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.