Connecting Gen Z: how charities can engage the next generation

​For Generation Z, work isn’t simply about making ends meet; it’s about making a positive difference and impact. Members of Gen Z tend to be deeply passionate about social change and eager to join organisations that align closely with their values. However, attracting, managing and retaining Gen Z can present unique challenges for the charity sector.

In our latest blog, freelance writer Nicola Greenbrook explores effective strategies to engage ‘Zoomers’ and harness their enthusiasm, drive and tech expertise. ​

Who are Gen Z?

Generation Z, commonly referred to as Gen Z, describes people who were born typically between 1997 and 2012, making them between 12 and 27 years old at the time of writing.

Sandwiched between Millennials and Generation Alpha, it's fair to say that their identity has been moulded by the digital age, climate change and the COVID-19 pandemic. Known as ‘digital natives’, they were raised in the information age and have never experienced a world without the internet. While some Gen Zers may hazily remember a time with fewer devices, technology has always been integral to their lives. This constant access to information at their fingertips, technology and social media has profoundly influenced their habits, values and expectations when it comes to work, communication and learning.

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What are their behaviours?

To effectively engage Gen Z in charity sector jobs, it's helpful to understand their distinct behaviours.

Although not an exhaustive list, Gen Zers tend to be:

• tech-adept and digitally literate

• politically active and socially and environmentally conscious, caring deeply about climate change

• driven and passionate about social justice

• concerned about the future, having experienced economic struggles during the cost-of-living crisis, and lived through a global pandemic and world conflicts

While work matters to them, Gen Z also strives for a balance between their careers and personal life aspirations, often engaging in side hustles and other activities outside of their 'main' job. There's a wealth of exceptional and motivated talent among Gen Z, which highlights the need to actively encourage and support this generation in exploring and pursuing fulfilling careers within the charity sector. ​

How does Gen Z search for jobs?

According to Statista, 98% of Gen Z own a smartphone and 81% own a laptop. This generation relies heavily on digital information to guide their job search, particularly when sizing up that all-important potential new employer.

As 'digital natives', Gen Z are the masters of online research, which means that a strong online presence and a reputable brand are crucial for charities. A solid reputation could signal engagement and authenticity, while a positive brand image shows that an organisation treats their employees fairly and well - and this is appealing.

This generation demands transparency, and so they are likely to comb through a company’s website, social media platforms and employee reviews on platforms like Glassdoor to ensure alignment with their values, mission and purpose. Additionally, with TikTok influencing trends and culture, charities should be mindful of how they present themselves on their socials. Ultimately, Gen Z wants to know if your employer brand is genuinely aligned with your values, strategies, and policies and, ultimately, if they would be proud to be part of your organisation and associated with your name.

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What do Gen Zers value at work?

Gen Zers tend to prioritise a genuine work-life balance, making hybrid working, remote options and dynamic flexible arrangements are at the top end of their checklist.

They place significant importance on employer values such as diversity, inclusion and social responsibility as well as mental health support. Opportunities for career development and growth are also crucial for this generation. Additionally, they expect their voices to be heard when it comes to decision-making and active project roles. ​

How can managers effectively manage Gen Z?

Managing Gen Z employees can present a unique set of challenges, as, arguably, they demand more from work than the generations that came before them (and are not afraid to vocalise this).

They know their worth, expect flexible working arrangements, talk openly about the importance of wellbeing and prioritise work-life balance to avoid burnout. Understanding the purpose behind their work and any tasks assigned to them is essential for their engagement before they commit their time and effort to it.

So, how can managers get the best out of Gen Zers in their team? A good place to start is to invest in their learning, development and career progression by providing clear paths and mentorship opportunities within the charity sector to build their skills.

High emotional intelligence and effective communication styles are critical, as it’s likely that more conventional leadership styles might not cut it. Managers should also consider how Gen Z likes to digest information — typically in small, bite-sized doses — and try to balance formal performance management processes with continuous feedback.

Ultimately, work-life balance is more attractive than financial rewards or flashy benefits packages for Gen Z. People Management reports that over 80% of Gen Z frontline workers are facing burnout, and that they seek purpose and connection through their work. With that in mind, managers should measure quality and output - rather than hours worked - so their teams feel valued and connected. ​

Strategies for attracting (and keeping) Gen Z in the charity sector

To engage Gen Z, charities need to go beyond traditional approaches and align with some of the key priorities for this generation, including purpose, flexibility, innovation, social impact and inclusion to create authentic connections at work.

Here’s some suggested strategies:

• Expand recruitment techniques: Reach Gen Z where they spend a big chunk of their time; online and on social media, by actively recruiting on platforms like TikTok and LinkedIn. Consider alternatives to the standard CV, like video introductions and interviews and leverage authentic, informal interactions to build connections with potential hires.

• Highlight innovation and impact: Gen Z wants to see the real-world impact of your work. Use storytelling, data and first-hand accounts from your supporters and users of the impact your charity has had in creating positive change. This can help align your mission with their values.

• Create mobile-optimised, engaging content: Consider using punchy, bite-sized videos and mobile-friendly content. Engage Gen Z through platforms like Instagram and make sure your website is not only visually appealing but that it uses relatable, inclusive language.

• Publicise volunteer opportunities and internships: Open doors with internships, volunteer roles, and other entry-level opportunities that allow Gen Z to get directly involved in your mission and develop relevant skills before they make the leap to apply for a permanent role.

• Highlight flexibility, development and wellbeing: Flexible working arrangements, mental health and wellbeing support and clear career development paths are important to Gen Z - so be sure to showcase how well you do this at your charity.

• Commit to Diversity, Equity, and Inclusion: Build an inclusive, supportive workplace culture where people feel safe, respected and able to be their authentic self. Demonstrate a genuine commitment to DEI and in creating a positive, welcoming environment where Gen Z’s voices are valued and heard.

By embracing these strategies, charities can create a dynamic, forward-thinking workplace that appeals to Gen Z’s desire for purpose, flexibility and impact. Charities that focus on these approaches will not only attract exceptional talent but also build a passionate, motivated workforce committed to driving meaningful change for the future.

Nicola Greenbrook, London based freelance writer, podcaster and HR specialist

Contact Nicola

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​Meanwhile if you'd like any help with your charity job search or assistance with recruiting for any generation, please contact our specialists, call us on 020 7820 7300 or select an option below.

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