By 2030, many of the world's largest economies will have more jobs than skilled people to do those jobs. As a result, the talent market is going to be even more competitive than it is today. To prepare, Universum conducted the biggest Gen Z survey ever to help our clients predict their future workforce. In this presentation from our EMEA webinar you'll come to understand the next cohort of employees, Generation Z, and learn how to future-proof your employer brand.

1. Gen Z
Are you ready for the next generation of talent?
Jonna Sjövall, Helsinki 2015-11-20

2. For the first time ever, the voices of Gen Z tell us
what they want for their futures!
2
~ 30,000
respondents

3. Baby Boomers
Hard working
Specialized
Individualistic
Gen X
Self-starting
Loyal
Driven
Gen Y
Flexible
Non-hierarchical
Innovative
Gen Z
Globally connected
Free agents
Digital
Generational comparison
3
?
• Tangible/material success
• Work to live
• No feedback
• Blend in
• Climb corporate ladder
Experiential success
• Experiential success
• Work for purpose
• Constant feedback
• Stand out
• Create your own ladder

4. Most global generation
4
wants to start their own companies
in order to have an impact.
46% of Gen Z
 Globally connected and well
traveled
 Gravitating toward cities, where
populations tend to be more
ethnically and culturally diverse
 Aware of global events and
business opportunities
 Recognize that the world has
significant problems, and they
want to help
For them, the desire to help change the
world for the better is not about CSR or
donating to charities.

5.  First generation to grow up with
high speed, mobile internet
access
 Comfortable interacting online
with others
 Consume and share content with
ease
 Easily adapt to new technologies
and implement them in their
workflow
5
Always connected
Specifically searches for employer
information through that channel. Now
imagine what that looks like for Gen Z,
who grew up using it.
60% of Gen Y
Despite the myth that Facebook is dead,

6. 6
of the world’s internet
traffic is from mobile
devices and we now
buy more smartphones
than “dumb” phones
20%
In early 2014 nearly
3 billionpeople were online
hours of video are
watched on YouTube
every month
6 billion
WhatsApp messages are
sent every day
27 billion
users worldwide
1.2 billion
pictures are
shared on social
media every day
758 million
Facebook has almost
2016 | Gen Z Research | Global
Talent is exposed to tons of information every day
• Source: BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-
processing-a-record-27-billion-messages-per-day/#!sawFj
• See also: http://www.youtube.com/yt/press/statistics.html

7. 7
Average number of social
media channels used by
Gen Z in EMEA
7
• Which online networks/communities do you use?
(Count of used network/communities)
• This refers to general usage
34% in Western
Europe use Twitter
Twitter
4.1
4.9
4.2
4.6
Global Western
Europe
Middle
East
South
Africa

8. Gen Z is open to be contacted on social media by employers
regarding job opportunities
• How open are you to be contacted by a company regarding work opportunities?
83%
88%
76%
91%
17%
12%
24%
9%
Global Western Europe Middle East Africa
I like it very much / I like it somewhat I dislike it very much / I dislike it somewhat

9. 9
are hopeful about their
future work-live.
64% of Gen Z
Despite economic uncertainties and
the security provided by large corporations,
Grew up in uncertain times
 Grew up during the “war on
terror” and the economic crises
 More target-oriented, planning
career paths earlier
 Exposed to dramatically changing
industries, with STEM skills
becoming more critical
 Contrary to popular belief, the
uncertain times did not quell their
entrepreneurial desire

11. 11
is interested in finding out more about
how companies offer education to
people who have no university
degree
70% of Gen Z
Contrary to their parents, who
prioritized a college education, almost
Breaking the education mold
 Student loans are increasingly
unsustainable and many schools
do not accelerate earnings
enough to offset the costs
 Gen Z values experience over
tangible possessions, so the
salary argument for a degree has
less weight
 Employers are looking more for
skillsets or learning capacity,
reducing the importance of a
name brand school on a resume
 Growth of alternative education
and online learning tools

