This blog post is one of a series of Q&A conversations with compelling leaders and thinkers in the corporate communications industry. The series focuses on insightful lessons that can help us all become better leaders in whatever professional role we may play.
My recent networking intro meeting with Debra Ceffalio quickly turned to our common connection as alums of Northwestern University and Debra’s current chapter there as an adjunct faculty member at Medill’s Integrated Marketing Communications program. I was curious about what she is learning from teaching the next generation of corporate communicators. What she had to say gives me an appreciation for the workforce challenges they will face and the value they place on authentic communications.
Before we get into it, it’s important to note Gen Z’s place in the overall workforce. According to the U.S. Department of Labor, the share of Gen Z in the workforce surpassed that of Baby Boomers for the first time in the third quarter of 2023, and as of the second quarter of 2024, Gen Z comprised of almost 18% of the overall U.S. labor force. That number is expected to be 30% by 2030.
Just like any generation, how they learn and what they value will carry over from the classroom to the office, and I think it’s fair to say Debra is learning as much from them as they are from her.
Q: What's the focus of your leadership communications course at Northwestern University?
A: I'm co-teaching it with a colleague who is a Chief Communications Officer at another company here in Chicagoland. We're focusing on how communications can help people be more effective leaders, so that includes things like, how communication can help build great cultures, how leaders can use communication to help engage employees, and how leaders can use communication to help drive change within their organization. All things that are top of mind for leaders across industries right now and that students are really interested in learning about.
Q: Comparing generations, are there things that are different about how your students study or take in information when in class?
A: I think the simplest answer is everything is digital now. So people are taking notes on digital tablets, reading their assignments on their laptops, doing all their research online. I don't know how much it changes how you learn, but it certainly changes how you interact with class content. Students also have a host of creative tools at their fingertips to quickly make something like a video or graphics for an assignment.
Q: How are students thinking about AI's role in their future careers?
A: Students are concerned about the impact of AI on their careers. They know many entry-level or early career tasks—things like data analysis, research briefings, or putting together PowerPoints—are the types of things companies might replace with AI. They're asking: if those early career tasks were traditionally how people learned and received mentorship, what will be the new path for professional development?
They also really want to understand how to use AI the right way. In our class, my co-teacher and I talk about how we use AI to supplement our own communication thinking, for example, using it to help with research, to find gaps in draft communications, or to brainstorm the questions you might get from a particular audience. We also talk about how brands must be aware of the potential reputational risks of AI.
Q: What concerns do students express about their professional development in this changing landscape?
A: Many of these students had their education disrupted by COVID or they did hybrid-only internships. While they value the flexibility of remote work, they're hungry to learn and grow. They're trying to understand how to find workplace cultures where they can be connected with mentors and feel part of a community, especially in this evolving landscape of hybrid work.
Q: What makes you optimistic about the future of communications with this new generation entering the field?
A: They're tremendously intelligent and curious, which makes me excited about the future of communications. Research shows Gen Z tends to be purpose-driven and collaborative in nature. They're bringing these qualities into the workplace and really thinking about the purpose underlying what brands and corporations are trying to do. They strongly value authentic communication and, in general, they want less formality, more visual storytelling, and direct, straightforward facts. I think if you only skim the headlines about Gen Z, you might come with a skeptical point of view, but I have tremendous optimism about what they're bringing to the workforce.
When Debra is not teaching at Northwestern University, she is the founder and principal of Wildwood Communications, a strategic communications consulting firm.