Competing for talent in a Gen Z world
As 2018 progresses, HR managers are well advised to start stepping out of their comfort zones. Because Generation Z is beginning to surge into the workplace, forcing the reinvention of everything from benefits to recruiting. Your relevance in the war for talent may hang in the balance.
You’ve been hearing for some time now about the challenge of engaging a multi-generational workforce. But it’s time to think beyond the Millennials, and take a good look at the Gen Zs (born after 1995). They have a whole new set of expectations and values that are forcing employers to re-evaluate how they recruit, retain and, especially, engage their people. Start working on your battle plan in 2018 (and beyond) to avoid losing the talent battles.
They have decided views on how they expect to be treated and managed and how they respond if they don’t think their employer is measuring up. It’s a function of their upbringing in a hyper-connected world. According to Pew Research, only 14 percent of U.S. adults had Internet access in 1995, but that exploded to 87 percent by 2014. Small wonder that for the Zs, it’s the always-on and available tech-enabled connections to networks of people and information that rule. It’s how Zs learn and solve problems and it influences their expectations.
Here’s what it all means for your workplace and how you will need to compete for talent moving forward.
Legacy benefits and old attitudes need replacing now
The Zs aren’t merely connected. They share aggressively. Studies show that if their experiences – with a brand or a product or an employer – are negative, this generation will happily tell everybody about it online, including on Glass Door, a fast growing site that reviews millions of employers. That makes it important to foster a positive culture and work environment, and provide the types of benefits that will attract the Zs, keep them happy and ideally inspire them to spread the word.
To that end, take a long, hard look at your employee benefits: Too many employers still offer legacy employee packages that have changed little in the last two decades. Will they be good enough to woo the Zs and keep them satisfied? In fact, the Zs are motivated by the total deal, not just financial compensation. They want unique benefits that are personalized for them right down to the individual level.
Think about the 22-year-old who’s working in an urban setting, maybe with a pet at home, doesn’t have a lot of time to shop and is saddled with student loans. What are the priorities? A plan offering vision, life or disability insurance? Or a benefits package that provides a personal concierge and maybe dog walker, student loan repayment and an identity theft program, too? Best-of-class employers will offer up a robust mix of traditional and non-traditional benefits that cater to the individual employee’s lifestyle needs.
VR and gamification: Critical tools in winning Gen Z talent
Even as the Zs mature, there’s a trend toward a blending of personal and work lives as outside influences bleed into the workplace. When it comes to virtual reality, this generation of digital natives is enthusiastic over its potential use in the workplace.
There’s been a 250 percent jump in VR companies since 2012 and the technology’s significance is for more than just promoting productivity by connecting people in different locations for virtual meetings. It’s also a good recruiting tool, a way of letting prospective hires “experience” your environment so they are better able to tell before they take a job if it’s right for them.
Gamification is another Z activity that’s bleeding into business and affecting recruitment and hiring. Picture Silicon Valley’s “code-offs,” where prospective developers compete during a set time period to find the best solution to a specific design challenge. The winner gets the job. It certainly makes resume screening seem obsolete by comparison.
This incoming generation has a lot to offer employers who value the kind of fresh perspective it represents. The next big challenge will be reflecting that appreciation in creative approaches to winning and keeping their hearts and minds.
Read the article.
Source:
Barone M. (1 March 2018). "Competing for talent in a Gen Z world" [Web Blog Post]. Retrieved from address https://www.benefitspro.com/2018/03/01/surge-of-gen-z-workers-changing-how-employers-comp/
Millennials, tech industry driving adoption of paid leave programs
More employers are voluntarily offering paid leave benefits to win over millennial workers in an increasingly competitive marketplace, but costs related to workforce management and thin profit margins in many industries have hampered widespread voluntary adoption, according to The Paid Leave Project’s report, “Emerging business trends in paid family medical leave.”
The project, an initiative managed by “action tank” Panorama, interviewed representatives from 470 large U.S. employers across 23 industries to find top reasons for voluntarily offering paid leave programs – as well as main barriers to offering such benefits.
The leading factor that prompts most companies to voluntarily offer the benefit is employee demand, particularly from millennial workers who hear about other companies’ paid leave policies from the media as well as from their friends and family members who receive such benefits. More than 40 percent of companies that already have paid leave cited this as a driver.
Some employers say they want to be considered a “best employer” within their industry. Says a representative from a manufacturing company: “A company can choose to be in the middle of the pack, but we don’t see that as a competitive advantage. We want to be leaders.”
Employers in specialized industries or geographies with a tight labor market say a compelling benefits package, including paid leave, is key to attracting and retaining top talent. “The war for talent is pretty bad,” says a representative from an aerospace company. “We are taking a deeper dive at looking to expand (our) total rewards.”
The tech industry is leading the way, with employers like Netflix and Spotify, respectively offering 52 weeks and 26 weeks of parental leave. Part of this is because other industries are increasingly needing tech talent as the “digital revolution” is now transforming their own sector, including transportation, retail, telecommunications, healthcare, and manufacturing. Some companies in these industries are directly reaching out to technology companies to benchmark against their benefits.
The main challenge to offering paid leave is cost, including paying for a resource to temporarily fill a role while also funding the employee’s leave,
“Employers from retail, manufacturing, transportation and others with a high concentration of hourly workers indicated that coverage is particularly challenging for their sectors,” the authors write. “Given the nature of production and frontline roles, it can be logistically complex for such workers to cover their coworkers’ duties in addition to their own.”
