gen z and - center for generational kinetics: millennials€¦ · gen z and millennials at work gen...

Discover the attitudes, trends, and perceptions of Gen Z and Millennials toward work, attraction to jobs, engagement on the job, and retention.

GEN Z AND MILLENNIALS AT WORK

2019

2© 2019 The Center for Generational Kinetics. All rights reserved.


TOTAL US POPULATION (2016): 323,127,513

GEN Z (1996EARLIER)86,391,289 (26.7%)

MILLENNIALS (19771995)83,545,955 (25.8%)

GENERATION X (19651976)49,151,059 (15.2%)

BABY BOOMERS (19461964)74,102,309 (22.9%)

TRADITIONALISTS (1945BEFORE)29,936,901 (9.2%)

TRADITIONALISTS

30 Million

BA

BY BOOMERS

74 Million

GEN Z

86 Million

GEN X

MILLENNIALS

50 Million

83 Million

Who are Gen Z and Millennials?The oldest members of Gen Z are now approximately ages 18–23, entering the workforce in large numbers, and driving all emerging digital recruiting and job applicant trends.

Millennials are currently about ages 24 to 42, with the average Millennial age now being over 30. Their overall age range covers most of the key markers of adulthood, from professional career entry, to marriage, kids, buying a home, and more (but all of the above are happening later in life than previous generations).

What is a generation?

At The Center for Generational Kinetics (CGK) we define a generation as a segment of a geographically linked population that experienced similar social, cultural, and technological events at roughly the same time in the maturation leading to predictability by scenario. That is a lot of fancy words to say: A generation is a group of people born about the same time, raised in about the same place, otherwise known as a birth cohort.

At CGK, we believe generations are not a box that everyone fits neatly inside, but rather powerful, predictive clues to faster connect with and influence behaviors with people of different ages. When it comes to employment, from recruiting all the way to retention, the ability to leverage generational clues to drive better outcomes is a helpful strategy that can benefit every generation!

The CenTer for GeneraTional KineTiCs

GeneraTions



Who is CGK?The Center for Generational Kinetics is the #1 Gen Z and Millennial research, speaking, and consulting firm. Working with more than 160 clients annually, CGK solves tough generational challenges through original research, on-site innovation, and consulting solutions tied to measurable outcomes.

CGK’s team of Ph.D. researchers and speakers have been featured in hundreds of media outlets around the world from 60 Minutes to the Wall Street Journal. The team is passionate about breaking through generational myths and stereotypes with real data and unlocking the value of every generation as customers, employees, and neighbors.



MeThodoloGy

• Custom 30-question survey designed by The Center for Generational Kinetics’ research team

• The study was administered to 2,032 U.S. respondents ages 13-41, including 1,000 Gen Z respondents aged 13-22, and 1,032 Millennial respondents aged 23-41. The sample was weighted to current U.S. Census data for age and region.

• Survey was conducted online from April 10, 2018, to April 24, 2018

• Figures are statistically significant at the 95% confidence level. Margin of error is +/-3.1 percentage points

• Please note that “By Total” in any graph represents the sample as a whole. In an instance that a chart total for a single select question does not add to 100%, please note that this is due to the minimal effect of rounding.

• *2017 Study indicates a statistical reference to The Center for Generational Kinetics’ 2017 Gen Z National Research Study

saMple overvieW

Male

Gen Z (13-22) N=1,000

Female

Millennials (23-41) N=1,032

52% - 48%

49% - 51%

2,032

parTiCipanTs 36%

suburban

16%

rural

48%

urban



WorK





Gen Z are MosT liKely To Turn To friends, faMily, or soMeone They already KnoW When searChinG for available Jobs

Millennials prefer to search for available jobs using job search and company websites.

LIKELIHOOD OF USING EACH TO SEARCH FOR AVAILABLE JOBS (TOP TWO BOX TOP 6 OF 9)

Q17. If you were looking for a job, how likely would you be to use each of the following methods to search for available jobs? Please select one. 1 = Not at all likely; 5 = Very likely

LIKELIHOOD OF USING EACH TO SEARCH FOR AVAILABLE JOBS (TOP TWO BOX TOP 6 OF 9)

Ask friends or family

Ask someone you already know who works at the company

Search company employment websites

Job search website (Indeed, Monster, etc.)

Visit a specific facility or job site location

Job fairs (community college, technical college, etc.) 38%

46%

67%

65%

60%

58%

41%

49%

54%

55%

57%

60%

Gen Z Millennials




youTube is The preferred plaTforM for Gen Z To learn abouT a Job They are inTeresTed in

Millennials are most likely to use LinkedIn and Facebook to determine if they want to work or accept a job at a company. Instagram, Facebook, and Snapchat rank higher for Gen Z then LinkedIn.

