Attracting, developing, and retaining Generation Z

Challenge 

SwissSkills wanted to gain insight into the factors that determine the recruitment, development, and long-term retention of Generation Z, 17- to 27-year-old professionals in Switzerland. The aim was to create a fact-based study among high potentials that takes into account differences and similarities between industries, genders, and language regions, in order to derive concrete measures for professional associations. The data was collected across Switzerland through a quantitative questionnaire (sample size = 600) and qualitative focus groups, before the in-depth report was published in three languages (German/Italian/French). 

Applied Methods 

• Desk research 

• Quantitative questionnaire 

• Qualitative focus groups 

• Data visualization 

• Statistical analysis 

• Qualitative content analysis 

Procedure 

• Analysis of the target group through in-depth research and development of a quantitative questionnaire 

• Development and implementation of a targeted strategy to obtain a representative sample 

• Design, planning, and execution of qualitative focus groups in three languages (German/Italian/French) 

• Evaluation and visualization of the extensive data material from quantitative and qualitative methods 

• Preparation of a detailed report with concrete recommendations for action 

Result 
Thanks to the key findings from quantitative research and qualitative focus groups, SwissSkills was able to gain a representative picture of how best to recruit, develop, and retain the most talented professionals in Switzerland. Furthermore, the insights and concrete recommendations for action help professional associations make strategic decisions in times of the “war for talent.”