If your organization is aiming to attract and retain a high-quality workforce, it’s essential to understand how employee needs are evolving. Each generation has a distinct set of priorities. For Gen Z talent, this includes a strong commitment to values and wellbeing. So, to win attention and loyalty from younger job candidates you’ll want to acknowledge and cater to these interests. But what does an effective strategy look like?
This article examines the role of an effective mental health strategy in attracting Gen Z talent. It also suggests an easy-to-follow framework for employers who genuinely want to address these needs.
What Gen Z Talent Really Wants From Employers
Gen Zs have built a reputation for their strong commitment to issues that previous generations consider taboo. This includes social, economic, and environmental challenges. What’s more, they’re not afraid to speak up about these issues — whether they’re on social media or out for lunch with friends. Not surprisingly, this carries over into the workplace and shapes how Gen Z candidates choose an employer.
Many members of this generation consider an employer not only a source of income and professional growth, but also a partner in their overall wellbeing. Compared with older colleagues, Gen Z employees are more aware of the strain work can put on mental health. This is a key reason why they prefer authentic, transparent, empathetic work environments.
Younger candidates carefully assess prospective employers’ mental health provisions as a non-negotiable factor in their decision-making process. They perceive companies that emphasize mental health as forward-thinking and compassionate. This is what makes these employers particularly attractive.
Why Wellbeing Support Matters to Gen Z Talent
Gen Z’s focus on mental health and wellbeing is partly driven by their values, including a commitment to social justice and self-care. But they’re motivated by personal circumstances as well.
For example, data indicates that GenZ struggle with mental health issues up to 2x more than other generations. And a 2023 Cigna survey says 91% of 18-24-year-olds feel stressed, compared to an average of 84% in other age groups.
Gen Zs are also unique in their willingness to seek help, with 24% attending therapy, versus 11% from other age groups. This demonstrates a strong sense of self-awareness and openness about personal issues — which many young workers expect employers to reciprocate.
This Gen Z openness about mental health extends to all aspects of wellbeing, which challenges traditional workplace taboos. They are 20% more willing to discuss mental health than their predecessors, 63% more willing to discuss menstrual cycles, and 41% more willing to discuss addiction. Every relevant topic seems to be on the table.
How to Build a Meaningful Wellbeing Strategy
Clearly, there’s a growing need for employers to support workforce wellbeing in meaningful ways. A comprehensive strategy can help. Here are 5 steps to develop a strategy that attracts Gen Z talent and supports them once they’re onboard:
1. Create a Safe Space
Establishing a safe workspace is the very first pillar. Gen Zs are famously open. No one can expect them to be comfortable in an environment where they feel like they must walk on eggshells. Top-down psychological safety cultivates trust, so team members feel safe sharing their struggles and seeking support without fear of judgment.
For this to work, leaders must not only accept open discussion about mental health, but encourage it. It helps for leaders to initiate conversations by asking questions and actively listening to responses. This helps employees feel heard and supported, while keeping leaders aware of signs and symptoms of mental health issues.
By prioritizing these discussions, organizations can remove the stigma surrounding mental health. It also sends a clear message to Gen Z talent that their wellbeing matters. The importance of mental health is not just acknowledged but actively supported, which makes the workplace more inclusive and appealing.
2. Lead by Example
Beyond encouraging conversations on mental health, leaders must practice what they preach. Gen Zs are seeking transparency, authenticity, and genuine commitment, not only for themselves, but from others on their team. When managers lead by example it sends a powerful message.
Preparing leaders to set the right example may be new for your organization. This means training, coaching, and ongoing facilitation may be necessary. The goal is to educate everyone in the organization, so they understand that discussing mental health issues is a useful process, and seeking help is a sign of strength.
Encourage leaders to check-in proactively with team members, and encourage them to share their own experiences. By consistently weaving these conversations into daily work life, you can create a culture where seeking support is normalized.
3. Establish Anonymous Channels
Even when open channels are available, some employees may prefer to share their issues anonymously. This is why it’s helpful to establish communication channels that protect an employee’s privacy. Providing anonymous channels gives everyone an option to seek guidance, express concerns, and access support without fear of repercussions.
This step is vital for attracting Gen Z talent, because it demonstrates understanding and respect for an individual’s privacy. However, it’s important for people to know these channels aren’t a sign of an unsupportive work environment. Quite the opposite. The key to success is to focus on the importance of offering employees choice and control.
4. Provide Educational Resources
Providing evidence-based resources from trusted sources can empower Gen Z employees with useful tools to understand and manage their mental health more effectively.
For example, offering information and education about stress management, mindfulness, and resilience can help individuals address immediate issues. But it also demonstrates a commitment to their long-term wellbeing.
However, educational resources don’t have to be limited to online links and courses. The most effective support may also include interactive group sessions, including workshops and continuing professional development that promotes awareness and understanding.
This commitment is crucial in attracting Gen Z talent, because they’re drawn to employers that invest in ongoing personal and professional growth.
5. Train and Empower Managers
Equipping managers with skills to identify signs of mental health issues and provide appropriate support to team members is critical in creating and sustaining a supportive work environment.
Gen Z talent values leaders who actively care for their team’s wellbeing, and line managers play a pivotal role in shaping this dynamic. Employees of all ages are more likely to contribute positively to a business if their direct supervisors understand their mental health needs and respond appropriately.
However, help from line managers is just the start. Leaders should also have access to professional support channels, so they can refer employees to appropriate resources when they need further assistance.
How to Avoid Performative Moves
All organizations want to benefit from the potential that Gen Z talent represents, and an emphasis on wellbeing can help. But lip service is not enough. Any organization that promises a supportive environment and fails to deliver will quickly lose new talent.
Successful employers genuinely understand and care about the importance of employee mental health and resilience. They recognize that this is not just the right thing to do. They embrace it as a key to workforce retention, resilience, and long-term performance.
A Final Note on Wellbeing as a Gen Z Talent Strategy
A meaningful mental health strategy is not just a Gen Z recruitment tool. It’s also fundamental for retaining young employees and getting the very best performance from them.
By addressing this need, you can create a workplace where individuals feel supported, valued, and able to thrive both personally and professionally. That’s a great foundation for employee engagement, satisfaction, and loyalty.
The journey to building a robust mental wellness program never ends. It requires unwavering commitment, adaptability, and a genuine dedication to overall workforce wellbeing. It may not be easy, but it will enhance your appeal to Gen Z. And ultimately, it will lead to a healthier, happier, more productive culture for all.
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