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LinkedIn has published new insights based on a survey of more than 18,000 professionals, which examine how Generation Z employees are approaching the workforce. The report also examines how the workforce is adapting to these early career employees, and what marketers think matters most when it comes to connecting with them.
The notes provide valuable insight into how younger professionals connect in the app, and how marketers can tap into this. It also offers ways for companies to find the right employees through their connection approaches.
This audio is auto-generated. Please let us know if you have feedback.
LinkedIn has published new insights based on a survey of more than 18,000 professionals, which examine how Generation Z employees are approaching the workforce. The report also examines how the workforce is adapting to these early career employees, and what marketers think matters most when it comes to connecting with them.
The notes provide valuable insight into how younger professionals connect in the app, and how marketers can tap into this. It also offers ways for companies to find the right employees through their connection approaches.
First, on professional connection. LinkedIn data showed that around 72% of Gen Z professionals are missing out on opportunities because they’re hesitant to step forward for fear of bothering people (37%), being judged (37%) or sounding inauthentic (34%).
The data also showed that 53% of Gen Z professionals aren’t sure how to get started with professional networking.
This is a key consideration, because per LinkedIn: “More than a quarter of Gen Z (27%) professionals say they found their next opportunity through professional communities online, and LinkedIn data shows U.S. job applicants with an inside connection were nearly 7x more likely to get hired than those without one.”
LinkedIn said it wants to help by facilitating more connection opportunities in-stream, including through its evolving in-app games element, which could provide opportunities for Gen Z members to break the ice.
In terms of marketing potential, LinkedIn data showed that:
Nine in 10 marketers agreed that future growth depends on influencing younger decision-makers.
Forty-two percent of respondents said that content from expert voices is the most effective way to connect.
Eighty-six percent of U.S. marketers agreed that Gen Z and millennial buyers trust peer recommendations and expert voices more than branded marketing.
Gen Z buyers are most likely to engage with short-form and immersive videos (49%), as well as with content from expert voices (42%).
The data also showed that 73% of respondents thought brand credibility was becoming more important than brand visibility. In particular, younger audiences are more invested in the brands they align with.
The insights point to the key trends that can help to drive appeal with younger audiences, and improve both professional and consumer appeal with this cohort.
Essentially, businesses need to improve their connection process to help advance younger staff members through relevant pathways. Meanwhile, marketers need to consider these key messaging elements in order to enhance their appeal with the next generation of consumers.
Short-form video featuring expert insights could be key on both fronts.
