Professional Documents
Culture Documents
Dana Schwieger
dschwieger@semo.edu
Christine Ladwig
cladwig@semo.edu
Department of Accounting
Southeast Missouri State University
Cape Girardeau, MO 63701, USA
Abstract
As the next generation of college students prepare to embark on institutions of higher education,
colleges and universities are faced with significant budget cuts and state expectations for increased
fiscal efficiencies and student graduation rates. A greater emphasis is being placed on improving
methods for attracting new students and retaining those who are already enrolled. Institutions should
examine characteristics of each phase of the process, including input, in process and output, in order to
better attract and equip students to meet employer expectations. With these objectives in mind, this
article examines current research on the characteristics of “Generation Z”—defined as individuals born
between 1996 and 2012—as well as the employers’ expectations of these technologically astute Post-
Millennials. A model and recommendations are proposed to aid higher education efforts in attracting,
preparing and retaining students for their future careers.
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Information Systems Education Journal (ISEDJ) 16 (3)
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universities can do to better prepare these However, 11% of global respondents and 18% of
students for the challenges ahead. those from the U.S. indicated that their
caretakers’ work experience had a “very or
2. GENERATION Z somewhat negative” impact on the level of trust
they would place in future employers. They noted
When discussing the upcoming generation born employment factors such as poor quality of
between 1996 and 2012, authors have referred raises, a dislike of job, or a dislike or distrust of
to Generation Z as Tweens, Baby Boomers, The boss, colleagues or top-level executives (Ernst &
Founders, Plurals, Homeland Generation, Young, 2016).
Generation 9/11, iGeneration and Post-Millennials
(Merriman, 2015; Williams, Page, Petrosky &, Online and Personalized: In a second survey
Hernandez; 2010). As might be expected from conducted by EY, the researchers surveyed 1000
the diversity in monikers Generation Z has adults and 400 teens to examine the mindset
garnered, researchers are just beginning to behind changing consumer behavior between
examine and understand the nature and Millennials and Post-Millennial Gen Z members
characteristics of this demographic cohort. (Merriman & Valerio, 2016). Although the study
focused on retail consumption, the concepts can
Gen Z Background also apply to the consumption of educational
The world in which Gen Zers have been raised has resources.
been fraught with political tension, violence and
societal instability post-9/11. Gen Zers have The researchers found that Gen Zers desired
never known a world in which they could not more personalized micro-experiences and felt like
instantly connect and have information and “anything is possible” (Merriman, 2015). They
communication channels immediately at their also were more prone to purchase products online
fingertips. Thus, many in this generation prefer due to ease, efficiency, convenience, better
to socialize online rather than face-to-face, a selection, and lower prices (Merriman & Valerio,
change which is both positively and negatively 2016). In addition, they expected their shopping
affecting society. experiences to be intuitive, seamless and error-
free.
A number of institutions are beginning to publish
studies on this upcoming generation. Better Entrepreneurial and Self-Sufficient: The
understanding of the perspectives and researchers found Gen Z members to be very
expectations of Generation Z members is a key to entrepreneurial, self-educated and self-sufficient;
aiding them in planning for successful futures. relying more on self-service tools to research
The following sections examine some of the products, as opposed to seeking an interaction
generational characteristics identified in these with experts. This generation grew up having
studies. access to search engines and the habit of finding
information for themselves. However, the
Ernst and Young (EY) Reports on Gen Z authors further noted that coupling technology
In 2016, Ernst and Young surveyed 3,200 Gen with physical location to meet functional needs
Zers in the countries of Brazil, China, Germany, and provide personal enjoyment could play a
India, Japan, Mexico, the UK and the US, to learn large part in re-establishing an emotional
more about the next generation of workers (Ernst connection (Merriman & Valerio; 2016; 3).
