Developing employee brand advocates in a multigenerational team

There are currently five different generations working alongside each other in the workplace, presenting new opportunities for businesses leveraging the benefits of a multi-generational workforce. The diversity naturally shows the generational differences not only in what they value, but also their digital marketing acumen and how they communicate.

The generational differences became even more significant in a hybrid setting, making it more important to create a holistic work environment suitable for employees of all life stages as trends on both ends of the age spectrum demand a much more collaborative, networked, and fluid workplace where each generation is actively engaged.  

Silent Generation (1928 to 1945)

The oldest generation, born between 1928 and 1945, this group is focused on traditional values and are loyal to the brands they know. Their approach it more traditional, with strong work ethics, determination, and resilience. This generation is the least tech savvy one, and even those with digital confidence prefer face to face communication over virtual connections, therefore the next best option to encourage this generation to act as brand advocates are phone calls. If they feel comfortable and supported by their organisation, they are prepared to provide word of mouth recommendations and share their knowledge and experience.

They are less likely to use social media, although some may use Facebook. Typically, they favour print media, newspapers, and magazines, as well as television, being the most active TV watchers. For organisations looking to empower this generation as brand advocates, there is an opportunity to tap into the network they created during their lifetime, both online and offline. As they value face to face connections, they will feel more comfortable to attend events, but leveraging additional online channels such as LinkedIn can maximise their efforts both pre and post event.

Baby Boomers (1946-1964)

The key characteristics of this generation include a strong work ethic and an independent approach, with phone communications and face to face meetings, as well as email being their preferred channels to keep in touch. According to Sprout Social, Baby Boomers use Facebook the most, as well as WhatsApp and YouTube. They enjoy the family and social aspect of Facebook, and they use it to keep in touch with others. They mostly use the platform for its traditional use – socialising, making them well positioned to leverage and build their social networks.

This generation is more social media savvy than the Silent Generation, as they are already enjoying the benefits for their personal use. With an established foundation, they are more open to advance their social selling skills and use social channels to expand their employers’ brand reach. To maximise their social networks, they need to understand which social media are the most effective for their area of expertise and tailor their communication approach to their connections.

Generation X (1965-1980)

Born between 1965 and 1980, Gen X is the smallest generation of all. They are known for being the bridge between Baby Boomers and Millennials and they grew up with some of the biggest leaps in technology advancements. This demographic is definitely more tech savvy than their earlier counterparts, mostly on par with Millennials. They respond well to digital marketing, however, still prefer an in-store experience to online shopping. Email marketing is the best way to reach this generation, and it’s their preferred way of communication.  

Tapping into their network and communicating via a combination of digital channels can be an effective way to establish a presence and regular cadence of communication leading to brand awareness and lead generation. This generation is more likely to feel more comfortable reaching into their alumni networks and reconnect via social media, building on the established connections and using the power of digital word of mouth.

Millennials (1981-1994)

These digital natives are the social media babies and early adopters of new apps and technology trends. Though they grew up in a more affluent society than any generation before them, as they entered the workforce, they were hit with the financial crisis of 2007-2008.  However, this just turned Millennials into the largest generation of entrepreneurs. They are known as the ‘snowflake’ generation, focusing on what they want spiritually and emotionally, they value work-life balance and self-care over doing long hours.

Most of their own brand discovery comes from Instagram and Facebook, so these channels are likely to be ones they feel most comfortable with. Build on their knowledge and experience with the social media platforms, especially if your business is product focused – they trust social media influencers and turning them into one for your brand can bring significant benefits.

Generation Z (1995-2012)

Generation Z or ‘Gen Z’ are the youngest generation currently in the workplace, very similar to their Millennial counterparts, if more societally and environmentally conscious and a pragmatic demographic. Another recession hit demographic; this generation is more in tune with economic struggles as well as political inequities. They are a progressive and forward-thinking group that are very vocal on topics that older generations might have shied away from.

They are not afraid to speak up, and they value authenticity. This means that they are not afraid to show their faces and use their voice – which makes them a perfect digital storyteller. This generation is more comfortable with video content and providing recommendations where they believe credits are due. Sharing real life experiences, their networks can relate to them and trust their opinion, making them powerful brand advocates.