How can HR leaders address the huge demand for transparency among Gen Zs?
Gen Z jobseekers are approaching the job market like a shopping experience, and transparency is key for organisations that want to hire them.
This is according to Matt Poepsel, VP of Talent Optimisation at The Predictive Index, in discussing how employers can accommodate the expectations of Gen Zs in the workplace.
Gen Zs are the latest batch of individuals entering the workforce, with the World Economic Forum predicting that they will make up 27% of the workforce in OECD countries by 2025.
The generational differences between Gen Z and the employees who came before them have made headlines due to the unique desires of the youngest employees today, such as work-life balance, purpose, and social justice.
Poepsel said one of Gen Z employees' most defining traits is their desire for transparency.
"They have a really intense need for making sure they have a lot of great information, making sure that there's a chance to participate in the proceedings, whether it's how we approach our work, lots of interest in input," he told HRD in an interview.
This desire for transparency also manifests during recruitment. According to Poepsel, Gen Z jobseekers try to find out as much as they can about a potential employer by looking at the company's websites and social media profiles, and going through online forums, such as Glassdoor.
"They're doing as much homework as they can because they have this intense interest in transparency," he said.
He likened this behaviour among jobseekers to making a purchase in real life, where individuals try to look at customer reviews and videos, as well as user-generated content before buying an item.
"I don't even call them candidates, I call them job shoppers because that's what they're doing," Poepsel said. "They're out looking for other jobs and they're basically using a shopping-like experience to understand where they are going to take their skills."
The demand for transparency is also the reason why Gen Z employees are turning to social media platforms, such as TikTok, as a career resource, where they try to find out about an organisation before joining them.
Poepsel said employers that expect to hire Gen Z professionals should consider adapting recruitment strategies that involve social media.
"You have to be where the eyeballs are. And right now, that means TikTok, for example," he said. "You don't have to be fun and telling jokes and sing songs. It's not just about that, but I think [it’s about] having a presence, showing that you understand the medium, trying to remain authentic, to provide some visibility."
He advised organisations that being transparent about their workplace culture in social media is one way to get the attention of Gen Z jobseekers.
"Show us what it's like to work in your organisation. Give us a day in the life," he said. "The Mayo Clinic, for example, is doing a great job of this in the US of showing people on the floor, nurses, doctors, explaining what they do every day. I think that's a great way to provide that transparency in a way that's authentic."
According to Poepsel, Gen Z employees will go everywhere to find information about an organisation.
"Absolutely, embrace the fact that there's so much attention on those platforms and people are using them for entertainment, yes, but also for professional reasons."
Transparency is also important during the hiring process, according to Poepsel, who urged HR leaders to educate hiring managers to be more transparent with jobseekers.
"It's not a one-way interview anymore. You don't just get to sit down and pepper the candidate with questions," he said. "You don't just get to sit down and pepper the candidate with questions. You better be prepared to answer some of their tough questions because they're educated about this. They know what to ask."
According to Poepsel, HR leaders should recognise the level of intense transparency that Gen Z employees want, which includes the realities of working with the company.
"If you don't have anything that's kind of like, one of the challenges of working here, it's almost too good to be true, and all of a sudden there's a level of distrust from that," he said. "So, you can't just share the good news and all the great things, you want to talk about — you want reality. Gen Z can handle it."
The generational divide between Gen Zs and other employees in the workforce may likely be because they're the latest entrants in workplaces. Poepsel noted that there are employers who believe Gen Z will "pipe down" and "learn the real world."
"You see a lot of that," he said. "'We can just make them return to office. We can just not pay them what they're worth. We can just tell them what to do and not have to listen to them.'"
"Those companies are going to find themselves at a competitive disadvantage, in my opinion," he said.
On the other hand, employers that embrace the fact that the workforce is currently evolving will likely fare better in the future.
"I think those employers are going to have a much better competitive advantage and a chance to make a bigger difference in partnership with Gen Z, as opposed to trying to force them back into outdated ideals," he said.
