What motivates Gen Z, the youngest generation in the job market? Is she really as lazy as she is often said to be by older generations? And what measures can employers take to attract more young talent to their company? Data from a new survey by the Swiss consulting firm Neoviso offers exciting insights into the world of work – from the perspective of Gen Z.
The fact that employees’ expectations of their employers are changing (and vice versa) is nothing new — but quantifying this change is not easy. Neoviso tried to do just that, and Forbes is publishing the results exclusively. Neoviso advises companies on strategy, social media and HR in order to fully exploit the potential of the young generation. In a recent survey, Neoviso asked almost 3,000 Gen Z representatives in Germany, Austria and Switzerland about their attitudes towards work. The data is exclusive to Forbes — and over the next five years, there will be similar collaborations between Forbes and Neoviso to give our readers deeper insights into the desires (and pains) of Gen Z. The topics will not be limited to the labor market, but can also include leisure, technology or education.T
his year’s survey offers some exciting insights into the job market. For young people in Germany, Austria and Switzerland, wages are by far the most important factor in choosing their employer (65% of those surveyed say that wages are one of the three most important reasons for them when choosing an employer, see infographic). However, if an employment relationship already exists, wages are only an important motivating factor in daily work for 33.9%. “The salary brings Gen Z people to the company – it has to be a basic requirement,” says Yannick Blättler, CEO of Neoviso. “But it doesn’t keep Gen Z in the company. Other factors are crucial, such as enjoyment of the job or the opportunity to simply step on the gas.
”The survey data supports Blättler’s statement. According to them, it is particularly important that a job “makes sense”. For 38% of respondents, meaningful work is one of the three biggest motivating factors in their work; in Germany the proportion is almost 50%. On a scale of 1 to 7, Gen Z rates the importance of doing a job that matches their own values and interests with an average value of 5.6.
But the young also value free time: the option of a four-day week and additional holidays are among the three most important bonuses for 46.3% and 45.7% of those surveyed, respectively. There are big regional differences here: In Switzerland, the four-day week is only a priority for 36.5%, in Germany it is a whopping 56% — Austria is in between with 45.6%.
So does this mean Gen Z is lazy? “Gen Z is not at all lazy, as is often attributed to them,” says Blättler. The numbers agree with him: In fourth place in this “bonus ranking” is the option for further training with 45.2%, and by far the most popular option for further training is opportunities for advancement within the company. 51.1% say that opportunities for advancement are one of the two most attractive benefits of further training. In second place was the opportunity to receive new tasks at 36.6%.
Blättler attributes these results (and many other findings from the survey) to the fact that a good corporate culture is becoming increasingly important. According to the survey, the perfect boss is, above all, respectful, fair and supportive. A good relationship in the team is the top motivation factor; and home office is becoming increasingly important. 37.2% of those surveyed are willing to commute for their job — as long as the travel time does not take longer than 30 minutes. A good corporate culture, says Blättler, would take all of these factors into account: “I believe that the corporate culture is an absolute basis for young people to come to the company, for them to be enthusiastic and to stay for a long time.”
