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We’re talking Gen Z talent and employer branding with Dereck Maruma, Commercial Manager at Tapin Media, a youth-focused media and marketing agency specialising in bridging the gap between students and employers. We explore what organisations need to be doing to better attract and retain Gen Z talent and what Tapin’s ‘This is Black Gen Z’ report can tell us about diversifying youth talent to ensure success for young employees, through the recruitment process and once they are in role.
Connect with Dereck on LinkedIn
Find out more about Tapin Media
Read the This is Black Gen Z Report
Things we talk about
Salary transparency: a recent study found around half of jobs on LinkedIn don’t give salary details while Labour’s Plan to Make Work Pay was published ahead of the election and sets outs reforms which includes salary transparency.
Campaigners call for Afro hair to become protected characteristic in the Equality Act – linked to discussion on being yourself in job interviews.
Insight from The Access Platform which references university EDI policies as being a factor international students consider as part of their decision-making process.
#QuitTok the rise of publicly quitting on TikTok
Top 3 Tips for Gen Z Employer Branding
Embrace social channelsDiversify your contentAuthenticity and transparencyExamples of brands doing it well
Gymshark on LinkedIn, Diageo on Instagram, Currys on TikTok and Go Daddy Life example on their website.
Other things to check out
The Employer Brand Space on LinkedIn, BYP Network and Hung Lee
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We’re speaking with Oli Hills, CEO of Nonsensical, the agency that helps clients win on TikTok. Having taken over Updates Media Ltd in 2017 after a career in investment management, he evolved it into Nonsensical just as the pandemic hit and TikTok rocketed. In this episode we talk about how to get the right strategic approach for the platform to better engage youth audiences, how to avoid doing it badly and who’s doing it really well. It’s packed full of tips and advice!
You can find out about Nonsensical here and connect with Oli on LinkedIn here and Twitter (X) here plus the Nonsensical blog which is worth a read.
Things we talk about
Approach to organic strategy and having multiple accounts for different audiences
Gymshark men and women accounts on TikTokDuolingo region specific accounts UK and France for exampleThe Works on books and Oli discussses how they could split this out to books and parentsPaid ads approach and finding the right kind of content your audience might be engaging with
MukbangsRestaurant reviews and toursOther accounts we mention
Urban Tandoor Bristol – the restaurant who have amassed over 10m likes through their parody songsDuolingo and Ryanair may not need TikTok but they are brands who land their tone of voice wellSheer Luxe; digital fashion and lifestyle publication whose team operate as influencers within the contentLuxe Collective: luxury fashion buying second hand. Interviews with owners, provides a depth of content as well as the shopping optionRSPB: and how their Bird of the Week is a fun, platform relevant way to engage Gen Z with bird info.Attribution and it’s challenges with TikTok
Attribution tools like FosphaPost purchase/engagement surveysThree top tips for winning on TikTok
Organic: define your biggest audience that has something in common and focus on creating content on just that audience.Creative: really thing about being native, authentic, genuine and looks/feels like TikTokRepeatable, scalable style of content that you can repeatRecommendations
TikTok for Business on LinkedInDisney’s Creativity Inc book -
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We’re talking about connecting your brand to Gen Z with Alex Haider and Izzy Hall, Senior Content Executives from Pion, an agency that helps brand specialise in student and Gen Z audiences.
Pion is formerly known as Student Beans, Beans ID and Voxburner, before launching as Pion earlier this year. They also run the successful global event, Youth Marketing Strategy (YMS).
We talk about some of the insights from Pion’s recent Youth Trend Report, in particular unhelpful assumptions, tone of voice, aesthetics and pop culture and subcultures and whether cancel culture is done. Along with top tips from Alex and Izzy on how to better connect your marketing efforts with Gen Z we talk trends, insights and a ton of examples.
Follow Izzy and Alex on LinkedIn
Things we talk about;
Brat Summer and aesthetics (a blog from Alex)Monzo experiential campaign in the Trafford Centre, Flatmate FortunesSurreal on LinkedInRSPB on TikTokBBC Sport and the OlympicsTala on TikTokGlossier on TikTokOatly and their OOHRyanair on TikTokDuoLingo on TikTok and Make It Go Viral newsletter from Zaria Parvez93% club on LinkedInWord Tonic on LinkedIn and their website https://www.wordtoniccommunity.com/ -
We’re starting Season 5 off with a conversation on the future of news media, with Nic Newman, Senior Research Associate at Reuters Institute, University of Oxford.
A journalist and digital strategist, Nic played a key role in shaping the BBC’s internet services for over a decade and was a founding member of the BBC News Website. He led international coverage as World Editor and as Head of Product Development for BBC News helped introduce innovations such as blogs, podcasting and on-demand video. More recently he’s led digital teams, developing websites, mobile and interactive TV applications for news, sport, weather and local. Nic played an important part in the development of social media strategies and guidelines for the wider BBC.
