Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

5 secrets to engage Gen Z as an employee

Blog
15th October 2019
Author: Melanie Buckley,
HEAD OF PEOPLE CORPORATE SERVICES UK, INDIA & SOUTH AFRICA

Gen Z represents an untapped goldmine of talent and innovation, but challengingly, they bring the job market a set of values and desires entirely unlike any previous generation. Here Melanie Buckley, Head of People Corporate Services, Webhelp UK, India and South Africa, looks at the top 5 secrets employers can use to capture and motivate this unique audience.

1Take the conversation to them!

However, a generation juggling and combining information from TVs, laptops, desktops, phones and tablets can present a massive communications challenge to firms. Especially those who stick to a single approach for all age-groups. For example, our recent Whitepaper found that the Baby Boomers prefer the phone for customer communication, while Gen Z generally wants to type and often at all hours of the day and night!

A good reach is vital, as is keeping their attention!

At Webhelp, company messages are available on multiple platforms, on-demand – and often with opportunities for engagement – we want our people to share in our story, so we reach out across the channels we know they use.

We have moved from being reliant on our people reading key business messaging in work hours on the company intranet to posting on closed Facebook groups that they can access any time of the day or night from the comfort of their own home and interact with. After all good communication between the company and your people works both ways.

Being highly visible ‘where they live’ online (like social networks) also helps us to bond with Gen Z and our young Millennials as a brand, by sharing their successes and recognising their hard work and allowing them to post about how they have brought the fun to work that day.

2. The virtual office!

Telecommuting is a considerable driver for Gen Z. As avid travellers (especially in India and China) they are often on the move themselves and value time as much as cash!

It should be no surprise that they actively seek flexible and tech-savvy employers for their career opportunities and that all-important work-life balance. In fact, our survey shows this is true of both Gen Z and young Millennials (under 35s) – with 91% of them in support of flexible working and 83% valuing working from home.

Click here to view our infographic on Spotlight on Gen Z behaviour & preferences.

I do much of my best work, free from office distractions, in my comfies and at home and this new wave doesn’t care much for being suited and booted either – with 82% preferring to ditch formal work attire.

We have just refreshed our Personal Appearance Policy to better reflect the desire from our people to blend modern business dress and what we refer to as more relaxed business casual. And how better to launch it than via videos featuring some of our people. Gone are the days when policies were lengthy documents only stored in HR departments.

As a company, we believe that flexible working, done well, can give access to a better pool of talent and create less exclusion in the workforce. As Gillian Campbell, Chief People Officer UK Region & Director Global Engagement, explains:

“Resource planning in the customer experience industry is incredibly complex, but we are firmly committed to introducing strategies and options outside the typical office-based 9-5. Some of the benefits of working with the needs of our people are higher energy levels and staff satisfaction, plus increased access to talent.”

3. Shared Integrity and Values

Interestingly, in our study, Gen Z and the young Millennials (-35s) placed the highest importance (at 62%) on sharing aligned values with a brand as consumers. Something that will likely affect their attitudes toward employers.

We base our employee value proposition on direct feedback from our front-line people and whilst using structured feedback from our annual Your Call survey we also encourage our people to engage with their peer representative groups and via Engagement Ambassadors, Mental Health Ambassadors and WebHEALTH Wellbeing Warriors tell us what is important to focus on. As a result, we have a very clear idea of their values, goals and expectations.

Our aim is for continuous improvement, so we are always looking at new ways we can bring these factors into play to grow the existing employee experience.

We recommend ‘listening at every level’ to our clients, and this is reflected in our own processes when we facilitate Leadership Listening sessions with our front line people across our sites to continually gain valuable insight and feedback.

Likewise, community involvement and awareness rate highly with this group as consumers, something that is very close to our hearts at Webhelp, and again our employees drive this forward. They play a pivotal part in both choosing our annual charity and in fundraising for many other charities across the UK and beyond. One of our most coveted awards in our Annual Star Awards is our Making a Difference award where we recognise a colleague who takes our values externally and makes a difference to a charity or cause close to their heart.

4. Fair pay and good prospects

Gen Z are an ambitious group of go-getters – they have high expectations when it comes to earnings and expect to climb the career ladder quickly, 75% of them think that just a year in a role is time enough to have received their first promotion!

Growing up in a global recession has given them a focus on security and progression, and while they may not respond well to imposing leadership, they place considerable value on managers and employers that will add value to their experience. Interestingly, they are prepared to take a lower salary for emotionally fulfilling or satisfying work; additionally, 67% would accept a lower-paid position at companies with positive online reputations.

This is where initiatives like WebPATHS, our career progression framework really comes to the fore, by providing opportunity for career progression and a transparent and structured pay progression process ensures our people can visualise how they can have a career at Webhelp that meets their development and financial aspirations.

5. Honesty

Born on the superhighway of information, and surrounded by ‘fake news’ and paid-influencers, Gen Z places a high value on sincerity, transparency and honesty – much more so than previous generations.

They are also the wariest; our survey (link) showed they had the highest level of distrust across generations as consumers, with 17% lacking trust in any methods of communication from brands!

Companies should bear this in mind, as, according to Forbes, a whopping 73% of Gen Z employees have left jobs that did not meet their expectations.

Honesty is built into our corporate culture – Integrity is one of our core company values, reinforced by the belief that we should treat others the way we want to be treated. That means leading by example and placing emphasis on honesty, positivity and fair play.

Our Disruptor Series takes a deeper dive into generational issues in our new Whitepaper. Contact Ewan McKay (ewan.mckay@uk.webhelp.com) for more details on our corporate events and check out Webhelp jobs (Facebook link) for information on our current opportunities.


Webhelp
Article by: Webhelp

News & Insights

Solution Designer
Service Provider
Technology Enabler
Blog
Service transformation through a human lens at The Future of Service conference

Author: Helen Murray, Webhelp Chief Customer Solutions Officer How do we find the right balance between people and technology? Here Webhelp Chief Customer Solutions Officer, Helen Murray, considers the impact of perception and reality in customer experience, as she prepares to be a panellist for the Gobeyond Partners, at The Future of Service 2019 conference in November. I am always...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Webhelp Sponsors prestigious HR Award

The 13th Hr NETWORK National Awards took place at the Glasgow Hilton, in Scotland last night. The Awards ceremony, regarded as ‘the’ event in the HR calendar, attracts over 800 HR and people professionals every year. The hugely anticipated annual gala dinner recognises, acknowledges and...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
News
Gobeyond Partners, part of the Webhelp Group, host The Future of Service 2019

GoBeyond Partners, part of the Webhelp Group, will hold the highly regarded Future of Service Conference, at No.11 Cavendish Square, in London on the 21st of November. This is an annual event for Gobeyond, and in 2019 the focus will be on how delivering a more ‘human’ experience can...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Whitepaper
Generation: Cohort views on CX and the workplace

The Webhelp Disruptor Series Part 2: Generation: Cohort views on CX and the workplace This paper reveals the results of our exclusive YouGov study on age-influenced attitudes to multi-generational working and customer experience, as well as gathering informed viewpoints from sector leaders,...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

Read 212CAAF2-CC0E-4D90-9134-028C45BDF837 Created with sketchtool.
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook