How Your Business Can Connect with Gen Z as Employees, Customers
As the entrepreneurial landscape constantly evolves, entrepreneurs (that’s you) must understand the needs and desires of their consumers and employees to stay ahead. Gen Z, the group of people born between 1996 and the early to mid-2010s, is an increasingly important group, no matter if you’re looking to hire employees or grow your customer base. In this blog, we’ll explore how you can market to them and how you can attract them as employees.
Shaped by events like the 2008 Recession, the rise of social media, the COVID-19 pandemic and ongoing challenges such as climate change, Gen Z has come of age in a world marked by rapid technological advancements, social movements and a growing emphasis on diversity and inclusion. This generation, which represents nearly 70 million people in the U.S., is reshaping the marketplace with a focus on social responsibility, prioritizing purpose and authenticity over profit and seeking experiences that align with their values.
While some traditional marketing and recruitment strategies still resonate with Gen Z, entrepreneurs must be open to new ways of doing business. So, how do you attract and retain this generation of conscious consumers and talented employees? In this blog, two Kansas City-area experts on multi-generational leadership, Douglas Wood, president of DC Wood Consulting, and Zac Jarrard, president of Jarrard Consulting, share best practices for entrepreneurs looking to engage with Gen Zers.
Gen Z strengths, weaknesses and workplace strategies
Gen Zers offer a unique blend of strengths and challenges in the workplace. Their digital savviness, diversity and adaptability are assets, while their potential for distraction and difficulty with conflict can be an obstacle. According to Zac and Doug, organizations must create appealing work environments, provide clear expectations and offer opportunities for growth and development if they want to harness the full potential of Gen Z employees.
“Gen Z spends a lot of time online with social media and playing video games, so they’re used to high engagement and constant stimulation,” Zac says. “If you don’t reach them in a relatively short period of time, there’s a chance you might lose their attention. Employers can try assigning work in focused stints with breaks in between. Also, I encourage entrepreneurs to talk to people in Gen Z and see what new ideas they have on how to improve employee and customer experiences.”
Hiring and retaining Gen Z talent
Doug and Zac agree that entrepreneurs must adapt their recruitment and workplace approaches to match the needs and preferences of Gen Z talent. In today’s competitive job market, creating a respectful and straightforward candidate experience and showing employees they are valued and recognized is vital. Gen Z thrives on independence and opportunities for skill development, which means fostering a culture of autonomy, growth and purpose is key.
“Give them the tools, resources and space to be successful,” Doug says. “Don’t micromanage them. Micromanaging destroys autonomy and motivation.”
Additionally, understanding their digital-native mindset is crucial for effective communication and engagement. When recruiting, use multiple platforms to reach Gen Z job seekers, streamline the application process and be transparent about compensation and benefits.
“You must make it easy for people to apply for your open positions,” Doug says.” If you have intimidating forms or long strings of interviews, they’re going to lose attention and they will ghost you. Be clear on what’s expected of potential employees and what you will provide to them.”
Doug and Zac stress the importance of businesses investing in employee training and professional development. They also say encouraging work-life balance with flexible work arrangements, prioritizing mental health resources, providing personalized career paths and encouraging innovation are essential to create a supportive and collaborative work environment that resonates with Gen Z.
“It’s a misconception that Gen Z wants to job hop,” Zac says. “If you do the right things, they’ll stay, and they’ll grow with your company”
Developing a Gen-Z friendly brand
From leveraging social media to crafting compelling brand narratives, businesses must adapt to Gen Z’s expectations. By understanding their values, preferences and behaviors, organizations can build strong relationships and foster loyalty. This influential demographic spends nearly half of their waking hours consuming content on their smartphones, so make sure your website and marketing materials are mobile-friendly and optimized for a seamless user experience. Videos, infographics, and interactive live streams are among the most effective types of social media content according to a report from HubSpot, a technology company that specializes in customer relationship management.
“Gen Z in particular does not like push selling,” Doug says. “You need a presence where they can easily find you through social media and search engines. That’s important for customers and as part of your recruiting strategy.”
Zac notes that individuals in Gen Z are comfortable sharing positive and negative opinions through online reviews and social media, which can have a significant impact on your business’ reputation and bottom line. Organizations must create a positive customer and employee experience to attract and retain Gen Z talent and keep patrons coming back.
“All it takes is one incident or one case of bad behavior going viral on social media to damage your brand severely and potentially cause deep harm to your organization,” Zac says.
Doug explains building trust is paramount because Gen Z has a healthy dose of skepticism. He tells entrepreneurs to focus on being genuine and transparent in their business practices and to follow through on their promises.
“Gen Z wants leaders and brands to be consistent and authentic,” he says. “Hypocrisy is a major fault in their eyes. Saying one thing and doing another is the kiss of death.”
Zac believes founders can better reach the Gen Z customer base through fun and interactive experiences, incentives, and short, easy-to-complete surveys that allow for useful feedback.
“Regardless of the product or service you have, you want to make the experience with it fun and engaging,” Zac says. “Gamification is a popular approach. You can also provide incentives, like rewards or coupons, to show appreciation and keep people coming back to your business. Send reminders occasionally to let them know if you have new products or services, but don’t bombard them with emails and texts because they might view it as spam.”
Connecting with Gen Z through environmental, social and governance goals
Gen Z is passionate about making a difference. To draw in this cohort, Zac suggests highlighting your company’s commitment to social responsibility and environmental sustainability. This can be done by having a clear mission and values that connect to local and global causes and partnering with organizations striving to make a meaningful impact. Several companies in the Kansas City metro, such as Barkley, Global Prairie and Travois, have achieved B Corp certification, a designation that shows a business is meeting high standards of verified performance, accountability and transparency on factors such as employee benefits, charitable giving, supply chain practices and input materials.
“Corporate social responsibility has evolved into what’s called environmental, social and governance goals (ESG),” Zac says. “Gen Z wants to know how their employer and the companies they’re spending money with are affecting the environment and benefiting society. Create your own ESG goals and ask your customers and employees for ideas, too.”
Want to hear from successful KC entrepreneurs on all-things business ownership and being your own boss? Join us at Global Entrepreneurship Week – Kansas City from November 18-24 at Union Station and other venues around town. This FREE week of educational content covers every facet of entrepreneurship including cutting-edge strategies, game-changing insights and real-world success stories.
