7 things that stood out to me from reading: “A Leader’s Guide to Unlocking Gen Z” by Hannah Grady Williams – Ignite your audience with our social strategies

As a millennial, I roll my eyes when hype is placed on Gen Z. I have told my favorite marketer in the world, Mark Schaefer that he has an obsession about them. But it would be remiss to deny the impact of Gen Z (born 1995-2012) because according to Forbes, they “have surpassed Baby Boomers in the workforce and are having a greater impact on the nation’s labor pool and how work gets done.”

Here are 7 things that stood out to me from reading “A Leader’s Guide to Unlocking Gen Z” by Hannah Grady Williams.

They value companies who are early adopters on trends
“Only 36% of Gen Z’ers were slightly likely to post a review if offered an incentive”
Focus on the “Gen Z Trinity” (Ethics, Authenticity/Transparency, & Diversity) – i.e. social impact. “Gen Z expects to see a workforce where their colleagues look, act, and think differently than they do.”
Workplace flexibility is a must but also inspiring intrapreneaurs. In fact, “54% of Gen Z’s have either already started or want to start their own company, creating an extreme need to convert potential entrepreneurs into ‘entrepreneurs’ for your firm.”
Customization, being unique vs like everyone else with style. I learned about “thrifting” – “the thrifting industry… generated approximately $10.2 billion in revenue.” (Start checking out Goodwill, Salvation Army, and threadUP) The idea expands in the book in the areas of workspaces, job descriptions, and benefits
In-person events! “54.55 of Gen Z would prefer to go to a school or corporate career center! Contrast that with only 11% of millennials who use that method.”
Individualism – Gen Z’s thrive on working independently vs Millennial’s group effort culture.
Family centric. “Gen Z goes to family and friends for advice on major decisions before we turn to the internet.”

The most memorable story – The Biltmore

The chapter labeled Culture-centric recruitment stood out to me the most. Why? It shared a personal story of the author at the Biltmore and the easy-bake oven. While, I don’t want to give the whole story away, it is how the author attended the Biltmore’s (Employee & family) Christmas party as a child and got her easy bake oven that she wanted so much. It summarizes a culture-centric recruitment as “applies at any point in the employee journey, whether it’s a child with no concept of what a “job’ means yet or an employee dissatisfied with their current position and looking for a change.”

Managers should continue reading this book for ideas on the tips found in each section about recruiting, retaining, engaging with their Gen Z employees. I got excited with the suggestions on ideas for employees for pre-day one fuzzies, and how they create experiences with young talent, and $50 office redecorating bonus and shopping day for their cubicle/office space shared at the back of each chapter.

Summary, I like Gen Z!

I read so many business articles on the challenges this generation faces but never really empathized with them until I read this book. It is ironic that I felt that way, because one of my strength finders is empathy! I experienced my own challenges: 9/11, graduating from college (in Florida, no less) during 2008, and working during the pandemic with a young family away from my parents (who live in Florida). This book highlighted how unique Gen Z are and what they can offer to the workforce. It gives me a better understanding when I work with clients with a younger demographic and how I can enable them to thrive to pursue our mutual goals in projects.

Thoughts? Feedback? Struggling to understand how to market to Gen Z? Let’s talk! I obtained this book for free because I attended Summit Leadership‘s coffee connections event and my birth location was furthest from everyone else in my table (who were mostly local), plus I insisted to Dave McAuley (who is featured in this book) that I wanted it.