You may know them as the TikTok generation or iGen, but Generation Z (born 1996-present) is the newest force to enter the workplace. Gen Z currently accounts for 24.3% of the US population and is expected to make up 30% of the US workforce by 2030. They're the most diverse generation in US history and are on track to be the most educated generation. In this article, we'll lay out what you need to know about Gen Z.

The powerful influence of the campus

College has been a testing ground for young people of every generation, and it is also one of the best places to go to recruit talent. We recommend reaching out to clubs and student groups on campus to connect with students, understand new trends, and learn how they think. Students will be able to learn from professional mentors what to expect in the real world, and professionals can better understand the psyche of their soon-to-be employees and peers.

Masters of technology

If you're a Millennial, chances are you still remember dial-up internet, landlines, and floppy disks, but Gen Z grew up in the age of the iPhone. For them, information and connection to others has always been just a click away. Most Gen Z individuals use Instagram, Snapchat, and YouTube to communicate with peers and engage with content and influencers. According to IBM, 75% of Gen Z prefers using a smartphone versus a traditional desktop or tablet. When planning new marketing campaigns and communication, look to mediums such as short and long-form video in addition to articles, and think about how your content is displayed on smaller devices like mobile phones.

Engage with their key qualities

Diversity
Gen Z is actively dedicated to championing causes that help elevate the collective good of their community, especially on topics related to diversity and equality. Spend time listening, researching, and discussing these issues together with members of the younger generation to build a better and brighter future.

Independence
Individuality is important to this generation. Every person's unique skill set and perspective can help create a better, stronger team. Encourage young people in your organization to develop their talents in challenging and constructive ways.

Focus
Gen Z has a shorter attention span than their Millennial predecessors, due to the constant influx of information that's been available to them through the internet. Capture and maintain their attention quickly by providing content that is relevant to their interests.

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