These are among the findings of a new report published today by Boston Consulting Group (BCG), The Network, The Stepstone Group, and local partner The African Talent Company (TATC). Titled How Work Preferences Are Shifting in the Age of GenAI, the study is based on survey data from more than 150,000 workers from 188 countries and is the second instalment in the 2024 edition of the Decoding Global Talent series, the previous editions having been published in 2014, 2018, and 2021.

The findings of the study underscore the proactive approach workers are taking in response to the potential impacts of GenAI. By prioritising reskilling and development, they are not only preparing to adapt to technological changes but also expressing confidence in their ability to thrive in an evolving labour market. This adaptability is key to maintaining a robust and resilient workforce in the face of ongoing technological advances.

“There is an evolution and maturation in Kenyan employee perspectives on AI, along with a critical understanding that a dedication to ongoing reskilling is essential for ensuring long-term employability,” said Zoë Karl-Waithaka, Managing Director and Partner at BCG, Nairobi. 

Workers are also clear about what they don’t want. Globally, 54% and in Kenya, 33%, would refuse an attractive job offer if they had a bad experience during the interview process. The importance of the recruitment process is underscored by the fact that a negative experience during recruitment is the second-most-significant dealbreaker in North America and Europe. With only 22% of Kenyans who consider a negative experience during recruitment as a dealbreaker, this ranks lower than employers with products or services that have a negative impact on society (51%), employers that don’t offer family-friendly benefits (42%) and organisations that don’t have a diverse or inclusive environment (42%). Additionally, 40% of workers globally, and 50% locally agree that they won’t work for companies that don’t offer mental health support.

“AI offers a unique opportunity to transform recruitment through innovative, technology-driven processes. Moreover, AI has the potential to substantially enhance skill development and foster a genuinely human-centric workplace,” said Sebastian Dettmers, CEO of The Stepstone Group. “This evolution will streamline operations, removing redundant tasks and significantly aiding individuals in securing the ideal job.”

Interestingly, the impact of AI disruption is evident in what global talent desires in an ideal workplace. Job security was the most important factor for workers in East Asia and South Asia, particularly among those who perceived AI to have a greater impact on their future work. Learning and development topped the list for the Middle East and North Africa, sub-Saharan Africa, and Latin America, highlighting a strong desire to adapt, progress, and upskill in an evolving landscape. The highly competitive labour markets of recent years and the strong bargaining position of workers are reflected in financial compensation being the top priority for North Americans and work-life balance for Europeans. Job security, learning and career development, and a meaningful job are the three most important considerations for the Kenyan workforce.

“In a competitive labour market where talent is a critical and scarce commodity, it’s crucial for employers to source talent from diverse channels and resources,” said Karl-Waithaka. “Organisations should increasingly consider reskilling current employees, recruiting talent internationally, or seeking individuals with unconventional backgrounds as viable solutions.”

Download the publication here.

More insights about the survey here.

Distributed by African Media Agency (AMA) on behalf of Boston Consulting Group (BCG).