Gen ZAre you ready for the next generation of talent?Jonna Sjövall, Helsinki 2015-11-20

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?

1. Define your purpose

2. Dare to be different and clear in your messaging

3. Leverage and master Social Media

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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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challenges, engaging talent to measuring success.

Helping the world’s leading organizations strengthen their Employer Brands for

over 25 years.

Surveying more than 1.3 million career-seekers,

partnering with thousands of universities and organizations.

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on C-suite level subjects.

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BusinessWeek.

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