This article explores Gen Z UF’s journey, including how they developed their business idea, why they chose to focus on Gen Z and employers, what they hope companies will learn from their insights, and how their collaboration with Sabina Engdahl, Digital Marketing Officer at System Verification, has supported them. It also highlights the lessons they’ve gained from having their first company as a client.
Additionally, the article examines the value of collaborating with Gen Z UF for companies looking to understand the next generation’s workplace expectations. Miriam Adhanom (Talent Acquisition Lead & HR Partner), representing the company as the customer, shares her perspective on the partnership—explaining how it supports CSR efforts, fosters young entrepreneurship, and contributes to creating a more attractive workplace for future talent.
How did you develop the idea for your UF company, and why did you choose to focus on Gen Z and employers?
The idea for our UF company was born when our finance manager, Ines, spoke to her mother, who shared a problem at her workplace: they were struggling to retain young employees. This intrigued us, so we started investigating whether other companies faced the same challenge. Through a customer survey, we discovered that over 40 companies were experiencing the same issue.
That’s why we began developing a solution and came up with the idea of creating surveys where young people, especially Gen Z, can share what they value in the workplace. This allows employers to gain better insights into how they can adapt to attract and retain young talent.
We chose to focus on Gen Z because we are part of this generation ourselves and can relate to their needs and expectations. Moreover, Gen Z represents the future workforce, making it crucial for companies to understand and adapt to their preferences today.
What do you hope companies will learn from your insights?
We hope companies will gain a deeper understanding of what Gen Z truly values in the workplace—what motivates them, helps them thrive, and enables them to perform at their best. Our goal is for employers to recognize the importance of creating a work environment where young employees feel engaged and appreciated.
Additionally, we want companies to understand the urgency of preparing for the future now. As the next generation in the job market, Gen Z will shape the workforce, and companies that adapt in time will have a significant advantage in attracting and retaining young talent.
How has working with our Digital Marketing Officer, Sabina, helped you on your journey?
Sabina has provided valuable insights and ideas on how we should approach both our communication with companies and the development and refinement of our business concept.
Beyond that, she has supported us during challenging times when we felt uncertain or discouraged. Her encouragement and motivation have helped us regain confidence in our ideas and keep pushing forward.
How does it feel to have your first real company as a client, and what have you learned so far?
It is incredibly exciting to finally bring our idea to life! We feel both thrilled and nervous, but above all, deeply motivated. Finding companies that truly believe in our idea and are willing to collaborate has been a challenge, making this milestone even more meaningful.
Over the past six months, we’ve learned so much—everything from how to collaborate and communicate with companies to what it takes to run a business. Additionally, we’ve gained a deeper understanding of what Gen Z values in the job market and how to best connect with our generation.
Why did the TA Team at System Verification choose to collaborate with GenZ UF, and how do we see their work contributing to our business?
We see great value in understanding the next generation’s expectations of employers, especially in an industry with intense competition for talent. Gen Z UF’s work provides unique insights into what young professionals prioritize, helping us shape our workplace and offerings. Becoming their first client is a natural step in our commitment to innovation and the future talent pipeline.
How does this collaboration fit into our CSR efforts and commitment to young talent?
Supporting young entrepreneurs is a key part of our CSR initiatives. We aim to give young people the opportunity to test their ideas in a real business environment and deepen their understanding of entrepreneurship. By serving as both advisors and the first client for Gen Z UF, we demonstrate our belief in young people’s initiative and commitment to their growth—while also gaining valuable insights from their perspectives.
What do we see as the most significant benefit of giving young people a chance to test their business ideas with us?
It’s a win-win situation. For us, it means gaining fresh perspectives and valuable insights into the values and expectations of the next generation in the workplace. For young entrepreneurs, it’s an opportunity to collaborate with an established company, receive real customer feedback, and develop their business skills. We believe these collaborations are essential for bridging the gap between education and the business world.
How do we hope to use the insights from GenZ UF’s work to become an even more attractive employer?
By understanding what young people value, we can tailor our employer offering and create an even more attractive workplace. This could involve everything from company culture and development opportunities to how we communicate our employer brand. We see this as an opportunity to ensure that we continue to be a workplace where future talent wants to work and grow.
If you are interested in learning more about how Gen Z UF can help your company get a better understanding of Gen Z's demands on the job market today, get in touch with them here!