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  1. 1. An exciting generation who’ve come of age in a world where change is accelerating at an unprecedented pace and who’ve been influenced by a clash of generational parenting styles. Welcome to Generation Z, the first ‘connected’ generation who’ve grown up with high-speed internet, smartphones, selfies and online shopping. In other words, the audience your graduate recruitment and marketing strategy now has to impress, attract and retain. Gen Z is a unique species: They’re more digitally savvy and more educated than their predecessors: they’re on 24/7, and use technology to share thoughts, gather information and create change. A NEW BREED OF EMPLOYEE IS ENTERING THE WORKFORCE They want to improve the world: Well, wouldn’t you? Having grown up post 9/11 and lived through the GFC, they’ve seen the world can be a scary place. They are the first global generation: They expect diversity and equality as the norm, they’re totally tolerant of difference, defining family as a group of people who look after each other, regardless of race, colour or creed. What does all this mean for you? To keep you ahead, we’ve identified five key traits that will have a big impact on the way you market your organisation to Gen Z. Come and meet your future workforce…
  2. 2. • We are prudent, socially aware and self-starting. • We’re impatient, take matters into our own hands. We see a problem and we want to fix it – seeing no time to waste. • Unlike Gen Y, we’re more realistic about what it takes to achieve our goals. • We’d rather be entrepreneurs than employees. • We value development and work/life integration more than financial reward. • Develop content that promotes creativity, innovation and big ideas for your recruitment efforts • Explain how ownership and accountability works in your organisation and how they will make a difference • Provide a clear mandate, encourage their agility and demonstrate operation of a flattened structure – where they can contribute early in their careers and be rewarded in ability. • Demonstrate continuous learning culture. • Highlight the flexibility your organisation offers in how and where graduates can work. • Show how they can get exposure to a cross-section of roles and develop the skills to be well-rounded entrepreneurs. 74%OFUS WOULDRATHER WORKFOR OURSELVES. 72%WANT TOSTARTOUR OWNBUSINESS SOMEDAY. IN2010,5%OF UNDER30SWERE ENTREPRENEURS. NOWITIS10%. WHAT THEY THINK WHAT YOU CAN DO I’M DOING IT MY WAY 1. http://issuu.com/thisisomelet/docs/omelet_intelligence_report_genz 2. Deloitte 2013 Global Entrepreneurship Monitor 2014
  3. 3. • To us, success isn’t simply personal gain and upward mobility, it’s about self-actualisation and doing what we love. • Most of us would love to turn our hobby into a business and invent something that will change the world. • We’re pragmatic and more results- driven than previous generations. • We need to connect the dots between daily tasks and the long- term benefit for the company and society. • Consistently show them how their contributions can support the triple bottom line. • Highlight how graduate ambassadors have acted on problems and the impact they’ve been able to have. • Position your organisation as one that truly believes business can be a force for good. I’M FOR PROFIT AND PURPOSE WHAT THEY THINK WHAT YOU CAN DO 86%OFUS BELIEVEIT’S IMPORTANT THATOUR WORKMAKESA POSITIVEIMPACT ONTHEWORLD 1. 86% claim that it is important that their work makes a positive impact on the world. Source: Havas Prosumer Citizenship Report 201 2. 37.8 percent hope to “invent something that will change the world.” Source: http://www.bloombergview.com/articles/2014-06-18/nailing-generation-z 3. Research by Capstrat in 2011 found that 72 percent of millennial’s would be willing to sacrifice a higher salary for a more fulfilling career. Source: Capstrat in 2011 (Talent Mandate, pg23)