LIKELIHOOD OF USING EACH TO LEARN ABOUT A JOB (TOP TWO BOX)

Q18. How likely would you be to use each of the following social media platforms to determine if you wanted to work for or accept a job at a company? Please select one. 1 = Very unlikely; 5 = Very likely


LIKELIHOOD OF USING EACH TO LEARN ABOUT A JOB (TOP TWO BOX)

YouTube

Instagram

Facebook

Snapchat

LinkedIn

Twitter

Glassdoor 33%

24%

43%

20%

42%

26%

32%

24%

27%

30%

31%

36%

37%

40%

Gen Z Millennials



61% of Gen Z expeCT To reCeive Their firsT salary inCrease aT a neW Job in 9 MonThs or less CoMpared To only half of Millennials

WHEN YOU EXPECT TO RECEIVE YOUR FIRST RAISE AT A NEW JOB

Q23. After what length of employment would you expect to receive your first salary increase at a new job? Please select one.


WHEN YOU EXPECT TO RECEIVE YOUR FIRST RAISE AT A NEW JOB

3 months

6 months

9 months

1 year

18 months

2 years

More than 2 years 3%

1%

3%

44%

10%

26%

14%

2%

2%

6%

28%

15%

28%

18%

Gen Z Millennials



IDEAL FREQUENCY OF POSITIVE ENCOURAGEMENT FROM YOUR SUPERVISOR

Several times each day

Daily

Once per week

Every few weeks

Once per month

Every few months

A few times per year

Once per year

Only when there's a problem 6%

2%

6%

12%

13%

20%

19%

17%

5%

6%

1%

3%

7%

10%

18%

25%

22%

8%

Gen Z Millennials

Gen Z needs More posiTive enCouraGeMenT froM Their supervisor in order To be happy aT a Job, Than Millennials do

55% of Gen Z, compared to 41% of Millennials need positive encouragement from their supervisor once per week or more often in order to be happy at their job.

IDEAL FREQUENCY OF POSITIVE ENCOURAGEMENT FROM YOUR SUPERVISOR

Q25. Ideally, how often do you want to receive positive encouragement or recognition for your work from your supervisor in order to be happy at your job (thank you, great job, you’re doing well, etc.)?


2/3 of Gen Z need feedback from their supervisor every few weeks or more often in order to stay at their job



Gen Z and Millennials boTh aGree ThaT a fun plaCe To WorK sTarTs WiTh a GreaT TeaM relaTionship

However, Gen Z compared to Millennials feel that expressing their personality comfortably and getting free snacks constitutes a more fun workplace; while Millennials see a clear path to promotion and casual attire as more fun than Gen Z.

TOP REASONS A JOB IS A FUN PLACE TO WORK (RANKED 1/2/3; TOP 6 OF 15)

Q25. What does a fun place to work look like to you? Please select your top three.


TOP REASONS A JOB IS A FUN PLACE TO WORK(RANKED 1/2/3; TOP 6 OF 15)

I have a great relationship with my team

Feel comfortable expressing my personality

Free snacks and drinks

Clear path to job promotions

My friends work there

Casual company attire27%

16%

32%

16%

29%

49%

20%

24%

24%

25%

34%

47%

Gen Z Millennials



hoW Can We help you solve your GeneraTional ChallenGe or reaCh your Measurable Goals aCross GeneraTions?

Here are four ways we can help:

CusToM researCh We lead quantitative, qualitative, and mixed method approaches to solve challenges for brands and employers. Our team has worked in almost every industry and brings tremendous research credibility and frontline experience, a rare combination. Our findings are designed to be immediately actionable

behavioral desiGn Our behavioral design team delivers a rare combination of behavioral economics and traditional research strategies to uncover the missing factors that drive new behavioral outcomes. We lead this type of work for clients from CPG brands to thought-leaders seeking new ways to solve industry challenges. We uncover the missing insights you need.

KeynoTe speaKinG Our acclaimed Gen Z keynote speakers have received more than 1,000 standing ovations around the world. We have a speaker for every event size, complexity, and budget.

ConsulTinG We consult for brands and employers around the world to solve their generational challenges with measurable results. Our consulting work ranges from helping car manufacturers launch new vehicles to rethinking legacy hotel brands and fast-tracking growth for financial services firms. Our consulting solutions range from a single project to multi-year relationships.

Four Ways We Help leaders and OrganizatiOns

[email protected]

512-259-6877

8733 Shoal Creek Blvd. Austin, Tx. 78757, USA

GenHQ.com

This document is copyright 2019 The Center for Generational Kinetics, LLC. All rights reserved.

The information in this document can be referenced in the media, in whole or in part, as long as this document is cited as the source of the information. In no way does this document provide an endorsement of any product, service, company or individual.

This document is provided “as is.” Information and views expressed in this document may change without notice. The strategies and examples depicted herein are provided for illustration purposes only and are not guarantees of specific results. You bear the risk of using this document.

gen z and - center for generational kinetics: millennials€¦ · gen z and millennials at work gen...

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