At Reuters, he shares a breadth of research that unpacks the trends in news media consumption, evolving technology including AI, the impact of social-first and what this means for a younger news audience as we look ahead.
Follow Nic:
@nicnewman on X and on LinkedIn
Reuters Institute research we mention:
Reuters Institute Digital News Report 2024
The kaleidoscope: tracking young people’s relationships with new
AI and the future of news
How publishers are learning to create and distribute news on TikTok
7 ways to create a newsroom Gen Z will want to stay in
Other things we mention;
What does news media mean to Gen Z?: An investigation into the media habits of Gen Z in the UK (Feb 2024)
FT Strategies. Unlocking the potential of younger audiences: securing tomorrow’s readers
People vs Algorithms Podcast
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Season 4 finale with host Rebecca Roberts joined by Ruth Dale and Nathan Monk to discuss behaviour change, tech and higher education.
Ruth Dale is founder of the Behaviour Change Marketing Bootcamp, having worked across major national campaigns in the health and public sector. She shares her specialist understanding of behavioural science and how using it within behaviour change marketing campaigns can really help to influence action among a youth audience.
Nathan Monk is cofounder of Smile and one of the brains behind Prospectus Plus, the innovative and personalised prospectus solution that is transforming the conversation around digitally tailoring recruitment journeys. We talk about how those shifts in recent years align to wider behaviours when it comes to tech, and why understanding human nature can help advance your campaign strategies.
If you work in further or higher education, there's an early bird offer available to listeners for a special Behaviour Change Marketing Bootcamp hosted by Ruth and Rebecca on the 29th February https://www.behaviourchange.marketing/FEHE
Find out about Prospectus Plus
Connect with Nathan
FInd out about Behaviour Change Marketing Bootcamp
Connect with Ruth
You can sign up for Rebecca's Engaging Youth update which comes out every Friday and brings you the latest insight and updates on youth audiences here https://www.threadandfable.com/
If you are interested in supporting the podcast or have an idea for an episode for next season contact [email protected]
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We hear from Rodney Hinds, Sports Editor at the Voice Media Group. Author, broadcaster and lecturer, Rodney co-founded the Football Black List alongside another recent Hear It guest Leon Mann, and among numerous accolades, featured on the Diversity Powerlist this year. We talk about the British Black Voices research, in particular findings around young adults as well as sport and why what we see on the pitch and how it's dealt with, can play a significant role in society.
Rodney Hinds on LinkedIn
The Voice online
Black British Voices Research
Articles from Rodney
Arsenal's Bukayo Saka on his visit to youngsters from where he grew up to dream bigEngland paying the price for the Saka, Rashford and Sancho abuseTeenager jailed for Rashford abuseRashford the most trolled athleteBook recommendation: Why We Kneel How We Rise by Michael Holding
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We talk with Sarah Brown-Fraser, External Affairs Manager at the Activity Alliance, the national charity and leading voice for disabled people in sport and activity. Sarah is passionate about influencing change through inclusive, representative and accessible external affairs, and as one of the few disabled leaders in sport, continues to push for progress in her role at Activity Alliance and as a board member of Greater Manchester Moving. We talk about how young disabled people are accessing sport and activity, how we can improve our marketing and communications with them, representing different voices and lots of guides and tools to help us.
You can find Sarah on LinkedIn and Twitter (X)
https://www.activityalliance.org.uk/
Some of the fantastic resources we mention that Sarah and her team have created can be found here;
Inclusive Communications Guide
Inclusive Communications Factsheets
CIPR Inclusive Communications
Business Disability Forum
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We welcome John Gilbert, Managing Director of Eski Media to this episode. We're talking about campaigns that tackle social issues and how we can co-create and work with youth audiences to create ones that make a difference. Eski Media is a creative media and marketing agency that's ambitious about creating social change through its work.
They've led numerous campaigns where engaging youth audiences and complex range of stakeholders has been part of the process.
Connect with John on X and LinkedIn
Eski Media
Campaigns from Eski we talk about:
Step Up
Influenced
Got your back
Thrown Away
And the new drama series being packaged for a range of public services, Circle North (well worth checking out).
Book John mentions: Science of Storytelling by Will Storr
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Ben Verinder, MD of Chalkstream, a specialist reputation research and management agency, talks to us about the challenging market Further Education sits within, it's complex audience groups and what marketing and communications teams can do to tackle it.
Chalkstream: a specialist reputation research and management agency, which has worked with over 100 colleges, universities and schools, as well as a host of other clients and recently spoke at the All Parliamentary Project Group for Skills, Careers and Employment.