& Young, 2016). Some of the population
characteristics they identified are described Connected: In a report focusing upon Media and
below. Entertainment (ME) conducted in 2016, EY found
that 91% of teens studied have access to a
Trust and Fairness: Researchers found that smartphone, 69% have access to a tablet, and
Gen Z members value “employers that provide 90% watch YouTube daily (Ernst & Young, M&E,
equal opportunity for pay and promotion, along 2016). They also noted that Gen Zers are the
with opportunities to learn and advance most willing group to provide personal data,
professionally.” Gen Z respondents cited their provided they receive something of value in
most important characteristics associated with return (i.e. personalized experience). They value
future employers to include: treating people with seamless experiences and “engagement that
respect, ethical behavior, fair compensation and builds into ongoing relationships” (Ernst & Young,
promotion across all employees, open and M&E, 2016).
transparent communication, and wise business
decision-making. Immersive Storytelling: EY researchers noted
that media companies (i.e. NBC Universal’s Syfy
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Information Systems Education Journal (ISEDJ) 16 (3)
ISSN: 1545-679X June 2018
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Channel) are collaborating with technology reluctant to give up their Internet connection, and
companies (i.e. Phillips) to integrate many of those respondents also valued their
programming with Internet of Things (IoT) online connections more highly than real activities
devices to provide a more immersive such as movies or eating out (JWT, 2012). Over
entertainment experience. The fact that Gen Zers 50% of the respondents indicated that it was
value storytelling, as well as the integration of IoT easier to communicate digitally with friends and
devices, introduces another dimension (Ernst & 40% were more comfortable talking online than
Young, M&E, 2016). in real life.
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©2018 ISCAP (Information Systems & Computing Academic Professionals) Page 47
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Information Systems Education Journal (ISEDJ) 16 (3)
ISSN: 1545-679X June 2018
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ISSN: 1545-679X June 2018
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schedules and creating their own career paths NACE, the National Association of Colleges and
(Monsters, 2016). Employers, provides college career centers with
research and information regarding employment
Overall Findings of the college educated, hiring forecasts, and
In examining the published literature to compile recruiting and employment practices. (Gray, K.
a list of characteristics (Table 1), several themes & Koncz, 2017). In collecting data for their Job
seemed to surface about Gen Zers: Outlook 2017 report, NACE compiled results from
169 surveys completed from employers between
They value hard work that is duly rewarded. August 5, 2016 through October 4, 2016. The
They are independent, resilient and realize respondents indicated that the top three
they must work hard to achieve. attributes sought in new hires included: the
They value trust, fairness, loyalty and ability to work in a team (78% of respondents),
respect from their employer. problem-solving skills (77.3%), and written
They are ambitious, self-starters and communication skills (75%). (See Table 2.)
entrepreneurial.
They are creative and appreciate Skill Interest
personalization. Ability to work in a team 78.0%
They plan for the future and are willing to Problem-solving skills 77.3%
learn on their own. Communication skills (written) 75.0%
Strong work ethic 72.0%
As this population of students begin to think Communication skills (verbal) 70.5%
about entering higher education or the work Leadership 68.9%
force, colleges and universities need to prepare to
Initiative 65.9%
attract, retain and educate the students to fill
Analytical/Quantitative skills 64.4%
employer needs. The next section examines the
Flexibility/Adaptability 63.6%
skills emphasized and sought by employers of
Detail-oriented 62.1%
current and future graduates.
Interpersonal skills (relates well 58.3%
3. TOP SKILLS SOUGHT BY EMPLOYERS to others)
Technical skills 56.8%
Research indicates that employers for IT positions Computer skills 49.2%
value both IT and non-IT graduates due to the Organizational ability 47.7%
lack of qualified IT-based applicants. Skill sets Strategic planning skills 37.9%
sought by employers include a mix of both Friendly/Outgoing Personality 25.8%
technical skills and soft skills (Half, 2017). The Tactfulness 25.8%
U.S. Bureau of Labor Statistics identified the Creativity 21.2%
following skills as important to someone seeking Entrepreneurial Skills/Risk- 19.7%
a job in software development: analytical, ability Taker
to communicate, technical, creativity, detail Fluency in a foreign language 4.5%
oriented, concentration, interpersonal and Table 3 – Graduate Skills Preference
problem-solving skills (BLS, 2017). (Source: Job Outlook 2017, NACEWEB)
A 2017 study by Robert Half Technology noted Concern has been raised across the U.S. about
that tech employers place significant value on college graduate career readiness and skills gaps
mathematics and problem-solving skills (36%), (Hora, 2017). In a two-year study collecting
business or marketing skills (31%), and soft skills interview data from 17 institutions and 52
and critical thinking capabilities (22%) (Half, companies, Hora (2017) attempted to unearth
2017). In a study of 2500 CIOs from the U.S., the skills and career competencies sought by
respondents indicated that the skill sets in employers to address the skills gap. Employers
greatest demand in their organizations were identified the composite “ideal” employee as
database administration (41%) followed by someone who is hard-working and possessing
desktop support and network administration knowledge, technical abilities and hands-on
(42%). The same study surveyed 270 Canadian experience; a problem-solver; good
CIOs who indicated that the skills in greatest communicator; able to work in teams; able to
demand in their organizations were network adapt to new situations; and a willingness to
administration (62%), database management commit to lifelong learning (Hora, 2017).
