Redefining leadership: what do younger generations expect from their leaders?

How younger generations are rethinking the idea of leadership, intertwining their unique needs and expectations with traditional management approaches, is an increasingly common question. In an age where youth culture dictates new standards for work environments, diversity, and inclusivity, leaders are challenged to adapt and respond to the growing need for mentorship, openness, and mutual respect. Milena Kumanova, HR Business Partner South East market at Nestle, shared more on this topic and we invited her to our "We asked the Experts" column. 

1. Younger colleagues through our eyes

The current labour market situation is extremely exciting, with 4 different generations actively interacting with each other. An increasing number of them are young people who have relatively recently or very recently joined the workforce. They come with a new outlook, a new way of working, and new expectations from employers.

Defined as digital natives, the younger generations have an increased interest in new technologies, adapt easily to new developments, have diverse interests, and seek variety in their working day. Involving them in various projects provides an opportunity to meet these expectations.

For younger generations, corporate culture should reflect diversity, fairness, and inclusion. It is important for them to be able to express themselves freely and know that they will be accepted for who they are and feel included in the company.

Social issues related to societal problems are important to them. The issue of mental health is increasingly coming to the fore. Any programs that focus on work-life balance, wellness, and mental health support are highly valued by young colleagues. They engage best with businesses that believe in sustainable, socially responsible practices - environmental stewardship, recycling activities, reforestation, etc.

2. What are their leadership expectations?

Mentoring is emerging as one of the preferred leadership styles by young talent. Expectations for the mentor are to be engaged, and interested in the opinions and suggestions of the team. Younger colleagues appreciate clear and direct communication, empathy, and the opportunity to express themselves freely, ask questions, and get answers that are understandable and meet their needs. It is important for them to be given the opportunity to adjust to the corporate and multicultural environment at their own pace, to feel the respect of other colleagues, and to receive support from their mentor and colleagues during the period of integration into the work environment.

Although they do not easily associate their profession with their personal identity, they want to have open conversations with management and colleagues about their personal values. Most colleagues prefer video chats, 1:1 meetings, and social activities that build stronger interpersonal relationships.

There is also a growing theme of so-called reverse mentoring, in which younger colleagues step into the role of mentors on topics they are passionate about and in which they have built expertise that may be lacking in colleagues with more experience. In most cases, these mentoring relationships are informal. 

3. What does Nestlé do for young talent?

When making an employer choice, the top 5 important factors for young people include the acquisition of knowledge and skills and a flexible working model.

Nestlé is adapting to the reality of remote working and expanding telecommuting opportunities for employees by introducing a "Hybrid" work model that combines the flexibility of telecommuting with the advantage of collaborative and innovative work present from the office, socializing/networking, building team spirit and maintaining a corporate culture. The introduction of the new model makes it easier to balance personal and professional commitments, and helps to respond to the needs of the younger generation for greater flexibility, attracting and retaining them in the company.

Regarding the other element, the acquisition of knowledge and skills:

At Nestlé, we believe that communities cannot prosper if they do not offer a future for younger generations. The goal of Nestlé Needs the Young and the company's other programs is to ensure the sustainability of our efforts aimed at future generations.

"Nestlé Needs Youth is the first comprehensive global youth employment initiative that stimulates, strengthens and develops the employability of young people. It is one of the mechanisms that links business and education.

Since the launch of Nestlé Needs the Young in Bulgaria in 2014, more than 11,000 young people have been supported in their career path through more than 600 traineeships and internships.

For years, our company has advocated for timely and quality education and invested in the concept of lifelong learning. Proof of this is that 20% of our employees are under 35 and half have been with the company between 3 and 15 years.

For the fourth consecutive year, Nestlé Southeastern Market, of which Nestlé Bulgaria is a part, will hold its Nestlé Summer's Cool internship program in July, targeting graduate students, students in master's programs, and those who have recently completed their studies. During the one-month online internship program, participants have the opportunity to gain experience, knowledge, and practical skills in the field of modern business, in addition to additional income.

This year, 85 students from five countries in the region (Bulgaria, Romania, Serbia, Croatia, Ukraine) will have the opportunity to gain real-world business knowledge, and we will have 15 participants from Bulgaria. Our experience from this programme proves that younger generations are able to respond to business challenges, and that they are the leaders and innovators of the future. We need to invest in their education, prepare them for the challenges of work, and channel their creativity, productivity, and motivation in the best way.

With the support of more than 40 Nestlé experts, trainees are trained and participate in case studies and lectures on key issues of today's business world, including marketing, sales, finance, public relations, logistics, supply, and demand. In order to share experiences, and develop social and emotional intelligence, critical thinking, leadership, and communication skills, participants in the Nestle Summer's Cool program collaborate in an international environment and go through a unique multicultural business experience.

Increasingly, younger generations are entering the workforce and their role will be more and more prominent over the next few years. Adapting to and meeting their expectations will be a major task for employers and their line managers. This is why it is important to ask what is important to them, what motivates and retains them, how to manage their expectations, and how to help them build their careers.