a unique set of characteristics that
could easily propel them to leadership
positions at work (such as expertise
with online collaboration tools), or at
the same time, trip them up and cause
career setbacks (e.g., weak face-to-face
social skills). Like each previous generation, their distinctive perspectives should
be understood so that management
practices can best support their needs.
This generation is diverse and
therefore, so must be your company
culture. Traditional norms and roles
involving gender and race no longer
apply to this group and they rebuff
many of the ideals of what they consider
old-fashioned and out of touch. They
demand to be approached in a manner
that is respectful and even appreciative of their diversity. Growing up in an
environment where there is a great focus
on the negative effects of bullying, Gen
Z has a much lower tolerance for being
called out for being different.
For this group, written communication has become even further abbreviated than the texting language we have
seen pop up from Gen Y. Say goodbye to
OMG and LOL, and hello to expressive
imagery such as emoticons and emoji.
According to Sparks & Honey, Gen Z is
accustomed to rapid-fire commentary,
therefore they may not be the most
precise communicators. This will need
to be monitored by employers to ensure
that the meaning of a message does not
get too loosely translated.
With a whopping
eight-second attention
span, this generation
responds well to “snackable content”—content
that is communicated in
frequent, short bursts. Long
company meetings or memos
likely won’t result in your
desired outcome. You’re better
off sticking to brief messages
that focus on one main point at
a time.
Bottom line: it’s important
not to treat Generation Z like their
millennial predecessors. They have very
different experiences and references. By
endeavoring to understand the quirks of
Gen Z early on and working to accommodate them within your company,
you’ll be better positioned to be
competitive in the hiring and retention
process and make good use of this
promising workforce.
iverse
d
tion is
a
gener
ust be
s
m
Thi
e, so
r
.
herefo
and t
ulture
c
pany
ur com
yo
KRISTEN PEREZ is the FBS marketing and
communications coordinator. You can
contact her at [email protected].
Are You Integrating Mobile Marketing
into
Your Overall Marketing Strategy?
Beyond Audio
www.mysoundog.com
[email protected]
Sources:
1. Guest | Metrics April 2014
2. Burke, Casual Dining Restaurants Landscape Research 2014
SCORE | 2015 Issue 1
+1-231-922-3584
21
THE
Increased focus
to reach your customers
with 1:1 interactions
in real-time via
mobile devices
• In 2013, Modelo
Especial draft
depletions increased
+35% vs. 20121.
• Accounts selling
Modelo Especial
turn it over 40%
faster than the
average craft brand1.
• Modelo Especial
is the #2 Import
beer in the US,
selling +50M cases
annually.
• Average guest
check with Modelo
Especial is $61 vs
$42 with Premium
Domestic Lights2.