Cox Enterprises’ LEAD Program Demonstrates Power of ‘Why’ in Engaging Gen Z Workforce
ATLANTA, GA – A leadership growth initiative at Cox Enterprises is yielding meaningful results by prioritizing transparency adn explaining the reasoning behind assignments, particularly for its Gen Z participants. The program,called LEAD,has seen over 50 of its graduates rise to management or director positions within the company,according to Todd,the initiative’s overseer.
LEAD focuses on rotational assignments designed to build well-rounded leaders. Approximately 85% of participants join directly after college, gaining experience across various teams and skill sets. A key component of the program’s success, as highlighted by Todd, is consistently communicating the “why” behind each role, even those initially unpopular with participants.
Recent feedback from Gen Z employees revealed a common frustration: being assigned tasks thay disliked without understanding the broader purpose.When Todd explained that these assignments were intentional, aimed at developing a diverse skillset to enhance their long-term career prospects and marketability for promotions, the response was overwhelmingly positive. “That’s all we needed to hear,” participants reportedly told him.
This emphasis on context isn’t merely anecdotal. The program’s approach demonstrably improves employee engagement,decision-making,ownership,creativity,and problem-solving abilities,according to research cited in the program’s internal materials.
One recent graduate initially struggled with association. He was strategically moved to a product management rotation to address this weakness, despite his initial resistance.After a year, he credited the challenging experience as his “greatest year of growth.”
“It’s an amazing way to engage them,” Todd stated, noting that LEAD participants receive a month of initial training focused on understanding the “whys” of their work, followed by regular meetings dedicated to both business and professional development. The program’s reputation is now so strong that hiring managers within Cox Enterprises are actively seeking LEAD graduates,with Todd regularly receiving requests for program alumni.
The success of Cox Enterprises’ LEAD program underscores a growing understanding of how to effectively lead and motivate Generation Z in the workplace: focusing on why work matters, not just what needs to be done.
