Start-ups move quickly, and the workforce within them is changing too.
Generation Z (born 1997 – 2012) are starting their careers at a time shaped by digital technology, Covid-19 disruption, changing expectations of work, and the growing use of AI. At the same time, start-up founders and managers are hiring teams of Generation Z employees who may bring different expectations around communication, feedback, flexibility, development, and workplace culture.
For startups, it’s more important than ever to cut through assumptions and truly understand how Generation Z can thrive in high-stakes environments.
Today, we sat down with Jyoti Kishnani, Doctoral Researcher at Northumbria University, to unpack the struggles of this environment, and how her research aims to pull back the curtain on Generation Z in start-ups
Jyoti’s work
Jyoti Kishnani’s doctoral study focuses on UK-based startups founded in 2018 or later and aims to understand both sides of the working relationship. It allows startup managers and Generation Z employees to share their perspectives and contribute to a more balanced understanding of work in early-stage organisations.
With limited resources, small teams, and a fast-moving culture, start-ups have to move quickly, and there’s not always enough time for team members to sit down, discuss expectations, and have honest conversations. Yet without these conversations, small misunderstandings can grow, and teams may find it harder to work together smoothly.
Looking at areas such as communication, flexibility, development and progression, start-up culture, and management practices in early-stage organisations, her research unpacks the experiences of founders, managers, and Generation Z employees. Jyoti shines a light on how workplace expectations are understood in fast-moving start-ups.
As Jyoti explains:
“My research explores how Generation Z employees and start-up managers understand their working relationships in UK start-up environments. I am interested in the expectations both sides bring to work and what this may mean for management practices in early-stage organisations.”
Why This Matters for Start-ups
Start-ups are defined by speed and informal culture, but this can also bring uncertainty around growth, resources, people, and structure. This makes employee relationships and management practices critical.
As Generation Z becomes an increasingly significant part of the UK labour market, it’s time employers and Generation Z try to understand each other.
Understanding can take a start-up from good to great. Without it, success is harder to reach.
Jyoti adds:
“For start-ups, management and support systems often develop quickly and informally as the business grows. This can be a strength, but it can also leave expectations unspoken. My research looks at what helps early-career talent feel supported, where expectations may need to be made clearer, and how start-up teams can work together more effectively.”
How to Get Involved
Jyoti is currently looking to speak with:
- Start-up founders
- Managers and leadership teams
- HR professionals in start-ups
- Generation Z employees working in start-ups
You may be eligible to take part if your organisation is based in the UK and was founded in 2018 or later. Confidential interviews will last approximately 25–35 minutes and will take place online.
Participation is voluntary, and all responses will be treated confidentially. Interested participants will receive a Participation Information Sheet before deciding whether to take part.
Do you want to be part of this research? Contact Jyoti:
jyoti.kishnani@northumbria.ac.uk
LinkedIn: https://www.linkedin.com/in/jkishnani
