As organizations navigate an increasingly complex workforce, the emergence of Generation Z (Gen Z) presents both challenges and opportunities. Born between the mid-1990s and early 2010s, Gen Z is the first generation to grow up with digital technology as a constant presence in their lives. This unique upbringing has shaped their expectations and values in the workplace, making effective internal communication crucial for employee engagement and satisfaction. My recent research explores their distinct characteristics, which are reshaping employee engagement, satisfaction, and retention strategies.
The Gen Z Challenge: High Expectations and Job Hopping
Gen Z employees are notable for their high expectations and willingness to switch jobs if they find a more fulfilling work environment. This trait, seen in the broader context of the Great Resignation—a period marked by a significant increase in voluntary job exits—has heightened the challenge for employers. With millions leaving their jobs globally in search of better conditions, including in the U.S., Europe, and Asia, retaining talent has become a critical focus for organizations. In Vietnam, where economic growth and globalization are rapidly shaping workplace attitudes, Gen Z workers prioritize meaningful work, transparency, and a sense of belonging over mere financial incentives.
Internal Communication: Key to Understanding and Engagement
Research indicates that effective internal communication plays a significant role in enhancing job satisfaction among Gen Z employees. A recent survey of 575 young workers showed that nearly all respondents considered internal communication important for understanding their work, promotion processes, and relationships with supervisors and co-workers. Over 97% agreed that improved internal communication could boost their job satisfaction across these areas.
In interviews with twelve Gen Z employees, several key insights emerged. Participants emphasized the importance of transparency and authenticity in communication. They prefer modern technology tools like messaging apps and video conferencing for quick and effective communication. These tools help them stay organized and connected, whether they’re collaborating remotely or managing tasks.
Internal Communication and Career Development
While internal communication is valued for helping employees understand their roles and expectations, it has mixed reviews regarding its impact on career development. Some participants felt that internal communication could better support their training and promotion by providing clearer pathways and expectations. However, others criticized current practices as insufficient, calling for more consistent and planned communication.
Building Strong Relationships with Supervisors and Co-Workers
When it comes to relationships with supervisors, Gen Z employees value personal, two-way communication over digital interactions. They believe that face-to-face meetings and direct feedback are crucial for building strong, supportive relationships with their managers. This preference underscores the need for personal engagement to complement digital communication strategies.
Regarding interactions with co-workers, some participants found social media and collaboration tools useful for fostering a sense of community. However, most agreed that personal communication is more effective in building trust and cooperation among colleagues.
The Way Forward for Employers
To effectively engage Gen Z employees, organizations need to adapt their internal communication strategies to meet their unique preferences and expectations. This includes leveraging modern communication tools and emphasizing personal interactions to build strong relationships. By aligning communication practices with Gen Z’s values, companies can enhance job satisfaction, improve retention, and foster a more engaged and motivated workforce.
Overall, understanding and addressing the communication needs of Gen Z is essential for organizational success. As this generation becomes a larger part of the workforce, companies that prioritize effective communication and genuine engagement will be better positioned to attract, retain, and satisfy their young employees.
Reference
Ly-Le, T. M., & Le, H. C. P. (2024). The impact of internal communication on gen Z employees’ work satisfaction. DeReMa (Development Research of Management): Jurnal Manajemen, 19(2), 113-130. https://doi.org/10.19166/derema.v19i2.8165