Attracting Gen Z Workers and Future Leaders to Automotive
A recent global study says Gen Z seeks power, achievement, stimulation and hedonism more than other generations.
Entire industries could rise and fall in the wake of Generation Z-ers, and few sectors are ready for them.
It’s a bold claim. Are you prepared as an employer in the auto industry?
Globally, the inability to attract talent is the automotive sector’s most significant barrier to transformation and workforce strategies.
Who Are Generation Z?
Born between 1995 and 2012, Generation Z come with a range of labels, including the iGeneration, Post-Millennials, TrueGen and digital natives. By 2025, they’ll comprise over a quarter of the global workforce. They’re also the most diverse generation in U.S. history.
Most Gen Z-ers are technologically savvy and adapt well to change, even seeking out disruption. They also prioritise values such as achievement and stimulation.
When it comes to the auto industry, Gen Z has a different relationship with cars. Fewer are licensed or own vehicles, and this isn’t just about cost—it also reflects concerns around environmental and health impacts.
That’s why businesses involved in hybrid or electric vehicles may be more appealing to them. While some are drawn to the environmental benefits, others are attracted by the novelty or status of owning an EV.
Meeting Expectations
This generation places a high value on financial security. Many juggle multiple jobs to meet rising living costs. Growing up during a pandemic has also shaped their approach to work, education, and money.
Employers need to ensure their expectations align. This includes a focus on employee well-being and mental health, as well as offering accessible, debt-free training opportunities.
Young job seekers will research your business to assess its alignment with their values. Is your recognition and reward system up to scratch? Do your teams collaborate well? Is your workplace inclusive?
To attract and retain Gen Z talent, consider:
Effective reskilling and cross-skilling
Better metrics and reporting on people and culture
Engaging with diverse talent pools
Strengthening DEI (diversity, equity and inclusion) policies
Enhancing internal communications
Offering flexible and remote working options
Highlighting Purpose and Values
Despite criticism in some circles, DEI strategies make good business sense and have proven transformational in the auto sector.
Common DEI approaches among global automotive employers include:
Comprehensive training for all levels of staff
Inclusive and accessible work environments
Employee-led support or interest groups
Relaxed degree requirements to widen access
A More Sustainable Approach
The automotive ecosystem is undergoing both digital and green transformation. With the shift to EVs and hybrids, the industry requires new skill sets—ranging from battery engineering to sustainable supply chain management.
Your business can stand out by investing in professional development and making clear the career paths available. Apprenticeship programs are a strong example of how to do this—offering structured learning aligned with your business needs.
There’s a lot to consider when promoting a role to Generation Z. Emphasise sustainability, future career growth, and values-aligned employment. These elements will help attract the right candidates—and keep them.
