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Bridging the gap: Communication strategies for engaging Gen Z employees
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Contents
If you’ve stumbled upon this blog, chances are your workplace is already buzzing with the energy of Gen Z, or it soon will be. As of 2025, Gen Z will make up nearly 30% of the global workforce, according to the World Economic Forum. They’re not just showing up, they’re shaping the future of work.
This generation has grown up in a hyper-connected, socially conscious, and fast-paced digital world. As a result, their expectations around communication, leadership, and culture differ significantly from those of previous generations. And the gap between what Gen Z wants and how many companies currently communicate is already showing cracks:
- 75% of Gen Z employees say they would leave a job if communication from leadership lacks transparency (Glassdoor, 2023)
- 60% prefer communication that is visual, personalized, and mobile-friendly (Adobe Future Workforce Study, 2024)
- Only 45% feel their company communicates effectively with them (Gallup Gen Z Insights Report, 2023)
These are the signs that organizations need to rethink their employee communications if they want to engage with this emerging workforce. This guide is your foundational building block for crafting a communication approach that resonates with Gen Z employees. An approach that is clear, concise, authentic, and inclusive.
The Gen Z view of work and communication
Dealing with this generation isn’t rocket science, but it does require a shift in the mindset. Organizations must bridge the gap between traditional workplace norms and the new expectations Gen Z brings. Without this balance, communication gaps can emerge, leading to misunderstandings, disengagement, and ultimately, a costly loss of talent.
So, what can you do differently to build trust and loyalty, while fostering an inclusive, dynamic culture? Let’s explore.
Gen Z looks for authentic leadership
This generation expects leaders to be genuine, transparent, and approachable, not hidden behind layers of polished corporate jargon. They appreciate managers who communicate openly about both successes and setbacks, demonstrating integrity. According to a LinkedIn Workforce Confidence study, 87% of Gen Z workers say it’s important that their company has leaders they can trust and relate to.
Apple’s CEO, Tim Cook, exemplifies this by speaking openly about issues such as privacy, sustainability, mental health, and social equity — topics that matter deeply to Gen Z. His communication style strikes a balance between corporate responsibility and personal values. Also, Chip Bergh, CEO of Levi Strauss & Co., has taken a public stand on actions that resonate with socially conscious Gen Z employees.
- How can these examples help you strategize?
You can focus on building public-facing and transparent leadership. Leaders who share value-driven stories and vulnerabilities are perceived as real and tend to build better connections with Gen Z talent. Additionally, engaging directly on platforms like LinkedIn, Twitter (X), or even Instagram helps leaders to ditch their corporate cloak and show their authentic selves.
Gen Z values empathy-driven communication
Empathy and compassion are the glue that holds relationships together. In the professional environment, these values are even more critical for your modern workforce. Open conversations about mental health, personal growth, and overall well-being aren’t just appreciated, they’re expected. A 2023 Deloitte study found that 46% of Gen Z employees report feeling stressed or anxious most of the time, and they want their employers to care about their well-being.
Bumble CEO Whitney Wolfe Herd openly discusses work-life balance, burnout, and being a working parent, both internally and in the media. The company shut down its offices for a week in 2021 to give employees a collective mental health break, a move applauded by Gen Z employees.
Salesforce runs mental health campaigns, provides wellness resources, and encourages leaders to share their personal stories during internal meetings, which creates a safe space for open and empathetic communication. After all, employees spend a significant amount of time at the workplace. So why not make it a place that feels like a warm hug when needed the most?
- Need a headstart?
Consider crafting a communication strategy that normalizes discussions on emotional well-being. A little effort goes a long way! And if you are wondering how not to make your employees feel like you are invading their personal space, you can focus on doing one thing at a time. For instance, strengthen personal connections at work by creating a communication platform that prioritizes listening. Another indirect way to add empathy in the communication strategy is to address societal events with supportive language and actions. How? Plan a tea-time conversation that allows your team to share things that matter to them. Name it ‘Cuppa Convo’ maybe?
Gen Z prefers inclusive and tailored communication
Growing up in a digitally connected and culturally diverse world, Gen Z demands inclusivity. They expect communication to reflect a variety of backgrounds, identities, and perspectives, delivered in formats that match their fast-paced, mobile-first habits.
