Can Labor Relations Professionals Connect with Generation Z?

When "Vetting With Legal" Is No Longer Enough: How Labor Relations Needs to Stay Relevant in Changing Times

The U.S. Bureau of Labor Statistics projects that Gen Z will make up about 30% of the U.S. workforce by 2030. 

Article By Harrison Rose Tate

Time to Stop Putting All the Responsibility of Relevant Content on Your Legal Team

LinkedIn ran an independent study to confirm the U.S. Bureau of Labor Statistics' estimate, and also found that 30% of the workforce will be Generation Z, just six years from now.

Since then, countless articles, including Forbes, Johns Hopkins University, MMA, and the National Association of Colleges and Employers (NACE), have referenced that statistic. The consistent mention across reputable sources suggests that this projection is widely accepted.

Whether it meets, exceeds, or falls slightly short of 30%, the trend is undeniable. What does it mean for labor relations? 

Much. 

I am not Gen Z. Most of my labor relations network were also not born between 1997 and 2012. 

We've been doing things the same way for a while, and it has served us well - so far. Up to now, each case has roughly followed this trajectory. In other words, this is the sequence of events we (the previous generations) have set up: 

• Client reaches out. They have union activity. 
• Counsel is retained. A plan is put in place.
• Educators, management training, consultants...
• Emails, phone calls. 
• PowerPoints with 1990s graphics - verbose, packed with legal facts - are vetted by legal and rolled out. 
• Meetings (whether captive audience or not).
• Rounding. 
• More meetings. Lots of meetings. 

That PowerPoint phase is where we're going to start losing people, fast. Even non-Gen Z employees are increasingly distracted by their smartphones *I'm raising my hand here 🙂*. If we want to reach people, we have to rethink our approach. To stay relevant and ensure our message is understood, we need to change how we communicate. 

What does that look like? 

As the title suggests, if our strategic planning relies solely on a single criterion, we're going to fall short. Until now, only legal has approved the message the client audience sees. Once attorneys give the green light, up on the screen it goes. 

A group of younger employees distracted during a presentation.

As important as it is to make sure every message is vetted by legal, it's not your counsel's responsibility to make sure the content is relevant, or the delivery compelling. 

If we want to continue reaching people, in fact, if we want to remain relevant at all, we're going to have to - ahem - update our approach. Unions have already adapted - and they’re ahead of the curve. In recent years, the Teamsters (and others) have  drastically altered their approach. Once capitalizing on anger and rebellion, they now present themselves as the employees' friend-in-need that shares their workplace dissatisfaction. And they use multiple platforms to convey their message: texts, videos, WhatsApp, Discord, social media, TikTok, Bluesky - and more. 

Some of the solution lies in adopting those same approaches. Use the new technology to reach people. But don't stop there. 

Use a multimedia approach during your presentations to break monotony and keep the audience engaged. 

An effective message needs more than just legal approval - it must resonate with the audience.

Edit, trim, simplify. 

A couple of things to watch out for:

Recently, I was working a campaign where text messages were being sent out daily (good). Unfortunately, the messages were long, and complex (not good).

Don't text what they texted: 

“Unions can promise wage increases, better benefits and protecting what you have now during an election campaign, even though they have no actual power to guarantee those things, because those promises are considered mere ‘pre-election propaganda.’ - NLRB v. Shirlington Supermarket, Inc., 224 F.2d 649 (4th Cir. 1955), cert. denied, 350 U.S. 914 (1955) https://law.justia.com/cases/federal/appellate-courts/F2/224/649/146133” 

Would you be interested in this text? Or would you view it as spammy?

Text something like this instead:

"Unions are legally allowed to promise things they know they can't deliver. It's on you to know the difference between a promise and a guarantee. Know your rights." 

This is concise and easier to process quickly.

Don't pack your PowerPoint slides with wordy jargon and dated graphics: 

As soon as this is put up on the screen, your audience will become distracted with the sheer length of it (boredom). They will also begin reading it (focus is now off you). 

Consider something like this instead:

Create a short video clip to use in place of a slide. 

This clip is less than one minute long. It's lively, fast-paced, and explains things more efficiently than most presenters can. Best of all, it breaks the monotony. 

If you must use PowerPoint, check out the latest, free templates and stock art. They are much improved from the decks we used back in the day. 

Watch your language!

By that, I don't mean refrain from swearing.

Overly complex legalese and jargon force audiences to tune out. As a presenter, it's not your job to impress them with your advanced technical know-how. I've noticed that this is a common misconception. Presenters get carried away in meetings and become long-winded, sometimes even a bit pompous or opinionated. You were hired to deliver specific information to an audience of clients. Focus on effectiveness. 

As an expert, labor relations is familiar to you - but not to them. To your audience, it sounds foreign and complicated. Keep it simple!

Gen Z Really Does Want to Know

Growing up in a constantly digitally-connected age makes the younger workforce very different in the way they absorb information. Gen Z isn’t necessarily disengaged - they’re discerning. They expect clarity, authenticity, and quick, direct answers. 

If something impacts their paycheck or working conditions, they want to understand it without enduring complex, time-consuming content. Keep it clear, keep it relevant, and meet them where they are. 

By refining what we already know and delivering a message that resonates, we ensure labor relations professionals remain indispensable—now and in the future.