Guiding Men to Purpose Through Meaningful Connection
Key Points: Engaging Gen Z in the Digital & AI Era
Whether it’s a newsletter, social post, article, blog post, video series, podcast, or an email, this generation responds most to this organic material. Why? They seek authenticity (keep it real) and trust (something they’re building with you online).
Results from Our Work with Vocations Boston and Philadelphia
And we’ve found this to be true through the results of ongoing campaigns with the Vocations Offices in Boston and Philadelphia:
Men Engaging with Vocations Boston:
| Campaign | Open Rate | Benchmark | CTR | Benchmark |
|---|---|---|---|---|
| Monthly Newsletter | 41.98% | 30% | 8.94% | 7.75% |
| Vocations Video Series emails | 53.5% | 30% | 50.2% | 2.5% |
Social Media Performance
| Platform | Impressions (# of times seen) | Interactions | Clicks | Shares |
|---|---|---|---|---|
| 26,803 | 862 | 191 | 42 | |
| 14,526 | 774 | N/A | N/A | |
| X | N/A | 108 | 173 | 23 |
Men Engaging with Vocations Philadelphia:
| Campaign | Open Rate | Benchmark | CTR | Benchmark |
|---|---|---|---|---|
| Monthly Newsletter | 60.53% | 30% | 4.76% | 7.75% |
| Vocations Video Series emails | 53.5% | 30% | 50.2% | 2.5% |
Social Media Performance
| Platform | Impressions (# of times seen) | Interactions | Clicks | Shares |
|---|---|---|---|---|
| 26,765 | 858 | 77 | 74 | |
| 14,041 | 274 | N/A | N/A | |
| X | N/A | 4 | 28 | 4 |
It has to feel “organic and natural” when reaching Gen Z.
Live Insights:
Reaching and Forming the Next Generation of Men
As a vocations director, what do you think is the biggest opportunity for engaging Gen Z men today?
Try This:
Today’s young men may not be ready to discern a vocation when first engaged. Many have not been encouraged or challenged to grow personally through the lens of faith. Vocations directors now work with young men who often require more personal and spiritual formation than previous generations. As a result, formation must be an integral part of what is offered, particularly in online settings where your relationship with them is just beginning.
Here are some ideas of how you can help Gen Z men navigate life’s challenges through the lens of faith:
Real-Life Testimonies
Share real stories from young men who have faced challenges and found strength through their faith. These stories can be shared via Reels (Instagram/TikTok) or short YouTube videos.
Example Format: A 30-second video with raw footage of the person speaking directly to the camera, paired with a simple, impactful quote like “I felt lost until I found strength in my faith.”
Keep it personal, emotional, and unpolished—aim for authenticity over perfection. Include captions and use trending music or calming instrumental sounds.
Interactive Content
Post polls, Q&As, and engagement prompts in Instagram Stories asking Gen Z men to share how faith has helped them through tough times or how they discern God’s voice through all the noise. Incorporate the liturgical season’s themes.
Example: “What Bible verse or prayer helps you when you’re feeling anxious? Or “How do I know when God is speaking to me?” Follow this with a poll asking followers to share their thoughts.
Live Sessions
Host a live stream on Instagram or YouTube where older and younger men of faith talk openly about building resilience through prayer, meditation, men’s Scripture groups, and faith-based practices. Make it interactive by answering questions from the audience in real-time.
Do This:
Outline steps to take this week to engage with Gen Z on their terms.
Ready to actually connect with Gen Z men?
Formative messaging must be personal, relatable, and real—not merely informational or dogmatic. Download our guide, “Keep it Real: A Quick Checklist for Forming Gen Z in the Digital Space” and start connecting.