Historically, older generations have always been wary about adopting new concepts from the younger generation. Take Shakespeare’s Romeo and Juliet for example; a bitter feud between the Montagues and Capulets was only made peaceful after a hard lesson from the younger generation. But what can the channel learn from perhaps the greatest romantic tragedy of all time?
Generation Z is set to become the most populous and diverse generation in history, and they’ve already begun to transform the workplace. As the channel undergoes huge transformations, Generation Z will help companies keep pace with changing times.
New ways of working
Just as Romeo and Juliet’s forbidden love broke traditional boundaries, Generation Z’s fresh perspective can challenge established norms within the channel. Younger workers should be encouraged to point out areas for improvement and business leaders should work with them to find the best solution.
The fact is, members of Generation Z have now surpassed Baby Boomers in the workforce. They are slowly taking up leadership roles and becoming decision makers within companies. They are also digital natives, used to working with and learning about emerging technology. They will have different views to colleagues that should be embraced.
Let’s say you’re a reseller with a multi-generational sales team. This sales team will understand the mindset of its customers better than one without cross-generation collaboration.
Generation Z has more buying power than ever before so having someone on your team who truly understands what they want means you can better tap into the customer mindset. A fresh outlook and a clear understanding of customers means that channel relationships, both new and old, can flourish.
Elsewhere, Generation Z might have new ideas for ways of working and how to streamline processes. As the digitally native generation, they might suggest technologies such as AI to help ensure channel companies provide a greater customer experience.
For example, 16-34 year olds were early adopters of ChatGPT and undoubtedly will have views on how to automate business operations and improve the company culture such as greater work-life balance and flexible working.
Inspiring change
It’s important to encourage younger generations to share new ideas, but leaders and managers must provide the tools with which they can. Training will motivate young people to put ideas forward and, in turn, help shape the future of the channel.
There are a few things to consider when it comes to learning and development. First, how do you get the younger generation into the workforce? One way to do this is running apprenticeship programmes at different levels such as GCSE and A-level. This can increase your pool of talent whilst lowering the barriers of entry for applicants.
Apprenticeships combine hands-on practical experience with theoretical learning to provide younger workers with a well-rounded education of the channel and allow companies to fast track talent into crucial roles.
So when you have younger colleagues in the workforce how do you then nurture them? If you’re running an apprenticeship, a balance of 20:80 ratio of classroom to on-the-job work is considered best-practice, as well as having them rotate around different teams. Consistent training is also key.
For example, with ever-evolving connectivity offerings from FTTP to 5G, communications providers are offering a wider range of products and solutions, so employees need to know how these work and how to sell them.
Investing in employees’ talent propels career growth and enables a company to increase its revenue stream as it has a greater number of skilled workers. In an industry that is moving at lightning speed with new developments, it’s important to stay one step ahead, and nurturing new talent is crucial in doing so.
Inspiring Gen Z
The channel is changing rapidly. New technologies and greater connectivity are paving the way for remarkable digital products and solutions, but channel companies that are used to older ways of working and knowledge concentrated at senior levels will find it difficult to move forwards. To ensure great customer service and understanding the channel must move with the times.
Generation Z are the generation of change and as they enter the workforce, they bring with them fresh ideas and new ways of doing business. Rather than putting up walls and succumbing to preconceptions, channel companies must invest in younger workers.
Channel leaders must recognise the energy and positivity younger workers bring to the channel, and pair this with existing, experienced teams to strengthen relationships and customer experience.
Channel leaders should ensure that they don’t become the Montagues and Capulet of the technology industry by learning lessons after a disaster has occurred. Instead, they should provide younger generations with opportunities to speak up, which must be underpinned by investment in learning and development. Ultimately, the future of the channel lies in the hands of younger generations.
This article appeared in our August 2023 print issue. You can read the magazine in full here.