
By Catarina Do Rosario Sa Coimbra (MSc 20-21)
If we were to define a generation as an “identifiable group that shares birth years, age location, and significant life events at critical developmental stages” (Kupperschmidt, 2000), then Gen Z would undoubtedly be defined by their coming of age during a global pandemic. The COVID-19 pandemic saw the first widespread use of national lockdowns, forcing much of Gen Z to adapt to online schooling and begin their careers via remote working. In order to understand what this means for the Gen Z workforce, new research (Coimbra, 2021) has emerged, aiming to answer 3 questions:
- What are Gen Z work values?
- What was the Gen Z experience of working during the COVID-19 pandemic?
- What does this mean for Gen Z work values moving forward?
What are Gen Z Work Values?
Born between 1995 and 2010, Gen Z actually share many work values with the wider workforce, such as their desire for career progression (Gabrielova & Buchko, 2021) and desire to make meaningful impact (Maloni et al., 2021). However, a few values do set them apart:
- Technology: As the first generation of “Digital Natives” (Prensky, 2001), Gen Z have grown up around technology and anticipate the use of high-specification technology use in the workplace (Aggarwal et al., 2020).
- Social Responsibility: As a highly socially conscious generation (Tulgan, 2015), they expect to see diversity – in the form of racial, cultural and gender diversity – in the workplace. Similarly, they want to contribute to work that they believe is meaningful to society (Kirchmayer & Fratričová, 2020).
- Security: Having witnessed the effects of recession in the 2008/09 financial crisis, they’re not interested in risk-taking, preferring instead to work for a large, established company (Christensen et al., 2018). By extension, they want to be paid well (Grow & Yang, 2018).
What Was the Gen Z Experience of Working During the COVID-19 Pandemic?
A lot of the older Gen Z population were forced to work remotely in the early stages of their career. To better understand how this affected those who began working before the onset of the pandemic, a study (Coimbra, 2021) was conducted on 12 members of the Gen Z working population.
When they were asked to describe their experience of working remotely during the pandemic, they unanimously mentioned:
Losing boundaries between work and life: Since everybody was working from home, they no longer had their commute and the office environment to create boundaries between their work and life. While they felt that being at home every day was a bit claustrophobic, they really appreciated the freedom they were given. They were able to take healthy breaks in between work, and maximise on their new-found convenience.
Missing out on social opportunities: Unsurprisingly, working remotely meant that they no longer had the chance to chit-chat with their colleagues over coffee or grab lunch together. Small talk over video conferencing felt awkward, which also made it much harder to do collaborative work together. Interestingly, however, many also said that working from home made people share many more intimate details of their lives, which they appreciated.
What Does This Mean for Gen Z Workers in the Post-COVID-19 World?
After having experienced the two different worlds – in-office work and remote work, Gen Z have now tasted the best (and worst) of both worlds. What this means for their expectations moving forward is that they want both. They want the flexibility of quickly popping to the post office in between meetings, while also experiencing the warm feelings of socialising with their colleagues in the office. In practical terms, this means they want hybrid work. More specifically, they’d like to be in the office two to three days per week.
Hybrid work is what helps Gen Z feel the most autonomy, which is something that is important to them (Acheampong, 2019). At home, they are in charge of when, where and how they work, without feeling concerned that someone is looking over their shoulder. They’re able to work in ways that suits them best, which not only leads to higher levels of satisfaction, but also increased productivity (Spivack and Milosevic, 2018).
Moreover, after having spent a year with reduced social interaction, they now anticipate it more than ever. They want office parties, coffee chats – everything they’ve been missing. However, they now also want the intimacy they experienced during COVID-19, where everyone felt more comfortable talking about their personal challenges. In that sense, it will be a balancing act.
What Can Organisations Do to Better Attract and Engage Gen Z?
Be flexible: Gen Z care about flexibility, and even more-so after the pandemic. Organisations can do this by introducing hybrid working options, first and foremost, whereby employees are in the office three days a week and at home twice a week. This provides sufficient time for collaboration, while also offering the flexibility to be at home a few days of the week. Beyond hybrid work, managers can also provide flexibility on a more personal level. Gen Z appreciate when organisations are accommodating of their personal circumstances, so even the simplest gestures, such as letting someone leave the office half an hour early on Tuesdays to go to dance class, can go a long way.
Manage the whole person: Gen Z care a lot about their careers, but they also care about being cared for. After spending over a year working from their bedrooms and being vulnerable with their coworkers, they want to continue this personalistic style of management. In practice, this means setting up weekly one-on-ones and using it as an opportunity to not only catch up on work tasks, but also on the wider individual. Ask them what their career goals are and how you can help them get there; ask them about their personal circumstances and how you can tailor their work life to better suit their needs.
After having adapted to a prolonged change in the way we understand work, Gen Z has learned to conceptualise the very meaning of work, life and managerial relationships in a very different way. Now that they understand the value of flexibility, autonomy and being cared for as an individual, they want to continue this way moving forward, and it is now up to the organisations to adapt.
References
Acheampong, N. A. (2020). Reward Preferences of the Youngest Generation: Attracting, Recruiting, and Retaining Generation Z into Public Sector Organizations. Compensation & Benefits Review, 53(2).
Aggarwal, A., Sadhna, P., Gupta, S., Mittal, A., & Rastogi, S. (2020). Gen Z entering the workforce: Restructuring HR policies and practices for fostering the task performance and organizational commitment. Journal of Public Affairs.
Coimbra, Catarina D. R. S. (2021). What Do Gen Z Look for in a Job? A Qualitative Study Exploring Gen Z’s Work Values and Expectations for Work in the Post-Pandemic World. (Unpublished master’s thesis). City, University of London, London.
Christensen, S., Wilson, B., & Edelman, L. (2018). Can I relate? A review and guide for nurse managers in leading generations. Journal of Nursing Management, 26(6), 689-695.
Gabrielova, K., & Buchko, A. (2021). Here comes Generation Z: Millennials as Managers. Business Horizons, 64(4), 489-499.
Grow, J., & Yang, S. (2018). Generation-Z Enters the Advertising Workplace: Expectations Through a Gendered Lens. Journal of Advertising Education, 22(1), 7-22.
Kirchmayer, Z., & Fratricová, J. (2020). What Motivates Generation Z at Work? Insights into Motivation Drivers of Business Students in Slovakia. Innovation Management and Education Excellence through Vision 2020, (pp. 6019-6030). Milan, Italy.
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Maloni, M., Hiatt, M. S., & Campbell, S. (2019). Understanding the work values of Gen Z business students. The International Journal of Management Education, 17.
Prensky, M. (2001). Digital Natives, Digital Immigrants. On the Horizon, 9(5).
Spivack, A., & Milosevic, I. (2018). Perceived Location Autonomy and Work Environment Choice: The Mediating Influence of Intrinsic Motivation. The Journal of Applied Behavioral Science, 54(3).
Tulgan, B. (2015). The Soft Skills Gap. In B. Tulgan, Bridging the Soft Skills Gap: How to Teach the Missing Basics to Todays Young Talent (pp. 7-31). Jossey-Bass.