If you think lengthy emails or PDFs are the best way to reach them, think again. Snackable communication — like short videos, GIFs, memes, emojis, and direct messages — is far more effective. So, go ahead and send the daily task report by including GIFs and memes that perfectly describe the mood of the team. This simple action sets a tone for the day and makes work fun.
According to Adobe’s Future Workforce Study, 60% of Gen Z prefers visual communication (like videos or infographics) over text-heavy formats. Therefore, L’Oréal, a popular brand among Gen Z, uses gamified apps and bite-sized social content to communicate with Gen Z recruits, helping them engage and understand the company’s departments. Another such example is Google’s internship onboarding. It includes YouTube-style videos that are short, diverse in representation, and tailored to various regions and languages.
- Here’s how you can be more inclusive
Start with crafting a communication strategy that is gender-neutral, culturally sensitive, and identity-affirming. Ensure diversity in leadership to exemplify that anyone can be a leader based on their eligibility.
Additionally, you can consider crafting segmented communication pieces based on roles or interests. Because you cannot talk to a millennial manager like a Gen Z fresher, when asking them to be a part of a Friday Fun activity, can you? Their priorities differ, and so should your messaging.
Gen Z filters noise quickly
In an age of information overload, the young generations have become skilled at filtering out noise. They have little patience for empty updates or vague corporate talk. Every message needs to have a clear purpose and relevance.
Around 58% of Gen Z workers say they ignore emails or internal announcements that don’t immediately seem useful or relevant (McKinsey, 2022). Keeping this statistic in mind, many companies whose significant workforce is Gen Z prefer short and to-the-point yet captivating messaging. For instance, Spotify crafts internal messages that are sharp and mission-driven, often starting with “Why this matters to you” to ensure every message earns their attention. Additionally, its employer branding on social media platforms focuses on being relevant, trendy, and purposeful.
The content not only needs to be concise but also interesting to consume. Adobe uses internal storytelling campaigns that connect business goals to social impact, making communication purposeful and emotionally relevant.
- Make your communications more engaging
Keep your internal messages brief and mobile-first. Consider pairing messaging with visuals and short videos for better engagement. The young talent is always looking for what is in it for them. So, instead of broadcasting a generic message, start with a headline that says, why it matters to them. And most importantly, avoid corporate jargon. Though this has been a preferred way of communication for years now, it is a huge turn-off for the modern workforce. The need of the hour is to lean into storytelling and visuals, if you expect to have their attention.
Gen Z expects open, two-way conversations
Gone are the days when leadership simply made announcements from the top down. Gen Z expects genuine two-way communication. They want to be heard and have their feedback valued. Failing to do so adversely affects engagement and loyalty towards their employers. About 78% of Gen Z employees indicate that they want to be involved in decision-making, and open dialogue with management increases their loyalty (EY, Gen Z Survey). This way, companies can ensure the young workforce in their organization is being given the attention and importance they expect.
Renowned companies like HubSpot run ‘Ask Me Anything’ (AMA) sessions with executives, use pulse surveys, and share actionable outcomes based on employee feedback. This simple Instagram-inspired idea is an interesting way to get actionable insights from the fresh talent.
Companies can also draw inspiration from Unilever, which developed a platform for Gen Z interns and new hires to share ideas, some of which have directly influenced internal policies. Such an initiative showcases that a company truly cares for the emerging Gen Z professionals.
- Here’s how you can do it
Foster employee voice through open forums, pulse surveys, and Q&As. Let your modern workforce know that their opinion matters. And don’t be in a dilemma to get their feedback on the company direction and initiatives. Go ahead and start that conversation. Take a step ahead and respond publicly and consistently to their concerns. Making intentional efforts to listen to the Gen Z voices will make them feel valued and their suggestions will keep the organization relevant in the rapidly changing world.
Building the future, one conversation at a time
As the most digitally native and socially conscious generation yet, Gen Z is reshaping the way organizations think about work and communication. Companies can successfully engage, inspire, and retain this new generation of employees by embracing authenticity, empathy, inclusivity, and honest two-way communication.
In the end, the goal is simple. Create a workplace where Gen Z feels valued, heard, and connected. Communication isn’t just about transmitting information. It’s also about building relationships. And with the younger generations in the workforce, those relationships will determine the future of your organization.
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