Connect with Ben on LinkedIn
Things Ben mentions
Adult Participation & Learning Survey, 2022Wigan & Leigh CollegeMilton Keynes College Department of Education FE Vocational Education and Success Association of CollegesThe College Marketing Network -
We welcome Leon Mann MBE onto the podcast this epsiode. Entrepreneur, activist, broadcaster turned filmmaker, who’s spent his career telling stories throughout the world of sport. Founder of independent sports consultancy and production company Refresh Sports, also set up the Black Collective of Media in Sport (BCOMS), the networking group for black sports journalists, as well as the Football Black List, an initiative he co-founded in 2009, which highlights the achievements of black representatives in sport.
This episode we talk about diversifying talent within the sports industry, how BCOMS is elevating young talent and working with an industry that still has a way to go, in order for diversity of thought to improve the content, opportunities and leadership shaping its path.
Things Leon talks about:
The D word research from BCOMS
StreamYard
Week One Summer by Floyd Steadman
Ego is the Enemy by Ryan Holiday
Real Wins: Race, Leadership and How to Redefine Success by Michelle Moore
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We hear from Ruth Dale, Founder of Social Insight Marketing, a behaviour change marketing specialist, offering training to practitioners across a breadth of sectors looking to adopt a behaviour change approach to their work.
With over 20 years experience across NHS, local and national government, Ruth has worked on almost every social and health issue out there. As well as her infamous behaviour change bootcamps, she also hosts the Behaviour Change Marketing Bootcamp podcast.
You can find Ruth on Twitter, LinkedIn and her own site here
Things Ruth talks about including models and templates to try...
The Elephant and the RiderCOM-B model for Behavioural ChangeEAST FrameworkDave Grey's Empathy MapBooks Ruth Mentions
Thinking Fast & Slow by Daniel KahnemanUsing Behavioural Science in Marketing by Nancy HarhutMelina PalmerDecoded, the Science behind why we buy, by Phil Barden -
Hear from Kyle Campbell, founder of the Education Marketer and self-confessed writer, content marketing evangelist and internet culture nerd. His newsletter and podcast bring updates, insights and examples from around the world of Higher Education.
We talk about the latest trends, how to drive relevant conversations with prospects as well as find out what youth stereotype annoys him the most.
https://www.educationmarketer.co.uk/
https://www.educationmarketer.co.uk/podcast
The content Kyle recommends....
Beano Brain Youth Insights https://www.beanobrain.com/ This Old Marketing https://www.thisoldmarketing.com/ -
We hear from Jim Tudor, Founder of Future Index, a trends consultancy specialising in higher education, on what the opportunities are for the sector, drawing on inspiration from around the world both in edcation and beyond. Jim is also a founding director of creative agency Waterfall, an education marketing agency.
http://thefutureindex.com/
http://waterfall.agency/
Find Jim on Twitter and LinkedIn
As you might expect from a trends expert, Jim had a ton of great examples including...
Greenpeace short courses including StorytellingNottingham Trent University's Content CollectiveLoughborough University's Big Ideas sessionsNew York University smashing reels contentArts University Bournemouth with their VC Banksy conspiracy theory on TikTokMonash University, Melbourne Australia with their virtual reality of the futureUniversity of New South WalesUniversity of Wollongong course finderArizona State University World of WonderMiami Ad SchoolInternational University, Spain (IE University)ETH University ZurichUA92, Manchester London Interdisciplinary SchoolTEDI London. The Engineering and Design Institute -
This episode we hear from Rohini Kahrs, Communications Manager at the Runnymede Trust, which is the UK’s leading race equality think tank. From broadening the curriculum to exposing the Windrush scandal, the Trust’s work is rooted in challenging structural racism and its impact on our communities and has produced some incredible insight to continually challenge and influence progress towards racial equality.
Rohini on LinkedIn
Runnymede Trust https://www.runnymedetrust.org/
Rohini talks about
https://ifs.org.uk/inequality/press-release/lack-of-progress-on-closing-educational-inequalities-disadvantaging-millions-throughout-life/
Penguin Lit in Colour & their TikTok
Falling Further, Runnymede Trust
Confronting Injustice: Racism and the Environmental Emergency. Runnymede Trust
Choked Up
Stormzy - Merky Books working with Penguin, Cambridge Scholarship
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This episode we're joined by Isobelle Panton, Director of Student Recruitment and International at University Academy 92, a higher education offering founded by the Manchester United Class of '92, in partnership with Lancaster University.
