5 tips to unlock the Gen Z code: Attract more members to your association

Is your association ready to connect with Generation Z? While our team doesn’t claim to have all the answers, this blog offers essential insights into how to recruit Gen Z professionals. 

If Gen Z isn’t on your association’s radar, it’s time to make some changes. There are 68.6 million Generation Z Americans, making them a significant demographic. Not only is Gen Z the most racially and ethnically diverse generation in history, but they’re also poised to make a major impact. By 2030, Gen Z will account for over 20% of the workforce. 

Continue reading our blog for a crash course on engaging Generation Z, complete with five key facts and tips to help your association prepare for Gen Z members. 

5 key insights into Generation Z 

To help you understand Gen Z, here are five vital facts about your members born between 1997 and 2012:

1. Gen Z has strong social media preferences. 
   While you may know TikTok, does your association use it effectively? Along with Instagram and YouTube, TikTok is a favorite among Gen Z. According to the Association Trends Study, 69% of Gen Z prefer TikTok, while 82% gravitate toward Instagram and YouTube.
   
2. Gen Z is mobile-first.
   Growing up in a world of smartphones and digital technology, Gen Z relies heavily on mobile devices. In fact, 98% own a smartphone, and 55% use theirs for five or more hours a day. A study by Yello revealed that 46% have even applied for jobs or internships via their phones.
   
3. Gen Z values personalization.
   Gen Z expects a tailored experience. Adobe research shows 64% of Gen Z consumers believe brands should offer personalized experiences. Does your association meet that expectation?
   
4. Gen Z loves sharing feedback. 
   Generation Z is vocal about their opinions, especially regarding shopping. Accenture found that 70% have written at least one product review, and 40% routinely share feedback.
   
5. Gen Z is drawn to innovative technology.
   Tech-savvy and forward-thinking, Gen Z prioritizes cutting-edge tools in their career choices. According to Dell, 91% of Gen Z consider technology a critical factor when choosing a career, and 80% want to work with innovative tech. 

Five things you need to know when recruiting How to recruit and engage Gen Z members Gen Z members

Now that you better understand Generation Z, you’ll be prepared to recruit the demographic to your association. Follow these steps to get started:

1. Expand your social media reach.
   To connect with Gen Z, meet them on their favorite platforms. While many associations focus on LinkedIn or Facebook, these may not be where Gen Z spends most of their time. Boost your presence on TikTok, Instagram, and YouTube to reach this audience effectively. 
   
2. Prioritize mobile responsiveness.
   Make sure your website, applications, and communications are mobile-friendly. A mobile-responsive experience allows Gen Z to seamlessly interact with your online community, register for events, and access resources—anytime, anywhere. 
   
3. Deliver personalized experiences.
   Gen Z thrives on customization. Use tools like automated email marketing and live chatbots to create tailored interactions that enhance their journey with your association. Personal touches can significantly improve engagement and satisfaction. 
   
4. Enhance e-commerce.
   Upgrade your e-commerce platform to cater to Gen Z’s preferences. Features like personalized product recommendations, abandoned cart reminders, and seamless shopping experiences can make all the difference. 
   
5. Focus on career development.
   Gen Z professionals are eager to kickstart their careers. Offer student memberships with access to exclusive internship and job boards, mentorship programs, and career fairs. These opportunities can help them build networks, find jobs, and grow professionally.

Learn more about Gen Z  

Gen Z represents a unique opportunity for associations looking to grow their membership and make an impact. By understanding their preferences and adapting your strategies, you can position your organization as a hub for this vibrant, tech-savvy generation. 

Start implementing the strategies in this blog to recruit, retain, and empower the next generation of professionals!