How to Recruit Gen Z Members

Gen Zers have never known a world without the internet and never used a phone with a cord. They account for 40% of mobile users worldwide. This mobile-first generation expects you to deliver membership experiences, like onboarding, connecting, and learning, to their phones.

Online is where Gen Zers thrive. Along with Millennials, they say they “feel most like themselves” online, not offline—older generations are just the opposite. They’re more likely than their elders to say they feel “more valued for their talents,” “more appreciated,” and “more creative” online, rather than offline.

Gen Z compares your online reading, watching, learning, connecting, and purchasing experiences to what other brands offer. Budget is no excuse. They come to you with expectations based on what they’re used to: subscriptions, monthly payments, and, most importantly, personalization.

Gen Z wants membership on their own terms: convenient (mobile), on-demand, and customized. They expect you to tailor their onboarding experience, emails, newsletters, and website content to their interests and needs. You can’t personalize their experience unless your association management software (AMS) gives you a 360-degree view of members.

Because of the economic conditions they witnessed growing up, Gen Z is a practical generation. 62% of them said a “good salary” was their top selection criteria for job offers—up from 45% who said the same in 2021.

But don’t assume these young professionals understand the ROI of an association membership. Spell it out for them. They may not know anyone who belongs to an association—and may not feel confident about spending their money on membership. Explain how membership can help them find a good job and earn a higher income.

Researchers believe Gen Z is more risk-adverse and commitment-phobic than other generations were at their age because of:

• Too much social media screen time
• Isolation
• Helicopter parents and teachers who prevented opportunities for independence

Position association membership as a low-risk investment that delivers a high ROI. Describe how the benefits of membership can make a positive impact on their young careers and lives—connect the dots for them.

To market effectively, find out what Gen Z thinks of your membership model. Do they compare it to the Costco model, where members pay for the privilege of getting in the door and then have to pay additional fees for online education?

They may resent paying more for experiences they assumed were part of the membership deal. To provide more value, consider a tiered membership model that offers a limited amount of online education and career resources for young professionals. But first, make sure your association management software (AMS) can handle an unlimited number of membership types and statuses, like re:Members AMS does.

For many Gen Zers, paying dues is simply out of the question. They don’t have money to spare. Employers are often unwilling to provide a sufficient professional development budget to young employees.

Ease the financial burden by:

• Deeply discounting membership dues
• Subsidizing dues with sponsored scholarships
• Spreading out payments in monthly installments

If membership is truly out of reach, welcome Gen Z as prospective customers for your introductory education and credentialing programs. Commit to nurturing them as membership leads in their early-career years. One day, when they can afford membership—and if you’ve been a valuable, trusted resource—they’ll join.

In Deloitte’s research, Gen Z said their opinion of an organization is based not only on the quality of its products and services, but on its ethics, practices, and social impact. 77% prefer to work at organizations whose values align with their own. Organizations “have to demonstrate they take action consistent with their ethics and values, and this action must be front and center of their brand for prospective Gen Z buyers and employees to see.” They probably feel the same way about membership organizations.

As the most diverse generation in U.S. history, Deloitte said Gen Z prioritizes diversity across race, gender, and orientation more than any other generation. Over half of Gen Z is neurodiverse. They’re sensitive to the needs of others and expect organizations to deliver accessibility to all.

92% of Gen Z see neurodiversity as an entrepreneurial strength, which is encouraging since 75% aim for entrepreneurship in their careers.

Gen Z values transparency and authenticity. They want to see how things work in the association: how volunteers and leaders are chosen, how decisions are made, and how they can contribute. They expect you to walk your talk about inclusivity.  

Because they want to make an impact, don’t exclude them or make them wait years until they can meaningfully contribute their time and talent. They want to feel of use when volunteering, not used as free labor.

Gen Z is a purpose-driven generation. They’d love to belong to a group of people who work together to benefit society while also achieving their career and business goals.

When job-seeking, Gen Z prioritizes good compensation and the opportunity for learning and growth. Many of them have missed career development opportunities because of the pandemic and remote work.

“Gen Z proactively seeks out learning opportunities to enhance skills and prefers to learn independently via online platforms, such as online tutorials,” per Deloitte. But what you offer has to be more engaging and effective than a passive YouTube video experience, their usual mode of learning.

Talk with industry employers and recruiters to find out which skills are most in-demand for early-career professionals. Offer subsidized or affordable online learning programs and stackable digital badges in a mix of live and on-demand instruction. On your website, display learning and career paths that point industry newbies in the right direction.

Gen Z is called “the anxious generation” because of their high levels of anxiety and stress. Yet, they’re self-aware about mental health issues. They’re willing to take advantage of wellbeing resources—such as educational programs, group mentoring, and peer support groups—from trusted organizations.

To relieve their social anxiety and encourage association participation, build structured networking opportunities into your online and in-person events. Help attendees connect through conversations by using the tactics shared by Jeffrey Cufaude at Facilitate Better.

Gen Zers are joiners. They’ll join organizations that offer the information, education, and personal connections they need to find and keep well-paying jobs.

Like other generations, they’ll consider joining an organization that offers community, camaraderie, and fun with people who share their interests. But they want to belong without having to change who they are. They only want to join organizations that feel designed for them.

