Kenyans exhibit a discerning approach toward employment, emphasizing the importance of ethical practices and comprehensive employee benefits. A recent study by Boston Consulting Group (BCG), conducted in partnership with The African Talent Company (TATC), reveals that Kenyan job seekers are notably selective, prioritizing mental health support, family-friendly benefits, and ethical business practices over mere job availability.
The survey, titled “How Work Preferences Are Shifting in the Age of GenAI,” highlights a significant divergence between Kenyan workers and their global counterparts in terms of employment preferences. Notably, 50 percent of Kenyans stated they would refuse to work for companies that lack mental health support—a sharp contrast to the global average of 40 percent. This finding underscores a growing awareness and demand for mental well-being in the workplace.
The study further reveals that Kenyan job seekers are less likely to tolerate a poor interview experience compared to their international peers. While 54 percent of global job seekers might reject an attractive offer due to a negative interview experience, only 33 percent of Kenyans would make such a decision. This indicates a unique perspective among Kenyan workers, who place a high value on the overall recruitment experience but are less likely to let it dictate their employment choices.
Concerns about ethical practices and inclusive environments are central to Kenyan job seekers. The survey found that 51 percent of Kenyans are unwilling to work for employers whose products or services are perceived as harmful. Additionally, 42 percent reject companies that lack family-friendly benefits or demonstrate insufficient diversity and inclusion. These figures highlight a growing emphasis on ethical considerations and supportive work environments.
Interestingly, 77 percent of Kenyans believe they hold the upper hand in job negotiations, a sentiment that surpasses the global average of 64 percent. This confidence reflects a strong belief in their value within the labor market, despite the broader economic uncertainties. Furthermore, more than 80 percent of Kenyans anticipate that Generative AI will disrupt their fields and express a willingness to reskill to stay competitive—a proactive stance that sets them apart from their global peers.
BCG Managing Director and Partner, Zoë Karl-Waithaka, notes the evolution in Kenyan employees’ perspectives on AI and reskilling. “There is a maturation in Kenyan employee perspectives on AI, coupled with a critical understanding that ongoing re-skilling is essential for long-term employability,” Waithaka says. This dedication to continuous learning not only prepares Kenyans to adapt to technological changes but also demonstrates their confidence in thriving within an evolving labor market.
The study underscores the necessity for employers to adapt to these changing preferences. Waithaka emphasizes the importance of sourcing talent from diverse channels and investing in current employees’ re-skilling. “In a competitive labor market where talent is a critical and scarce commodity, it’s crucial for employers to explore diverse recruitment methods and prioritize the development of their workforce,” she adds.
Overall, the BCG survey provides valuable insights into the shifting priorities of Kenyan workers. As they navigate an uncertain job market, their focus on ethical practices, mental health, and family-friendly benefits, combined with a proactive approach to reskilling, illustrates a sophisticated and forward-thinking approach to employment. For employers, understanding and addressing these preferences will be key to attracting and retaining top talent in Kenya’s dynamic labor market.
