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Generation Z and Business Reputation

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Generation Z and Business Reputation

Generation Z, made up of young people born roughly between the mid-1990s and mid-2000s, is significantly shaping today’s business landscape. This generation is known for its active use of technology and a critical attitude towards companies and brands.

The report “Challenge Z: communication for the hyper-connected generation” by Kantar IBOPE Media, from 2021, already pointed out that 98% of them access the internet and stay connected for an average of 6 hours and 45 minutes daily. Digital natives prefer mobile devices and 98% of them use smartphones to access the internet.

Social networks also play a vital role and 60% follow brands on social networks, well above the general average, 36%, and has become the main method for searching for consumption options, used by 97% of the group.

Another study, by Consumoteca, with two thousand young people from Argentina, Brazil, Colombia and Mexico, attests to their critical attitude: half of them have boycotted or stopped consuming a brand due to involvement in scandals and only one in four declares loyalty to a brand .

As consumers and professionals, “zoomers”, as they are called, have new expectations, such as valuing transparency, social responsibility and authenticity. These values ​​influence not only your purchasing decisions, but also your career choices.

You may be wondering… Since this article is written by a Percepta professional, dedicated to the area of ​​reputation, what is the relationship between Generation Z and business reputation?

Our goal is to understand how companies can adapt their recruiting practices to attract Gen Z talent, strengthen their reputation as responsible and attractive employers, and even take advantage of their networking behavior to increase the visibility of the company, brand or products. .

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Generation Z and Business Reputation:

A company’s reputation is critical to attracting and retaining Gen Z talent. This generation is deeply engaged with social and environmental issues and expects companies to demonstrate a genuine commitment to corporate responsibility.

Companies that adopt sustainable practices, promote diversity and inclusion and engage in social causes are more likely to attract talent from this group and be seen as employers of choice.

Because Gen Z values ​​companies’ transparency and authenticity, they expect brands to be honest in their communications and operations. Zoomers are quick to expose cases of greenwashing or misrepresentation; Companies that stand out for their transparency and integrity are more likely to earn your trust and loyalty.

Five precautions in the Generation Z Recruitment and Selection process

When recruiting members of Gen Z, companies must take a thoughtful approach to ensure they attract top talent and strengthen their reputation as a standout employer. Here are some considerations:

Transparent Communication: From the beginning of the recruitment process, companies must be transparent about their values, organizational culture, work expectations and benefits offered to employees. Transparency is essential to building a relationship of trust with Generation Z candidates;

Use of Technology: As digital natives, Gen Zers expect recruitment processes to be efficient and digitized. Companies should use online platforms to offer vacancies, video interviews and other technological tools to simplify the process and increase accessibility for candidates;

Flexibility and Work-Life Balance: Gen Z values ​​a healthy work-life balance. Companies must offer flexible schedules, remote work options and attractive parental leave policies to attract talent from this generation

Diversity and Inclusion: Gen Zers value diversity and inclusion in the workplace. Companies must demonstrate a genuine commitment to promoting diversity within their teams and ensuring the recruitment process is fair and inclusive for all candidates;

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Continuous Feedback: During the recruitment process, companies must provide feedback to candidates, even if they are not selected for the position. Regular, constructive feedback demonstrates respect for the time and effort invested by candidates and helps strengthen the company’s reputation as a responsible employer.

It is worth remembering that this audience, when they are proud to belong, ends up spontaneously increasing the company’s visibility. As digital natives, “zoomers” are deeply involved in social media and other online platforms. They use these channels to share experiences with brands and companies, and are influenced by the opinions of their peers when forming their own perceptions about a company’s reputation.

But they are also quick to call out problematic behavior by companies and individuals. This can lead to the public cancellation of brands that are considered inauthentic, insensitive or unethical.

According to the Randstat/Workmonitor 2024 report, “talent wants to identify with the organization in which they work. The need for an equitable workplace and employers who care about them and what they value remains strong.

Learning about the different motivations and needs of different generations will be essential for attracting and retaining talent and, consequently, strengthening your business reputation.

Claudia Bouman

Brand reputation specialist and partner at Percepta Reputação Empresarial

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