The Drum, Sept. 23, 2025
Gen Z isn’t browsing your careers page — they’re watching your TikToks, scanning your tagged Instagram posts, and reading between the lines of your Glassdoor reviews.
Drawing on new data from the ABPI and We. Social Impact report, “Engaging With Gen Z: Cultivating a Diverse Talent Pipeline,” We.’s Tiffany Barwick urges brands to rethink how they attract the next generation of talent. For Gen Z, trust is built through unfiltered stories, visible inclusion and honest engagement — not polished slogans or tokenistic DEI. Your interns’ “day in the life” content might matter more than your CEO’s keynote.
Barwick challenges employers to move beyond messaging to meaningful connection: Empower employee storytellers, diversify content and audit your digital footprint.
