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Gen Z is on LinkedIn: How Small Businesses Can Tap Into This Market

Paula Fleming, CMSO, discusses how Gen Z is on LinkedIn and how small businesses can tap into this market. (March 2024)

In 1999, fresh out of college, I stepped into the business world armed with boundless enthusiasm and a Corporate Communications degree. No Facebook, no Twitter, definitely no TikTok. Yellow Pages ads and carefully crafted press releases were the name of the game.

Fast forward to today, and the phrase "social media is a full-time job" isn't hyperbole. But there's a twist - it's not just the usual suspects anymore. LinkedIn, once the staid resume repository, is now the fastest-growing platform for Gen Z. This caught my attention. Could this be our chance to connect with a younger audience?

Understanding this shift is crucial for anyone stepping into the business world, but especially for small businesses looking to reach new clients on LinkedIn. Here's what I'd advise:

Ditch the hard sell, focus on value: Gen Z craves authenticity and helpful content. Instead of pushy ads, create posts offering industry insights, valuable tips, or even behind-the-scenes glimpses of your business.
Think video-first: Video is king on LinkedIn (and nearly everywhere else). Short, snappy videos that educate or entertain will outperform walls of text.
Embrace employee advocacy: Encourage your team to be active on LinkedIn; sharing company posts, and creating their own content. This amplifies your reach and builds personal brands within your company.
Use targeted ads wisely: LinkedIn's targeting options are precise. Use them strategically to reach specific demographics, job titles, and interests. However, don't rely solely on paid ads - organic content is still essential.
It's about conversations, not broadcasts: Engage with comments, respond to messages, and participate in relevant LinkedIn groups. Be a human, not a faceless corporation.

The beauty of LinkedIn lies in the opportunity for small businesses to stand shoulder-to-shoulder with industry giants. By playing your cards right, you can position yourself as a thought leader, build meaningful connections, and foster a loyal community. It's a testament to the ever-evolving marketing landscape, proving that even a platform once known for its formality can become a vibrant hub for the next generation of entrepreneurs.