How to manage and get the best from your Gen Z workforce

Attracting and retaining Gen Z is a topic the majority of local government HR Directors are currently grappling with. Following up on our blog post, How to recruit and retain Gen Z, we wanted to do a follow up piece focusing specifically on the strategies that those who manage Gen Z can implement to not only retain their staff, but also to optimise their productivity and wellbeing.

Start with their purpose

More than any other generation whom now resides in the local government workplace, getting the core of the purpose with which that individual member of staff is motivated is of critical importance. You can apply the same methodology explored in Lead with purpose to maximise your impact to the Gen Z population in your team. Traditional business plans will fail to connect with the motivating factors of Gen Z, hence why it is important to start with a purpose statement and then work backwards from there. Instead of my leadership purpose is X, you can instead put my purpose for coming to work is X.

This approach also acknowledges the individualist characteristics of each individual. Whilst there are broadly speaking themes that categorise Gen Z, if you utilise this approach you give space for individualism, but also have a practical step by step guide that you can use for any member of the Gen Z population. When work that aligns with their values and provides a sense of purpose. Local Government does so much social good, make sure that the individual understands how the work that they are doing affects residents within their community.

"Seeing the tangible results of your efforts can be the greatest motivator to keep pushing forward." — Unknown

Consistently communicate in an honest and transparent manner.

As we explored in Overcoming The Loneliness of Leadership there is no population of staff that need authenticity than Gen Z. Sharks can smell blood from over a mile away. Gen Z can sniff out unauthentic communication whether verbal or non-verbal in the same fashion. Communicating authentically and consistently is the key component of building trust. You have to cater your communication style with Gen Z. Key things for you to consider:

1. Diverse communication strategy for a diverse workforce.

According to Pew Research*, “Gen Z is more racially and ethnically diverse than previous generations.” To connect with Gen Z effectively, it's crucial to acknowledge and mirror their diversity. Pay attention to cultural subtleties when highlighting benefits. Incorporate diverse imagery in your content and select names for examples that reflect different cultures.

2. Adapt your Communications for Gen Z

Understand that Gen Z employees have distinct needs compared to older generations. Pew Research also substantiated that “Gen Zers are less likely to be working than previous generations when they were teens and young adults.” Because of their limited work experience, they might need more thorough explanations. Offer clear, detailed explanations and use graphics and videos to make complex topics easier to understand.

3. Link Benefits to Financial Independence

The Barna Group conducted a research project which highlighted that financial independence is a significant goal for Gen Z. Ensure to connect in their mind the financial independence that comes with local government pension schemes; and also the breath of training does open up many doors in the future. Linking benefits to this generations financial aspirations will help them feel as if they are in the right place, to meet their future aspirations.

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4. Gen Z are anxious. Utilise the carrot rather than the stick when communicating messages.

Kronos conducted a fascinating piece of reach which concluded that at least 40% of Gen Zers believe that there “personal achievements” are impeded by anxiety. Instead of using fear to drive decisions, frame benefits like strong local government pension and stable employment as opportunities. Use positive language to promote these benefits.

5. Incorporate Video in Your Strategy

Research conducted by Pearson stated that Gen Z prefers learning through videos / “[l]earning apps or interactive games” over traditional reading. Plan to include video content in your communication strategy to engage them effectively.

6. Balance Digital and In-Person Communication

While Gen Z enjoys digital platforms like YouTube, they also value face-to-face interactions. In fact, Dell’s research found that 43% of Gen Zers “prefer to communicate with coworkers in-person over any other method.” Incorporate in-person events like lunch-and-learns or benefits fairs into your strategy to provide a balanced approach.

Provide as much autonomy and flexibility as you can.

The most successful strategies are those that evolve with the changing tides, embracing new trends and opportunities.

