The landscape of the global workforce has been undergoing a significant transformation over the last couple of years. Millennials and Generation Z, collectively known as the emerging workforce, are set to dominate the job market, with projections indicating they will comprise 65-70% of the global workforce by 2030. Understanding and addressing the priorities of this demographic is imperative for employers looking to attract and retain top talent in the coming years.

The Quest for Purpose and Value

One of the most striking characteristics of the emerging workforce is their strong desire for purpose and value in their professional lives. According to Deloitte's 2024 Gen Z and Millennial Survey, an overwhelming majority of these generations — 89% of millennials and 86% of Gen Zs — consider having a sense of purpose very or somewhat important to their overall job satisfaction and wellbeing. This statistic underscores the importance for employers to demonstrate how their roles contribute to a larger mission or impact.

To address this priority, employers should focus on:

• Tailored learning and development: Offer personalised growth opportunities that align with individual career aspirations and company goals.
• Clear progression pathways: Provide transparent career advancement routes to help employees visualise their future within the organisation.
• Mentoring programmes: Implement mentorship initiatives to foster knowledge sharing and personal development.

Work-Life Balance and Flexibility

Perhaps the most significant driver for the emerging workforce is the emphasis on work-life balance and workplace flexibility. The traditional 9-to-5 model is being challenged as younger generations seek a more holistic approach to their lives, valuing experiences and personal pursuits alongside their careers.

For Gen Z, in particular, activities such as cultural exploration, reading, playing musical instruments, and pursuing hobbies are considered equally important as their professional work. This shift in priorities requires employers to adapt their policies and culture to accommodate these desires.

Strategies for employers include:

• Flexible working hours: Offer adaptable schedules that allow employees to manage their time effectively.
• Remote work options: Provide opportunities for remote or hybrid work arrangements. While there has been a gradual shift back to office-based jobs, maintaining hybrid working opportunities holds the highest potential for attracting Gen Z and millennial talent. This approach allows employees to benefit from in-person collaboration while still enjoying the flexibility to work remotely when needed, striking a balance that resonates with the priorities of this workforce.

Mental Health and Wellbeing Support

The emerging workforce places a high premium on mental health support in the workplace. Deloitte's survey revealed that only half of Gen Z and millennial workers combined rated their mental health as good or extremely good.

This statistic highlights the urgent need for employers to prioritise mental health initiatives and create supportive work environments.

Employer Branding and Communication

To effectively attract and retain talent from the emerging workforce, employers must not only implement these strategies but also communicate them effectively. This involves:

• Social media presence: Utilise platforms like LinkedIn, Instagram, and TikTok to showcase company culture and values, rather than just broadcasting news and expertise.
• Employee testimonials: Share real experiences from current staff members with diverse cultural and generational backgrounds.
• Transparent job postings: Clearly outline not only job responsibilities but also the company's commitment to work-life balance, mental health support, and career development in job advertisements.
• Highlight corporate social responsibility: Demonstrate the company's impact on broader societal issues through social media channels and the website, appealing to the value-driven nature of the emerging workforce.

The generational shift and the adaptation to it are processes that have been, are, and will always be part of the professional journey for managers and business decision-makers. Today, the key lies in creating a holistic approach to employee wellbeing and development — one that recognises the interconnectedness of personal and professional life. By focusing on providing purposeful work, supporting work-life balance, prioritising mental health, and effectively communicating these efforts, organisations can position themselves as employers of choice for millennials and Gen Z.