift back to in-person work. 

Remote and hybrid work isn't likely to disappear, but a "carrot stick" option to encourage in-person attendance can be an effective means of drawing Gen Z employees to the office. If we think of carrot incentives as things like free meals and activities and stick penalties as layoffs or career stagnation, a carrot stick exists somewhere in between the two, like a face-to-face mentoring program, or increased managerial discretion over promotions and raises.

Yes, younger workers want flexibility, but more than half of Gen Z workers are motivated by an opportunity for growth. Mentorship and potential for advancement can be critical drivers for cultivating Gen Z talent. 

Remember: If you demand that workers of this generation show up to an office, think about offering more than eight hours in a cubicle to keep them engaged.

Show workers you care by building connection

Gen Z wants a job that offers them work-life balance, good health insurance, and other benefits. We've learned that this is true across generations, with inflation playing a key role. While more employees are asking for higher pay, our research shows that the demand for better benefits is also on the rise, and can give you a competitive edge. This is particularly true if you cannot offer remote or hybrid work: benefits are a critical part of the total compensation package.

How to help employees overcome isolation at work

Company culture matters more than ever

Wages and salaries are expected to continue increasing in 2024, but benefits like free gym memberships, equity, tuition assistance, and charitable donation matching are dwindling. The way you make up for those disappearing perks is with outstanding culture.

Glassdoor's research shows that when workers are satisfied, they stay longer. Employees who rate their employers lower on Glassdoor are twice as likely to click on a job posting than those who give their company five stars. Toxic culture - like overlooking diversity and ignoring employee feedback - is a dealbreaker for Gen Z.

Company culture includes salary transparency, health and wellness benefits; parental benefits; work-life balance; work location and/or hours flexibility; and diversity, inclusion, and equity initiatives. It's not just about salary.

Bring your A-game to attract Z workers

While no generation is a monolith, keeping these trends in mind while recruiting and retaining Gen Z workers will make your company a better place for everyone to work. Improving on aspects like work/life balance, company culture, and mentorship will help drive recruiting and retention efforts across your organization.