Attracting and retaining top talent is essential for companies to thrive in today’s competitive landscape. For employers in Canada looking to appeal to Gen Z workers, offering a tailored and comprehensive employee benefits for Gen Z is key.
This in-depth guide explores the most alluring benefits to grab Gen Z’s attention. Read on for insights to elevate your incentives and employer brand.
Understand What Motivates Gen Z’s Employment Decisions
Born between 1997 and 2012, Gen Z represents the newest cohort rapidly entering Canada’s workforce. When evaluating potential employers, what factors drive Gen Z’s decisions?
Seeking Work-Life Balance and Flexibility
More than any previous generation, Gen Z prioritizes flexibility and work-life integration. Canada’s Gen Zs seek out employers who offer:
- Remote work options
- Flexible scheduling around personal needs
- The ability to occasionally adjust hours
- Generous paid time off and sick days
Generation Z grew up with constant connectivity and the integration of work and life. To attract them, it is key to emphasize work-life balance, autonomy, and flexibility.
Competitive Salaries and Financial Incentives
Transparent and fair compensation is very influential for Gen Z job seekers. Guaranteed pay transparency and pay equity are expected. Offerings that provide financial security motivate Gen Z, including:
- Salaries benchmarked to market rate
- Performance bonuses and sales commission
- Equity in the company through stocks, options, or profit-sharing
- Retirement savings matching like employer RRSP contributions
- Student loan repayment assistance
Growth Opportunities for Continual Development
Mentorship, continuing education, and career development opportunities enable Gen Z to upskill continuously. Employers who invest in professional growth are highly valued through:
- Formal mentorship and coaching
- Access to senior leadership
- Training programs and workshops
- Tuition reimbursement for advanced degrees
- Volunteer time to develop soft skills
- Conferences, seminars, and certifications
Shared Values and Social Impact Goals
Having a positive social impact resonates strongly with this generation. Gen Z wants to align personal values with employer initiatives like:
- Diversity, equity, and inclusion programs
- Volunteer days and giving back to the community
- Sustainability efforts and ethical sourcing
- Mental health and wellness support
Crafting the Ideal Employee Benefits for Gen Z Workers in Canada
With insight into Gen Z’s priorities, employers can thoughtfully craft customized benefits packages. Core elements to include:
Health and Wellness Benefits
- Comprehensive medical and dental insurance to safeguard health
- Coverage for vision care and hearing needs
- Access to mental health resources like counsellors or apps
- Wellness programs, including fitness incentives, meditation tools, and nutrition guidance
- Generous vacation time, sick days, and personal leaves
In Canada, 80% of full-time employees have health benefits through their employer (Source):
| Type of Benefit | Percentage of Employees with Coverage |
| Prescription drugs coverage | 88% (Source) |
| Dental insurance | 86% |
| Vision care | 55% (Source) |
Offering robust health and wellness benefits appeals strongly to Gen Z’s desire for work-life balance and managing mental health.
Competitive Financial and Lifestyle Benefits
- Salaries benchmarked to industry standards, adjusted for experience and skill level
- Bonuses or sales commissions rewarding top performance
- Equity compensation like shares, stock options, or profit participation
- Retirement saving contributions through RRSP matching
- Student debt repayment assistance, where applicable
For context, the average salary for full-time role in Canada is $54,630 annually (Source, 2024). Younger millennials earn a median income of $44,093 (Source, 2016). Having salaries and financial incentives aligned to market rates and value provided attracts Gen Z talent.
Other lifestyle perks that resonate include:
- Remote work policies or flex office options
- Flexible schedules outside 9 to 5
- Discounts on services, products, and communities
- Pet-friendly workplaces
Professional Development and Continuing Education
- Mentorship programs pairing experienced and new hires
- Leadership training for aspiring managers
- Skills-based workshops on technology, communications, and more
- Tuition reimbursement for advanced degrees and certifications
Canadian employers typically offer annual tuition reimbursement funds for continuing education and professional development opportunities. Providing educational assistance and growth opportunities caters to Gen Z’s strong desire for career development and lifelong learning.
Values Alignment and Social Impact
- Volunteer time off to give back to causes employees care about
- Diversity, equity, and disability inclusion training to build cultural competency
- Sustainability initiatives like recycling programs or carbon offsets
- Philanthropic activities like fundraising events or matching donations
Corporate social responsibility influences Gen Z. They want meaningful employment, making social impact programs key.
Turning Insights into Action: Attracting Top Gen Z Talent
Employers who understand Gen Z priorities can take targeted action to optimize their benefits packages, incentives, and talent branding.
Lead with Flexibility
Highlight remote and hybrid policies, flexible schedules, and generous vacations. In recruiting materials, emphasize work-life balance and autonomy.
Promote Developmental Programs
Tout mentorships, training, workshops, and tuition reimbursement. Gen Z craves continuous learning and career development.
Boost Wellness Offerings
Ensure group health benefits is robust. Enhance wellness benefits like mental health resources, gym discounts, and nutrition help.
Flaunt Your Company Values
Integrate diversity, equity, inclusion, sustainability, and social giving into your brand image. Align with Gen Z’s priorities.
Make Compensation Transparent
Communicate pay bands, equity opportunities, and other financial incentives upfront. Gen Z wants salary transparency.
