Work and Espoused National Cultural Values of Generation Z in Austria

Abstract

Purpose: Employers face the challenge of preparing for a new, upcoming generational cohort that is different in its expectations of the workplace, which goes hand-in-hand with its values. Therefore, Generation Z in Austria must receive detailed attention because it will make up a significant proportion of the workforce in the future. Questions will emerge about how to recruit this cohort or how to retain them. This research fills this gap by analyzing their espoused national cultural values and corresponding work values while considering implications from the SARS-CoV-2 pandemic. Design/Method/Approach: This quantitative research surveyed 138 Austrians from the Generation Z. Findings: The results show a very low Power Distance score, concluding that Austrian Generation Z does not prefer unequally distributed power; a low preference for Collectivism; a higher preference for Uncertainty Avoidance, and lower masculinity. In terms of work values, Austrian Generation Z demonstrated the strongest preferences for intrinsic and social rewards and emphasized the importance of offering benefits such as remote work opportunities and flexibility in work scheduling. Theoretical implications (if applicable): Did you develop an existing theory? Did you reject any of existing theories? Which theoretical framework did you alter? Practical implications: Therefore, Human Resources practices are to be adapted aiming to successfully recruit and retain Austrian Generation Z. Originality/Value: This research is among the early attempts to not only understand how espoused national cultural values and COVID impact work values of Generation Z in Austria. Research limitations/Future research: The smaller sample size and the over representation of females impact the extent to which findings can be generalized to all of Generation Z in Austria. Future research should expand the sample within Austria and internationally.