Hopefully you had the opportunity to read my article in last month’s Insider Journal, which focused on Marketing to and Resonating with the next frontier of consumers: Gen Z. (if for some reason you missed last month’s issue, and it landed in your eco-friendly recycling bin, you can still check it all out in your members-only toolkit…)
This month I want to continue the topic of Gen Z, but in the context of employees and associates, rather than consumers. In this article we will look at how you can prepare to Motivate and Manage your Gen Z employees, maximizing their unique skill sets to your firm’s advantage. While you may still have more Millennials and Gen X employees on staff at this moment, that landscape is inevitably going to change.
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Technically, Gen Zs were born between 1996 and 2010, making the oldest segment of this emerging generation already in their early 20s! This means that you are probably already employing a few Gen Zs and that number is only going to rise in the very near future. It is estimated that this demographic will make up a whopping 30 Percent of the workforce by 2030 (and 40 % of the consumer base by 2020) From intake to case management, to paralegals and attorney associates, Gen Zs are here and more are coming.
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Given these statistics, the wise law firm owner needs to understand how to manage and motivate Gen Zs; Fortunately, it isn’t as mysterious or elusive as you might think. For starters, don’t make the mistake of assuming that Gen Zs mirror their Millennial comrades. The truth is, Gen Zs have attitudes, characteristics and skill sets that are distinctive and which you can use to your firm’s advantage! Bonnie Monych, a Workplace Performance Specialist with Insperity, and author of “Get Your Shift Together: The Secret to Working with Multiple Generations in the Workplace,” insightfully describes Gen Z as follows: “Gen Zers are independent, creative and much more entrepreneurial in how they approach work. Watching their parents struggle to make ends meet during the 2008 recession and growing up during the evolution of startup culture and the gig economy (think Uber), likely inspired their initiative.” Many are apt to be “less focused on traditional career milestones such as graduating from a four-year college, getting a degree and then going to work.”
Surprisingly, Gen Zs are likely to be more motivated by financial incentives such as insurance plans, student loan repayment assistance, and competitive salaries than their Millennial counterparts. They are loners, who prefer to work independently rather than in collaborative settings, when it comes to completion of tasks and projects. But, like most of us, they appreciate one-on-one coaching, feedback, affirmation, and the opportunity for career advancement. Since they grew up in a world of High-Speed Internet, and mobile devices at their earliest fingertips, they are incredibly Tech Savvy and are astute multi-taskers. They are quite comfortable, and in fact, thrive, interacting with multiple apps and devices at one time. Like Millennials, they desire work/life balance, and flexibility when it comes to working hours and prefer to be judged on productivity rather than hours logged in an office chair. (a logical concept, since current technology allows us to take our work with us, synced to our phones, laptops and tablets) It seems, however, that unlike Millennials who are known for wanting the workplace to be a “fun” place, with extra perks, unlimited PTO, etc, Gen Zs are more focused on the financial gains to be had in the process. (see e.g., How to Inspire and Motivate Your Gen Z Employees, Henly,D., Forbes.com, 7/11/19)
Like Millennials, Gen Zs also want to feel that their work matters, and that they are advancing core values that they can believe in. Here are 6 Take-Way Tips for Leveraging the Gen Z skill sets in your Law firm:
1. Entrepreneur Mindset: Gen Zs are apt to have an entrepreneur mindset. Firms can capitalize on this by creating a firm culture of employee ownership, where employees feel they are a vital part of something bigger than themselves. Firm wide quarterly meetings that keep employees in the loop, with an understanding of where you want to take the firm, and how their work fits into this vision will increase motivation and performance. Likewise, give them opportunities for career and educational advancement within the firm. With this entrepreneur mindset, however, the Gen Z associate may be more apt to leave your firm, taking your clients with them, so you will want to make sure that you have safeguards in place to protect your interests as much as possible.
2. Maximize their Multi-tasking Skills: Busy law firms yield major opportunities for multitasking. Think of your intake department, for example, where employees are expected to be talking with clients while simultaneously entering data into the computer/case files. You may find that with clear cut procedures and protocols, Gen Zs will excel in a variety of firm positions.
3. Techies on Steroids: Gen Zs “need” technology; they have grown up surrounded by technology and a host of devices, and they know how to use them. Successful law firms also thrive with the use of technology. Thankfully, Gen Zs won’t be the employees balking at new case management systems or policies to increase client google reviews. They innately understand the need for the latest technology in both life and business. Why not take advantage of Gen Zs aptitude? They can help you test out new potential software, and should have little problem helping you incorporate and optimize the use of technology to get more work done effectively and efficiently.
4. Social Media Savvy: Since Gen Zs have grown up with Instagram, Snapchat, YouTube and such, give them opportunities to help promote your firm through Social Media Platforms. They aren’t strangers to selfies, so consider having them showcase your firm through live videos, introducing employees, live walkthroughs of your office, or sharing your firm’s latest community sponsorship programs on social media?
5. Embrace Flexibility: As with Millennials, Gen Zs appreciate the opportunity for flexibility with work hours. They are ready, willing, and able to work off hours and in evenings on their laptops in exchange for the freedom to have some day hours to themselves. Rather than fighting this mindset, reward their productivity and give them the opportunity to shine and you will likely be rewarded with motivated employees who are happier and more productive.
6. Individual Work rather than Collaborative Work: When possible, give Gen Zs opportunities and responsibilities for work they can do on their own. When collaborative work is necessary, you may need to assign specific individualized tasks within the team structure.
Gen Zs are a talented, tech-savvy generation that can be a real asset to any law firm. By attempting to understand this emerging demographic, you will be able to utilize their skill sets to help your firm thrive and experience even greater success in the years to come. ◆
