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Best advice, set expectations and if the product does not meet it, have them redo it. Being annoyed at having to redo work will eventually have them output high quality work. Also, it may be worth pointing out to them if they are using AI to do their work and adding nothing to it, it may not be in their best interest, as they could easily be removed from that equation. Say it nicely, but worth making them aware. As for the unrealistic job growth expectations- not sure if you can ever fix that. Life will eventually do that for them, but you may lose a few in the meantime.
As someone in marketing - I have noticed this too. You are not turning into a 'grumpy' manager. Here is what is happening - Gen Z grew up the last decade with mostly digital content. Their teachers didn't red line edit, they never had to do multi-draft projects, research papers longer than 3 pages. They probably haven't read a published journal article or white paper on X or Substack. Their existence has been consuming 7 second videos, creating ephemeral stories , captions optimized for vibes, not clarity and content that disappears after 24 hours. There is no self reflection later for content they created so there is little progression. They struggle to even read through anything that is in long form or produce deep analysis beyond likes and comments. They are so zoomed in that they cannot easily get a broad view of how things flow together in an omni-channel strategy. The skill gap is real but not personal, intentional or laziness. They were raised watching social media teens create posts that go viral and suddenly make $10K a week - so normal progression of skills and value to earn promotion seems outdated to them.
While managing these creators can be frustrating, leverage their video skills and trendy vibe. Work on their weaknesses openly. If they are unhappy about not getting promotions quickly - provide specific examples of quality gaps and structured tasks that make them learn the skill gaps - you will be doing them and society a service. They have been rewarded by their TT posts for immediacy, iteration, 'good enough' and personality over polish - trendy vibes rule on TikTok. Real marketing for companies in the professional world go beyond trendy social content. The skills they need to learn involve logic, structure, accuracy, revision, grammar, a wide lens to view all the moving parts and data analysis to get ROI on marketing investments while knowing the direction the business is headed. They are exceptionally weak in those areas and struggle to produce client-ready deliverables of quality. The good enough mindset overrides the muscles needed for skills as marketing professionals.
Basic language knowledge has not been emphasized and it has become trendy with digital progression to change or create vocabulary, so it is widely accepted on social and becoming pervasive in digital literacy - what they do not understand is it is not acceptable for professional literacy. Teach them that before content is created they need to ask "Who is the intended audience, what action do I want from the post, how can I align this post with our greater marketing plan. Keywords, CTAs, brand alignment, and final editing are all part of the marketing process. Every post should strengthen the brand, provide value to the customer or promote the services or products offered. Clarity is important, hashtags are not. Hashtags were created by the platforms to keep people engaged on their platform not your site. General tags drive people away from your content.
How about hiring people with experience instead of hiring kids who clearly don't know anything?
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Its tricky because this is going to become more and more prominent, with less people ever even using computers, but at the same time they bring valuable skills in a different way. I think short form content has really damaged our attention spans
Stop hiring Gen Z and hire Gen X, who are being laid off, are more prepared, desperately need jobs, are eager to work, and will not let you down.
Be the manager you wish you always had.
Why be grumpy and disgruntled... is that a positive work environment for anyone to be successful in?
Agree which means I will return with a smile for it to be fixed and exactly how it needs to be...
Don’t correct their mistakes; proof, explain what’s wrong and why without spoon feeding them the answer, and make them redo it. When I got started in my career in insights, NOTHING was sent to the client without my manager’s review, and we had multiple reviews! Keep in mind that you need to build buffer in your timeline and due dates to allow for this. We all got started in our careers knowing nothing, and as managers, it’s our duty to manage, which includes coaching and teaching.
You are becoming that person AND the skill gap is getting wider. People who have barely touched a computer and think you can just do everything on an iPhone. File and folder organization? What's that?
I swear Apple and Mac just makes people getting more and more less tech savvy. Anyone agree?
Nah, the problem is back in my day you had to work your way through the ranks, but these days they think they are entitled to these roles without proving themselves or learning their craft
Sadly this is becoming a common issue with Gen Z and Gen A will be even worse. They are so mobile savvy they seem to have lost the ability to spell with predictive text or write in anything longer than 1 sentence. Would show them how to use spell checker, grammerly etc. to improve the quality but also set expectations that if it is not good enough, they will be asked to redo it. That will give them accountability and they’ll only want to redo it once.
Are they getting paid the equivalent of a minimum wage from when you were starting work?
Expecting people to put in effort without reward is how we ended up in this situation.
I think there needs to be incentives…
Besides the paycheck and insurance benefits? What other incentives do people need to do their jobs at even the most basic level?
Blame it on the school system and its push to lower the standards of grammar. I remember when they decided teaching cursive writing was unimportant; they started teaching more about how to write short messages on mobile devices, including emojis, and how to use ChatGPT to find information.
One possible issue hiring short-form content people to handle long-form content. Was your company going for an all-in-one package for every member of your marketing team? That's a bad way to hire. Sounds like you need to get more balance. My suggestion is to take the ones who are best at long-form and grow them in that area. It'll be a lot of work at first, but you may eventually reduce your correction time and frustration.
Companies hire folks to perform a job. The problem is a disconnection between the desires of the employee and the needs of the company. If the employee can perform above what is expected and produce consistent, quality work, then promotions and raises are earned. However, unfortunate or otherwise, it’s not in the company‘s best interest to shift the job to fit the needs of the employee.
This usually happens when the job market is strong and candidates are hard to find. It’s odd that it’s prevalent in a “buyers market” when companies can afford to be picky.
Unsolicited advice for someone wanting their job to be something other than what you’re hired to do: start looking, prepping and preparing yourself to grow in your career somewhere else. Don’t force your current employer to change the job expectations so you are happier. That will always be a temporary solution and you will likely never be happy there.
Should of hired me. lol
Just like with kids these days, they won't learn if you continue to do their work/fix their mistakes. There has to be consequences, and that doesn't mean punitive one or firing them. Let them know something is unacceptable and ask THEM what they intend to do about it. This will also help you separate those worth investing your time and those who may have to go. Also consider adding more mature workers who have these skills and you can be the manager you want to be by creating a self teaching higher performing group.
We all deserve wage increases. Period. If millennials and Gen Z made what boomers made minimum wage would be $66 an hour. Not having skills to do the job correctly is a different topic and should not be tied to a wage increase. Having meets expectations and superior skills should definitely be tied to wage increases. Employers need to understand that college is basics - on the job training and constructive feedback tied to goals is absolutely necessary. Most young people do not comprehend how disgusting capitalism actually is - we are basically slaves to the system begging for enough. They do not know that. The mindsets most people have about employment need to change or America will never get out of this extreme wage wealth gap situation.