The secret to attracting Gen Z? Purpose.
“How many Gen Zers dream of working in a bank?” asks EY in a recent report. “Very few”, according to the authors. And if banks want to continue to attract the very best talent, they’re going to have to change — radically.
EY recommends 5 actions banks need to take if they’re to win over Gen Zers. Recommendation number 4?
“Build authentic purpose and drive social impact”.
That’s because 93% of Gen Zers say their decision to accept a job is affected by the company’s overall impact on society.
Here’s how the authors of the EY report put it:
“Sharpening the narrative around purpose and social impact is particularly important for banks appealing to Gen Z talent, as this cohort typically gravitates toward organisations they view as authentic or trustworthy. Our own research tells us that almost two-thirds (63%) of Gen Z feel it is very or extremely important to work for an employer that shares their values.”
Read the full report.
Drop us a line if you need help sharpening your own org’s narrative around purpose and values.
