A new generation is ready to conquer the labor market. No, not the millennials. They have long since become established and have even ended up in management positions. I am talking about Generation Z. Now in their late teens, and therefore fully in the orientation phase. They work in addition to school or their studies, for example as a meal deliverer and web care employee . The oldest are now starting to work full-time for the first time.
Gen Z is similar to millennials in some ways: always online, hard to engage, with short attention spans. They are a mystery to traditional marketers, because they are so used to on-demand that it is difficult to predict where you can reach them. With mass communication, this is increasingly difficult to achieve. If you want to reach this generation, you will have to shift your focus more and more from mass to micro.
Sober generation
Gen Z'ers are said to be more down to earth uk whatsapp number than millennials. Where millennials were raised with 'do what you like' and 'you can achieve anything, if you just work hard for it', Generation Z saw family members get fired because of the crisis. That does something to your mindset, various studies have already shown. This generation is slightly more conservative and also attaches more value to salary.
Research by YoungCapital (p. 11-12) also shows that Generation Z attaches more value to money than millennials when choosing a job. In addition, 34 percent of 17 to 21 year olds prefer a boring job with a high salary to a fun job with an average salary. In the slightly older group, that is only 28 percent. Among Dutch young people, that difference is even greater, with 35 percent of Generation Z choosing the boring job, compared to 25 percent of millennials.
In addition to a good salary, youngsters also want to know exactly what their boss expects from them, according to the same study. And as an employer, you can respond to that in a smart way. We do this by being as clear as possible in our vacancy texts. It seems obvious, but it certainly isn't.
I am often amazed by the corporate bullshit on job sites. Even in our own job vacancy texts I still read clichés and catch-all terms too often. 'You will receive a market-conform salary.' Oh, really? Thanks, now I still don't know anything. The new generation demands transparency. 'You will receive €11.25 gross per hour, with a surcharge of 150% after 22:00.' Aha! Clear.