Welcome to another episode of On the Up, Moneypenny’s podcast dedicated to exploring growth, innovation, and the strategies that drive business success.
In this episode, Dan Marshall sits down with Callum Macrae, Marketing Director at JE Consulting, to discuss how Gen Z is reshaping the workplace and what businesses need to do to adapt and thrive in this new landscape.
With Gen Z set to make up nearly a third of the workforce by the end of 2025, businesses are experiencing a significant shift in how they approach both marketing and talent acquisition. In this podcast episode, Callum shares insights from his extensive experience working with professional firms and explains how adapting to Gen Z’s expectations can help businesses grow.
The conversation takes us from understanding who Gen Z are and what differentiates them from previous generations, to practical advice on how firms can appeal to this demographic. Callum provides valuable perspectives on everything from social media strategy to workplace flexibility and the importance of embracing new technologies like AI.
If you run a professional services firm, want to improve your digital presence, or are curious about how to attract and retain Gen Z talent, this episode offers practical strategies for building a more adaptable and future-focused business.
Callum highlights that while having a website used to be considered forward-thinking for professional firms, it’s now just the bare minimum. He explains: “You’ve got your shopfront in the form of a website, but social media is then in effect the shop floor.” Companies need to maintain an active social media presence across multiple platforms, as Gen Z researches potential employers and service providers thoroughly online before making decisions.
Leaders within firms need to develop their own personal social media presence alongside company channels. Callum emphasises that Gen Z wants to see the people behind the brand, not just corporate messaging. Authentic, personal content often drives more engagement than purely informative posts, with LinkedIn becoming “the new Facebook” as professionals share more of their personal lives and perspectives on the platform.
For Gen Z, values aren’t just a box-ticking exercise, they’re a critical factor in choosing who to work with or for. Callum shares an example of a relative who chose to commute 45 minutes further to work for a firm whose values better aligned with her own, despite receiving offers from larger, more prestigious companies closer to home. This demonstrates how Gen Z prioritises purpose and alignment over traditional markers of success.
Gen Z professionals have what Callum calls an “entrepreneur” mindset, not necessarily wanting to start their own businesses, but desiring ownership and responsibility within their roles. Leaders who trust their Gen Z team members with meaningful projects and the freedom to experiment will see better retention and results. As Callum puts it: “If you give them that responsibility to go away and own a project and have oversight of that responsibility, they will deliver.”
With Gen Z being digital natives who’ve grown up with technology at their fingertips, firms need to embrace technological advancements, particularly AI, to remain competitive. Callum notes that 40% of Gen Z now turn to platforms like TikTok instead of Google for information, presenting both a challenge and opportunity for professional firms to reach this audience in new ways.
While the post-COVID workplace has normalised hybrid working, Callum emphasises that flexibility doesn’t look the same for everyone. Some Gen Z professionals value in-office collaboration, while others prefer remote work. The key is treating “adults like adults” and finding the right balance for each individual and business, rather than enforcing rigid one-size-fits-all policies.
Callum recommends “Ten Times is Easier Than Two Times” by Dan Sullivan, a book that challenges conventional thinking about what’s possible and provides strategies for achieving exponential rather than incremental growth. The book focuses on shifting mindset to see opportunities that might otherwise seem unattainable.
Listen now to the full episode with Callum Macrae as he reveals more insights about attracting and retaining Gen Z talent while adapting your marketing strategies for the future.
Looking for more business insights? Discover our full collection of On the Up podcast episodes, brought to you by Moneypenny.
Your own Moneypenny PA to answer calls exactly as if based in your office.
Discover >All the functions and support of an office phone system, minus the hardware.
Discover >
