Learn about Gen Z's attitudes on work and life, and understand how to better build your brand towards this group.

1. Gen Z
Are you ready for the next generation of talent?
Karl-Johan Hasselström, New York 2015-12-10

2. Hi!

4. Baby Boomers
Hard working
Specialized
Individualistic
Gen X
Self-starting
Loyal
Driven
Gen Y
Flexible
Non-hierarchical
Innovative
Gen Z
?
?
?
Generational comparison
4
?

5. For the first time ever, the voices of Gen Z tell us
what they want for their futures!
5
~ 50,000
respondents

6. 6
What is covered in the study
RussiaGermany ItalyFrance UKSpain
Mexico
Norway SwedenFinlandDenmark SwitzerlandPolandHolland
Canada
USA
Austria IrelandBelgium UkraineCzech
Republic
Colombia
Costa Rica
Panama
Argentina
Chile Peru
Brazil
AMERICAS
EUROPE
ASIA/PACIFIC
Egypt QatarLebanonKuwait UAETurkeySouth Africa
China Singapore
Australia
India
Thailand
Malaysia
Hong Kong
Vietnam
Indonesia
MIDDLE EAST & AFRICA
Saudi Arabia
Kazakhstan

7. By 2030, many of the world's largest economies will have more
jobs than skilled people to do those jobs.
7
As a result, the talent market is going to be even more competitive than
it is today. To prepare, Universum conducted the biggest Gen Z survey
ever to help our clients predict their future workforce.
Why this study matters

8. Global Talent Shortage
Source: Manpower Talent Shortage Survey - 2015
The % of employers reporting hiring difficulties is returning to its previous War for Talent high
point
7

9. Growing CEO Concern
2008
2009
2010
2011
2012
2013
2014
61%
46%
51%
56%
53%
58%
63%
2015
73%
Source: PWC Annual Global CEO Survey - 2015
% of CEOs concerned over availability of key skills / talent
8

10. What we know now
10
Grew up in
uncertain times
Most global
generation
Breaking the
education mold
Always
connected
Z

11. 1) Most global generation
11
wants to start their own companies
in order to have an impact.
43% of Gen Z
 Globally connected and well
traveled
 Gravitating toward cities, where
populations tend to be more
ethnically and culturally diverse
 Aware of global events and
business opportunities
 Recognize that the world has
significant problems, and they
want to help
For them, the desire to help change the
world for the better is not about CSR or
donating to charities.

12. 12
The rest of the world, and especially LatAm, is
particularly entrepreneurial, but North America
is not…
• Are you interested in starting your own company?

13. 13
Is this because North American companies are
already incorporating entrepreneurial elements into
the workplace experience?
• Are you interested in starting your own company?
• “Hack days”
• Project work
• Process, product, culture improvements
• Stronger communication

14. 14
We’re also seeing employers getting better at
communicating their purpose and vision, which is
critical for Gen Z!
• What would you consider to be the most important aspects, in regards to inspiring leadership? (Max. 3)
39%
37%
37%
35%
31%
28%
23%
18%
11%
8%
Vision, Mission, Values
Positive attitude
Clear targets
Open
communication/feedback
Motivating behaviour
Development and
encouragement of people
Clear decisions
Sustainable actions and
decision making
Transparent performance
evaluation
Methodological approach
Global

15. 15

16.  First generation to grow up with
high speed, mobile internet
access
 Comfortable interacting online
with others
 Consume and share content with
ease
 Easily adapt to new technologies
and implement them in their
workflow
16
2) Always connected
Specifically searches for employer
information through that channel. Now
imagine what that looks like for Gen Z,
who grew up using it.
60% of Gen Y
Despite the myth that Facebook is dead,

17. 17
Are you investing in the right social media channels
for your market?
and Peru
are the most selective
about their social
media channels
Argentina
is the region that
uses the most social
media channels
globally
North
America
is the global
average number of
Social Media
channels used by
Gen Z.
4,1
• Which online networks/communities do you use? (Count of used network/communities)
• This refers to general usage
4.1 4.3
4.0
4.2 4.2
4.5
5.1
4.5
5.3
4.0
5.0 5.1 5.0

18. 18

19. 19
All of the American markets are extremely open to
communication from employers about jobs…
• How open are you to be contacted by a company regarding work opportunities?

20. 20
…but hardly any of them have been contacted
about job opportunities!
• Have you been contacted by any company regarding work opportunities?

21. 21
Have you started actively communicating
your employer brand to Gen Z?

22. 22
are hopeful about their future work-life.
65% of Gen Z
LatAm
60%
North America
68%
Despite economic uncertainties,
3) Grew up in uncertain times
 Grew up during the “war on
terror” and the economic crises
 More target-oriented, planning
career paths earlier
 Exposed to dramatically changing
industries, with STEM skills
becoming more critical
 Contrary to popular belief, the
uncertain times did not quell their
entrepreneurial desire

24. 24
Their greatest fear is getting stuck in a role where
they don’t fit personally and can’t grow, which
seems to fuel their entrepreneurial ambitions
• What are your greatest fears regarding your work life? (Max. 3)

25. 25
And the #1 aspect of an employer
that is important for a personality
match is…
Friendliness of people

26. 26
is interested in finding out more about
how companies offer education to
people who have no university
degree
59% of Gen Z
Contrary to their parents, who
prioritized a college education, almost
4) Breaking the education mold
 Student loans are increasingly
unsustainable and many schools
do not accelerate earnings
enough to offset the costs
 Gen Z values experience over
tangible possessions, so the
salary argument for a degree has
less weight
 Employers are looking more for
skillsets or learning capacity,
reducing the importance of a
name brand school on a resume
 Growth of alternative education
and online learning tools

27. 27
In LatAm, the desire to find out more about
alternative education options is even higher!
• Are you interested in finding out more on how companies offer education to people who have no university degree?
59%
76%
65%
80%
62%
77%
71%
76%
67%
82%
38%
42%
37%
Global LATAM Argentina Brazil Chile Colombia Costa
Rica
Mexico Panama Peru North
America
Canada USA

29. 29
“Orville Wright didn’t have a
pilot’s license.”
• Hire for potential, train for skill
• Focus on culture fit and persona hiring
• Less stringent academic requirements (i.e. specific major)

30. UI - PITCHING WORKSHOP - SEPTEMBER 7TH
30universumglobal.com
Q&A