A look at how to attract and retain Gen Z talent

Sometimes labeled as disruptive, lazy and misunderstood, Generation Z is making waves. How can we entice this restless generation to stay in the workforce long enough to eventually take on a leadership role? A new report from Signium’s Priscilla Batistão outlines how organizations can recruit and retain talent from this emerging generation.

May 3, 2024 – As the workforce continues to evolve, organizations face a new challenge: how to attract and retain the young and emerging generation known as Gen Z, with the end goal of filling senior-level positions with professional, experienced leaders . This tech-savvy, ambitious and socially conscious generation is poised to make a significant impact, but tapping into their talent and keeping them engaged requires a strategic approach, says a new report from Signium‘S Priscilla Batistao. “It is well worth exploring the unique characteristics that shape tomorrow’s leaders, the benefits they can bring to senior positions, and the key strategies organizations can implement to successfully recruit and engage this demographic within their leadership ranks maintain,” the study said.

“We are experiencing a huge period of transition, where different generations coexist in the same working environments,” says Ms. Batistão. “Organizations are putting enormous energy into discovery – a search for answers to the question of how to engage with Gen Z talent across a range of aspects. Most importantly, and before solutions are foundwhat are the questions we need to ask ourselves – and Gen Zers – about all of this.”

Today’s work environment is fast-paced and entrepreneurial. According to Ms. Batistão, several key trends are having a significant impact on the way organizations operate and the way employees interact with their work and colleagues. “One of the most noticeable trends is the growing emphasis on work-life balance,” she says. “Employees are increasingly striving for a harmonious integration of their professional and personal lives, which has led to a shift in organizational cultures that prioritize employee well-being. No generation appreciates this as much as Generation Z – so much so that their relatively high expectations make it difficult for these dynamic young people to find their place in the hustle and bustle of the corporate world, especially in C-Suite roles, where the demands require more. theirs.”

Signium also notes an increasing demand for further training and retraining among employees. According to a UK-based study by The 5% Club, companies that prioritize skills training see a 71.2 percent increase in employee retention and a 94.2 percent increase in employee engagement in the long term.

With rapid technological advancements reshaping job requirements, the Signium report explains the need for continuous learning and skills development. In response, organizations must invest in training programs to help employees adapt to these changes and stay relevant in the ever-evolving job market.

“Demographic shifts, such as the entry of Generation Z into the workforce, are also impacting talent acquisition and retention strategies. Gen Z, the first truly digital-native generation, brings unique perspectives and expectations to the workplace,” said Ms. Batistão. “They value meaningful work, diversity, inclusion and opportunities for growth and development. Companies that want to attract young talent must adapt their recruitment and retention approach to the ideologies of this generation.”

Furthermore, Ms. Batistão notes that technological advancements are crucial in shaping the way organizations attract and retain talent. “From AI-powered recruitment tools to digital collaboration platforms, technology is transforming traditional HR practices,” she says. “Employers are using data analytics to make informed decisions about talent management, employee engagement and performance evaluation.”


Priscilla Batistão is a partner at Signium Brazil and a member of the Consumer Goods, Retail, Education and Assessment practice. She is also a member of the coaching practice. Ms. Batistão has worked for executive search and professional services firms since 2005. Before joining Signium, she was a partner at Kingsley Gate and Odgers Berndtson. At Spencer Stuart, Ms. Batistão was a senior associate focused on developing assignments in consumer goods, retail, education and executive assessment. She has developed C-level functional searches such as CFO, CMO and CSO executive profiles. While serving customers, Ms. Batistão has worked with companies such as Walmart, Carrefour, Natura and Starbucks, to name a few.​


Signium points to an example of a company putting AI to the test within the talent search space Electrolux. The multinational home appliance company recognized the need to digitize tedious recruitment and hiring experiences while reducing job posting time and hiring costs. Using a customizable external career site, internal talent marketplace, talent CRM and automated campaigns, Electrolux enables recruiters to accelerate assessment processes and match candidates to roles based on expressed preferences, career aspirations and capabilities. In the first year of implementation, Electrolux witnessed an 84 percent increase in application conversion rates, a 51 percent decrease in incomplete applications, and a 78 percent time savings thanks to AI scheduling.

