I’ve worked in the creative industry for over 20 years, and a large part of what I do is about engaging and retaining brilliant talent. I sometimes feel a bit out of touch with the youngsters coming through, who have entered the workforce in such a different way and at a different time to me. How can I make sure that I am creating the right environment for them to thrive, whilst also learning from them so I can stay in touch with what’s going on out there?
This is a really relevant question to ask as Gen Z are becoming an increasingly large part of the workforce (currently 12%, but in 2023 they will be 35%). So everyone really needs to be focusing on how to engage and retain this generation as it’s pretty fundamental to the future success of any business.
This was a topic at the recent IPA Business Growth Conference, with Josh Krichefski (GroupM EMEA CEO) who was chatting to Nikita Heer (Account Manager, Rock Kitchen Harris) and Prianka Ramlugun, (Strategist, Publicis London). So I shall steal some of the insights from that discussion; as the only way we will learn to engage and retain them is if we listen to them.
The good news was that Nikita and Prianka felt confident that the younger generations still want to work in advertising. The creative environment is seen as a positive environment, they’re excited to work with known brands and they value the flexibility in our industry.
But it’s important we face into the differences with how younger talent in our industry works compared to previous generations. Rapid skill development, greater importance based on work-life balance, competitive salaries, recognition and appreciation are important to this group of people. And having started their careers in the pandemic and then shifting to hybrid working, there can be an increased sense of imposter syndrome; with more time spent on their own with only their own thoughts, compounded by the fact that they know that many of their colleagues have had a very different experience to them. It's a challenging transition to bring the confidence from home into the meeting room.
What is reassuring is the way to ensure they feel valued and listened to is fundamentally about building strong, highly empathetic relationships. Nikita said they were three main areas to ensure Gen Z feel valued; Communication, Recognition and Feedback.
Creating the right environment for both you and them are two sides of the same coin. Great importance needs to be placed on empathetic management styles, which in turn gives the insight we all need to stay relevant to this group of people, as well as invaluably seeing the broader world through their eyes.
Excellent line management is a simple way to make sure young talent is getting all these things, and 360 appraisals also important. Constructive and time bound goals are a key output so there’s a focus on how to rapidly develop, along with feedback so there’s clear recognition of the meaningful impact. Although these are not a once-a-year thing; they are part of an ongoing conversation.
And impact goes beyond what can be achieved in their day-to-day work - opportunities like speaking at IPA conferences, or going into local schools to help people understand the creative industry - are equally meaningful ways of having an impact.
It can also be useful to have more formalised ways to make sure we are learning from the younger generations. Reverse mentoring is on the increase, with lots of senior leaders saying that it helps them benefit particularly from the grasp they have of all things tech. Challenger Boards are also becoming increasingly common, where a young and diverse group of employees share fresh perspectives on challenges and opportunities in the business. And by having things like this in place, the younger generation is successfully shaping the future of the working environment that they will soon be a big proportion of.
Creating the right environment for both you and them are two sides of the same coin. Great importance needs to be placed on empathetic management styles, which in turn gives the insight we all need to stay relevant to this group of people, as well as invaluably seeing the broader world through their eyes.
The Client Service Couch is a new column from the IPA Client Relationship Group. This question was answered by Louise Hayward. If there is a topic you would like us to address anonymously, please email Gabriella Young.
For more on what makes adland’s Gen Z workforce tick, discover our new research 'Defining the modern workplace'
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