Key Takeaways for Attracting Top Talent
To summarize, here are the most important considerations for Canadian employers looking to attract and retain Gen Z workers:
- Emphasize work-life balance through remote work, flexible benefits plan, and generous time off.
- Make compensation and financial incentives transparent and competitive.
- Invest in professional development through mentorships, training, and education support.
- Prioritize mental health and wellness benefits.
- Communicate social impact efforts and company values.
- Revamp benefits packages using Gen Z insights.
Following this advice, employers across Canada can elevate their talent branding, incentives, and culture to engage Gen Z and build an employer-of-choice reputation.
Additional Tips and Considerations
Beyond the core recommendations outlined above, here are some additional tips for attracting Gen Z talent:
- Leverage social media and digital channels in your recruiting efforts. Gen Z spends much of their time online. Promote openings on platforms they frequent.
- Allow some schedule flexibility around exams or projects for Gen Z recruits still completing their degrees. Offer internship and co-op opportunities.
- Create mentorship circles to foster connections between Gen Z new hires and more experienced staff.
- Poll Gen Z employees regularly to gain insights into enhancing the employee experience.
- Offer training on trending skills like social media marketing, data analytics, and digital optimization.
- Highlight sustainability efforts and social causes in recruiting materials and the company website.
- Be transparent about company culture, values, and work expectations during hiring.
- Provide frequent feedback and recognition to motivate and engage Gen Z staff.
Taking the Right Steps to Attract Gen Z
The bottom line? Canadian employers seeking to engage Gen Z talent must emphasize flexibility, transparency, developmental opportunities, substantial benefits, and tailored with their values. While refining your incentives and talent brand, leverage the above tips and best practices to make your workplace irresistible to Gen Z. Reach out to the experts at ebsource.ca for help crafting the ideal benefits package for the next generation of your workforce.
Each generation has different needs for benefits. Boomers want part-time work and good healthcare. Gen X needs childcare, tuition help, and flexibility. Millennials and Gen Z want PTO, remote work, development stipends, and student loan help. They value experiences and purpose. To get good people, benefits should match what each generation wants. Some of the employee benefits for tailored needs in Canada include:
- Employee Benefits For Gen X Workers in Canada
- Employee Benefits for Millennial Workers in Canada
- Employee Benefits for Older Workers in Canada
FAQs about Employee Benefits for Gen Z in Canada
How can companies in Canada attract Gen Z talent?
Companies can attract Gen Z by emphasizing work-life balance, transparency around pay and policies, providing strong development opportunities, and aligning company values with social impact. Offering remote work, flexible schedules, mentorships, and volunteer time are key.
What benefits do Gen Z look for from employers in Canada?
Gen Z look for health insurance, retirement contributions, student debt repayment, remote work options, professional development through training and tuition reimbursement, mental health resources, and volunteer time off.
Where can companies find data on Gen Z preferences for job benefits?
Data on Gen Z preferences can be found in labour market research reports from organizations like Statistics Canada, Conference Board of Canada, LinkedIn, and others. Surveying current Gen Z employees is also valuable.
Why is Gen Z different from previous generations in what they value from employers?
Gen Z highly values flexibility and work-life balance compared to older generations. They also care more about company values, transparency, and development opportunities over job security.
When should companies start thinking about tailoring benefits to appeal to Gen Z?
Companies should start thinking about customizing benefits for Gen Z as soon as they know they want to attract talent from this demographic. It's ideal to take steps proactively.
What types of professional development and training benefits appeal to Gen Z?
Mentorships, tuition reimbursement, skills-based training in areas like technology and data analytics, leadership development programs, and volunteering opportunities appeal to Gen Z.
How can employers promote work-life balance in their benefits offerings for Gen Z?
Remote work, flexible scheduling, generous vacation time, mental health supports, wellness programs, and sabbaticals help promote work-life balance.
What financial and compensation benefits motivate Gen Z workers?
Salaries benchmarked to market rates, performance bonuses, equity options, and retirement contributions motivate Gen Z. Some also value student debt repayment.
How can companies align their values and social impact with Gen Z preferences?
DEI programs, volunteer time off, sustainability initiatives, ethical sourcing, mental health resources, and philanthropic events help align with Gen Z values.
Can Canadian employers stay competitive without customizing their benefits for Gen Z talent?
It is unlikely. To access top Gen Z talent, customizing benefits based on their preferences is essential to stay competitive.
Article Sources
Ebsource enables prudent benefits decisions. Our unbiased insights come from financial veterans adhering to industry best practices. We source accurate data from respected agencies like Statistics Canada. Through extensive research of top providers, we offer custom recommendations tailored to individual needs and budgets. At Ebsource, we maintain strict editorial standards and transparent sourcing. We aim to equip Canadians with trusted knowledge to select the best benefits confidently. Our purpose is being Canada’s most dependable resource for savvy benefits guidance.
- How to attract Gen Z employees – https://peoplekeep.com/
- The Five Benefits That Gen Z Want in the Workplace – https://blog.benify.com/
- Building employee benefits for Gen Z: The support they actually want – https://mavenclinic.com/
- Employee Benefits And Gen-Z: What You Need To Know – https://cloudadvisors.ca/