Among organizations today we spend millions on branding, visioning, strategizing, planning, conferences, Christmas parties, technology upgrades, whatever we can do to enhance the productivity and overall morale of our employees. For Gen Z, though, none of this matters if you aren’t being real with them. 

If they don’t trust you, you aren’t going to get very far with this next generation. As future employees, customers, students, or members of your organization in any way, Gen Z will seek out and stick with the most authentic brand, not the most popular. 

With major crowdsourced sites and apps like Wikipedia, Twitter, Facebook, Glassdoor, and Ratemyprof/doctor/etc., there is no shortage of public experience and opinion ready to be consumed during the Uber ride on the way to the interview. They see right through you. 

So, today we’re going to discuss why authenticity matters, ask some good questions around it, and give a couple of tactical steps to make to help address this issue.