Future-of-work influencer Danielle Farage explores why companies need to rethink “professionalism” and how generational empathy is key to attracting talent.
At the recent Recruiting Innovation Summit, Danielle Farage didn’t shy away from challenging one of the most persistent and problematic workplace norms: professionalism. With a fresh perspective shaped by her unique experiences and role as a generational bridge-builder, Farage revealed how shifting definitions of professional conduct are fundamentally reshaping workplace dynamics and recruiting practices.
A Generation Shaped by Change
Danielle Farage entered the workforce in the midst of a global pandemic. This timing profoundly shaped her view of workplace expectations, culture, and generational differences. After graduating from USC into a remote, difficult work environment, Farage quickly recognized a fundamental disconnect between traditional expectations and the reality of younger workers’ experiences.
“It was incredibly challenging,” Farage recalls of her first job, marked by remote isolation and a toxic work environment. But the struggles also provided clarity. “I realized quickly that traditional views of professionalism were not aligning with the world we now lived in,” she explains. “My generation entered the workplace at a uniquely stressful and uncertain moment. Professionalism needed redefining.”
Generational Empathy as a Recruitment Tool
Farage strongly advocates empathy as a recruitment and management strategy, particularly when engaging Gen Z talent. “Our generation lost out on critical years of social interaction during the pandemic,” she notes. “Recruiters and hiring managers should acknowledge this reality and approach interviews with greater understanding.”
She emphasizes that dismissing candidates for minor, generational differences—like occasionally checking their phones—ignores the broader social shifts affecting younger workers. “Professionalism isn’t static; it evolves. Recruiters need to show some grace and empathy towards a generation navigating unprecedented social and professional pressures.”
Why Definitions Matter
Farage is particularly passionate about redefining terms commonly used in workplace settings. “Professionalism,” “hard work,” and even “work” itself carry dramatically different meanings across generations. She challenges recruiters and hiring managers to reconsider these terms and align them more closely with contemporary workforce values and expectations.
“Companies must clearly define professionalism for today's workforce,” Farage argues. “Otherwise, they risk alienating talented candidates who might interpret professionalism differently.”
Employer Branding is Not Optional
Farage stresses the critical importance of authentic, inclusive employer branding. Companies struggling to attract and retain Gen Z talent need to revisit how they communicate their culture and values.
“Employer branding isn’t marketing fluff—it’s your recruitment strategy,” Farage states clearly. She explains that younger workers expect transparency, authenticity, and storytelling that genuinely resonates with their values. “You need to tell compelling, authentic stories that align with what Gen Z genuinely cares about—whether it's inclusivity, flexibility, or personal growth.”
The Power of Cultural Insight
Farage also shared insights into cultural traditions—such as Jewish weddings—to illustrate how deeply personal experiences shape professional expectations and interactions. These cultural insights, she argues, offer valuable clues about broader generational values and motivations.
“Culture tells you so much about people and their priorities,” Farage says. “Companies that embrace diverse cultural perspectives build stronger, more inclusive workplaces. Recruiters who understand these nuances create deeper connections with candidates.”
A Renewed Interest in Skilled Trades
Interestingly, Farage highlighted Gen Z’s growing interest in skilled trades, traditionally undervalued in favor of white-collar careers. This shift presents a significant recruiting opportunity for industries historically overlooked by younger talent.
“Trades and manufacturing industries can rebrand to attract younger talent,” Farage advises. “Positioning these careers as foundational, stable, and meaningful resonates deeply with Gen Z’s desire for purpose-driven work.”
The Takeaway: Redefining Professionalism
Ultimately, Farage urges recruiters and business leaders to acknowledge the fluidity and diversity of workplace expectations. Professionalism is not a fixed standard; it’s context-dependent, evolving, and shaped by broader societal shifts.
She challenges recruiters: “Don’t assume everyone shares your definition of professionalism. Instead, define it clearly, communicate it openly, and ensure it aligns authentically with your company’s values and the expectations of the talent you’re trying to attract.”
This article is part of Chatterworks' exclusive series, capturing real-time insights from recruitment leaders at the Recruiting Innovation Summit.
As the right hand to many founders, Shafiur has made operations the secret weapon for many startups. He has built the operational infrastructure and held prominent leadership roles for several companies, including Airbus Aerial, Specright, Connectifier (Acquired by LinkedIn Feb' 16), and Airware. Decades of broad exposure have taught Shafiur which levers make each functional area work and how they must be coordinated for a startup to succeed.
