Using Generation Z as a source of ideas

"The members of Generation Z tick differently to our older employees." This complaint is often heard from self-employed people and entrepreneurs. It's true that some of the young men and women born after 1995 do tick differently - but primarily because they grew up under different social conditions or (as sociologists would say) were "socialized differently" than their older colleagues.

Communicating at eye level with Generation Z

For example, the parents of the Gen Z-ers - to generalize - tried to communicate with their offspring on an equal footing as far as possible. They also involved them in their decisions:

• "What should we eat tonight?"
• "Where should we go on vacation?"
• "Which cell phone do you want?".

The same applies to their educators in schools. This has left its mark on Gen Z-ers. This is why they find it difficult to identify with "bosses" who, in their eyes, treat them from above.

Another formative factor was that Generation Z was the first generation to have the internet and email communication as a child. And social media were almost omnipresent in their youth at the latest. Accordingly, they use these tools as a matter of course to obtain information, communicate and build and maintain relationships, but also to amuse themselves with online games, for example.

Recognizing and taking the needs of Gen Z-ers seriously

That shaped them too! After all, studies show that every 18-year-old today has already spent an average of 10,000 hours playing online games in the course of their lives. And in doing so, expectations are etched into the minds of young men and women, which they also demonstrate at work.

This is because the online games are almost always structured as follows: There are

• clear goals that need to be achieved,
• many milestones (or levels) on the way there, and
• lots of online tools, such as "superpowers", that help you to be successful.

And while the gamers try to climb to the next level, they are constantly 

• praised ("It's great that you're back." "Wow, you've got stamina.", "You're a real champion.") and
• rewarded (with hearts, extra lives, etc.).

This also shapes why many Gen Z-ers prefer activities in which they often achieve a partial goal, for which they are either praised (or can pat themselves on the back).

Provide frequent and timely feedback to Gen Z learners

This expectation is also fueled by social media, where Gen Zers spend an average of almost eight hours a day. Instagram, TikTok, YouTube and the like not only satisfy their need to be part of a 'community'. They also often receive the desired recognition there in the form of "likes", which they receive for posted comments, pictures, etc. - very promptly and ideally from many sides.

This also shapes their expectations, which is why you, as the owner or managing director of a medium-sized company, should often give Gen Z employees positive feedback - even for things that they take for granted, such as the fact that they

• regularly come to work on time or
• show a willingness to work in a team or to learn or
• Perform subtasks such as responding to customer requests or documenting activities professionally,

because then they are also open to your suggestions as to what they could do better.

Allowing Gen-Z-ers to become part of a community

In addition, medium-sized companies that want to retain Gen Z employees emotionally so that they don't switch employers at the first opportunity should also provide opportunities for them to openly express their opinions, needs and ideas - for example in team meetings. Events that help employees to get to know each other personally are also good for fostering relationships - especially if employees only see each other sporadically, for example because they are not working for the same company.

• at different times or
• Often working from home or on various construction sites

work. This could be having breakfast together, going on a hike together or going to the movies together followed by a visit to the pub.

These are just some of the socialization-related effects that institution owners should be aware of when dealing with Generation Z. As a manager, you can only react appropriately to these if you are familiar with them and know what young people's needs are. This presupposes that you regularly seek out conversations with young people and listen to them. Then you will usually also realize: Generation Z may tick differently than mine, but it is as heterogeneous as mine was in my teens and twenties.

Meeting Generation Z without prejudice

This is the first step towards breaking down prejudices against Generation Z. And this in turn makes it possible to recognize and make targeted use of their strengths. For example, the finding that Gen Zers use digital media as a matter of course to obtain information, communicate and maintain relationships. As the owner or managing director of the company, this gives them the opportunity to completely redesign not only internal communication (and cooperation), but also communication with customers. 

It is similar with the finding that Gen-Z-ers, if they want to know something, simply "google" it. Or watch explanatory videos on YouTube. Or post a relevant question on internet forums. This is also because they usually get an answer very quickly. They also use online apps as a matter of course, for example to learn languages - also because this way of learning can be easily integrated into their everyday lives. This enables you to establish a completely new learning culture in your company - with learning designs,

• that meet the needs and possibilities of the modern, digital world and
• where you do not act as the "head teacher who knows everything better".

Be aware: Generation Z is the future

As you can see, Generation Z offers you many opportunities to make your company fit for the future - as long as you approach them without prejudice and take their interests seriously. You should do this because: Young employees are the future of your company - and not just because of the acute shortage of skilled workers.

You should also bear in mind that the needs of your customers and the decision-makers in the companies that you would like to win as customers are also changing - also because more and more of them belong to Generation Z or have similar needs to them. This is another reason why you should listen to the voice of Gen Zers, as they often provide valuable impetus for change when it comes to making your company fit for the future - even if this may sound unrealistic or unrealizable to you at first.

About the author: Felix Behm is a keynote speaker and expert on the topics of Generation Z and future-oriented employee management. In October 2023, the former HR manager published the book "Generation Z - Completely different than expected: What makes them tick, how they act and how we can tap into their potential".