In short, what can we learn from this
Gen Z still want to be paid well and have a good career. We shouldn’t forget the salary is a motivator here, and although Gen Z generally are socially responsible, they feel like they’ll have to work harder than previous generations and want to be remunerated fairly for it.
It still remains vitally important to Gen Z to work for a company with a clear purpose, a set of positive values that can help them make a difference – they want to make positive change towards the climate crisis and they’re willing to make lifestyle choices to achieve this!
We all knew it, but the data has shone a very bright light on our industry’s ‘brand’ problem. “Male dominated, manual labour, cold, dirty and dangerous. And also, not well paid!” A huge percentage of Gen Z won’t even click on construction. We need to stop regurgitating this, and start doing something to shift perception, because we know it’s actually a really positive place to be.
Positive and authentic influence at the earliest age, makes a huge difference on perception and consideration of the industry.
Gen Z are the digital natives, so it should come as no surprise that they do career research online, through Instagram and even one third through TikTok – we need to catch up. And fast.
