By Lea Currie
Remember when a foosball table and casual Fridays were enough to lure bright young minds? Those perks are practically relics in the eyes of Gen Z, the digitally native workforce now reshaping Manitoba’s economic landscape. Forget fleeting fads and even traditional health benefit plans; this generation—born between 1997 and 2012—is operating with a different set of priorities and Manitoba businesses need to understand, and embrace, this fresh set of expectations.
“Although health and dental coverage may still be important, for Gen Z employees, we are seeing a shift towards valuing more non-traditional workplace benefits—flexible work arrangements, social responsibility, diversity, development opportunities and wellness are increasingly important,” explains Diane Sparrow DeGrave, the vice president of people and corporate services for Manitoba Blue Cross, a Manitoba health benefits provider that has been recognized as a top employer in the province for eight years running.
To ensure your company can attract and retain this crucial talent pool, it’s time to broaden the offerings to meet the evolving expectations of Gen Z employees. By understanding their priorities and adapting your benefits packages accordingly, Manitoba businesses will be able to not only attract this dynamic generation but also foster a more engaged and productive workforce.
1: Work-life balance
While the pandemic undoubtedly amplified the desire for work-life balance and flexibility across all generations, Sparrow DeGrave confirms its particularly strong resonance with Gen Z. This isn’t just about the option to work from home a couple of days a week (though that’s certainly appreciated). Gen Z views work as a single element of a full and multifaceted life.
“Work is only one part of their lives,” says Sparrow DeGrave. “They want their employers to offer additional programs and benefits that support time-off for personal events and to give back to the community.”
Takeaways: Prioritize flexibility through work hours and benefits that support employees’ personal commitments, while enhancing work-life balance with hybrid or remote work programs. To go a step further, offer paid volunteer days throughout the year to demonstrate the importance of giving back.
2: Learning and development
As digital natives, Gen Z’s are wired for continual learning and growth. In a world where information is readily available, but not always reliable, this generation craves structured and dependable development opportunities within their workplaces.
“The Gen Z generation is active on TikTok and will use social media to find the answers, which may not always be the correct answers. Access to consistent, accurate information is crucial for this generation,” says Sparrow DeGrave.
Furthermore, Gen Z is a generation that wants to map out their professional trajectory.
“Gen Z employees want to understand their career paths and opportunities for growth and development. They generally are not content waiting for these opportunities and want to drive their own development and career success,” says Sparrow DeGrave.
Takeaways: To attract and retain these ambitious individuals, it’s important to offer mentorship programs and opportunities for skill development. For long-term development, provide clear communication about advancement opportunities and create proactive succession plans and training programs. It may sound cliche, but an investment in your employees’ development and growth is truly an investment in your company.
3: Mental health
Perhaps one of the most significant shifts in benefit expectations lies in the realm of mental health. Sparrow DeGrave notes that Gen Z’s are more likely to seek help for anxiety and depression compared with older generations, and mental health benefits are one of the top factors for Gen Z employees. But it’s not just about a workplace having mental health benefits; it’s about how they are delivered and accessed. Gen Z expects seamless, digital access to mental health resources, including online counselling, wellness apps and even AI-powered support.
“Gen Z employees tend to want more support with specific mental health benefits, including one-on-one counselling, healthy lifestyles and relationships,” says Sparrow DeGrave, who also points to peer support, online chats and blogs as go-to resources for younger workers.
Takeaways: Modernize your approach to mental wellness and embrace digital platforms that support well-being. Help destigmatize mental health support with a comprehensive employee assistance program that includes both traditional in-person and virtual counselling.
4: Diversity, equity, inclusion and belonging
Gen Z places significant importance in how their employer’s principles align with their own. This generation, deeply aware of social and environmental issues, actively seeks out workplaces that mirror their commitment to a better world.
“Gen Z employees want to work for companies that actively support diversity, equity, inclusion and belonging (DEIB), and are committed to providing a corporate culture that truly supports a diverse workforce,” says Sparrow DeGrave.
Takeaways: Champion DEIB and social responsibility as a leader and a company. Demonstrate a genuine commitment to these principles. For this generation, these aren’t just trends; they’re core values they look for in an employer.
SIDEBAR
Health benefits with a twist
Although Gen Z’s are wanting a new suite of benefits, a health and dental plan is still essential for all generations. What’s becoming more and more important is to offer individualized options that allow employees to tailor coverage to their specific needs. Rather than focusing on a health benefits plan that has just the traditional offerings (prescription medication, dental and vision), it’s about providing a package flexible. Also, for the digital-savvy Gen Z’s, ensure your plan’s benefits information is available in an easily accessible, user-friendly environment.
