Gen-Z in the workplace: internal communication next level

Never has there been so much fuss about the arrival of a new generation in the workplace as Gen-Z. 4 tips for effective internal communication for these gamechangers.

Not just any generation

Gen-Z is still sometimes portrayed as uncoachable snowflakes who get burned out quickly. The reality is different. With three-quarters of Dutch Gen-Zs active in the labor market, one thing is certain: this generation isn’t going anywhere and is valuable because of an open mindset. Born between 1996 and 2009, Gen-Z is also distinguished by their digital skills. They grew up with instant access to social platforms where they are used to having their voices heard. This translates to the workplace: they expect their feedback to make a difference in the internal communication strategy.

The facts:

76% of Gen-Z’ers in the Netherlands are working – which puts us in first place globally, ahead of Iceland and Australia
60% of them consciously choose employers with shared values, even if it means settling for a lower salary
72% prefer to consume information via video rather than text
Source: Deloitte Global Gen Z and Millennial Survey 2023.

Authentic values and meaningful work

This generation is piercing through superficial corporate values. They want to know what you stand for and that you live up to it. They prefer to hear what is not going well, rather than be beaten around the bush. They seek meaningful work that contributes to both personal and social goals. Gen-Z in the workplace is multifaceted; they like to have different roles to utilize all their talents. Consequently, they are always looking for development opportunities both during and outside of work.

Plot twist: print x digital

Although Gen-Z is known for their digital knowledge, they also appreciate physical media. Look at the popularity of #BookTok, where young people share their love for physical books en masse. Like real books, paper remains popular among Gen-Z because they like having something tangible in their hands. MediaTest research confirms this: 58% of Gen-Z’ers still regularly read paper magazines. At Matter, too, we see from diverse client research that print magazines are often better read by young employees than digital versions. What draws their attention are pictorial reports with recognizable situations, honest personal stories, transparent organizational updates and attention to social and sustainable initiatives. They also appreciate some fun and guts, with a big wink whenever possible.

Getting started with internal communications for Gen-Z: 4 tips

Find your ambassadors

Look for internal ambassadors to activate, repeat and reinforce the organization’s message and values in the workplace. Provide a visible point of contact for all colleagues that is accessible.

Engage in dialogue

Stay in conversation every day to discover what colleagues need to stay well informed. Alternate between digital and physical meetings. Link back to teams so everyone feels heard and sees that their input counts.

Transparency is key

Gen-Z desires transparency about who does what and how lines of communication run within the organization. This helps them get a clear picture and feel connected to the organization.

Mix it up: diverse channels for greatest impact

Use various channels and keep messages short and scannable so that the message gets across quickly and effectively. Add in-depth links or moving image/video for more information. This way you give everyone the opportunity to engage with the content at their own pace and interest level.