• Jen Hartmann is the founder and CEO of a marketing agency in Louisville, Kentucky.
• She recently hired two Gen Zers to help with social media.
• Hartmann said the workers were eager to get feedback and improve.

Last year, Jen Hartmann found herself hours into a TikTok scroll. The founder and CEO of a marketing agency in Louisville, Kentucky, she was on the hunt for marketing trends. That night, she realized she needed a Gen Z employee. She’s since hired two and says it’s dramatically helped her brand.

This is an as-told-to essay based on an interview with Hartmann about hiring young employees. 

The interview process surprised me

I started interviewing Gen Z candidates for our roles in public-relations coordination because I was spending too much time on TikTok. As a CEO, I wanted to take a step back from client strategy. I thought Gen Z could bring a fresh perspective.

How the interview process shook out was totally unexpected.

I came to the table thinking: “They’re just looking for a job or a paycheck. They’ll be in and out the door in a month or two.”

That was not true: They came to the interviews dressed better than we were. They were prepared, had listened to relevant podcasts, and had looked at our website. And they emailed and messaged us on LinkedIn after the interviews to thank us. 

Their level of professionalism blew my mind. They were more professional than some of the millennials we had spoken with. 

My Gen Z employees take ownership of tasks and are open to feedback

Our Gen Zers were onboarded very quickly; they didn’t need as much hand-holding as I expected.

They also asked a lot of questions. As a founder, I appreciated that they were eager to learn and get feedback — not just on what they did well but also on what they could improve.  

I was also surprised by their willingness to take ownership. They contribute good ideas during client calls without even being asked. 

And if they make a mistake, they’re willing to take responsibility and fix it.

Prioritization, however, can be a little difficult for them. When you’re a new employee, it’s hard to figure out where to start if you have 15 things on your to-do list. I’ve had to work on that with them.

And when it comes to communication, we have to deliver feedback differently. I have to be gentler so it doesn’t get miscommunicated that I’m mad at them or going to fire them.

Gen Z seems to be a little more feelings-centric than millennials. Millennials have a harder outer shell. That’s not a bad thing. It’s great that Gen Z is in touch with and open about their emotions.

But because of that, millennial bosses need to be careful not to send the wrong message, especially if it’s all done over Slack or email.

Gen Z’s knowledge of social media is critical for businesses today

Gen Zers are constantly on TikTok. They’re very in the know, very in the loop. To keep up with our clients, we needed to bring on some Gen Zers who knew the trends and what influencers were up to.

It has made the biggest difference during client conversations. Half of their timely pitches are angles directly from TikTok. Our pitches are standing out because of this, and they’re getting picked up a lot more than they were in the past. 

Their knowledge of social also helps when building media lists, something that can take a long time for other generations. Many Gen Zers read major publications and keep up with the journalists and their work by following them on social media. That makes the lists much more effective and quicker than ever before.

Since hiring Gen Z employees, I’ve been able to take that step back that I was looking for, and their work has truly benefited the business.