How Can Organisations Engage the Digital Natives

04 Jun How Can Organisations Engage the Digital Natives

Inspirational speaker, Alex Atherton, has practical knowledge and expertise in both Gen Z talent and overcoming the challenges of the multigenerational workplace. He speaks at conferences and events for a wide range of organisations across the private, public and voluntary sectors. He is the ex-secondary school headteacher who heard the word snowflake once too often about his former students. Alex has impactful advice and has shared some key thoughts …

How can organisations engage the digital natives?

“Organisations in every sector face significant challenges in attracting and retaining the very best Gen Z, the youngest generation in the workplace (years of birth 1997 to 2012).

The challenges have been exacerbated by two key issues.

First, the birth rate fell every year for the first half of the generation. It is only now that the number of 21 years old is starting to grow. More young professionals are available for organisations to appoint.

Secondly, barriers to entry in setting up your own business are very low. Less than £100 buys you registration at Companies House, a business bank account and a website template. The fixed costs of the past no longer apply. Whether the start ups can be scaled up is another issue, but many are trying.

Young professionals are also attracted by different factors than those in the past. A lifetime of engagement online, and the prospect of being a CEO in their spare time, has left many wanting a different sense of connection with their employer.

What can organisations do to build these connections and raise levels of engagement?

Here are two aspects to consider

Transparency Builds Trust

Generation Z approaches employment with justified scepticism. They’ve inherited significant financial challenges, alongside the responsibility for addressing costly issues related to an aging population and environmental sustainability.

Like everyone in the digital age, they navigate a constant barrage of information, expending considerable mental energy filtering out irrelevant, misleading and frequently dangerous content.

The difference for Gen Z is they have never known a time without that barrage, and they had to develop sophisticated filtering skills simultaneously with their parents and teachers who were not in a strong position to help.

To successfully recruit and retain top Gen Z talent, organisations must prioritise absolute clarity, both about their organisations and the role itself. Older generations can often see their marketing as something that needs to be shiny and selective, both of which are a complete turn off to Gen Z. Instead, they want transparency.

This clarity is added by access to further information which answers any potential question about the role or company. There’s no need to hand over the digital equivalent of a lever arch file, but to convey a sense that the best potential candidates will make an informed choice. Together, clarity and thoroughness create the transparency that forms the foundation of trust.

Gen Z is more likely to seek forward-thinking organisations with clear identities and high standards for candidates. The percentage of first class degrees almost doubled over the 2010s. Those graduating with top honours didn’t invest years of academic work, whilst racking up gigantic debts, to join companies settling for mediocrity.

Do not be concerned if raising your levels of transparency puts some candidates off. It will also attract new people who may see exactly what they were looking for.

Be Who You Say You Are

The retention battle now begins the day they arrive. There is no shortage of information available from Gen Z’s peers about their formative experience in a new organisation. Expect your practice to be compared against many others, and to be commented upon online.

It is critical that your new recruits find a very high degree of alignment between what was promised during recruitment and what employees actually experience. They need to see that you are who you say you are.

Authenticity is paramount. Generation Z would rather see an organisation’s genuine identity than a carefully curated image. Organisations who have video content from recent recruits describing their experiences will create far more engagement than a slick, corporate promotional advertisement.

To attract high-calibre Gen Z candidates, organisations should carefully consider who communicates their employer brand and through which channels. Having grown up surrounded by clickbait, this generation requires more substantial evidence before accepting claims as credible.

Google may still receive the vast majority of web browser searches, but as a proportion of all queries it has fallen quickly. TikTok is frequently the search engine of choice for Gen Z, with YouTube another option. Searching for video instead of text has become more popular, another reason for organisations to engage heavily with video.

Organisations should embrace vulnerability by being exceptionally open, including in discussing their weaknesses and how new team members can contribute to addressing them should they be employed. This approach often generates interest by positioning roles as meaningful opportunities rather than merely entry-level positions.

It is also another option for those running their own enterprise beyond the workplace to bring their skills and experience to the table. Organisations who offer the opportunity of using this as an asset can find themselves in a stronger position.

Moving Forward

Generation Z represents the most significant generational shift to date. Organisations that look beyond stereotypes to recognise this generation’s work ethic, academic accomplishments and entrepreneurial appetite will discover substantial opportunities for engaging the digital natives.”

Feedback includes:

“Alex was fantastic – he helped us understand what tangible steps we can take to be a great employer for Gen Z.” Ben Bramhall – XPS Pensions

“It’s been a long time since I listened to a talk when I found myself making so many notes. The session was extremely informative and thought-provoking and Alex presents with such passion on a subject area that he is clearly well-informed about. I was that impressed I have asked him to keynote speak at our annual conference.”Graham Ravenscroft, Gateway HR

“Anyone involved in the recruitment, training, or support of this generation of aspiring professionals couldn’t fail to find Alex’s input fascinating. He provides tangible and actionable suggestions for positive change.”Polly Butterfield-Tracey, KMT

“Alex gave our Leadership Conference a fascinating presentation, there were a lot of ‘oh…yeah!’ moments. We now realise that we need to work with the next generation to make our company a great place to work and a great place to stay.” Meg Fox – National Grid

Contact

Do get in touch to discuss Alex joining your next conference or event – info@therightaddress.co.uk / +44(0)1895 827 800.