  4. 4. • Innovation is expected. If you don’t initiate change, we’ll make it happen ourselves. • We’re positive, open minded and creative with technology. • We believe change can – and should – come from anyone, anywhere. • Show how your organisation constantly evolves and innovates. What stories and proof points can you talk to? • Ensure key messages are active and inspiring. Invite them to influence. • Demonstrate how graduates will be exposed to new projects or roles and how your organisation embraces change. I CRAVE INNOVATION WHAT THEY THINK WHAT YOU CAN DO WE’RE IMAGINATIVE ANDSOLUTIONS FOCUSSED. 60%OFUS WANTTOHAVEAN IMPACTONTHE WORLDTHROUGH OURJOB. 60 per cent of Gen Z “want to have an impact on the world” through their job, compared with 39 per cent of Millennials. Source: http://www.theaustralian.com.au/news/world/selfstarting-socially-aware-sober-meet-generation-z/story-fnb64oi6-1227008679542
  5. 5. I WANT MY SAY • We’re highly aware of social issues and will get hands-on in changing what we don’t like. • We believe in the power of the individual voice. Watch out any organisation that tries to pull the wool over our eyes. • We want to be heard in executive meetings and not left out on the sidelines. • Highlight initiatives where graduates have the chance to voice opinions and be taken seriously. • Position your workplace as being less about hierarchy and more about ideas and contributions. • Bring them on-board early with your mission and vision through interviews and meet and greets. • Ensure managers understand they must prove their honesty and integrity before they can win over Gen Z (this generation sees leadership as a privilege). WHAT THEY THINK WHAT YOU CAN DO GIVEUSLEADERSWITHSTRONGINTEGRITYANDPROVIDE ACLEARVISIONFORTHEFUTURE.
  6. 6. • 60% of us like to share knowledge and 55% want to share their opinion. • We’re not bound to working in one place every day. It’s the quality of your talent we’re interested in, not your location. • We know all about the dangers of privacy and leaving digital footprints. • We can’t function without social media and expect responses to be immediate. • Facebook is becoming irrelevant. 25 per cent of us in the US abandoned it this year. • Make your content “snackable” – small bites consumed at a glance and shareable across platforms. • Develop a wide range of video content and embrace them as curators within your online comms strategy. • Facilitate sharing (through use of #) but also listen and respond to create a community. • Be flexible about where and how they work. • Give them the tech and let them connect so they can form strong relationships. WE’RE 8-SECOND CONSUMERS AND 32%OFUS ABANDON ASITE BETWEEN ONEANDFIVE SECONDS.3OUTOF5OFUS ATCOLLEGEBELIEVEWE HAVEARIGHTTOWORK REMOTELYANDWITHA FLEXIBLESCHEDULE I ONLY SPEAK DIGITAL WHAT THEY THINK WHAT YOU CAN DO We’re 8-second consumers and 32% of us abandon a site between one and five seconds Source: Havas WW, Marketing to Gen Z 60% of us like to share knowledge and 55% want to share their opinion. Source: Havas WW, Marketing to Gen Z 3 out of 5 college students surveyed by Cisco said they have a right to work remotely and with a flexible schedule Source: (Talent Mandate, pg23) Gen Z, increasingly regards Facebook as irrelevant. In the US, according to digital surveys, 25 per cent of 13 -17 year olds have quit the megalithic media site this year alone. Source: Generation Next, The Age Good Weekend, August 2014
  7. 7. SO NOW YOU KNOW Gen Zer’s are interested in much more than rewards and benefits. They still matter of course, but culture is increasingly a factor in whether talent will join, stay or go. Understanding how you position and sell your culture is the challenge. OURBESTTIP? Educate your hiring managers to share with grads just who they’ll be working with. REMEMBER Don’t just tell them Penny is an analyst. Tell them she’s an analyst who’s worked for 3 blue-chip companies prior to yours and is passionate about yoga, Italian cooking and has a degree in psychology. That’s how to talk to Gen Z about diversity. Not by showcasing stats in your company report! For more intel and inspiration on Gen Z or your other communication needs, contact Kate Griffiths: 03 9426 5399 kate.griffiths@havaspeople.com
  8. 8. 03 9426 5399 I havaspeople.com.au I Level 1, 132B Gwynne Street, Richmond, Victoria 3121

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