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Cape Town - While Generation Z - next generation of digital natives - is generally optimistic, research shows they are significantly less optimistic than Generation Y – the so-called millennials.
Amongst Generation Z’s top fears are not being able to find the right job, and also being saddled with student debt.
This is according to a new research study by Universum Global, an international company specialising in employer branding and related research.
Universum asked close to 50 000 South African high school graduates about their future careers, the necessity of higher education and their attitudes to work and life.
“When millennials (Gen X) joined the workforce they had a great impact on the world of work, but many companies struggled to adapt to their expectations quickly becoming irrelevant. Gen Z too have a different set of expectations and values and their impact is soon to be felt,” said Jenali Skuse, employer branding consultant at Universum.
Amidst the current turmoil in South Africa over university fees, one of the most important findings is Generation Z’s attitude toward tertiary study – and how it differs markedly from the generations that precede it.
About 47% of respondents would consider entering the workforce before getting a tertiary degree and 60% say they welcome information about how companies offer education to those with no university degree. The main issue driving this trend is fear of crippling student debt.
"This fear is taking on new relevance with the vehement resistance being expressed towards proposed fee increases," said Skuse.
"It is clear that attracting the best talent of Gen Z will take new and innovative approaches. Not only must organisations think carefully about whether it’s feasible and appropriate to offer apprenticeships to promising students who may not be ready to invest time or money in a university degree, but also how to communicate with these potential employees when traditional recruitment methods may not be available."
Universum asked Generation Z whether they would feel comfortable being contacted via their social channels by a company regarding work opportunities - the oldest students in the study are in their first year of college, while most are still in high school. About 83% said they are open to the idea.
However, when asked how they feel about seeing advertisements from potential employers on social media, this number more than halves. Though social media seems an easy decision to reach Generation Z, employers must proceed with care, according to Universum.