Gen Z professionals in your industry want to expand their network and advance their careers. Help them:

• Learn what they need to get a better job or make themselves layoff-proof
• Earn credentials that help them stand out
• Gain a positive reputation through volunteering
• Get leadership experience
• Meet people who can provide guidance and help them get ahead
• Find their people—supportive peers who get them

Students, recent graduates, and career changers have the same needs as the first group but are still on the outside looking for a way into your industry. Investing in membership helps them skip ahead in line.

This group wants to:

• Learn what skills or credentials will set their resume apart
• Make connections and expand their network so they can get referrals and interview offers
• Know who’s hiring before positions are posted
• Get a 101 education on industry jargon, practices, and issues
• Figure out which of their skills are transferable
• Hear the stories and get the advice of professionals who are a few years ahead of them

Deloitte found that Gen Z prefers to work in industries they interact with in their personal lives, as opposed to unfamiliar industries. How do you overcome this bias and get Gen Z to know, like, and trust you?

Industry employers are in the same jam. Invite them to participate in an employer advisory council that helps you design a workforce development website and marketing campaign to attract Gen Z attention.

On this website:

• Describe early-career jobs and advancement opportunities
• Share stories and videos of young and youngish members describing their experience in industry jobs
• Dispel misconceptions about the industry
• Map out career and learning paths, showing the skills required and association programs that can help them get those skills

Offer affordable credentialing (and digital badges) for early-career professionals, so they can demonstrate their mastery of introductory and intermediate skills.

Deloitte said, “Gen Z is reevaluating the cost/benefit analysis of traditional education given the dramatic rise in education expenses and the impact of student loan debts.” Position your association’s credentialing programs as an affordable option for acquiring the skills needed to land a job in a promising career.

Since a Gen Z applicant is unlikely to seek you out, go to them. 91% of Gen Z social media users are on Instagram and 86% are on TikTok. Besides using these platforms for entertainment, connecting with friends and family, and staying up to date on the news, they also use them for product discovery. What can you post to help Gen Z discover your industry and association?

Start with micro-content that’s easy to consume and share. Since Gen Z prefers TikTok as a search engine over Google, use hashtags to make sure your social content is findable.

Over 80% of Gen Zers visit YouTube for long-form content, tutorials, and product reviews. Upload how-to videos on industry-specific job-hunting and career development topics to YouTube, social media, and your website.

As of October 2024, 2.3 million TikTok videos were posted with the hashtag #collegelife. In these videos, students share a day in their life on campus or tours of their dorms and dining halls. Since Gen Z already uses TikTok to research colleges, make videos to help them research life after college and point them your way.

Invite Gen Z and Millennial members to appear as guests on your podcast. Ask them to discuss different career paths in your industry and share advice and lessons learned. Because half of Gen Z and Millennials say they prefer podcasts with videos, upload videos of these episodes to YouTube (and your website) and share snippets on social media.

Design an ongoing, omni-channel marketing campaign to drive Gen Z to your workforce development or career exploration website. Optimize website content for Google and other search engines, so people looking for information about jobs in your industry are sent your way.

Host an industry awareness week that includes activities that appeal to Gen Z. Prove you’re not just an industry and association for older people. Identify micro-influencers (or big-time ones, if you’re lucky) who can help you attract the attention of Gen Z talent to your programs.

Encourage local and state chapters to offer career resources and mentoring programs to students graduating from local universities, community colleges, and vocational schools. If you have student chapters, ask for the personal email addresses (instead of school-supplied addresses) and cell numbers of members so you can keep in touch with them after graduation.

Invite students and young professionals to apply for sponsored conference and travel scholarships. Offer free registration in exchange for a specified number of on-site volunteer hours.

Offer discounts or scholarships for microcredentialing programs that teach introductory and/or in-demand skills. Encourage employers to look first at graduates of these programs when hiring. Collect testimonials from employers and employees who connected through these programs or membership.

Develop useful job-hunting and career development tip sheets and guides to serve as lead magnets—content that attracts Gen Z’s attention like a magnet. To download the content, the reader must complete a brief contact information form. Ask only for their name, email address, employment status, and company.

Nurture these young member (and customer) prospects by sending them informative emails pointing them to additional free career and educational resources on your website.

Webinars are another content marketing tool. Keep the registration form and the webinar short—30 minutes or less is ideal. But let registrants know you’ll open up the chat 10 minutes before the webinar and leave it open afterwards if they want to keep chatting.

Despite what you’ve heard, email marketing can work for Gen Z. 58% of them check their email multiple times a day and 81% check at least once a day. Like everything else, if you want them to keep reading, send short emails that each contain only one message or call-to-action.

Occasionally include social proof of the value of membership, such as the success stories and testimonials of members like them.

Because Gen Z individuals expect personalization, store prospective member and customer data in your AMS. re:Members’ analytics capabilities and dashboards help you track their activities and interests. Use automation to set up personalized email campaigns based on the prospect’s actions.

Most Gen Zers make purchasing decisions based on the recommendations of peers. Recruit young volunteers to serve as membership ambassadors who:

•         Share their membership and career experience with prospective members
•         Explain how membership helps prospects achieve their goals
•         Answer questions about membership
•         Invite prospects to attend a paid event as their guest

The most effective recruitment tool is your membership value proposition. You have to get that right for any of these tactics to succeed. As a result of market research, you may conclude you have to modify your membership experience, model, benefits, pricing, and/or payment plans.

Your marketing campaigns are making a promise to Gen Z, so you need a plan to immediately deliver membership value. During new member onboarding, learn about their membership and career goals and connect them with the experiences and people who can help make their first year of membership a success.