Generation Z, currently the youngest group of workers, now makes up a significant part of the labor market. Reaching them has recently become one of the most important HR issues worldwide. Experience has shown that corporate communications need to be fine-tuned in many respects if the aim is to retain and engage this age group. The reason is simple: methods honed to perfection over decades need to be revised for them. A new generation, new internal communication - here are the basics!
Generational differences have always been a challenge in corporate communication. But the technological developments of recent decades have brought extreme changes in this area too. There are even employees from the oldest baby boomer generation. Yet the senior workers are mostly the Xs, with Generation Y almost roaring out of their thirties.
But Gen Z, who never saw the world before the internet, smartphones, and social media, has arrived - the workers born after 1996 or so, with whom companies are building the future. However, it often seems that the previous approaches and corporate communication tools are ineffective with them. While formal, traditional methods are still useful for other generations, a new approach is needed for Gen Z.
The majority of Generation Z workers are in their twenties. Information technology is an integral part of their lives - even their childhood photos are largely digital. Instant access to information is basic for them and they navigate easily and flexibly between different platforms to get what they need. They move almost exclusively in real-time communication.
They make a conscious effort to achieve a work-life balance from the outset and, in addition to flexible working conditions, they are also committed to social responsibility in the workplace.
For the digitally native Generation Z, it is natural that, from childhood, alongside their "offline presence", there is also an online space that they constantly access and are constantly available to. Technology has made it possible to be online at any moment, and communication and contact for Generation Z is virtually unthinkable without it.
A quick tip: Instead of long emails, send instant, short messages, even with visual elements.
In the online space, speed is also in a different gear. With smartphones, the formality of social media has adapted to the way we scroll and scroll through content. Generation Z is able/willing to pay attention to a piece of content/message for a very short period of time, and the decision time has become extremely short.
A quick tip: Write messages of a few sentences max, preferably with bullet points, highlighting the main points!
Of course, the supersonic speed means there's not really time to read longer texts. Gen Z prefers to look at pictures, videos, infographics and process this visual information at breakneck speed. Only short, supportive textual content fits into this framework, with the focus on impact and entertainment.
A quick tip: Use gifs, short videos, infographics in internal communication and presentations!
Transparency, honesty and authenticity are of course important for everyone, but Generation Z has set new expectations in this area too. The reason is that in the constant online communication there is a lot of hypocrisy and misleading, and they had to learn to recognize who and which companies are trustworthy and honest. The value of relationships for them is not necessarily how often they meet in person, but how open, genuine and honest the communication is - in the online space (too).
A quick tip: Avoid jargon and formal style, and talk openly about challenges too!
Gen Z's need for unique experiences and messages also stems from the above. Sorting through the ocean of online content to find information that is directly relevant to them is very time-consuming. They prefer solutions and "messages" that are targeted, personalized, and specifically targeted to them, based on their needs.
A quick tip: Whenever possible, address colleagues with messages by name and highlight their achievements and performance (also) individually!
Generation Z is also more aware of consumption and the workplace (which has something to do with the fact that they have access to much more information and opinions more easily). They are much more interested than previous generations in issues such as climate change, sustainability, social justice, diversity, etc. They expect companies to take a stand and, more importantly, to take concrete action on these issues.
A quick tip: Clearly communicate your company's sustainability and social justice efforts.
Use internal questionnaires, market research, surveys, even focus groups to better understand the needs and interests of Generation Z employees. You can gather super tips for internal content production (what are the most popular contents, what formats work best, what type of company news are younger employees interested in, etc.).
For Generation Z, paper posters, newsletters/e-mail or the telephone are ancient history, which is why it's worth designating your own internal corporate digital platform for communication. Choose a system that is easy to use, accessible from mobile and simple to use, and suitable for visual content production. It is important that the interface is also user-friendly and intuitive, as this is a basic requirement for employees who actively use social media.
The more fun, the more interactive the content, the better. In your messages to Gen Z, aim for easy-to-consume, playful elements. You'll never grab their attention with a dry set of workplace rules, but an online playful quiz can be just as popular. Visual elements, concise wording, and an easy-to-follow format are the basics, but let your creativity run wild. Generation Z loves novelty and an innovative approach!
The secret of storytelling is that it creates an emotional connection: we relate to stories more easily than dry facts, they resonate with us and are more memorable. Stories that reflect their values or speak more directly to them resonate particularly well with younger workers. Corporate success stories and personal stories are also good for the community, creating a more positive company atmosphere. They also have a role to play in brand building and thus in attracting talent.
Generation Z employees are best approached in a direct, more informal style. Clear, honest communication is needed, and this includes talking about challenges and problems. Honesty always builds trust and is even constructive! Social responsibility also needs to be expressed around concrete issues - and younger workers are usually keen to get involved. Communicate your values, show and develop your company culture together with Generation Z.
For a long time, corporate communication has been almost exclusively about top-down messaging. Today, this has not only become outdated, but also alienating for Generation Z. Two-way communication is needed: an opportunity and a platform to ask questions and seek feedback. Ask employees, support community building, listen to their needs.
Employee engagement with Generation Z may now depend on many more things than it used to. Flexible, more effective internal communication is needed - and a content strategy that takes into account the content consumption habits, goals and needs of this generation specifically.