Creating a positive employee experience for Gen Z talent

In today’s competitive job market, attracting and retaining top talent, especially from the particularly socially conscious Gen Z, requires a strategic approach to employee experience design, the Signium report said. This concept focuses on creating meaningful and engaging interactions with employees during their journey within a company. By prioritizing employee-centric experiences, companies can cultivate a positive work culture that promotes engagement and satisfaction.

“Retention is not just about the experience of acquiring talent,” said Ms. Batistão. “It’s more about what happens on a day-to-day basis within the work environment – ​​’walking the talk’ is critical to the retention game. Do organizations embody their values, statements and proposals, and support and put into practice everything that has been ‘sold’ to candidates after the attraction and honeymoon phase? This should be reflected in policies, practices, speech, leadership style, work-life balance, diversity, ESG practices, technology and development, among other aspects valued by Generation Z.”

C-suite leaders play a critical role in designing employee experiences that resonate with Gen Z talent. Signium offers six practical ideas to create a work environment that reflects the values ​​and expectations of this tech-savvy and socially conscious generation.

1. Embrace digital transformation

Generation Z expects a seamless, technology-driven work environment. Companies that invest in advanced digital tools, automation and collaboration platforms create an efficient workplace that enables employees and leaders to optimize the knowledge and experience they bring to the company.

2. Foster the right culture

The organization’s mission, values, and initiatives should align with the interests and passions of Generation Z. This means taking the time to understand the types of people you want to attract and retain within your company. Mercers The employer’s value proposition is continuously focused.

As a company in the technology industry, Mercer invests in attracting and developing Gen Z talent, and their recent research shows that Gen Z’s key societal concerns can be clearly defined, in the following order:

1. Living wage (79 percent).

2. Women’s health (75 percent).

3. Women’s equality (72 percent).

4. Diversity, equality and inclusion (70 percent).

5. Environmental sustainability (68 percent).

Signium notes that employers can demonstrate their commitment to social causes by creating roles, corporate initiatives and benefits that promote these important values. Companies must actively promote diversity, equality and inclusion at all levels. This includes implementing inclusive hiring and upskilling practices, offering diversity and sensitivity training, and creating a welcoming environment for employees of all backgrounds.

3. Offer flexible and autonomous work arrangements

Another major shift shaping the modern workforce is the rise of flexible work arrangements. Signium explains that as technological advances make remote work more accessible, many companies are adopting flexible work schedules and remote work options to attract and retain top talent. While not always possible in certain industries, flexibility not only increases employee satisfaction, but also improves productivity and work-life balance, a key appeal to a generation sensitive and aware of mental health.

According to LinkedIn market researchlarge portions of Gen Z workers would accept a pay cut in exchange for:

  • Work more enjoyable (38 percent).
  • Better balance between work and private life (36 percent).
  • Greater flexibility through hybrid or remote working (32 percent).
  • Greater chance of growing within the role (40 percent).

4. Invest in continuous learning and development

A desire for continuous growth and skills development drives Gen Z. Provide access to comprehensive training programs, mentorship opportunities and ongoing learning resources to help them develop their leadership skills and stay ahead of industry trends.

Related: 11 things you need to know about Generation Z

“This is the generation that grew up with knowledge at our fingertips,” says Ms. Batistão, “and while we once feared it would ruin them, we now have a horde of knowledge-hungry individuals with the potential and energy to commit to a carreer. of lifelong learning. This is a new and exciting opportunity, and we are not taking advantage of it yet.”

5. Implement effective onboarding and succession planning

A well-designed onboarding process ensures a smooth transition for Gen Z leaders joining the organization, according to Signium. This process should introduce them to the company’s culture, values ​​and expectations. By providing a comprehensive understanding of these aspects, new members can quickly integrate into the organization and align their goals with its ethos.

Establishing clear succession planning strategies is also essential for identifying and nurturing potential Gen Z talent for future leadership roles. This includes creating development opportunities, mentoring programs and customized training to prepare them for leadership positions.