Why Brands Need to Engage Staff Now more than Ever

Our recent webinar with Peter Martin, Caroline Ottoy from WatchHouse and Tim Doubleday from Burger King UK focused on the importance of engaging your staff. In the evolving landscape of the workforce, Gen Z is rapidly becoming a dominant force.

As businesses prepare for this generational shift, understanding the unique needs and expectations of Gen Z employees is crucial. This generation values flexibility, purpose, and a sense of connection in their work environment. They are digital natives who expect technology to enhance their work experience, not hinder it. 

The Gen Z Workforce: Key Insights

  1. Flexibility and Predictability: Gen Z employees prioritise flexible schedules and predictable hours. They seek work environments that respect their time and offer growth opportunities.
  2. Burnout Concerns: A significant portion of Gen Z feels burned out, highlighting the need for employers to address work-life balance and mental health support.
  3. Purpose and Connection: Beyond financial compensation, Gen Z values purpose-driven work and a sense of belonging within their organisations. They want to be part of companies that align with their values and listen to their voices.
  4. Technological Integration: As digital natives, Gen Z expects technology to streamline their work processes. They prefer tools that facilitate efficiency and engagement, such as AI-driven platforms that reduce repetitive tasks.
"The Gen Z and younger employee groups are actually some of our more stable employee groups when it comes to employee turnover."
Tim Doubleday
CFO

Engaging Gen Z: Strategies for Success

1. Tailored Engagement and Training

Businesses like Burger King and WatchHouse have implemented strategies to engage Gen Z employees effectively. Burger King, for instance, has developed initiatives like “Whopping Support” and “Whopping Opportunities” to address financial well-being, career progression, and work incentives. Similarly, WatchHouse emphasises clear expectations and quality training, ensuring that employees understand their roles, the  company mission, and have opportunities for growth. 

2. Leveraging Technology

Both companies utilise technology to enhance employee engagement and operational efficiency. Tim Doubleday from Burger King highlights the use of the Harri platform ATS, stating, “We use the Harri platform to engage initially, and it has been instrumental in our recruitment process.” Caroline Ottoy from WatchHouse also praises the platform, noting, “We also use Harri, and the team really thinks it’s great. It helps us be clear about our expectations during recruitment.”

3. Building a Strong Culture

Creating an intentional culture that resonates with Gen Z is vital – for example, WatchHouse focuses on core values and clear communication to foster a sense of belonging. This approach has led to reduced turnover rates and increased employee satisfaction. Similarly, Burger King emphasises fun and engagement, ensuring that employees enjoy their work environment.

Caroline on WatchHouse’s People Analyser: Caroline Clip – People Analyser

 

4. Data-Driven Decision Making

Utilising data to inform scheduling and staffing decisions is essential. Both companies analyse sales forecasts and employee performance to optimise labour costs and improve productivity. This data-driven approach helps in aligning workforce management with business goals, ultimately enhancing the bottom line.

Conclusion

As Gen Z becomes the largest working generation, businesses must adapt to their expectations and preferences. By fostering a flexible, purpose-driven, and technologically integrated work environment, companies can attract and retain top talent from this generation. Understanding and engaging Gen Z is not just an HR issue but a strategic imperative that will shape the future of business success.

Interested in how Harri’s Workforce Management or Applicant Tracking System can help reduce your inefficiencies? Speak to a Hospitality Tech Expert:

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