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2010 bridging generations

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As more Generation Y enter the work force, companies and associations face challenges of bridging multiple generations in the work force. This presentation from the MACA annual meeting, outlines some …

As more Generation Y enter the work force, companies and associations face challenges of bridging multiple generations in the work force. This presentation from the MACA annual meeting, outlines some of the distinctions in the four generations in the workforce.

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  • 1. Bridging the Generations: From Minnie Pearl & Pearl Harbor to Wiki & Wii MidAmerica Crop Life Association September 7, 2010 Steve Drake Making Dreams Fly ®
  • 2. Today’s Agenda 1. Bridging Generations Defining Generations as Employees Generations as Consumers 2. Social media as a business tool “Stopping Points” after each section Making Dreams Fly ®
  • 3. Who’s Here? 80% 60% 41.2% 38.2% 40% 20.6% 20% 14.7% 5.9% 0% Enviro &/or Sales Marketing Sr Mgr Other Safety Staff/Mgr Mgr Making Dreams Fly ®
  • 4. Expectations Gen Y in Workforce (21) Networking (5) Recruiting, Retaining, Motivating (3) Work habits / Training Making Dreams Fly ®
  • 5. Birth Years Here 80% 76.5% 60% 40% 20.6% 20% 2.9% 0.0% 0% Pre 1946 1946-1964 1965-1977 1978-1995 Making Dreams Fly ®
  • 6. Generations: You & the U.S. 100% 80% 60% 44% US Population 40% 34% MACA 20% 12% 10% 0% Matures Boomers Gen X Gen Y Making Dreams Fly ®
  • 7. Generational Challenge Four Generations as: • Customers/Prospects • Employees • Colleagues • People at Job Site Making Dreams Fly ®
  • 8. Disclosures Yes, these are generalizations Yes, there are exceptions Plagiarism vs research What follows is a compilation of research and literature from multiple sources Making Dreams Fly ®
  • 9. Generational Background Making Dreams Fly ®
  • 10. Generational Divides Pre-Boomers Baby Generation X Generation Y Boomers 24 million 50 million 76+ million 77 million Birth Years: Before 1946 1946-1964 1965 – 1977 1978 - 1995 Making Dreams Fly ®
  • 11. Generational Words • 1970s: Long hair • Today: Longing for hair Making Dreams Fly ®
  • 12. Generational Words • 1970s: Long hair • 1970s: Screw the system • Today: Longing for hair • Today: Upgrade the system • 1970s: Acid rock • 1970s: Going to a new, hip joint • Today: Acid reflux • Today: Receiving a new hip joint • 1970s: Rolling Stones • 1970s: KEG • Today: Kidney Stones • Today: EKG • 1970s: Whatever • Today: Depends Making Dreams Fly ®
  • 13. Stand at Your Corner Pearl Harbor Kennedy Assassination Korean War Armstrong Moon Walk 1st Radio 1st TV set Generation Impacts How You Communicate Fall of Berlin Wall Monica/Gulf War I AIDS 9/11 1st PC 1st E-mail Address Making Dreams Fly ®
  • 14. First Year Eligible for Full Retirement Boomer Boomer Peak retirement will 40 Number Eligible (millions) lead to an “all 35 out war for 30 talent.” 25 20 15 10 5 0 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 200 200 201 201 201 201 201 201 201 201 201 201 202 202 202 202 Year Making Dreams Fly ®
  • 15. Characteristics, Perspectives, Attitudes and Beliefs Making Dreams Fly ®
  • 16. Generation Overview Matures: Boomers: Depression Post WWII Builders Spenders Savers Generation Live to Work Impacts How you Live Xs: Ys: Latch-key Digital revolution Divorce Corp/Gov’t flawed Downsized Short attention span Independent Work to Live Making Dreams Fly ®
  • 17. Generation Divide Cultural Differences: Work-Life balance Flextime Boomers: Work is a PLACE Ys: Always “wired,” means work whenever & where ever Making Dreams Fly ®
  • 18. Work Life Balance #1 Issue between Generations Work Work Life Life Family Family 70% of American workers say they don’t have proper work-life balance … and blame companies for the problem. Making Dreams Fly ®
  • 19. Making Dreams Fly ®
  • 20. Making Dreams Fly ®
  • 21. Older Users Doubling Making Dreams Fly ®
  • 22. Family - Parenting Baby Boomers Generation Y More than 40% in 1974 90% say they are “very said they would be better close” to their parents. off without their parents. 44% of teens consider parents as role models. Quality time. Quality and quantity time. Raising a family is very Raising a family is very important – 59%. important – 75%. Making Dreams Fly ®
  • 23. Making Dreams Fly ®
  • 24. Generations Y Loyalty (in order of importance to them) 1. Families 2. Friends 3. Communities 4. Co-workers 5. Themselves 6. Their company Making Dreams Fly ®
  • 25. Marrying later or not at all Median age at marriage • 1960 • Women 20 years old • Men 23 years old • 2007 • Women 26 years old • Men 28 years old Making Dreams Fly ®
