For the past decade, we have been adapting to Millennials in the workplace but the new generation, Gen Z, will challenge our communication plans like nothing in the past. More than 25% of the US population is Gen Z, meaning they were born after 1995, and will represent a larger chunk of the workforce than Millennials when all have entered the workforce. So, this new generation will have a lot of influence. Understanding what makes them tick will help employers adjust their communication platforms to meet their needs and harness their talent for your organization.
As with any employer, attracting the best talent and retaining them is a key objective for their organization. Employee engagement is key to achieving this but the first step is making sure your message is being received by this new workforce. Per a recent article, Gen Z is multifaceted, they are technology driven, self-directed and resourceful. One of the most striking differences between this new generation and Millennials would have to be their choice and method of communication. Gen Z communicates with images and they multi-task across 5 screens as opposed to Millennials preferring to communicate on 2 screens and via text. They communicate in symbols and they speak in emoticons and emojis. Based on this rapid-fire banter it is believed they will have shorter attention spans.
What’s the best way to reach them?
The key thing to remember is: they are different and therefore we will need to adjust how we connect with them.
- Communicate across multiple platforms.
- Connect through images. Gen Z needs to visually digest what you are saying.
- Be precise.
- Know what you are trying to say and have a succinct theme and delivery.
- Understand that community and culture matter to them.
- Appeal to their need for connection - an easy way to accomplish this is live-streaming technology.
- Feed their curiosity. Tap into their entrepreneurial talent and be prepared to see things in a new perspective.
At HCW, we know communication is vital in delivering a “valued” benefit program. Identifying new platforms to deliver your benefit information across will be more important than ever as our newest workforce hits the market. It’s important to identify your audience, validate the best channels of communication and develop a communication strategy to help you measure your results.
To find out more about how to create a communication strategy, contact your HCW consultant today.