12. 12
Their greatest fear is getting stuck in a role where
they don’t fit personally and can’t grow, which
seems to fuel their entrepreneurial ambitions
• What are your greatest fears regarding your work life? (Max. 3)

14. 14
62%of Gen Z are open to the idea of joining the workforce
instead of pursuing college / university.
Gen Z wants to join
the workforce

15. Parents and friends tend to be the biggest influencers of Gen Z’s
education and career choices
• Who has most influence on your decisions regarding your education and career? (Max. 3)
63%
19%
16% 17%
13%
9% 7%
4%
EMEA

16. One out of five doesn’t
know what to study yet
13%
12%
6%
9%
12%
12%
6%
14%
18%
Business
Engineering
IT / Computer sciences
Natural Sciences
anities and social sciences
Medicine
Law
Other
I don't know yet
EMEA
• Which area are you planning in studying?
16
of the respondents are
influenced by company
representatives
4 %
of the respondents are
influenced by their
parents
63 %

17. What are the main reasons behind Gen Z’s choice of area of
study?
• Which of the following influenced/influences you in your choice of subject? (Max. 3)
67%
42%
36%
20%
18%
15%
14%
9%
I am very interested in the subject
I will earn a lot of money
I will be able to help people
There are many employment
prospects
I want to work in a related industry
I will be able to have a fast career
I want to study at a specific university
One or both of my parents are working
in this area
EMEA

18. Their interest in starting their own company varies
greatly per region
• Are you interested in starting your own company?
55%
65%
76%
49%
84%
79%
45%
56%
45%
35%
24%
51%
16%
21%
46%
44%
Global South Africa Middle East Western
Europe
Lebanon Unite Arab
Emirates
Finland Austria
Yes No

19. 19
So if you’re an employer looking to attract Gen Z,
you need to communicate purpose and vision!
• What would you consider to be the most important aspects, in regards to inspiring leadership? (Max. 3)
40%
42%
40%
29%
36%
30%
26%
18%
7%
9%
Vision, Mission, Values
Positive attitude
Clear targets
Open
communication/feedback
Motivating behaviour
Development and
encouragement of people
Clear decisions
Sustainable actions and
decision making
Transparent performance
evaluation
Methodological approach
EMEA

20. The time to act is now!
20
By the time Gen Z enters the
workforce, they will have already
been guided and influenced.
The race for Gen Z starts now, and
anyone not thinking ahead will be
behind.
Questions you need to be addressing now:
• How are you planning to adapt or grow
your training and development
programs?
• Are you prepared to source talent from
alternative education options?
• Does your organization have a defined
purpose? Is it communicated?
• How is your organization differentiated
from your industry or competitors?
• Is your brand uniform globally, unique
in every market, or locally adapted from
a global brand structure?

21. 1. Define your purpose

22. 2. Dare to be different and clear in your
messaging

23. 3. Leverage and master Social Media

24. 24
This report will help you…
Shape Gen Z career perspective to
ensure that the talent you need for the
future will be available and interested in
your company and industry.
Universum has gathered everything you need
to know in order to influence Gen Z and
communicate an Employer Brand that appeals
to them:
• Biggest influencers on their career choices
• What they look for in an employer
• How they differ from the generations already
making up your workforce
• Country specific and regional comparisons to
the global group
• How gender plays a role in their outlook
• Communication opportunities

25. Who We Are
Present in 60 countries with
regional offices in New York
City, Paris, Shanghai,
Singapore and Stockholm.
Serving more than 1 700
clients globally, including
Fortune 100 companies.
Full service Employer
Branding partner, taking
clients from identifying
challenges, engaging talent
to measuring success.
Helping the world’s leading
organizations strengthen
their Employer Brands for
over 25 years.
Surveying more than
1.3 million career-seekers,
partnering with thousands of
universities and
organizations.
Thought leaders in Employer
Branding, publishing content
on C-suite level subjects.
Our Employer Branding
content is published yearly
in renowned media, e.g.
WSJ, CNN, Le Monde,
BusinessWeek.
13