SME MARKETING
Millennials And
Generation Z: 5 Steps
To Engage And Retain
A Powerful Marketing
Workforce
By Valerie Ambetsa Siganga
A
t some point as a marketer, you
may have done a Google search
with the words, “What are the
secrets to success?” Somewhere in the
results, you will see building a strong,
dynamic, motivated team. With the best
intentions, you set about making this
happen. However, ‘vitu kwa ground ni
different’.
Most managers in marketing, especially
in SME’s are Millennials. They were born
during the 1980s and early 1990s. Brand
activation teams and sales promoters are
made up of younger people known as Gen
Z. They were born from 1995 moving
forward and are now entering
employment.
amount of time that we have to 'wow' and
onboard the Gen Z's.
The first touch-point before activation is
training. The benefit of this short attention
span is quick intake of critical information.
During training, introduce your brand
to them using video. Millennials also
benefit from opportunities for continuous
engagement and learning by using a
YouTube account. For retention, email
is a less popular option. Establish
communication
through
text
and
WhatsApp messaging platforms.
Step 2: Using Social Media
Step 1: Mastering Attention
Spans Millennials are early adopters of social
media - not born into it, but key to
making it grow. Gen Zs are digitally
native and connecting on social media
even before they were teenagers. They are
highly visual and communicate through
texting. They like some anonymity on
social media, preferring platforms where
messages disappear within 24 hours.
Group engagement is a big deal, with Gen
Zs feeling pressure to conform with key
influencers rather than stand-alone.
As a millennial, I was taught to work hard
in school, get a job and then succeed in
life. Though many millennials have taken
a different path, this was the fundamental
foundation for growth. Paying attention
to detail is key to being a millennial. Gen
Z is characterized by having a very short
attention span of around eight seconds at
a time (think Vine or Tik Tok Videos).
When recruiting the workforce, this is the As a millennial, sharing detailed
information is a core strength. It is
possible to tap into that strength, and still
appeal to Gen Zs through infographs.
This allows for disseminating information
in seconds. With the screenshot and
sharing era, companies need to ensure
that the information they share is accurate
and outlined professionally. Also, worth
noting is speed of response, as the younger
Millennials hiring Gen Zs need to
understand their attitudes towards work
as well as life. This will result in the
creation of a powerful, impactful, results
and solution-oriented workforce. Here
are five steps for the engagement and
retention of the Gen Z employee.
70 MAL35/20 ISSUE
generation are used to immediacy. Direct
messaging using text is better than sharing
group messages for sensitive information.
Step 3: Tapping into
motivation
Gen Zs are interested in taking control of
their success, which is similar to millennials
today. To engage and retain them, tap into
that desire, and create a competitive work
environment that allows for collaboration.
Young employees need to understand how
they are making an impact on the success
of the organization. They will thrive as
marketers when the environment gives
and takes.
Continuous learning and skill development
in the form of training can boost retention.
Also, giving them a clear career path can
motivate them to aim for a goal while
working on any type of promotion.
Step 4: Offer Innovative Job
Security
Job security is a fickle subject with Gen
Zs. They are likely to move from one job
to another seeking better opportunities
as they shape their careers. When you
encounter brilliant workers, to retain a
long-term team, marketing promotions
should focus on being innovative and
flexible in their approach. Whereas
millennials are motivated to meet life
building goals, Gen Zs thrive on feeling
included and being able to share and act
on their creative ideas.