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Speaking Benefits to Gen Z

It’s Easier Than You Think!


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We recently sat down with our Generation Z team members to soak up their insights on this up-and-coming generation of workers. This group’s creativity and positive attitude energizes our company and brings a fresh perspective to our communications.

Gen Z in two words

The team sums up Generation Z in two words: they care.

If you ask a Gen Z-er (those born between 1997 and 2012) what they value, the answers will vary, but at the heart of their responses, you’ll find a sense of purpose. They care deeply about the work they do and how it improves the world. That’s why it’s so important to communicate benefits in a way that resonates with them.

Tip: Include a welcome message that shares the positive impact the company has on bettering its community and supporting its employees.

Embrace your culture

A common theme among Gen Z-ers is that they crave a positive company culture. They’re exceptionally in touch with their mental and emotional health and have a strong desire for proper work/life balance.

It’s important for them to work in a place that inspires their loyalty. Seeing a company’s culture in action, especially how the company helps the world at large, is crucial. When companies not only communicate benefits but also show how their benefits support the company culture and values, it helps this generation understand the part they play in making a difference.

Tip: If your company has charitable or volunteer opportunities, make sure to highlight them so your employees can take part!

Show you care

Your intentions speak volumes to this generation. Take the time to let them know how your benefits package takes care of them and shows you value them for more than just the work they provide.

For younger employees, this may be the first time they are learning about and enrolling in benefits. Make sure to emphasize that they can and should ask for help and point them to where to go for answers!

Tip: Highlight mental health and financial benefits to let employees know you want them to do well in the long run, especially if those financial benefits help them pay back their student loans.

Make it pop

Communicate benefits using eye-catching images and clever content to respect their time. This generation has been using social media for years now and they prefer to consume information in short bursts—think videos, infographics, and pictures.

Making your communications entertaining will delight all your employees, not just Gen Z-ers! If it’s concise and easy to read, with links out for more details, it’s more likely to get the important information across.

Tip: Don’t forget to make sure your benefit materials are accessible online.

The Takeaway

As a bright, fun, caring generation, Gen Z-ers are easy to talk to once you know what’s on their minds. Asking any of your employees about what they value speaks volumes to how much you care about their voice, and for a generation that cares, that’s a wonderful thing.

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2022 Net Promoter Score

What Does This Mean?

Providing the highest level of hospitality is important to us. Surveys give us the feedback we need to continually meet this goal. We’re pretty proud of our Net Promoter Score (NPS). Here’s why:

What Is NPS?

NPS is based on the percentage of survey respondents who are promoters, passives, and detractors:

  • Promoter: Score of 9 or 10
  • Passive: Score of 7 or 8
  • Detractor: Score of 0 to 6

Scores range from -100 to 100. The higher the score, the higher the percentage of promoters versus detractors.

What Is a Good NPS?*

Above 0: Good
Above 20: Favorable
Above 50: Excellent
Above 80: World Class

*Bain & Company, creators of NPS