Gen Z has received numerous harsh critics from the business
world. They’re getting flak for their inability to collaborate and communicate,
and 47% of hiring managers protest that Gen Z are the worst to work with and
manage. However, many believe that the younger peers feel vilified and
misunderstood from previous generations. Andrew Roth, founder and CEO of dcdx,
describes his company’s goal as helping other business leaders demystify Gen Z
work culture.
Cosmin Pitigoi, CFO at Flywire, told me by email that he
admires Gen Z and thinks we can learn a lot from them about success in the
workplace. And Hootsuite CEO Irina Novoselksy agrees that older business
leaders can learn from this younger generation of workers. She suggests that
executives borrow a page from Gen Z’s playbook, showcasing three rules on how
to get ahead by using social media.
"Avoiding social media in the morning is said to be
best practice, but as a CEO, I’ve come to disagree," Novoselksy implores.
"Over five billion people are on social media, including every business’s
customers, employees, investors, and stakeholders. It has evolved as one of the
only spaces where businesses can have a two-way dialogue—listening and
talking—to build and nurture real customer relationships."
In today’s digital age, there’s a widespread recognition
that to build and nurture customer relationships, brands need to be on social
media, according to Novoselksy. "While we know that brands recognize
this—with 95% active on social networks—many organizations don’t understand the
business impact of their efforts, let alone the business impact of their own
executive social media footprint."
She explains that executives can play an important role in
driving business impact through social media by connecting directly with their
audience on social. "Sure, it can be scary (and time-consuming) to put
yourself out there," she acknowledges, "but modern relationships
exist on social media, and building relationships is the key to unlocking
growth for your company."
The CEO cites new data from Pavilion and Kickstand that 65%
of B2B buyers say that when evaluating partnerships or vendors, a brand with a
visible executive team presence on social media will win over an otherwise
equivalent brand. She notes that it’s also an important HR tool, pointing out
that 60% of job seekers confirm they routinely investigate a company's social
media activities before accepting a job offer.
"Where does the modern customer first meet or interact
with you?" Novoselksy asks, before revealing, "You guessed it—social
media. And at the forefront of your business’s social media channels are your
social team." Yet, she goes on to mention, 56% of social marketers feel
misunderstood by their boss and declares that the biggest money-move you can
make is to give your social media team a seat at the leadership table to help
inform all areas of your business.
When it comes to Gen Z stereotypes, Marcie Merriman,
cultural insights & customer strategy leader at EY, summarizes it best. She
purports that the views of business executives fall on a continuum. At one end
are the employers who believe the worst assumptions about the younger
generation and consider themselves “victims” who must “suffer” through what
this next generation of workers brings to the organization.
Leveraging Gen Z's social media playbook can be a
game-changer for businesses. By having a social media "breakfast",
posting during peak times, and using social listening, leaders can stay ahead
of the competition. Moreover, incorporating smm panel strategies into their
marketing plan can boost their online presence and engagement. With the right
tools and mindset, businesses can thrive in the digital age.
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