Gen Z—those born between 1997 and 2012—are no longer just interns or junior hires. They’ve officially overtaken Baby Boomers in the workforce, and a new wave of graduates is arriving this spring.
If you’re a small business owner or manager struggling to “click” with younger employees, it’s not because they’re lazy, entitled, or disengaged. It’s because the old leadership playbook doesn’t work anymore.
A recent article in The Wall Street Journal, “The Locker-Room Playbook for Managing Gen Z Employees,” draws lessons from NFL locker rooms to illustrate the point. Coaches and executives managing primarily Gen Z athletes are learning the importance of empathy, purpose, and trust. And those same lessons apply whether you’re leading a football team—or running a ten-person office.
But don’t just take it from the NFL—research from Deloitte backs it up: Gen Z expects a more personalized, values-driven work experience.
Here’s how small business leaders can adapt.
Lesson #1: Lead with Care, Then Be Direct
As Miami Dolphins quarterback Tua Tagovailoa told the Wall Street Journal, Gen Z doesn’t shy away from tough feedback—but they need to know it’s coming from someone who cares.
This generation values psychological safety. Before offering critique, take time to build rapport and trust. Check in regularly, ask about their goals, and show interest in their development. Once trust is established, they’re much more open to direct communication and performance feedback—especially when it’s tied to a larger purpose.
“Leadership used to be about authority. Now it’s about connection.”
Tua Tagovailoa
Lesson #2: Respect the Off-Clock Life
Many Gen Z workers view self-care and personal passions as essential—not extra. Hobbies, side hustles, and even digital detoxes aren’t distractions to them; they’re necessary for staying energized and focused.
Leadership coach Fred Johnson puts it bluntly: “If you try to shame them for wanting a full, multidimensional life, you’re going to be talking to yourself.”
If a Gen Z employee clocks out at 5 p.m. or prioritizes their Pilates class or side hustle, it doesn’t mean they aren’t committed—it means they’re recharging so they can perform better the next day. For small businesses, this means rethinking rigid work schedules or outdated ideas about “paying dues.” It doesn’t mean lowering expectations—it means honoring boundaries and performance at the same time.
Lesson #3: Be Transparent About Your Purpose
Today’s younger employees don’t just want a job—they want to be part of something bigger. According to Deloitte, 77% of Gen Z employees say it’s important to work at organizations whose values align with their own.
This generation asks questions their predecessors didn’t:
- What impact does this business have on the community?
- What does leadership believe in?
- How do I fit into the bigger picture?
Small business leaders can gain a competitive edge in hiring and retention by clearly articulating their purpose and showing how every team member contributes to it.
Lesson #4: Trade Top-Down Orders for Two-Way Conversations
Deloitte’s research shows Gen Z expects to be part of the conversation—not just recipients of instruction. This doesn’t mean they challenge authority for the sake of it. Rather, they’re wired for collaboration and accustomed to learning at their own pace (think YouTube tutorials and chat-based classrooms).
What looks like resistance may actually be processing time. As Seahawks GM John Schneider notes, Gen Zers often withdraw in the moment and come back with thoughtful follow-ups once they’ve had time to digest feedback.
The fix? Explain the “why” behind decisions, and invite input. You’ll earn more buy-in—and likely uncover new ideas in the process.
“They like knowing the reason why. If you just tell them to go do something, they ain’t doing it.”
– John Schneider, General Manager of the NFL’s Seattle Seahawks
Lesson #5: Build a Culture They Want to Belong To
SHRM highlights that Gen Z is more likely than any other generation to leave a job quickly if the culture doesn’t align with their values. That’s not entitlement—it’s discernment.
Whether you run a retail shop, a tech startup, or a trades business, today’s young workers are evaluating you just as much as you’re evaluating them. They’re looking for a place where they can learn, grow, feel safe, and be part of something that matters.
Milwaukee Brewers COO Marti Wronski noted that young job candidates now ask questions about purpose, inclusion, and alignment during interviews—questions that weren’t common even a decade ago. And the Brewers are walking the talk. In fact, research found that teams with stronger organizational cultures saw a performance boost of up to 4% in their win totals.
That might not sound like much, but in baseball—or in business—it’s often the edge between surviving and thriving.
As a small business leader, you have a distinct advantage: you can shape culture quickly. You don’t need a rebrand or a budget overhaul. A few meaningful shifts—like open communication, consistent recognition, and growth opportunities—can go a long way toward building a team that stays and succeeds.
Bottom Line: Don’t Manage Gen Z—Coach Them
Gen Z isn’t fragile—they’re just different. They’re motivated by meaning, not fear. They respect leaders who care, not just command. And they’ll give you their best—if you’re willing to meet them where they are.
