How to Engage a Multigenerational Workforce with a Smart Association Career Center Strategy
For over 25 years, I’ve been fascinated by generational dynamics in the workplace. That fascination grew into a research focus—specifically, how Baby Boomer and Millennial professionals experienced shifts in communication, productivity, and workplace satisfaction during the pandemic. But one theme keeps surfacing in both my academic work and my career services role: associations are missing the mark when it comes to delivering career strategies that resonate across generations.
And that disconnect is costing them engagement.
If your association’s career strategy feels stagnant—or if your younger members just aren’t responding—it’s likely because you’re using a one-size-fits-all approach to serve a multigenerational membership. From communication preferences to learning styles to career motivations, each generation is different. Ignoring those differences leads to disengagement, underutilized resources, and members who go elsewhere for career support.
You Can’t Reach Five Generations with One Strategy
For the first time in history, there are five generations in the workplace. Most associations today serve at least five distinct generations: Traditionalists, Baby Boomers, Gen X, Millennials, and Gen Z. Each comes with unique experiences and expectations.
- Traditionalists tend to value loyalty, discipline, and a strong work ethic. They often prefer formal communication, handwritten notes, and in-person meetings. Their expectations around professional development are grounded in respect for hierarchy and experience-based learning.
- Baby Boomers often prefer phone calls and face-to-face interaction. They expect formality and structure in professional development.
- Gen X, known for independence and efficiency, values clear, actionable content and a no-nonsense approach to career advancement.
- Millennials grew up with instant access to information. They want feedback, flexibility, and career paths that evolve quickly.
- Gen Z, many of whom entered the workforce during the pandemic, often lack in-person experience and essential soft skills. They’re digital natives, but many are struggling with communication norms and job security.
These generational preferences impact how members learn, connect, and grow in their careers. Delivering the same type of content to everyone just doesn’t work.
Here’s how to engage your association’s multigenerational workforce with a smart career center strategy.
You Have the Data—Start Using It
One of the biggest missed opportunities in association career strategy is the underutilization of data. Many associations with job boards collect age or career stage information, but few are segmenting their content or outreach accordingly.
If a member is just starting their career, they should be served resources on resume writing, workplace etiquette, and soft skills. If they’re mid-career, highlight leadership development and upskilling. For late-career professionals, showcase mentorship opportunities and ways to give back.
Many associations are sitting on untapped insights. With the right strategy, that data can fuel a segmented approach that connects meaningfully with today’s multigenerational workforce.
Technology can make this type of personalization scalable. AI-powered communication tools are helping associations turn user engagement into actionable insights. For instance, CareerBrief is a newsletter that adapts based on a member’s content preferences and interaction history. The more a user clicks, reads, or shares, the more tailored their future content becomes. Because it’s focused on career development, a Baby Boomer might see leadership and mentoring content, while a Gen Z member might receive early-career advice and digital networking tips.
Go Beyond the Job Board
Career centers that only offer job postings are missing the bigger opportunity: to be true workforce development hubs.
Today’s members want more than a list of open positions. They’re looking for resources that support their career growth at every stage. That includes:
- Certification and credentialing information
- Articles and videos from peers and industry leaders
- Soft skills development content for early-career professionals
- Reverse mentoring programs for cross-generational learning
- Personalized guidance tied to industry trends
These are the kinds of resources that build long-term engagement—not just short-term clicks.
Speak Their Language—And Meet Them Where They Are
How you communicate is just as important as what you communicate. Generational preferences vary widely when it comes to platforms and formats.
Baby Boomers may still value email newsletters or printed guides. Gen X responds well to clear, concise content delivered via email or social media. Millennials and Gen Z expect mobile-friendly content, visual storytelling, and video-based education. Many are already learning career skills from creators on TikTok and Instagram.
Associations need to embrace these platforms if they want to reach younger members. Share career tips, resume dos and don’ts, or industry insights in short, engaging videos. Position your association as a go-to resource not only for jobs—but for career inspiration and credibility.
Stop Being the Best-Kept Secret
Another reason many associations fail to engage members across generations? Their audience doesn’t realize how valuable their career center truly is.
Platforms like LinkedIn and Indeed are easy to access, but they’re also generic. Associations offer something far more relevant: a curated, industry-specific resource tailored to their members’ needs. But if you don’t consistently remind members of that, they’ll overlook it.
Reinforce your value often. Use newsletters, social posts, webinars, and event signage to position your career center as the first stop for job seekers and career-minded members. Repetition matters. Marketing research shows that people need to hear a message multiple times before they act on it. Make sure your members don’t forget where to turn.
Build a Career Strategy That Builds Loyalty
The true goal of an association’s career strategy shouldn’t be just helping members get jobs—it should be helping them grow. And that means offering support that’s personalized, generationally aware, and consistently delivered.
This doesn’t require a massive overhaul. Start by segmenting your audience, aligning content with career stages, and using platforms that match how each generation consumes information. Don’t assume—ask. Talk to members across generations to understand what resonates. Highlight real member stories. Facilitate mentorship. Create content that feels relevant and timely.
By adapting your strategy, you won’t just close the engagement gap—you’ll show your members that you understand who they are, what they need, and how to help them thrive.
And that’s the foundation of long-term loyalty.
