Is your association looking for ways to boost your ties with Gen Z members? At times, it may seem like younger members are speaking a different language but strengthening your communication with Gen Z professionals ensures a future of member engagement and retention.
Read our blog for helpful strategies to increase engagement with Generation Z members at your association today.
Who is Generation Z?
Who is Gen Z? Your Gen Z members were born between 1997 and 2012. Pew Research reports that Gen Z is the most racially and ethnically diverse generation in US history. Gen Z has always known the internet, on-demand entertainment, social media, and constant connection.
By 2030, the US Bureau of Labor Statistics projects that Gen Z will account for 30% of the workforce, totaling 61 million individuals. Now more than ever, it’s vital for your association to develop a strategic approach to engaging Generation Z.
How to connect with Gen Z members at your association
Positive member engagement with young professionals doesn’t just happen overnight. It takes strategy, effort, and time. Here are five ways to improve your connection with Gen Z members at your association:
1. Engage on the right social media platforms
Go where your younger members are. According to the latest Association Trends Study, 82% of Gen Z members connect on YouTube and Instagram, 69% on TikTok, and 67% on Snapchat. A look at generational differences shows that Millennials and Generation Z engage more than other generations in all channels, except email, where Generation X engages more.
While 78% of organizations used LinkedIn as their primary social media, only 34% of the total surveyed members engage on the platform. Younger members are even less likely to use LinkedIn, with only 15% of respondents using the network.
Now that you know where Gen Z members prefer to connect, how can you get your association started on a new platform? Look to other professional organizations for inspiration and advice on how to engage. Try following the example of how organizations like Save the Music, No Kid Hungry, or the American Red Cross leverage TikTok to connect with their audiences and follow these three tips to get started:
- Leverage TikTok trends to your advantage
Participate in challenges and create content around hit music to generate views with Gen Z professionals. - Keep your messages concise
- TikTok is a platform that keeps messaging short and sweet. Try building a story or a larger message out of your short videos for your Gen Z members to consume.
- Follow TikTok trends: Stay in the loop with the latest TikTok trends by following hashtags relevant to your association and industry. These trends will better inform how to reach your Gen Z members.
2. Make your website predictive and user-friendly
Is your website optimized to meet young members’ needs? When Gen Z members come to your site, ensure you have what they’re looking for. Young members want personalization. According to research conducted by WP Engine, Gen Z is looking for personalization and predictive technologies. 41% of Gen Z respondents left a website if it didn’t predict what they liked, wanted, or needed. In five years, 64% of Gen Z believe the Internet will be so predictive, it will determine what they do daily. And 66% believe all websites will soon “talk” to one another, presenting a personalized experience across every site, application, and appliance.
As you seek to boost member engagement with Gen Z, try adding increased functionality to your website in the form of FAQ pages and AI chatbots. It’s no secret that young members avoid talking on the phone. Boost member satisfaction by providing detailed answers to common customer service problems on your FAQ page.
Invest in AI chatbots to improve the member experience by offering real-time answers to your member’s questions. Salesforce found that US consumers estimate they are transferred at least once during 87% of their customer service interactions, leading to frustration and dissatisfaction. Gen Z members are eager to embrace innovative solutions for a more seamless service experience, with 44% of Gen Z comfortable with AI creating more personalized and useful content to provide immediate, personalized assistance.
3. Create engaging content
Ensure Gen Z members feel heard by creating content specifically for this audience. How? The easiest way to begin is by talking with young members at events and listening to their experiences. By building relationships with Gen Z members, you can learn what industry issues are important and likewise what content members want to see. Through your continued connection with young members, you’ll also ensure your content is engaging and authentic to readers.
Another great way to gather ideas for content for young professionals is to meet with your staff. It’s likely your employees have a better understanding of the membership experience. Turn to them for guidance about the specific challenges Gen Z members face. Once you have topic ideas, be sure to build them out in various content mediums including social media posts, videos, webinars, blogs, and whitepapers.
4. Listen to your Gen Z members
If you don’t already have a dedicated online platform at your association, invest in an integrated virtual community to boost Gen Z member engagement. Create dedicated subgroups for young professionals to network as they join your association. Try connecting new members with member ambassadors to increase organizational awareness. While moderating the online platform, take the time to listen to any suggestions or concerns.
5. Ask for their feedback
Young members will invest in your association if you, 1.) routinely ask for their feedback, and 2.) implement their suggestions. Consider using pulsing surveys to regularly capture member feedback. Pulsing surveys are quick to complete and sent weekly to bi-weekly, with one to two simple questions.
A focus group is another fantastic method to capture member feedback. While not anonymous, focus groups allow for discussion over a series of questions, encouraging thoughtful consideration of one’s feedback. When creating a focus group of your Gen Z members, ensure you pick individuals that are representative and diverse of the demographic.
Most of all, you’ll want to guarantee that you acknowledge and follow up on any feedback your association receives from surveys or focus groups. Doing so ensures a fantastic ongoing connection with your Gen Z members.
It takes time to engage with young professionals at your association. Start by planting the seeds, nurture the connection, and watch it grow!
