Catherine Calvert, business development (property) at The Able Agent, considers how Gen-Z are integrating into the agency workplace, and how employers are adapting to the new cohort
Over the past year, I have been fascinated watching Gen-Z integrating into the workplace, and how estate agency bosses and managers are adapting to this new intake.
Generation Z, classed as those born between 1997-2010, has never known a life without technology. They are ambitious and confident digital natives, who are hugely motivated by long-term academic success as well as their job prospects. They also keenly monitor their physical and psychological health, as well as social competence.
Meeting Work-Life Balance Expectations for Tomorrow’s Property Managers
Naturally, the demands and expectations of generations evolve. A recent poll to our property apprentice cohort highlighted that this generation really focuses on work-life balance. They want to see property career progression, job security and financial stability while ensuring that their jobs don’t take over their lives.
When it comes to their roles within estate agencies, they would like to see job variation coupled with structured learning to support career progression. Many commented on the fact that they would be happy to work in ‘challenging yet rewarding roles’.
Generation Z is also generally comfortable changing roles and even jobs on a more frequent basis, in order to ensure that their career ambitions and work-life balance expectations are met. Tomorrow’s agents will – undoubtedly – jump from job to job. And whether or not this will be positive for the industry, only time will tell.
A More Vocal Generation
Gen-Z is a vocal one; they are happy to voice their opinions and requests more openly. This generation has no fears when it comes to requesting extra time or additional help to complete a task.
As an example, one of the apprentices in our cohort joined an agency a few months ago. It has become clear that his digital marketing skills are strong, and that he is happier and more comfortable asking to do this type of work. Sales negotiator responsibilities weren’t encouraging him to pursue an agency career, but now taking on a digital marketing role he is able to see the real value and support he provides to the valuations team and is embracing the prospect of an estate agency career, albeit in a marketing role.
Our joint experiences over the last year have demonstrated that we will need to offer more support on an individual level to Gen Zs, as they actively seek guidance and encouragement. I’d therefore argue that is its down to estate agency employers, trainers, and education providers to focus on creating greater levels of understanding and cohesion across the workforce.
A More Self-aware Generation
Generation Z is incredibly in tune with their mental health. They are aware of their anxieties and are more comfortable than previous generations with sharing details on this. Given the fast-paced of the property industry, employers must clearly set out what is needed and how working together – as a team – key objectives and goals can be met.
Successful integration of generations within an agency needs to be well-managed because it’s a learning curve for everyone as they navigate the changing workplace landscape.
The Property Recruitment Process
Success – for all parties – in my opinion relies on the overall recruitment process. Agents should be reviewing how they conduct their job interviews and identifying techniques they may need to adopt for managing the recruitment of Generation Z. For example, how well is the theme of mental health addressed and discussed at the job interview stage?
The Role of Education – Attracting New Industry Talent
Education has a vital part to play. As an industry, I believe we should be raising our game and placing real focus around visiting local schools and colleges to educate pupils on the sector, in a bid to recruit talent. Now is the time to be seeking out school leavers and addressing tactics for the year ahead, for example through attending careers fairs.
Offering short agency courses for apprentices is also a good way to harness them with necessary office and agency skills, whist at the same time giving them a flavour of what the work may entail.
Embracing The Future
Generation Z will rent and buy houses in a different way, and they will be driving future businesses through technology. We can learn from this generation, and – as an industry – we need to embrace their views. Where estate agents land on the right recruit, it will be about offering the right guidance coupled with the right expectations to develop the next skilled and committed team member.
Employers and agency managers should also look to take on mentor roles. One of the agency bosses that has taken on a cohort apprentice is bringing him under his wing, so that eventually he can take on more responsibilities, freeing up management time. It’s up to the employer to give them the tools and equipment to do a better job.
Finding a candidate with the right attitude is key, and then investing time in them to make sure you see the results is vital.