“They just don’t want to work for us”
That was a statement that came up in conversation with a former colleague of mine just recently.
“We have young people coming to interviews, asking us about how we work and then basically saying it’s not for them, even though we are offering very competitive packages”
A few days later, I bumped in to a friend who works in the same industry that I used to be employed in and so I asked the question:
“Are you guys short staffed?”
And got virtually the same reply.
“The Great Resignation” I thought. Or in this case “The Great we cant even get them through the front door”
The Great Resignation is a trend that began in 2021. Employees are voluntarily resigning from their jobs, born on the back of the Covid 19 pandemic. The pandemic allowed us all to rethink our lives. Being locked away for such long periods made us realise that time is not forever and life is for living. Our self awareness grew up! Careers, goals, well being, flexibility and balance, to name but a few, were given the space to be re-evaluated. We have looked at society’s narrative of how our lives ”should be” and realised that doesn’t necessarily fit with our own personal narrative of who we are and what we actually need. As the lyric in the Coldplay song “Fix You” says:
“When you get what you want but not what you need….”
As lockdowns retreated and the world attempted to get back to “normal” a great many, especially in the younger generation, decided they didn’t need “normal” any more. They needed work that aligned more to their values. They needed to take back control of their own narrative and that mean’t not conforming to society's wanting narrative. Society's progressive narrative of school, university, job, house, partner, dogs, kids, retirement is no longer enough. Other elements needed to be added. Happiness, purpose, fulfillment to name but a few.
The new market being disrupted? Employment. The employer appears to have lost the upper hand in the employment game.
What will it take to solve this I thought?
A few days later my son announced he needed some new clothes. My wife piped up that she was in fact going into town on a shopping expedition and we could all go together.
“Let’s make a day of it?” she suggested.
The response was instant:
“No need. I have already looked online, decided what I need and popped them in my basket. I am just waiting a few more days until the sale starts and then I will process my order and pick them up from the store or get them delivered”
My wife rolled her eyes.
“What about trying them on for size first? I will even buy you lunch!”
Cue that “Really?!?!?” look and off he trotted!
And that is when I had a thought. The younger generation (I will call them Gen Z going forward to save ink) consume the world in a different way. How would it look if we were to understand how they consume and apply it to the employer's dilemma? How would it look for older generations who perhaps have the same desire to take control of their narrative?
How do Gen Z consume?
Gen Z are the first generation native to technology. They have not known a time without it. Technology has given them choice and control. They have choice and control of how they consume, what they consume and where they consume it. My kids rarely watch TV. They constantly tell me how the TV license is a waste of money. They can get everything the TV has to offer and more on a multitude of platforms such as YouTube, Instagram, Netflix, Snap Chat, the list goes on. Conventional media is dying to them.
Growing up in the world of fast paced technology, with massive amounts of choice and control, has given them an ability to filter information quickly. It is said Gen Z has a short span of attention. I read that Gen Z apparently has an “attention span” of about 8 seconds. They don’t. What they actually have is a rapid filter. This filter has developed from the vast amounts of information they see every day online which comes thick and fast. That huge amount of content has conditioned them to pass by on anything that is remotely irrelevant to them. I will watch something on Instagram from start to finish to find out what it's about. My son on the other hand is constantly flicking his finger across the screen changing post, occasionally stopping to watch something in full. If it does not hook him in the very first instance that flicking finger goes to work! If something does not have a direct meaning or implication in the life story they are creating, it does not get through the filter. Get through that 8 second filter as an employer and you stand a chance. Choice and control. How do you get through that 8 second filter?
Social responsibility is important to Gen Z. From climate change to diversity, community to equality, it’s all important. They are more likely to purchase, invest and trust brands that operate in society's best interest and show it by their actions. If you are talking the talk you better be walking the walk. Box ticking is no longer an option. The highly developed information filter will kick in and form an opinion very quickly. Gen Z can smell bull shit from a distance! Purchases are made that resonate. If a company or brand does not represent their values Gen Z will have no hesitation in switching or canceling.
Gen Z are very community oriented and purchase by consensus. Consensus from their online community. They have the ability to research, choose, review and discuss their products. “How to” videos, unboxing videos, product unveiling. The number of likes and comments provide the consensus. They don’t need “try before you buy” in the conventional sense. The “try” is done in their online research. The “buy” follows shortly after with the click of a button. If they do go to a physical store it's probably more likely to just pick up the product they ordered online. Do they need to go to the store? Do they see a need to be in the building?
Gen Z will purchase if the product seems valuable to them, helps solve a pain point or provides something positive, adds to their life experience and develops their narrative. The product has to find a place in their life story board. Regardless of how popular a brand is it still needs to highlight why it is better than the rest. That is not to say they will pay any price. The cost has to justify the value the product will add. If the product has authentic reviews, a good backstory, offers good quality, value and comes at the right price then it will be purchased. Is a barrel full of student debt for that degree WE insist on the right price for them to pay? Maybe we need to lower the price.
Employees being viewed as employees no longer seems to work. How would it look if the employees were viewed as the customers? How is our customer service? Are we capturing the customers' attention? Are we relevant to their story? Are we living our values? Are our values aligned to our customers' values? Do we need them to come to the store every day? Are we creating value and meaning for our customers? Do we have a community for our customers?
Is the “price” we are asking them to pay the right one?
Are we giving our customers what they need or what we think they want?
If we are not adding to the customers personal narrative then we don’t get past that filter. We are consigned to the irrelevant flick of the finger!
I have referenced Gen Z as the target “customer” but all generations could be viewed as the customer. Everybody has a personal journey that needs to be recognised and satisfied.
The question in the interview where the employer asks the potential employee:
“What value can you add to my business?”
Could be replaced with:
“What value can my business add to you?”
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