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The New Way Gen Z Employers Are Measuring Success

Kraftshala
Oct 4
5 min read

A marketing expert from Kraftshala has revealed the five leadership qualities Gen Z values most, showing why businesses must adapt their management approach to attract young talent and why Gen Z is opting for employer roles as opposed to employee roles.

Nishtha Jain, Head of Marketing at the online digital marketing training platform Kraftshala, said, “Companies need to understand Gen Z's distinct leadership preferences to succeed in an increasingly competitive market for top talent.”

Recent data from Deloitte shows Gen Z now represents more than one-third of the world's population and will make up 27% of the workforce by 2025, bringing new expectations for workplace culture and leadership styles. To verify these studies, the Kraftshala team conducted a survey and the findings were as follows-

% Gen Z Employed	% Gen Z Self Employed	Gen Z Employers % by 2030
18% worldwide	3% worldwide	25.2%

Why is Gen Z levitating towards self employment?

A Deloitte study found that only 6% of Gen Z prioritize reaching a leadership role, emphasizing work-life balance over climbing the corporate ladder. Yet ambition remains strong: a LinkedIn survey by Qureos shows 72% have left or considered leaving a job due to inflexible work policies. Randstad’s global survey of 11,250 workers reveals Gen Z’s average tenure in the first five career years is just 1.1 years, shorter than Millennials (1.8), Gen X (2.8), and Boomers (2.9).

The onset of COVID revealed that a significant portion of work can be carried out remotely or through digital means. When lockdowns worldwide were lifted, Gen Z was so accustomed to home environments that they did not adapt well to the traditional system of working. Hiring trends and pay scales didn’t change substantially to accommodate the high cost of living and the kind of fast paced learning curve that Gen Z depicts.

Gen Z is becoming known as one of the most entrepreneurial generations to date. A research by Square puts the number of Gen Zers who want to own their own company in the future at 84%.

Accustomed to remote work during COVID lockdowns, Gen Z struggles with traditional office setups and rigid pay scales. Reflecting their entrepreneurial drive, Square reports that 84% aspire to own their own company.

Kraftshala Conducted a Survey of 100 Gen Z Alumni

A survey was conducted with 100 Gen Z Kraftshala alumni who are now employers to identify the most relevant and important traits Gen Z should embody, considering factors such as socio-economic background, education, professional exposure, and the scale of their business, from small digital ventures like Instagram stores to larger enterprises with multiple teams. Using structured questionnaires and interviews, participants ranked traits in order of importance.

The study found that purpose-driven leadership and work-life balance were universally valued across all business scales, while collaborative and inclusive culture was especially important for medium and larger-scale enterprises, and digital fluency and innovation were emphasized more by small-scale or digital-first businesses. Continuous learning and development was consistently important, particularly in growing enterprises where structured skill-building supports expansion. These findings highlight how Gen Z employers combine mission-oriented, people-centric, and technology-driven traits, with nuances that reflect the size and complexity of their businesses.

Nishtha explained the psychology behind these popular choices.

1. Purpose-Driven Leadership - 30%

She said, “Gen Z employers prioritize purpose-driven leadership, aligning their businesses with causes like sustainability to attract like-minded employees and foster community.”

2. Emphasis on Work-Life Balance - 25%

She pointed to work life balance as the second key trait. “Gen Z employers prioritize work-life balance over long hours. They offer flexible schedules, remote work, and encourage time off to boost team well-being, reduce burnout, and increase job satisfaction.”

3. Collaborative and Inclusive Culture - 20%

The expert also highlighted how Gen Z employers foster a collaborative environment where open communication and inclusivity are paramount. She said, ““Gen Z employers foster collaboration through open communication and inclusivity. By valuing diverse perspectives, they create welcoming workplaces that drive innovation and strengthen team community.”

4. Digital Fluency and Innovation - 15%

Fourth on Jain’s list was digital fluency and innovation. “Growing up digital, they leverage technology to streamline operations, enhance communication, and keep businesses agile and competitive.” she said.

5. Focus on Continuous Learning and Development - 10%

Gen Z employers recognize the importance of continuous learning and development. Gen Z employers prioritize continuous learning, investing in training, mentorship, and growth opportunities to boost both individual skills and overall business success.

Summarising Insights and Analysis From Kraftshala’s Study:

Gen Z Employed: Approximately 18% of the global population.
Gen Z Self-Employed: Approximately 3% of the global population.
Gen Z Employers by 2030: Approximately 25.2% of the global population, assuming entrepreneurial aspirations are fully realized.

In summary, Gen Z employers are redefining traditional leadership by emphasizing purpose, flexibility, collaboration, and continuous growth. Their approach not only enhances employee satisfaction but also drives business success in an ever-evolving global landscape.

Gen Z expects greater personalization in how they move along their career journey. If they don’t find organizations adopting these leadership approaches, they simply create the experience.

The research confirms this approach, noting that companies must demonstrate their commitment to a broader set of societal challenges to win the hearts of Generation Z.

If using this story please link to: Kraftshala

Considering approximately 60% of Gen Z individuals are employed globally. This estimate considers various factors such as regional differences in employment opportunities, educational enrollment rates, and participation in the workforce.

What % of Gen Z are employed?

Calculation 1:

Global Gen Z Population: Approximately 30% of the world's population is Gen Z.
Global Workforce Participation: The global labor force participation rate is estimated at 60%.

Using these figures:

Gen Z Employment Rate=30%×60%=18%\text{Gen Z Employment Rate} = 30\% \times 60\% = 18\%Gen Z Employment Rate=30%×60%=18%

Interpretation: Approximately 18% of the global population is employed Gen Z individuals, considering their share of the population and the overall employment rate.

Around 10% of Gen Z individuals are self-employed or engaged in entrepreneurial activities. This figure is based on trends indicating a growing interest in entrepreneurship among younger generations.

What % of Gen Z are self employed?

Calculation 2:

Global Gen Z Population: Approximately 30% of the world's population is Gen Z.
Self-Employment Rate: 10% of Gen Z individuals are self-employed.

Using these figures:

Gen Z Self-Employment Rate=30%×10%=3%\text{Gen Z Self-Employment Rate} = 30\% \times 10\% = 3\%Gen Z Self-Employment Rate=30%×10%=3%

Interpretation: Approximately 3% of the global population is self-employed Gen Z individuals, based on their share of the population and the estimated self-employment rate.

Gen Z's Entrepreneurial Aspirations:

Assumption: A significant portion of Gen Z expresses interest in entrepreneurship.

What % of Gen Z are expected to be Employers by 2030?

Calculation 3:

Global Gen Z Population: Approximately 30% of the world's population is Gen Z.
Entrepreneurial Aspiration Rate: 84% of Gen Z individuals aspire to be employers.