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 the implications of the SARS-CoV-2 pandemic. Design/Method/Approach: This quantitative research surveyed 137 Austrians from Generation Z. Findings: The results show a 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 preference for intrinsic and social rewards and emphasized the importance of offering benefits such as remote work opportunities and flexibility in scheduling work. Theoretical Implications: This study shows that espoused national cultural values impact work values in the context of Austrian Gen Z. Thus, both the espoused national cultural framework and the work values framework can be considered suitable for investigating values differences. Practical Implications: Human Resources practices should be adapted 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 the 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. Acknowledgments: This paper is the further development of the first author's thesis. Thank you to all of those who contributed to and supported these efforts.  Paper type: Empirical