Engaging the TikTok generation
When we caught up with Dean Capehorn, Learning Technologies Manager at Nando’s, we got right down to the bones of what it takes to produce learning content that captures, keeps and rewards young people’s attention.
Born in the 90s and raised in the 2000s, Gen Z accounts for more than 20% of working adults, and they’re the first generation raised entirely in the digital age. They’re independent, ambitious, values-driven and social media savvy - and if TikTok’s meteoric rise wasn’t proof enough, you might only get a matter of seconds to grab their gaze before they scroll on by.
What can L&D learn from TikTok?
Bite-sized content is key. Gen Z is hungry for formats and timescales they’re familiar with, like short, sharp videos and audio clips. ‘How to’ videos receive huge engagement on platforms like YouTube and LinkedIn, from all ages.
So, self-reflect. Does that module need to be 45 minutes long? Does that test at the end do anything to reinforce your people’s learning? Or could it be delivered in a punchier, more memorable, sub-10-minute burst? Gen Z wants succinct, authentic, creative storytelling - using words and a tone of voice that resonates with them. They want topics that push boundaries and react to the world around us; striking a chord with them as humans, not just employees.
Content doesn’t always have to be branded. The raw, in-the-moment appeal of content like Instagram stories has shown us that. So, focus your time on making it unique, accessible, actionable and shareable, with engaging comms plans to promote new resources.
How does Thrive Content reflect this way of learning?
We employ copywriters, not just instructional designers. They’re storytellers who change attitudes, making sure your learners retain information and most importantly come back for more.
We have 800 resources and counting, across a wide range of media types, delivered for impact through 80+ prebuilt learning pathways and mapped out campaign plans. Signalling directs learners’ attention to key concepts, and we’ve kept each resource under 10 minutes long to create a sustainable, flexible, self-driven learning experience for your people.
How does Nando’s Use Thrive Content?
Thrive Content has played a huge role in keeping employees engaged at Nando’s, particularly over lockdown when topics like Mental Health, Wellbeing and Equality & Diversity became even more important. Our bundles on food safety have also proved very useful, with titles including ‘personal hygiene when handling food’, ‘keeping food areas hygienic’, ‘responding to an allergic reaction’ and content covering Natasha’s Law receiving plenty of engagement since restaurants re-opened.
Thanks to the learning pathways we built with Nando’s, the content remains insightful, relevant and easy to consume for their learners; complementing the user-generated content from their ‘Bring Your Outside In’ initiative that lands so well with the creative, ambitious, connected TikTok generation.