The world of work is rapidly changing. Back in the day, you could bag the best talent with an attractive salary and snazzy job title. Today, that’s not the case.

The message from the newest group of workers (Millennials and Gen Z) is clear. Company culture is far more important than a big salary or nice sounding job title.  

The tricky thing in our experience is that many businesses either haven’t yet grasped the importance of culture or have no idea how to go about creating the right culture.

So, what can you do to make sure you’re set up to attract and keep this new group of workers? Here are six things we reckon you should be turning your attention to:

1. An opportunity to contribute to something meaningful

Today’s workers are deeply motivated by a desire to have a positive impact on society and make a real difference in the world.

They’re conscious of the impact that business has on people’s lives, society and the planet.  They passionately believe that there’s a better way for companies to operate – a way that ensures everyone succeeds - and, they aren’t prepared to compromise.

They want to work for successful companies that are doing good in the world and they want businesses to align with their values. Splashing corporate value statements on walls and coffee cups won’t wash with them – they want to see concrete actions that demonstrate how purpose and values are living and breathing in everything that your business does.

2. The perks don’t work but life balance – or integration - is key

Don’t insult today’s workers by trying to seduce them with perks and a playground environment to work in! Whilst ping pong, bean bags and beers are nice things to have, they simply won’t stack up against the opportunity to work with like-minded teammates in a purposeful community.

Start by paying them what they’re worth - that takes money off the table. Then focus on creating an environment that helps them to deliver awesome work.

The boundaries between professional and personal life continue to blur at lightning speed and these guys are all over it. Give them the freedom to design their own working day - they instinctively know how to find the right balance between all areas of their life. Then measure their output not time spent at their desk. They’ll not only thank you for it, they’ll love you for it and reward you by being more committed than ever.

 3. Collaboration with like-minded teammates

Businesses used to be pretty cut-throat with people doing anything to get ahead. Today’s workers are wiser – they know that money and status won’t buy them happiness and would rather work with their teammates than against them.

They see teammates as far more than just co-workers – they care for one another, respect each other’s talents and are bound together like glue by their strong sense of purpose. They hate red tape, messy internal politics and other blockers to collaboration.  

Your mission is to make sure you hire super talented, like-minded people who passionately believe what you believe. Then remove everything that’s in the way of them working brilliantly well together.

 4. Transparency and open, two-way communication  

Traditionally companies have taken a top down approach to running the business. The senior board huddled together in a room for days ‘strategising’ and the ‘little people’ outside imagining the worst.

Today’s workers are looking for open, connected, two-way communication. They want to learn how the business is run and how they can meaningfully contribute to its success.

Shift the power dynamic and make success a joint responsibility. Show these guys the P & L, ask their opinion on business strategy and your direction of travel. Get them involved in innovation earlier. Not only will this give you greater diversity of thinking, but their passion and relentless commitment to the cause will ensure you progress much more quickly.  

 5. Inspiring leaders who empower people to do their best work  

Today’s workers aren’t looking for the distant, stiff leaders of the past. Whilst they aren’t inspired by things like money and status, they are inspired by core skills and behaviours.

They have high expectations for an engaging leadership style and want to work for leaders that demonstrate they’re human and aren’t afraid to share their failings. People they can respect and who will inspire and support them to make the most of their unique talents in a way that makes sense to them. 

Communicate with them through conversation – they won’t react well to orders being barked at them or a long list of rules. Treat them as individuals with challenges in and out of work. Then show that you value them by giving them regular feedback, recognition and encouragement.

 6. An opportunity to grow – personally as well as professionally

Today’s workers are always on the lookout for opportunities to learn and grow, both professionally and personally. Self-improvement is a top priority and they’re keen to be challenged and pushed outside of their comfort zone in order to achieve their goals.

They expect you to work with them to develop targeted growth plans that address their individual needs, strengths and passions. And they want to be given time to learn.

Encourage them to bring their whole self to work and let them pursue their passions. Think beyond formal training which often feels like box-ticking to these guys. Coaching coupled with innovative learning experiences are a far better way to engage them.

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So that’s it. Six things you can do right now to start getting your business into shape for the future.

We reckon this newest group of workers is on to something. Take their lead and you’ll create a business that’s full of highly empowered, well-directed teams of people committed to working collaboratively for the common good. And the brilliant thing is that by doing good, you’ll do well at the same time.