Gen Z POV: How to stand out in the workforce
Speaking as a member of Gen Z, our experience in the workforce is different from any previous generation. Entering the workforce post-COVID, we’re coming in with varying levels of work experience, in-person experience, and tech savviness that reflect the rapid advancement of the last decade. While our managers in the workforce took typing classes to learn where the keyboard keys are without looking, we were taking elementary code.
These changes inform both the value and opportunity we bring to the workforce, which is essential for brands to consider as they think about how to best engage this growing pool of their employees.
The Juicy Deets
What does the workforce look like now that Gen Z, born from 1997-2012, begins to establish careers for themselves?
In 2024, Generation Z represents about 18% of the U.S. workforce. By 2030, this percentage is projected to rise to 30%. A purpose-driven group, Gen Z considers job security, mentorship, and career development as critical factors in choosing an industry to pursue their future career.
Some more 4-1-1 below:
- According to Deloitte's 2024 Global Gen Z and Millennial Survey, approximately 86% of Gen Z respondents consider having a sense of purpose at work crucial to their job satisfaction and overall well-being.
- Data suggests that Gen Z is more likely than other generations to change jobs or careers, and nearly half of Gen Z youth specifically interested in computing and technology careers.
- Another recent survey from LinkedIn also found that nearly 90% of Gen Z professionals would leave their current job for another if that company’s values were closely aligned with their own.
How our clients stand out
So, what does Greenough do with all the lovely stats and data about the incoming generation of talent? Beyond supporting brand awareness and media relations, we’re increasingly hearing that support of external communications is helping with talent recruitment.
For some clients, I (proud Gen Z) get to help make insurance cool again, or work with young talent involved in a sustainable (pun intended) careers in lowering carbon emissions.
Clients like the International District Energy Association are highlighting the future success of their industry. Our team recently supported their impactful Patti Wilson initiative of honoring a beloved colleague who had passed, with a program fostering the next generation of young women in district energy.
Other clients like Arbella Insurance Group are committed to partnering with universities to increase momentum for those interested in pursuing a career in insurance. Partnering with both the Isenberg School of Management at the University of Massachusetts Amherst and Benjamin Franklin Cummings Institute of Technology, Arbella is cultivating curriculums on insurance and offering internships to help students advance their career.
Arbella’s Human Resources Department has also found that their Gen Z employees care that the work they are doing aligns with their mission and values. Iniatives like the Arbella Foundation, that continuously give back to neighboring communities highlight the company’s willingness to support their employees and the causes that matter to them.
How to make your brand rise above
Companies will need to start showing up for the next generation of talent. In public relations, we work tirelessly to feature executives in the media and put their hard work on display, but we also realize company success stems from the top down. Companies can achieve success internally and externally with a unified team that feels valued and passionate about the work they do.
A few things Greenough has done to take an extra step in hearing voices across the agency include:
- Employee surveys (hear direct feedback from those that matter most)
- Highlighting employees online from top down (everyone gets some love!)
- Hybrid work (one among many competitive benefits and perks)
From the POV of a Gen Z now one year into the workforce, it is vital that companies show up for their employees from the top down. Taking the time to highlight all employees and ensuring their values and aspirations are met through their work each day helps make the job a career. It’s not just about business retention but creating a culture where existing employees and the next generation can look forward to growing and being a part of the team.
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Let's start a project together.
