Optimizing leadership for Generation Z employees in Finnish marketing agencies
Uotila, Nora (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112529856
https://urn.fi/URN:NBN:fi:amk-2024112529856
Tiivistelmä
This study is about optimizing leadership for Generation Z employees in Finnish marketing agencies. As Generation Z, with a totally new perspective for work is becoming a bigger part of workforce, leaders need to adapt their leadership to meet the needs of this new generation.
The research focuses on identifying Generation Z’s unique traits, workplace preferences, and leadership needs. A theoretical framework was formed, which included transformational, servant, authentic, and coaching leadership theories, to determine their relevance and effectiveness in leading Generation Z employees the optimized way. A qualitative research, in a form of semi-structured interviews were conducted with experienced leaders in Finnish marketing agencies, providing insights into leadership practices, workplace culture, and strategies for Generation Z’s career development and engagement.
Findings reveal that Generation Z places high importance on work-life balance and flexibility. Leadership practices that emphasize empathy, open communication, and individualized support are particularly effective. Challenges such as managing high expectations, providing constructive feedback, and balancing remote work with collaborative creativity were highlighted.
The study concludes that a holistic and adaptive approach to leadership is essential to meet the needs of Generation Z employees. Leaders must focus on creating psychologically safe environments, promoting flexibility, and fostering creativity to ensure long-term employee satisfaction and retention. This thesis provides practical guidance for leaders in the marketing industry.
Recommendations for future research include exploring the role of leadership in flat organizations, what happens when Generation Z transition into leadership roles in the near future and how society is prepared to handle tomorrow’s work-life, with maximum flexibility and shorter working hours.
The research focuses on identifying Generation Z’s unique traits, workplace preferences, and leadership needs. A theoretical framework was formed, which included transformational, servant, authentic, and coaching leadership theories, to determine their relevance and effectiveness in leading Generation Z employees the optimized way. A qualitative research, in a form of semi-structured interviews were conducted with experienced leaders in Finnish marketing agencies, providing insights into leadership practices, workplace culture, and strategies for Generation Z’s career development and engagement.
Findings reveal that Generation Z places high importance on work-life balance and flexibility. Leadership practices that emphasize empathy, open communication, and individualized support are particularly effective. Challenges such as managing high expectations, providing constructive feedback, and balancing remote work with collaborative creativity were highlighted.
The study concludes that a holistic and adaptive approach to leadership is essential to meet the needs of Generation Z employees. Leaders must focus on creating psychologically safe environments, promoting flexibility, and fostering creativity to ensure long-term employee satisfaction and retention. This thesis provides practical guidance for leaders in the marketing industry.
Recommendations for future research include exploring the role of leadership in flat organizations, what happens when Generation Z transition into leadership roles in the near future and how society is prepared to handle tomorrow’s work-life, with maximum flexibility and shorter working hours.