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Survey Paper | Human Resource Management | Russia | Volume 12 Issue 12, December 2023

Navigating the Workplace Shift: Strategies to Attract and Retain Generation Z Employees in Russia

Zarema Kostoeva

Abstract: This article explores the imminent generational shift in workplaces, focusing on the unique characteristics of Generation Z (Gen Z) born between 1995 and 2010. As companies prepare to integrate Gen Z into their workforce, it becomes imperative to understand their distinct preferences and expectations. The study investigates organizational culture, communication dynamics, company structure, and recruitment strategies based on interviews with 15 Gen Z representatives from a Russian university. The literature survey delves into generational theory, emphasizing the socio-cultural features of Gen Z. The study scrutinizes the influence of digital technologies, social media, and the expectations of Gen Z in the workplace. The research was concurred based on interviews conducted with a group of Gen Z representatives. Results reveal Gen Z's preference for open communication, a networked or communal corporate culture, and a flat organizational structure that prioritizes work-life balance. The discussion underscores the importance of mentorship and constructive feedback in managing Gen Z's unexperienced yet open-minded approach. The article concludes by emphasizing the need for organizations to adapt their practices, including recruitment, employee branding, and reward systems, to effectively engage and retain this dynamic generation in the evolving Russian work landscape.

Keywords: Generation Z, Organisational culture, Company structure, Emloyeer?s Brand

Edition: Volume 12 Issue 12, December 2023,

Pages: 1789 - 1792