Rewarding

Don't beat around the bush

Employees who have been attracted, and properly engaged, by the industry will feel motivated as an early entrant.

The next step is to continue this and ensure their talent and efforts once established in work are recognised with a well-designed reward system and benefits package.

But as our survey found,
salary and bonuses appear to be particularly important to
Gen Z.

Perhaps due to the financially unstable environment they have grown up in, having lived through at least two ‘once in a lifetime’ recessions, and events such as the COVID-19 pandemic.

Indeed, our survey shows that 53% of all respondents thought that they would have to work harder than previous generations.

Rising salary and benefits was comfortably the most popular option cited by respondents when it came to motivating factors while in a role.

Three of the top four ranked employee benefits in our survey were clear and inclusive bonus structures, staff discounts, and a credit-based reward system.

All of these can be measured with a monetary value, again suggesting Gen Z are shrewd and focussed on their total compensation.

This is re-enforced by the least popular motivators: awards ceremonies; thank you letters; and newsletters highlighting achievements all ranked poorly with our external research respondents.

Fair and inclusive compensation

That 29% of respondents wanted a clear and inclusive bonus structure suggests that Gen Z want benefits to be implemented fairly across the board.This is in keeping with other survey findings, which highlight working for an equal opportunities’ employer as a key pull factor for Gen Z, with 45% of all respondents ranking it as either very important or essential.Being an equal opportunities’ employer also means giving all employees the platform to voice any concerns they might have that their work is not being appreciated.

One of the ideas discussed during our internal Gen Z working groups was self-setting salaries, which would give Gen Z a degree of autonomy over their compensation as well as provide opportunity for consistent salary reviews.

Another idea was the ‘One Wish’ app (survey concept image pictured opposite).

This mobile platform would allow users to build up credit scores as a direct result of their work, which could then be redeemed for various items such as return flights to a chosen destination or an online voucher for a specified store.

When posed to the external Gen Z respondents, more than half (53%) said it would make working in the built environment more appealing.

Don’t beat around the bush – convey that the built environment is well paid

As this research highlights, there is belief among Gen Z that
construction performs poorly in relation to other sectors
when it comes to pay.

Their perception of the construction and property industries has already been discussed in relation to attracting talent. It is a similarly important consideration when it comes to rewarding employees.

Total benefits package scored fourth lowest when respondents were asked for their opinion on what a job in construction would give them with only 37% agreeing that the industry offers it.It should be noted that respondents aged 16-17 were less likely to rate the built environment favourably in terms of benefits available when compared to 21-24-year olds.This perhaps indicates a lack of education about the opportunities available for younger respondents and re-enforces the need for early engagement to promote construction and property in primary and secondary schools.In addition to implementing the more popular choices for benefits programmes, such as away days and staff discounts, making these results visible to the younger generation by communicating them through the right online channels, not just internally, should be a focus.

Only 37% agree that a job in the built environment offers a total benefits package. This is a clear disconnect and we mustn't beat around the bush - instead make sure we clearly convey that the industry is a well paid and rewarding career!