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A Workforce to be Reckoned With

The Challenge

Helping a leading networking website understand Gen Z and their professional mindset.

Networking websites are a big part of any job search these days – whether it’s looking for a first job or seeking the next step in a career path. However, Gen Z poses a challenge. They have a very different relationship with social media and have entered the workforce during a time of significant change. How they approach the world of work, interact with colleagues, and ultimately search for jobs is different to previous generations. Our client needed to understand this generation so that they could build initiatives that attract and retain Gen Z, as well as give them the tools they need to succeed in an ever-evolving workplace.

The Approach

Our job was crystal clear. To explore who Gen Z are as a generation, what they imagine their futures to look like, and what they value in life… and in work. This included an extensive review of our IP and external reports, to help inform the questions we asked them, to ensure we approached the topic of work in a way they could relate to. We then conducted a two day digital diary across three markets, to give them the space and the freedom they needed to reflect on their feelings and experiences, and feel comfortable opening up.

Lastly, we invited a select group of star respondents to take part in live group conversations to dig even deeper into their professional mindset and their reaction to our client’s platform. Let’s just say, they didn’t hold back.

The Impact

We learnt that Gen Z’s professional journey is wildly different compared to previous generations, which shapes the way they want (and expect) to engage with networking platforms. This research not only informed potential communication strategies, but also identified what tools Gen Z might need and how they’ll change the workplace.

Understanding The Core Target

Help a leading car manufacturer establish itself as a future-forward brand by getting up close and personal with its core target. Where once the brand had centered itself on playing up its underdog status; its new goal was to redefine itself as a transformative leader of tomorrow, putting inspiration at its center.

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Positioning Tech and Food

A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.

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Understanding the Core Target

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

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Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

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