We talk about adapting the higher education offer to youth audiences, challenging the typical format of an undergraduate learning experience and why championing student voice is key to staying relevant in an ever competitive market.
https://www.linkedin.com/in/isobelle/
https://mobile.twitter.com/isobellepanton
https://ua92.ac.uk/
Rebecca mentions
Hyper Island as being a unique Higher Ed offering https://www.hyperisland.com/
Gary Neville on TikTok https://www.tiktok.com/@gneville2?lang=en
Isobelle mentions
Gymshark as a brand that knows its target youth audience https://uk.gymshark.com/
Gymshark's realistic mannequins https://hypebae.com/2022/11/gymshark-london-flagship-location-mannequins-community-body-positivity
Ryan air as usally being brilliant on social
https://www.tiktok.com/@ryanair?lang=en
But no so much their mean tweet at Jordan Sancho https://talksport.com/football/1243911/ryanair-twitter-jadon-sancho-england-world-cup-squad/
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This week we speak with Penny Norman, Strategy Director at Rescue, a behavioural change agency working with Governments and non-profits to tackle behavioural health campaigns in the U.S, specifically nicotine, cannabis and opiods.
https://rescueagency.com/
https://www.linkedin.com/in/pennynorman/
https://rescueagency.com/webinars
We talk about the subcultures within the 'teen' bracket, how to engage youth audiences to influence behaviour, whether that's preventative or informative and Penny shares lots of advice on how to improve the conversation, better understand the drivers of drug use and to develop the right mix of measures to indicate attitude and behaviours are changing.
Penny mentions...
Stoner Sloth campaign https://www.theguardian.com/society/2015/dec/20/stoner-sloth-anti-drug-campaign-gets-reality-check-as-medical-experts-walk-away
YMCA $10 a day childcare https://www.owensoundsuntimes.com/news/local-news/ymca-child-care-refunds-start-toward-average-10-per-day-promise
Laced and Lethal in King County https://www.lacedandlethal.com/
Research using fake teen accounts to test how easy it is to use Instagram to access drugs https://www.businessinsider.in/tech/news/instagram-makes-it-very-easy-for-teens-to-find-drugs-on-the-platform/articleshow/88157357.cms
Meta legit script approval https://en-gb.facebook.com/business/help/787684018620830
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This episode we hear from Ndubuisi Uchea, co-founder of Word on the Curb, a youth research and creative consultancy. Having literally established Word on the Curb to represent youth voice, particularly from minority and under represented groups, the YouTube platform grew to the creative, research and content agency it is today.
https://www.wordonthecurb.co.uk/
Word on the Curb YouTube
Examples of work we talk about
Adidas + Mother LondonHome Office #KnifeFree Chicken BoxOrgan Donation with the NHSWord on the Curb for Black History Month 'What I wasn't taught in school'Ndu shares YouTube's Black Creators' community and how it's been a programme that engages young Black voices well, and invests in them.
You can apply for the Black Creator Fund from YouTube here
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This episode we welcome Bruce Daisley onto the podcast. Bruce previously ran Twitter's business and development across Europe, Middle East and Africa. Now a writer and consultant on better working, you can find his work https://eatsleepworkrepeat.com/
Including his brand new book, Fortitude, which as he explains is all about resilience https://eatsleepworkrepeat.com/fortitude/
Bruce recently wrote about Gen Z and handling stress, following some commentary that younger audience are weaker at work than ever. Something he argues, isn't the case. We explore this blog, why firms need to go beyond office snacks and table tennis to attract and retain young talent and what resilience and purpose should foster for younger audiences at work.
https://www.theguardian.com/commentisfree/2022/oct/12/gen-z-stress-resilience
Bruce mentions:
Insight into US teens in lockdown from Jean Twenge https://ifstudies.org/ifs-admin/resources/final-teenquarantine2020.pdf
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Season 3 is back and to kick us off we hear from Brett Booth, youth marketing strategist, on what brands and organisations can do to better position themselves to engage youth audiences within their marketing.
Brett is a former partner of Nerds, a UK youth agency working for major brands that celebrates artists and youth voice. Having worked on a whole breadth of campaigns to help brands better connect and appear culturally relevant to youth audiences, he's now working as a consultant, strategist and mentor.
He talks about the importance of good insight to inform campaigns that actually deliver for brands and young people.
Brands Brett mentions
Palace Skateboards https://www.palaceskateboards.com/
Jordan Brand https://www.nike.com/jordan
Cortiez from Clint https://www.voguebusiness.com/fashion/corteiz-clint-and-the-future-of-streetwear
Tax3 https://tax3.co.uk/
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In our last episode on the theme of Technology and the Student Experience, we look at how our conversations with prospective students can begin at a very early stage and technology can enable how we can improve these very early impressions.
We speak with Guy Andrews and Mark Higginson, experienced marketing and technology experts from Twenty Thousand Leagues and creators of Cues.ai.
But importantly, we discuss why technology isn't an inevitable solution particularly when it comes to education, and why we need to remain focused on the experiences students get from education before jumping on the latest tech trend.
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