For the first time ever, four different generations are employed in the workplace. We come from varying backgrounds and cultures, and have different expectations. In order to overcome our differences, we must learn how to adapt our leadership, marketing and communication styles to effectively practice multi-generational communication—especially when it comes to millennials.
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| ERIC M. MORGENSTERN |
Encompassing young adults born between 1978 and 1994, the millennials constitute the first generation to come of age in the 21st century. Ambitious, civic-minded and socially engaged, these post-adolescents were shaped by technology, entertainment, violence, politics and lifestyle. Known as the “personalization generation,” “Gen-Why” and the “Connecteds,” millennials have been said to have trendsetters—future-oriented, opportunity-driven personalities. Making up nearly 25% of the U.S. population, millennials are changing the landscape of society. These “echo-boomers,” some 86 million young adults, possess a spending power of more than $200 billion.
Having a keen understanding of the millennial mind-set means we can more effectively implement our communication tactics, and so we have conducted proprietary research examining millennial attributes. More than 400 millennials nationwide responded to an online study distributed via Facebook, Twitter and e-mail posing questions about job expectations, philanthropy, religion and parental interaction. Based on our research, we compiled some tips that will help you practice effective communication with this generation—whether you are working with or marketing to them.
â–¶ Enable Impact on Company Outcomes: Identify challenges millennials can help address—don’t assume your challenges are too complex for them. These employees provide fresh thinking in the workplace; they tend to be highly collaborative, preferring to work in teams. They are eager to be a part of the solution and accomplish ambitious goals.
â–¶ Establish Clear Paths to Advancement: Millennials value opportunity over any other job benefit. In fact, 60% of millennials say advancement opportunities are a must-have in the workplace. And, 30% reported leaving a position because it lacked a prospect of progression. One best practice managers can implement is a career roadmap, which encourages young employees to work harder by setting goals and providing guidance on ways to achieve those goals. In doing this, you’ll provide them with a sense of accomplishment and advancement.
â–¶ Provide Access to Leadership: According to our research, millennials trust older generations, therefore senior leaders can be effective in mentoring and guiding younger employees. Mentoring, however, does not have to be limited to senior staff members. In many cases millennials can provide insight and information, especially when it comes to new technology and social media.
â–¶ Keep Social Media Social: Social media is still fairly personal to millennials. They express mixed feelings on the idea of employers having access to their Facebook profiles. Perhaps a more appropriate tool for professional use is LinkedIn.
â–¶ E-mail Needs to Evolve: Millennials are tolerant of e-mail, but that doesn’t mean they like it. Your e-mails must engage them; a mass e-mail that doesn’t address “what’s in it for me” will not resonate with millennials. Instead, give them a reason to read by engaging them in the conversation. Want them to respond? Sixty-two percent of millennials will give feedback about brands in exchange for offers. Include coupons, contests and other incentives to get and keep their attention.
â–¶ Know If Snail Mail Makes Sense: We were surprised by our findings when we asked about traditional mail. A large portion of millennials—73%—still use coupons from direct mail and 50% have read direct mail in the past seven days. Obviously, “old school” can still be cool—and effective.
â–¶ Help Millennials Recommend You: Millennials rely on peer-to-peer recommendations, most of which now occur online. Develop a digital marketing plan and stay current with it so you can remain relevant to this group. Whether it’s LinkedIn, Twitter, Facebook, blogs, podcasts or webinars, a depth of online presence will help millennials take the next step and spread the good word about your company to their peers. Effectively practicing multi-generational communication will lead to positive interactions between all generations over the long term. PRN
CONTACT:
Eric M. Morgenstern is president and CEO of Morningstar Communications. He can be reached at emorgenstern@ morningstarcomm.com.