In my last article we discussed why it’s time to start caring about Generation Z, as both potential clients and employees. Now that we know why it's important to pay attention and market to this demographic, I'm going to go over how you can do it effectively. With Gen Z making up about 20% of the workforce and 40% of consumers by the year 2020, the takeover has already started, so either get ahead of them- or get out of the way.
When relaying your message to potential Gen Z clients, it’s crucial you give them the full story in eight seconds or less. It’s not an attention span problem but more of an intense filter problem. You have anywhere between 3-8 seconds to grab Gen Z’s attention. Millennials' average attention span was around 12 seconds. The big difference between these two groups is their ability to consume the information. Gen Z has been dealing with multiple screens since a young age (having an iPad, iPhone, laptop, tablet, etc). Because of this fact, it makes Gen Z more difficult to reach. With the amount of information they’re exposed to on a daily basis, they are constantly scanning through different ideas and perspectives; you need to stand out with your message to get their attention. Making headlines large, honest and to the point, is a great place to start. Now don’t go creating clickbait, because Gen Z is smarter than that. Make your content honest and relevant. Gen Z won’t be tricked and if they see you trying to; they’ll definitely be sharing/reposting to expose trickery.
Ninety-five percenet of Gen Z says that YouTube is where they spend most of their time. Video Marketing is a new type of Internet marketing and advertising that within 2-5 minutes can expose specific topics and shed light on what your firm is all about. If you are interested in creating videos to gain new clients, keep videos between 1-2 minutes; and adding captions to the videos is also important, because they are most likely watching the video with the sound off.
As previously mentioned, Gen Z has truly grown up in the Internet Era. They have essentially always been able to Google a question they didn't know or learn a skill from YouTube, and they know the Internet gives them access to unlimited information. It's important to understand that when working with Gen Z.
As an accountant or small business advisor, you offer more than Google does. When trying to reach this audience for potential clients, communicating the value of the true advisor role that you bring, is going to be what gets their attention. This is the generation that has grown up with AI. They don't need your software, they need YOU.
When you start hiring Gen Z into your firm, it's important to understand what they are expecting in the workforce. Gen Z wants to be successful. They want to better themselves and continue to grow as professionals in their field. If you want to keep your Gen Z employees, it's important to create a work environment that thrives on learning and professional growth. While Millennials are often stereotyped as chronic "job-hoppers," Gen Z is interested in "future-proof" jobs and job stability. Help them thrive in your firm by giving them opportunities to grow into their career with you, bettering themselves professionally along the way.
Whether you're hiring them or onboarding them as clients, Generation Z might throw a few curve balls your way. It's important to understand where their goals and priorities lie for a mutually beneficial relationship.
Annie Macklin
Author Bio: Annie Macklin is a senior at the University of Alabama, receiving her Bachelor of Science in Communication Studies and a minor in Criminal Justice in May 2019. She was a Student Ambassador for Panhellenic Recruitment (Sigma Rho Chi), a volunteer for the B+ Foundation, a nonprofit that helps children with cancer, and a current member of Gamma Phi Beta Sorority; all while being on the Dean’s List at Alabama. Annie is currently an intern for Insightful Accountant.