Gen Z seek independence, the freedom to manage their own workload and schedule effectively. You have to ensure that you frame managing Gen Z as an opportunity rather than a threat to the status quo. We can learn from the Gen Z population to develop our other demographics of staff. Whilst they can’t be running off and reviewing major DM applications without line management supervision, you can create a safe infrastructure so that they have flexibility on how they do the work, so long as the work is done and they respect the fact that you want to be kept in the loop. Equally, they know when to ask for help and that it is never a weakness to show vulnerability. That links back into our previous point on the need for authenticity from those managing Gen Z.  

Focus on learning and growth

On the whole, Gen Z crave learning and development opportunities. Work with your L&D team to come up with a thorough and detailed training programme, with the opportunity for extra access to areas that they find interesting. Again it is amazing manage people that want to learn. Always remember to ask yourself, “what is the benefit of me helping this individual to learn”. If you combine this with some clear expectations about clear slots when they can ask for help, you can both help develop them faster so that they can help you, whilst it not impeding on your own work time and focus.

Pair them up with a mentor that the individual will find inspirational and will enjoy learning from. Finally, push them to take charge and responsibility for their own continuous learning journey. You are not their parent, and it is important not to fall in to a dynamic that will impede their growth and also make them overly reliant on you.

"Live as if you were to die tomorrow. Learn as if you were to live forever."— Mahatma Gandhi

Look after the whole person.

Gen Zers have a much healthy relationship with their emotions and are far more focused on their wellbeing than previous generations. It is important to whilst encouraging them to push themselves help them design a work routine that ensures that they don’t burn out. It can help again as part of the mentor program that the individual has to come to those sessions with strategies for how they can ensure that they can look after their mental wellbeing. Also, be sure to signpost any services that the council offers, specifically around wellbeing.

With Gen Zers I would recommend adopting a holistic approach to management, where you ensure you understand the individual needs, values and preferences of the individual. One particularly important aspect, is developing a regular feedback and recognition system that works for the individual. There will be a consistent approach in terms of the delivery of frequent and constructive feedback, celebration of achievements and acknowledgement of contributions, which demonstrates there work is valued, to all staff. However, when you understand the individual, you will know how they like to celebrate success, be communicated with and receive feedback. If you are not familiar with the Myers Briggs test, I would recommend some follow up reading. By embracing a holistic approach to management you create a work environment where Gen Zers will feel valued and respected.

Encourage Collaboration

You will find that your Gen Z population yearn and indeed thrives in collaborative environments. Where possible incorporate team projects, communication between different departments and group decision making. Not only does collaboration normally speed up projects and achieve a greater level of diversity of views but it also ensures that everyone buys into the decision, as they were agreed as a team.

Unleash their creativity

The combination of digital literacy and the creative streak that seems engrained across the majority of Gen Zers, really is exiting. Encourage them to be innovative. I would we commend really doing a lot of coaching work around failure being a positive step in their development journey. Create the psychological safety for them to challenge, but also develop them so that they can challenge in a polite way that doesn’t isolate their colleagues. But, again as a manager, I want to let loose the creative souls who I manage and look with challenges that must be overcome with a fresh perspective. It is when we have this undaunted and uninhibited approach that true development and solutions are achieved.  

"Gen Z will change the world not just because they are digital natives, but because they are pragmatic, socially conscious, and driven by a desire to make a positive impact." Jean M. Twenge

In conclusion, by implementing these strategies and understanding Gen Z's unique characteristics Managers in local government will be able to create working environments where Gen Zers can thrive. I would encourage anyone managing Gen Z to embrace this as an opportunity rather than a risk. Gen Z are only going to become a larger percentage of the workforce. If you can crack these management styles now, not only will you get more out of your Gen Z staff but you useful will be enriched and develop as manager and an individual. If something works share it with your peers inside your local authority and at other council and third parties in the local government supply chain. Gen Z has so much to overcome, the least we can do is provide an environment and infrastructure for them to thrive.

This blog post was sponsored by Local Partnerships LLP, who help local authorities to deliver projects and implement changes efficiently. They offer expertise in climate adaptation, energy efficiency, waste management, housing, infrastructure, procurement, and digital transformation, ensuring excellent value for money and meeting key priorities.