Subject: How the working environment is changing with the arrival of Generation Z

Today’s world is very dynamic, with the labour market being no exception. Generation Z, i.e. those born between 1997 and 2012, currently accounts for some 30% of the total workforce. And a growing number of employers are becoming aware that their approach to work is significantly different from previous generations. How should you respond to these changes? And how can you turn them to your advantage?

Generation Z is often labelled as digital natives or the instant world generation. These are people who have grown up with technology and are accustomed to speed, accessibility of information and instantaneous responses. And they are entering the labour market with expectations different from those of their predecessors. Offices are gradually becoming more informal, remote collaboration is a normal part of the day, and flexible hours are the norm for many members of this generation.

Specifics of the Czech Generation Z

The recent “Top Employers” research shows that the expectations of young Czechs are no different from those of their foreign peers. They want a job that allows them to fulfil themselves and offers room for personal development, while at the same time they value stability and fair financial compensation.

Interestingly, a rivalrous and competitive environment is not what the young generation is being attracted to, with only  7% of young Czechs saying they are seeking a dynamic work culture built on rivalry. Most prefer an environment where they can grow and learn new things while also feeling secure. This approach may stem from the experience of their parents, i.e. the generation that rushed into building their careers after the Velvet Revolution, often putting work before family life. Today’s young people are looking for balance, authenticity and space for what they really enjoy.

What benefits is Generation Z attracted to?

The changing work habits of Generation Z are clearly reflected in the benefits they find attractive. The StartupJobs research shows that work from home, time flexibility and financial bonuses are by far the most sought-after benefits for young people. In a nutshell, Generation Z accentuates freedom, flexibility and fair remuneration, whereas the traditional benefits such as pension schemes or meal vouchers are not a priority for them. The businesses able to adapt to these developments will gain a significant edge in attracting, recruiting and retaining young talent.

Young people and feedback: what does and does not work

Generation Z is known for its transparency and fast communication. As such, they view regular feedback from their managers as an integral part of cooperation, rather than as criticism. What’s more, they want not only to receive feedback, but also to actively give it. They prefer authentic, direct and personalised cooperation to formal once-in-a-while assessments.

Many businesses gain and provide feedback through the Start, Stop, Continue approach. This simple yet effective model helps managers and teams provide feedback regularly, clearly and without unnecessary emotion. Besides, it works great for Generation Z, which appreciates a clear structure and the opportunity to engage in a two-way dialogue.

• Start – What should we start doing? Any new ideas or practices that could improve our performance and cooperation?
• Stop – What should we stop doing? Which activities or habits are ineffective, or even harmful to the team?
• Continue – What works really well? What activities or habits should we retain because they deliver results and strengthen the team? Where are our/your strengths?

There are some simple ways to foster a culture of feedback. These include, for example, regular one-on-one meetings with space for open conversation or real-time feedback, ideally immediately right after the situation occurs. Inspiration for feedback can be drawn, for example, from the 4A approach used by Netflix:

• Aim to assist – Feedback should always be given with positive intent, i.e. to help the recipient make progress, not to push them down.
• Make it actionable – Feedback is not about feelings. It should contain specific advice on what to do differently and better.
• Appreciate it – Even if you don’t agree with the feedback, appreciate that someone took the time and often the courage to give it to you.
• Accept it or discard it – Feedback is just someone’s opinion. In the end, it’s up to you whether you take it to heart or let it go.

Generation Z and its working style are gradually changing the rules of the game across all industries – and sooner or later all employers will have to respond. We are already seeing that an approach based on regular and immediate feedback, digital communication and modern tools is gaining ground even in traditionally more conservative industries, including manufacturing and logistics.

Businesses are increasingly turning to solutions such as online shift scheduling, internal chatbots for employee support, working environment assessments or digital tools for team communication. Extending beyond “office jobs”, this is a new standard that streamlines day-to-day business operations while increasing employee satisfaction across generations.