● Gen Z is the most ethnically and racially diverse generation to date, so inclusion and diversity are “essential to who they are,” says Bliss of Y Pulse, a prominent NY marketing firm. Some 79 per cent of Gen Zs surveyed by Y Pulse agree that brands that create products for skin have a responsibility to represent all colours and tones. Definitions of inclusivity have also broadened, spanning race, ethnicity, gender, sexual orientation, body size and disability. (https://www. voguebusiness.com/beauty/gen-z-changing-beauty) ● 8 in 10 Gen Z teens and young millennials said “being yourself” is the phrase that best fits their personal definition of beauty, but they don’t simply want to be themselves, they want to be their best selves, according to a Viacom study. ● Thus, when it comes to their beauty buying experience young people expect authenticity from brands, they want retailers and salon professionals to see them as unique individuals. (https://www.paramount.com/news/ audience-insights/how-gen-z-is-changing-the-face-of- modern-beauty) ● Gen Z are known as “digital natives” since they have never experienced a world without the internet and social platforms. They research before they buy beauty products, shop for clothes, and chose their hair styles. 32% of Gen Z teens and millennials say that without YouTube tutorials, their look wouldn’t be nearly as good. 71% of Americans ages 18-24 actively use YouTube as a learning tool. (https://www.paramount.com/news/ audience-insights/how-gen-z-is-changing-the-face-of- modern-beauty) What does Generation Z need to be successful: Flexibility ● 26% state they’d work harder and remain more loyal if they had flexible schedules. Roughly one third of respondents said they would not tolerate: being able to take vacation when they want to; working when they don’t want to; having a say over their work schedule. (workforce) ● More good news: flexibility goes both ways: the Monster survey, 58% tells us they would work nights and weekends if the pay is higher. Appreciation ● 34 % state they need respect to feel successful, with 32% using the word “recognition” to denote the same thing (Full Report: Generation Z in the Workplace: https:// workforceinstitute.org/wp-content/uploads/2019/11/ Full-Report-Generation-Z-in-the-Workplace.pdf) so it might be safe to also say that most Generation Z new employees want to feel appreciated. ● 40% stated they want supervisors to support them (WF) ● 35% stated they want supervisors to care about them (WF) Good salary ● We don’t only have to worry about their emotions, however. The Kronos report states that a good salary (44%) and career advancement (35%) are still more important than appreciation! ● 62% of young respondents are looking for a job that fulfills them and is fun, and consider that fulfillment as a life goal. (https://www.forbes.com/sites/) forbescoaches-council/2021/04/07/generation-z- seven-facts-companies-should-know-about-digital- natives/?sh=50fbc0346432)
Autonomy ● 21% of respondents say they would prefer a job without a manager (workforce). They don’t view managers as content experts (like their predecessors) because they know where to find multiple versions of the information they seek. Instead, they view managers more as coaches and mentors. ● 47% say they want their work supervisors to trust them. They will adjust and adapt when they feel integral. Interaction ● Maybe because this group grow up on screens, they still want face-to-face communication from their managers. They need personal feedback as well. (WorkF) ● What can you do to create a strong work environment Gen Z with thrive in? 1. Be flexible . ■ There’s no remote work in the salon industry, and yes, your clients do come first, but consider allowing an employee who works on Wednesdays to take a three-hour break mid-day if they have no clients scheduled and need to run an errand, see a doctor, even squeeze in a yoga class. They’ll make-up the time by staying later, or covering for someone else because of the positive culture you’ve created. ■ Allow them access to the schedule and an ability to move their hours around when they can without affecting your clients. They will fill appreciated and work hard when they are in the salon. 2. Be available . Consider holding brief one-on-one sessions weekly. These one-on-one meetings will give you the opportunity to check in with your employee and see how they’re doing, and those five minutes of one-on-one attention will make them feel appreciated and respected. Allow them to tell you about their best and worst interactions from the week before. Give them guidance on how to handle the tough scenarios and applaud them on their successes. Gen Z expect a lot from themselves and may be embarrassed to take you aside to ask you a question or run something by you. These meetings will guarantee that their issues will be addressed and potential problems will not fester. 3. Be team oriented . Consider holding full-staff meetings week or bi-monthly, even if one or two of the employees have to log-in on Zoom. Like most generations before them, Gen Z needs to fill they’re a part of something bigger than themselves. These meetings can be focused on two simple questions: what did we do well last week and what could we do even better? Allow them to use their natural skill sets: social media trends your salon might use for marketing; suggestions on the shop’s aesthetic or organization; ways to incentivize the staff or garner more repeat customers. Conversations like these will appeal to all their need for respect, appreciation, trust, care and on-the-job learning, thus you will help create a satisfied employee, while improving your business. A collaborative team has far more engagement than employees who feel siloed.
"You need to be aware of what others are doing, applaud their efforts, acknowledge their successes, and encourage them in their pursuits. When we all help one another, everybody wins." – Jim Stovall
EliteLearning.com/Cosmetology
Book Code: NTNC0826
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