A Qualitative Investigation of Needs Amongst Millennials and Generation Z Within the Social Media Marketing Industry: Lessons for Leadership

Abstract

The modern business arena is facing a myriad of challenges, prominently the retention of skilled employees amidst the ongoing "war of talent," with a significant percentage of the workforce experiencing job burnout and actively seeking new employment opportunities. The integration of Generation Z alongside Millennials represents a notable shift in the professional landscape, each bringing unique traits and motivations to the table, especially within the burgeoning domain of Social Media Marketing. This study aims to unravel the contrasting or aligning needs for power and achievement between these generations and elucidate the implications for leadership within the Social Media Marketing industry. Through a qualitative approach, employing a deductive thematic analysis, the investigation endeavors to answer three core questions concerning the significance of achievement and power to these generations and how leaders can support and meet their distinct needs. By comprehending and addressing the generational needs, organizations can foster a conducive work environment promoting collaboration, comprehension, and positive inter-generational relations, thus contributing to enhanced employee satisfaction, motivation, and reduced burnout, which are quintessential for gaining a competitive edge in today's dynamic business environment. Keywords: Generation Z, Millennials, Social Media Marketing, Employee Retention, Job Burnout, Leadership, Achievement, Power, Deductive Thematic Analysis, Inter-generational Collaboration