(61%) and wireless network management (58%)
(SIA, 2017). Hora (2017) also noted that some of the methods
used to address identified skills gaps include:
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development of new academic programs for characteristics and personality traits. In the
“high-demand” jobs (i.e. nursing and computer process of educating the students, higher
programming); internships; skills-based boot learning institutions can build upon and enhance
camps; and alternative credentialing such as those characteristics (processing) in order to
badges and certifications (Hora, 2017). In prepare the program graduates to better meet
addition, knowledge is being gleaned through the expectations sought by future employers
cross-sector partnerships with employers as (output). Figure 2 shows the correlation of the
gathered through their involvement in curriculum summarized characteristics at each phase of the
advisory boards and course curricula design (i.e. IPO educational framework.
providing class projects oriented toward
researching and solving employer problems)
(Hora, 2017).
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Certificates and Badges: Gen Zers are driven Beard, D. Schwieger, D. & Surrendran, K (2008).
individuals who expect to work hard and be Bridging the Academic / Industrial Chasm for
rewarded for their efforts. They are also the Millennial Generation. Information
interested in technology and willing to learn on Systems Education Journal, 5 (33), 3–15.
their own. Computer science programs can
develop short online, face to face, or self-paced Beard, D. Schwieger, D. & Surrendran, K (2010).
workshops utilizing homegrown materials, A value Chain Approach for Attracting,
Massive Open Online Courses (MOOCs), Educating, and Transitioning Students to the
certificate preparation resources, or some other IT Profession. Information Systems Education
pre-developed materials to encourage students to Journal, 8(7) 3–12.
further their development on their own and to
receive recognition for their work. Beaton, C. (2017). Top Employers Say Millennials
Need These 4 Skills in 2017. Forbes.
Professional Certification Programs: Retrieved September 2, 2017 from
Encouraging students to prepare for professional https://www.forbes.com/
certification exams as well as providing resources sites/carolinebeaton/2017/01/06/top-
and recognition of their accomplishments employers-say-millennials-need-these-4-
addresses Gen Zers entrepreneurial bent and goal skills-in-2017/#4bc904267fe4
orientation. The authors’ institution offers
students opportunities to prepare and sit for Bureau of Labor Statistics (2017). Software
Microsoft Office certifications. Developers. Occupational Outlook Handbook.
Retrieved September 2, 2017.
Assess and Modify: As attraction, retention and https://www.bls.gov/ooh/computer-and-
development strategies are employed, programs information-technology/software-
need to evaluate their effectiveness to determine developers.htm#tab-4
how they can be improved (Figure 2). Soliciting
feedback from stakeholders including faculty, Deep Focus (2015). Deep Focus Cassandra
students, employers, recent graduates, Report: Gen Z Uncovers Massive Attitude
admissions office personnel and high school Shifts Toward Money, Work and
career counselors may provide direction for Communication Preferences. Retrieved on
enhancing and further developing recruitment, April 28, 2017 from
retention, and education efforts. http://www.marketwired.com/ press-
release/deep-focus-cassandra-report-gen-z-
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ISSN: 1545-679X June 2018
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Editor’s Note:
This paper was selected for inclusion in the journal as an EDSIGCON 2017 Meritorious Paper. The
acceptance rate is typically 15% for this category of paper based on blind reviews from six or more
peers including three or more former best papers authors who did not submit a paper in 2017.
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