From frontline workers to senior executives, ask anyone in healthcare what common challenges they are experiencing, and you are sure to hear frustrations about the “new generation of employees.” Leaders who just made sense of Millennials are now trying to figure out how to engage Gen Z, and pre-existing negative stereotypes of this cohort have become further entrenched as TikTok videos and the concept of “quiet quitting” began making the rounds.
Despite their notorious reputation, Gen Zers are actually highly practical and recognize the importance of hard work. Dr. Jean Twenge’s extensive research on generations reveals that they are more likely than the previous generation to say that work will be a central part of their lives.1
So, how can healthcare leaders engage Gen Z’s and harness their strengths before making their negative perceptions a self-fulfilling prophesy? They can ignite Gen Z’s passion by positioning this young cohort to feel impactful through their careers.
Perhaps more than any other generation, Gen Z is fueled by purpose.2 Gen Z employees want to feel like they are making an impact and are part of something larger than themselves. Most importantly, they want to be able to contribute from the get-go. Research consistently shows that people who live their purpose at work are more productive, healthier, more resilient, and more likely to stay at the organization.3 Therefore, finding their purpose at work also has a secondary benefit of satisfying Gen Zers’ desire for improved well-being.
What is purpose? Individuals who find meaning and appreciate that the contributions they are making are valuable have a stronger connection to purpose. Though they are both important, organizational purpose and individual purpose are related but different. While leaders primarily influence organizational purpose, they can and should play an active role in assisting employees in finding and achieving individual purpose. When the two are aligned, it can be very powerful.
A recent Ernst & Young study found that almost 2/3 of Gen Z respondents felt it was “very important or extremely important” to work for employers that share their values, and 87% of Gen Zers surveyed indicated they would be willing to leave their current job if they found another role with an organization whose values more closely aligned with theirs.4
Unfortunately, healthcare leaders often take purpose for granted because of the nature of the work. Given the high levels of burnout in the industry and the positive impact of purpose, this is a critical mistake. Inherently “purposeful” professions still need purpose.5 While this should extend to all employees, savvy health systems place an emphasis on young professionals beginning their careers.
The following are key points to keep in mind when connecting Gen Z to purpose.
Clearly communicate organizational purpose in word and action
As the president of a large healthcare system recently commented, “your organization’s values cannot just be five words written on a wall.” Leaders must clarify and regularly communicate organizational values such that employees understand what those values look like and what it means to live them at work. Clarification of values allows employees to self-reflect and provides leaders with opportunities to recognize the actions of employees who embody them.
Spend time with your team reflecting on the impact your healthcare system has on the community, in the lives of patients, on each other, and within the field of medicine. Creating a workplace culture that truly supports purpose-driven work helps this young cohort feel a sense of belonging and connection to the organization. A word of warning: if you talk about your organization’s purpose and values but your culture and actions do not align with them, employees can lose confidence and trust in the company and its leadership.
Talk about the impact employees make every day
In the work environment, Gen Z is looking for confirmation that they are making a difference.5 It is essential for leaders to show employees the meaningful impact their work has on the organization, its goals, and the patients/customers it serves. Utilize the power of storytelling, understanding that the actions of employees can create narratives as compelling as those centered on patients. Emphasize the results of their hard work and celebrate successes, both big and small. When appropriate, encourage non-clinical staff to occasionally observe the grounding experience of rounding and talking to patients. Finding ways to communicate the impact of employee contributions can boost morale, engagement, and satisfaction while simultaneously connecting them to purpose.
Create a culture of curiosity to foster individual purpose
Individual purpose can be as varied as the people who work in an organization. As one nurse recently commented during a patient experience workshop, “We are all here for different reasons. We may not have the same purpose, but we do have the same goals.”
While it is ultimately up to individuals to determine their purpose, leaders can encourage exploration and connection by creating a culture of genuine curiosity. Ask questions, listen non-judgmentally, and reflect.
- What matters to you?
- What do you get out of work?
- What does work mean to you?
- What makes you feel energized or inspired?
- When do you feel most drained?
Leaders must engage their Gen Z employees in conversations about what they find meaningful and fulfilling. Frontline managers and employees who say their sense of purpose is not being met by work are also 10 times more likely to say they never had opportunities to reflect on their purpose.6
Align individual responsibilities to connect to purpose
After understanding an individual’s purpose, leaders should think about how to align responsibilities and roles to reflect those values. This alignment can be achieved through various strategies beyond just reassigning positions, which can be difficult with ongoing staffing shortages.
Leaders can foster opportunities for young employees to work on purposeful projects or take point on internal initiatives. Providing mentorship can instill a sense of purpose and achievement in Gen Zers as they acquire new skills and tackle novel challenges. Leaders also can help identify what individual purpose might look like on a day-to-day basis and ensure the appropriate resources to achieve it.
Gen Z are innovators. By recognizing and better understanding what drives this young generation, healthcare leaders can harness their passion and engagement, enhancing success for them and the organizations they work for.
1Twenge, J.M. (2023). Generations. Atria Books.
2Trujillo, D. (2023). Engaging Gen-Z, Our Most Purpose Drive Generation. Retrieved from https://www.forbes.com/sites/forbesnonprofitcouncil/2023/09/15/engaging-gen-z-our-most-purpose-driven-generation/?sh=70f0a79472a2
3Dhingra, N., Samo, A., Schaninger, B., & Schrimper, M. (2021). Help Your Employees Find Purpose – or Watch Them Leave. Retrieved from https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/help-your-employees-find-purpose-or-watch-them-leave
4Merriman, M. (2022). Gen Z is Shifting Societal Paradigms, Creating New Norms Around Activism, Wellness and Success. Retrieved from https://www.ey.com/en_us/insights/consulting/is-gen-z-the-spark-we-need-to-see-the-light-report
5Meese, D., Leet, J.G., & Liedberg, G. (2021). Why Healthcare Organizations Need Purpose Now More Than Ever. Retrieved from https://bcgbrighthouse.com/thinking/why-healthcare-organizations-need-purpose-now-more-than-ever/
6Dhingra, N., Samo, A., Schaninger, B., & Schrimper, M. (2021). Help Your Employees Find Purpose – or Watch Them Leave. Retrieved from https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/help-your-employees-find-purpose-or-watch-them-leave