As the workforce evolves, we are seeing an increase in the amount of Generation Z (people born between the mid-1990s and early 2010s) on the labor market. In 2030, it is expected that they will represent 58% of the Danish workforce. Therefore, it’s relevant to consider how they can contribute, what they themselves expect and how to retain them in the workplace.
Gen Zers are the first digitally native generation. They are characterized by having grown up with the Internet and technology as an integral part of their lives. Generally speaking, they are very comfortable navigating technological landscapes, a trait that is invaluable in the digital era where few businesses can survive without digital solutions. Their technological prowess means they can quickly adapt to new tools and platforms, which can help businesses stay ahead of the competition.
Innovative, inclusive and adaptable
Gen Zers are also known for their innovative thinking. They challenge the status quo and seek new ways to solve problems, which can drive innovation and help companies stay competitive. Their creative approach can lead to the development of new products, services and processes, which is essential for most companies.
Additionally, Gen Zers are used to interacting with people from different cultures and backgrounds through their social media presence. It is supported i.a. in a study from 2019 published in the California Management Review, which points out that this generation’s values and behavior quite naturally promote inclusion.
Gen Zers’ experience with rapidly changing environments has also made them highly adaptable. They can easily navigate through changes and are open to new working methods and technologies. This flexibility is a great advantage for companies in an era where change happens quickly and the ability to adapt is essential for success.
Finally, Gen Zers greatly value a healthy work/life balance – or rather “life-work balance” where free time and life outside work are the most important, and where the number of working hours is not the decisive factor, but rather the value of the work you do. It is supported i.a. in a 2021 analyzes by the LinkedIn Economy Graph, which shows Gen Zers are 17% more likely to apply for remote positions than other generations.
How do we retain Gen Z’ers?
Attracting and retaining Gen Zers requires an understanding of their needs and expectations for the workplace. Here are some of the key areas to focus on in order to attract and retain talented candidates from this generation:
Flexibility
One of the most important factors is flexibility. Gen Z values flexible working hours and the possibility to work from places other than the workplace, e.g. due to the aforementioned “life-work” prioritization. Companies that offer such work arrangements will find it easier to attract and retain Gen Z talent.
Opportunity for learning and grow
Gen Zers seek constant learning and growth. Offering opportunities for further education, workshops and career development is therefore also essential. This can also happen via frequent dialogues with your manager, where you focus on opportunities for development and responsibility.
Have a meaningful purpose
Another important factor is a purpose-driven culture. Gen Zers are strongly motivated by purpose and want to work for companies that have a positive impact on society and the environment. It is important for companies to communicate their values clearly and show how they make a difference. This is supported in a 2024 study by Deloitte, which shows that 55% of Gen Z’ers investigate the company’s climate impact and policies before accepting a position – and that 17% have changed jobs or sectors due to climate-related concerns.
Be up-to-date with technologies that support their work
Gen Z’ers also appreciate workplaces that are technologically modern. A study conducted by Dell Technologies shows that 91% of Gen Z’ers believe that technology in the workplace is a factor in their choice of job. Therefore, there is a good reason for companies to invest in modern technology and tools that can improve and support their work experience. A good place to start is to get an easy solution for digital time recording, which gives Gen Z’ers the opportunity to keep an overview of their working time directly on their phone.
Create an inclusive workplace
Creating an inclusive workplace is also essential. Gen Z’ers value diversity and inclusion, and a workplace that fosters a culture of acceptance and respect will be more attractive to them.
Prioritize feedback and recognition
Regular feedback and recognition of their work is also important. Gen Zers want ongoing feedback and recognition for their contributions. It is therefore a good idea to plan regular check-ins, where you as an employer make sure to acknowledge their efforts, because this – just like with the other employees – helps to boost their motivation and maintain their commitment.
A digital solution for time registration
For a generation that has grown up with user-friendly apps and digital solutions in their daily lives, a modern, digital time recording system is completely to be expected. By making the system available to them, regardless of where they are, you as a company can also give them greater freedom and control over their own time, which, as mentioned, they also value highly.
In addition, digital time recording can contribute to a more transparent workplace, where employees’ working hours are made visible and where it is ensured that working time rules such as The 11-hour rule and the 48-hour rule are always observed.
If you are interested in getting a modern and user-friendly solution for digital time recording, try designing your own solution – it’s free and non-binding and serves as a guide to help you understand your needs.
Or feel free to call us on +45 26 390 400, or book a non-binding demo:
Sources: Børsen.dk: Lederweb.dk, Dell.com, LinkedIn, Deloitte, Journals.sagepub.