Those industries with low profit margins, such as retail and transportation, find it particularly difficult consider offering paid leave because it just isn’t financially viable, they contend.
Says a representative from a nationwide retailer: “How can I offer paid leave when I can’t even offer comprehensive healthcare, including dental insurance?”
However, a handful of employers in these industries who have embraced paid leave are seeing positive results, including outdoor clothing and gear retailer Patagonia, according to the report.Over the last five years, 100 percent of the women who have had children while working at Patagonia have returned to work. This has led to a balanced workforce and about 50 percent representation of women in all management levels.
For those who offer paid leave, many are also implementing “wrap-around” supports to complement the benefits, such as flexible work schedules to ramp on and off when employees return from leave, providing private locations for mothers to breastfeed, and employee resource groups for new parents. More and more employers are also expanding paid leave for those are providing caregiver services to elderly or disabled family members.
Organizations such as DMEC, the Integrated Benefits Institute (IBI), and providers such as LeaveLogic offer valuable research, tools, and resources for employers as they roll out or expand benefits, according to the report. Moreover, The Paid Leave Project, in collaboration with the Boston Consulting Group, created a comprehensive paid leave Playbook for employers, which includes cost calculator and industry benchmarking data; paid leave policy template; tips for employers in states with new paid leave laws were recently added; and paid Leave best practices and case studies of companies that offer the benefit.
The latest report builds on earlier work by The Paid Leave Project and the Boston Consulting Group, which in 2017 released “Why Paid Family Leave Is Good Business,” a summary report from initial research into the paid leave practices of more than 250 U.S. companies.
In 2018, The Paid Leave Project will focus its research on industry-specific dynamics, the challenges for companies in states with current or pending legislation, and how employers are tracking paid leave data, results, and return on investment.
Read the article.
Kuehner-Hebert K. (2 March 2018). "Millennials, tech industry driving adoption of paid leave programs" [Web Blog Post]. Retrieved from address https://www.benefitspro.com/2018/03/02/millennials-tech-industry-driving-adoption-of-paid/
5 Reasons to Make Friends with Your Competitors
Originally posted July 21, 2014 by Marla Tabaka on www.inc.com.
When I owned my coffeehouse (2001-2004) people frequently asked me if I hated Starbucks. I didn't. After all, Starbucks is responsible for re-introducing the culture of coffee in the United States and for establishing it in countries where the cafe culture never before existed. Starbucks put the romance into the coffee experience. Without those romantic notions consumers wouldn't have given a second look at my drive-thru, or stop by for a fireside chat over a delicious cuppa joe with their friends. Thank you Starbucks!
Still, the truth is that the coffee giant made it impossible for an independent coffee retailer like me to compete, so I didn't. Instead my business became what Starbucks is not. It too became a household name but for reasons far from its convenience and fast service.
Stop viewing your competition as the enemy and instead use it as the catalyst to brilliance. Instead of investing your precious energy into hating or envying your competitors use it to become the very best entrepreneur you can possibly be. Here's how.
Give your customers another reason to choose your brand.
I knew that my delicious, fair trade coffee wasn't enough to bring customers through the door so I gave more dimension to the consumer experience. I added open mic nights, brought in great bands, and did art shows and book signings. I even opened a private conference room to local businesses and organizations.
What can you offer in addition to your products or services? When you stand out from the competition by offering something of value that your competitors don't, you give your customers a better reason to choose your product or service. How can you help your customers go beyond a simple purchase and truly experience your brand?
Keep the price down to remain competitive.
When I purchased my coffeehouse I knew that I would have to bring down the cost of goods. It forced me to move outside of my comfort zone and negotiate with vendors. In many cases I found new suppliers, and I never stopped negotiating.
Don't get complacent about costs. Just because your suppliers have served you for years doesn't mean they can't do better. Also keep an eye out for new materials, parts, or products that will create a cost savings.
Innovate, innovate, innovate.
What sells today may not sell tomorrow. I've had too many entrepreneurs come to me for coaching because their once successful business became a cash drain.
Watch what your competition is doing to stay ahead and learn from their wins, as well as their failures. Don't get complacent! Don't get so caught up in the day-to-day operations that you neglect coming up with the next great idea. That's the mistake these entrepreneurs made and, sadly, it's often too late to breathe life back into the brand.
Upgrade your skills.
When you allocate all available cash and human energy to your business it's virtually impossible to invest in training and education for yourself. Keeping abreast of the latest technology and trends, and constantly honing your leadership skills will help you gain and maintain the competitive advantage.
Make a list of your weaknesses and make a plan to build upon the skills you need to overcome them. If you cannot acquire those skills yourself, then outsource or hire someone who can provide necessary skills to compete effectively.
Embrace new technology.
As technology improves and evolves the marketplace changes, sometimes drastically and often overnight. You must be ready to adapt or change according to industry trends and business in general, or your competition will leave you in their dust.
Social media is a great example. Believe it or not I still hear from people who don't even have a social media presence and don't believe they need one. Last year I worked briefly with a caterer whose business took a nose-dive over a period of two years. We narrowed down the cause to a lack of online presence. Her closest competition added a customer-facing backend to their website and aggressively engaged in social media. But she simply refused to understand why this would make a difference and sadly, made no attempt to catch up with her competitors. Her doors are now closed.
Embrace competition and your whole world can change. This simple shift in your mindset will keep you engaged, aware, and in the lead.
