Abstract
Purpose: This exploratory qualitative study aims to provide a comprehensive understanding of South African Generation Z (Gen Z) employees within the workplace. As this growing demographic enters the workforce, it is critical to understand their needs to retain them within organisations.
Design/Methodology/Approach: This study adopts an exploratory phenomenological methodology, involving twelve semi-structured, in-depth interviews with Generation Z employees at a prominent advertising agency. Thematic analysis was employed to examine the data and identify themes.
Findings: The study identified several key findings that underscore the necessity of effective organisational communication to ensure all levels of the organisation are interconnected and aligned with its values and principles. Internal branding emerged as a crucial element in positively influencing Gen Z commitment and engagement. The study further indicates that when Gen Z perceives an organisation as authentic and transparent, they are more likely to commit to achieving organisational success. Conversely, a lack of communication, feedback, and a rewards system negatively impacts Gen Z engagement and commitment in organisations.
Practical Implications: Understanding the unique expectations and challenges of Gen Z employees can help organisations develop strategies to enhance engagement and retention. Effective internal branding and communication are essential to foster a committed and engaged workforce.
Originality/Value: This study contributes to the limited research on Gen Z employees in the South African context, providing insights into how internal branding can influence their engagement and commitment.
Keywords: Internal branding, commitment, engagement, Generation Z; Generation Z workplace engagement; South African Gen Z employees, Internal branding effectiveness