How to engage Gen Z students, workers: A quick guide with Mark Perna

ASHLAND — Mark C. Perna has his own name for Generation Z.

Generation Why.

Perna is a speaker and author who focuses on education, workforce development and bridging generational divides.

During a two-hour talk this week at Crestview Local Schools, he broke down why he thinks Generation Z is exceptional and what it takes for parents, educators and employers to engage them.

“You can look at them as a problem to be solved,” Perna said. “But they’re a tremendous resource to be unleashed within your home, classroom and place of business. It just requires a shift in the way we approach and talk with them.”

“I think they are the most intelligent, resourceful and pit bull-like generation that we have ever seen in this country,” Perna told an auditorium of Crestview teachers and staff.

“When they see a ‘want to’ in their life, something they truly want, they will move Heaven and Earth to get to that. Our challenge as parents, educators and employers is getting them to want something.”

In this article, we’ll break down some of Perna’s tips on how to understand and engage today’s teens and young adults.

Gen Z needs to know why

Perna said unlike previous generations, today’s teens and young adults won’t do something unless they understand the purpose behind it.

While it may be perceived as disrespect, Perna said adults should consider “Why?” a good question. It’s a sign that a young person is engaged.

“Most young people don’t mean it as a smart-aleck response,” he said.

“You know what most young people are really saying to you? ‘Why do we do it this way? There has to be a better way to do this.’ But we cut their knees out from underneath them and we don’t give them the opportunity to try.”

Perna said Gen Zers crave opportunities for learning and development in the workplace — a statement consistent with a survey conducted by Source Media Properties this spring.

In a survey of more than 1,100 local high school students, more than 80 percent said opportunities to learn and grow would “very important” or “extremely important” for an ideal career.

“I’m here to tell you, 100 percent, young people in America are absolutely lifelong learners for relevant, purposeful learning,” Perna said. “They will only do it if they understand the relevance and the purpose.”

Gen Z needs more than just a good education to succeed

In his presentation, Perna argued three factors are crucial for a Gen Zer’s long-term success: robust academic knowledge, technical abilities and professional skills.

Perna told educators if they want students to engage in the classroom, they need to articulate how the knowledge and skills they’re teaching will serve students on the job and in life.

“Our answer in far too many cases has been, ‘Well, it’ll help you get to college,'” Perna said. “That’s no longer an answer that works, because two-thirds of high school kids in America no longer see value or a return on investment in going to college.”

Perna defined professional skills as things like work ethic, punctuality, leadership, communication, stress management, critical thinking, problem solving, emotional intelligence, networking and flexibility.

“These are things that most people in America call ‘soft skills,'” he said. “I changed that term a decade ago because I think ‘soft skills’ makes it sound like they’re unimportant, when I think they’re the damn near the most important things we can give ourselves, not to mention our kids.”

Local employers identified many of these skills as important — and lacking — in today’s hiring pool.

During a survey of more than 90 businesses in north central Ohio, Source Media Properties asked employers what skills are important for employees at their company.

Some of the most common responses were communication (92 percent), people skills (87 percent), critical thinking (82 percent), professionalism (81 percent), timeliness (77 percent), ability to work under pressure (68 percent) and creative thinking (60 percent.)

In the same survey, employers were asked to identify which skills they struggle to find in prospective employees.

Common responses included communication (61 percent), critical thinking (60 percent), people skills (55 percent), professionalism (54 percent) and being on time (36 percent).

Gen Z is challenging the perception that everyone needs to go to college

As the ‘Why?’ generation, Gen Zers aren’t afraid to push back on norms previous generations left unchallenged — like the assumed value of a college degree.

One survey found that just 33 percent of high school students consider a college degree worth the cost.

An analysis from Georgetown University estimated that by 2031, 65 percent of job openings in Ohio will require some type of postsecondary training beyond high school — but that doesn’t necessarily mean a bachelor’s degree.

Georgetown predicts 10 percent will require an associate degree, 22 percent will require a bachelor’s degree and 12 percent will require a graduate degree. 

Perna said instead of thinking about whether or not a Gen Z-er “should” or could or wants to go to college, they should think about what they want to do, then ask themselves how to get there.

“It matters significantly less today in America where you start after high school,” he said. “It only matters where you end up.”

Kristi Barker, Crestview’s director of student services, experienced this first-hand. After her son got an offer to play college football, she pushed him to take it. But he wanted to become a farmer.

“It took a really hard conversation with him saying, ‘Mom, I’m gonna have $50,000 or $60,000 worth of debt just to say I played college football for a job I don’t want to do,'” she recalled.

“It was a hard, a-ha moment for me as a parent to say, ‘This isn’t my life that’s not going to be my debt, and take a step back and say, ‘What do you want to do?'”

Gen Z demands mutual respect in the workplace

Unlike previous generations, Perna said mutual respect from the get-go is a top priority for Gen Z.

“Young people expect you to respect them first and only then will they turn around respect you,” Perna told educators. “I’m not saying this way life should be. I’m here to say this is just where we are.

“People who have the hardest time with this are those people I talk to around the nation who think that just because of their age, title and/or station in life, that they command respect.”

During a question-and-answer session, several students questioned the reasoning behind offering a two-weeks notice before quitting a job. 

“If you’re not a good boss, you’re not going to have good employees,” said Michael Seveigny, a recent graduate aspiring to study physics at Ohio Northern University.

“If you expect a two-weeks notice, why don’t you give a two-weeks firing notice? I think Gen Z is really coming to a consensus about some social norms that they don’t think are right.”

Gen Z needs to know you care

Crestview Supt. Jim Grubbs said one of the reasons he brought Perna in to speak is because of his emphasis on building relationships with students.

“There’s an old saying that goes, ‘A kid doesn’t care how much you know until they know how much you care,'” Grubbs said.

Perna agrees that authentic relationships are critical for motivating Gen Z students and workers.

“They are waiting for us to be compelling and purposeful and thoughtful and intentional, and they know when we’re giving them the party line,” he said.

Perna added that forming connections with Gen Zers doesn’t mean lowering the bar or being a pushover. On the contrary, it’s the way to demand their full potential.

“I don’t think we’re nearly hard enough on kids. I think we need to be holding them to higher expectations. I think we need to push them further and faster,” he said. “But you can’t do it without the conduit of a human connection.”