Catie Owen asks three young professionals directly: why is the industry struggling to hire Gen Z? The workforce’s latest recruits seem to be an enigma to many. Usually considered to have been born between 1997 – 2012, the oldest members of Generation Z (Gen Z) are beginning to populate industries worldwide. But if that’s the case, why is the events industry failing to attract them? 
Shoshanna Davis (pictured left) is the founder of UK-based Fairy Job Mother, a career advice platform for young professionals and businesses looking to recruit them. Her platform was born soon after graduating from university, in response to the limited, ‘one-size-fits-all’ career advice on offer during her academic career. To Davis, this lack of advice is a hurdle for potential workers: “You’re still very young when you’re 18 and trying to get to grips with the working world. If you think about the career advice you had at school 10, 20 years ago or more, the advice now hasn’t changed that much.” While this is an issue within the academic system, there are still ways for businesses to help young people navigate the world of work. 
For Taylor Smith (pictured left), content developer, destinations and features, at US magazine Meetings Today, communication is key to this goal. As the author behind ‘The Z: Planning for the Industry’s Next Generation’, Smith noted that the industry often lacks a community of fellow Gen Z-ers passing on advice. Therefore, job postings will often be one of a young professional’s first impressions of the working world. “Some companies say they’re looking for a graduate with ‘two years’ or so’s experience, but not what that should look like. Clarify what you mean by ‘experience’ – such as extracurriculars, industry experience, and internships.” 
For Mercy Cherono (pictured left), a master’s student studying International Tourism Destination Management at Edinburgh Napier University, and 2019’s Africa MICE Future Leader of the Year, young professionals need examples of realistic expectations in the job market – at the point of entry: “There’s a meme about companies expecting new hires to be 20 years old with 36 years of experience – there is so much truth in that bit of humour. Unrealistic expectations can limit and discourage candidates from applying to or accepting jobs in our industry.”
What are they looking for?
Transparency Davis reassures employers that the solutions to attracting Gen Z ultimately aren’t difficult to implement: “Often, employers are just overthinking it. Gen Z aren’t these aliens from outer space, they want the same things as the generations before them.” These factors include salary and job security as the cost-of-living crisis is hitting Gen Z workers hard. Many are struggling to gain financial independence and leave the nest – this makes a good job posting crucial for businesses. “Gen Z are aware of what it takes to support themselves, and a fair wage can be hard to find,” says Smith. “If a salary isn’t posted, and if it isn’t fair, we won’t apply. It’s not that we’re greedy; when you’re barely living paycheck-to-paycheck it’s tough.” When considering a job opportunity, an applicant is always calculating their salary expectations and living expenses, Cherono adds. “(A Gen Z) is figuring out whether the job can sustain them in the current economy. If they can’t see the salary listed, they won’t know, and they won’t apply.” A promise of job security and stability is an added draw for Gen Z due to a need for reliable income, Cherono notes: “The pandemic revealed how high-risk and fragile the events industry is, so Gen Z may opt for a more stable career path.” Upskilling Gen Z is a workforce looking to grow and progress in their industries and aren’t necessarily paying attention to ‘fun’ benefits. Davis says: “A lot of employers think Gen Z want fancy offices with pizza and pool tables, but they want somewhere they can learn and grow.” Smith concurs, saying that from her experience: “If I wasn’t able to do what I know I’m capable of, to learn, and grow as a professional, I would feel very stagnant in my career.” Smith adds, “Gen Z wants to further their education, to know that their employer supports their growth so that they can eventually take on more responsibilities.” Flexibility Gen Z also have a heightened emphasis on flexible working, for a unique reason. “For the majority of Gen Z workers, they spent their final years at school or university virtually,” Davis says, noting that this has become a comfortable norm for them. Cherono adds that Gen Z value work-life balance highly, so flexible work is a green flag to applicants. “Some people have turned down high-salary jobs because there was no option to work from home. Young people prioritise remote or hybrid job opportunities because flexible working conditions offer us autonomy to perform to our highest potential.” An added benefit for Smith is that hybrid and remote workplaces provide the ultimate flexibility for a young person, improving staff morale: “If something comes up, like a health or family emergency, or even just a lot of laundry to catch up on, flexibility helps.” Smith also notes that remote work allows people of all ages to experience travel and offers flexibility to start families more easily. Values Gen Z are known for their activism, and values are as important when applying for roles. Davis has seen that businesses that invest in values are resonating with Gen Z: “Money is still a motivator, but Gen Z would much rather be working a role where they feel they are making a positive contribution to the world.” Both Cherono and Smith agree with this wholeheartedly: “Gen Zs are selective on where to invest energy and effort and tend to focus on where there is more reward and value,” says Cherono. Due to their life-long experience online, Gen Z pays particular attention to an organisation’s commitment to diversity, equity, and inclusion, and mental health policies: “We want to join a work culture that aligns with our purpose, values, and is sensitive to societal issues.” Smith provides insight into how Gen Z educate themselves on a business’ brand values: “Gen Z gets their first impressions digitally and likes to know about what they’re signing up for. We want to see diverse faces in our workplace, sustainable, and responsible practices. If we don’t feel we share equal values with a company, we won’t feel like we belong there.”