  • 26. Volunteering is important • More than 60% of students volunteer at least monthly • More than 80% of college freshmen volunteered as high school seniors • Focus: environment, poverty and community problems • Top reasons for volunteering: • “feel I am helping others” • “good skills for the future” • “makes me feel proud” Making Dreams Fly ®
  • 27. Stop & Review 1. Who is Gen Y? 2. How big is it? 3. What “turns their crank?” 4. How do they define success? Questions/Discussion at tables: What does this mean to you in your work? Making Dreams Fly ®
  • 28. Generations as Employees Making Dreams Fly ®
  • 29. Workplace Background 50% of largest U.S. companies will lose 50% of their senior managers in next five years By 2012, the U.S. will face a shortage of 10 million workers Making Dreams Fly ®
  • 30. Generations in Work Force 100% 80% 60% 44% 40% 34% 20% 12% 10% 0% Matures Boomers Gen X Gen Y 60% of employers report some “generational tension” Making Dreams Fly ®
  • 31. Key Characteristics Boomers Gen X Priority on career Hard work Sacrifice family for work Using technology Hard workers Prefers cash & salary Loyalty to company Wants some fun “Panic” re: retirement Loyal to profession Gen Y Contact with supervisor State-of-art tech stuff Make a difference Be at top now Work in teams Frequent feedback & training Making Dreams Fly ®
  • 32. Recruiting Gen X Gen Y Avoid hype Start early – internships Offer money & stock Website very important Website important Recruit through peers Appeal to desire to learn Engage with videos Highlight paid training & Recruit via Internet skill development Appeal to desire to learn 48% look in local paper Sell via flexible scheduling 76% get news online Highlight paid training 59% use Net for search Making Dreams Fly ®
  • 33. Retaining Gen Y • Not how long … but … how hard • Exit interviews may spot trends. Ask right questions • Boomerang Club • Recognize what’s important … like having birthday off • Highlight pathways for internal promotions • Spread word re: promotion & why Making Dreams Fly ®
  • 34. Motivating • Most try to motivate based on what we find motivating. • Mistake! • Ask them what motivates them … could be as simple as getting off 30 minutes early on Fridays. • Get copy of DRiVE by Daniel Pink Making Dreams Fly ®
  • 35. Retaining Gen X Gen Y Compensation 83% want flexibility Access to managers 73% motivated by salary Work “with” not “for” 58% want pathway to Weekly feedback personal growth Health/Medical benefits Work-life balance Given desired outcome Frequent feedback & then turned loose Access to managers Training (live/computer) Social interaction at work Making Dreams Fly ®
  • 36. Causes Click • Gen Y workers want a job that lets them exercise personal values and beliefs • 62% want to work for companies that give them a chance to use their skills to help a nonprofit Making Dreams Fly ®
  • 37. Cause Marketing Marketing strategy & much more Making Dreams Fly ®
  • 38. 67,054 families Making Dreams Fly ®
  • 39. Pepsi Refresh Vote Making Dreams Fly ®
  • 40. Be a Host! drake@drakeco.com Making Dreams Fly ®
  • 41. Boomer Views On Boomers: • Worried about retirement • Hard workers: do whatever it takes to get job done • Goal oriented with good work ethics, relationships On Gen X-ers: • Family first/Job is a means/Transient/Job hoppers • Self absorbed/Money/Title • Good workers/Need motivation, Constant attention On Gen Y-ers: • Feel entitled/Poor work ethic/Strange work habits • Need a lot of stroking/Recognition/Not loyal • Dependent on technology, lost without it Making Dreams Fly ®
  • 42. Gen X Views On Boomers: • Resistant to change/Doers not Delegators • Didn’t plan for retirement and probably won’t retire • Work comes first/Hard working, dedicated On Gen X-ers: • Job hoppers/Loyal to self/Opportunistic • Family as important as work/Willing to Risk • Able to bridge gap between Boomers & Y-ers On Gen Y-ers: • “Entitled.” Selfish, Impatient, Arrogant • Want to be involved in decision making • Tech savvy/Prefer electronic devices/Mind over Body Making Dreams Fly ®
  • 43. Gen Y Views On Boomers: • Not tech savvy • Relaxed/Easy to work with/Not fully engaged • Hard working On Gen X-ers: • Carefree/Laid back • Cynical, “me” generation • Skeptical especially about Gen Y’s abilities/habits On Gen Y-ers: • Technologically sophisticated • Looking for outreach/Too eager to change world? • Open minded/Willing to adopt new practices/ideas Making Dreams Fly ®
  • 44. Stop & Review 1. What Generations are in the work place? 2. How do we learn to work together? 3. What “turns their crank” about work? 4. How do we recruit & retain staff from differing generations? Questions/Discussion: What does this mean to you in your work? Making Dreams Fly ®
  • 45. Generations as Consumers & Media Users Making Dreams Fly ®
  • 46. Consuming Habits 80 70 60 50 40 Mean 30 Men 20 Women 10 0 t rt an r ta nt rtant rand New mpo mpo mpo et B t to nd I ice I lity I to G 1s Bra Pr Qua Go Making Dreams Fly ®
  • 47. Hobbies & Interests 70 60 50 40 30 Mean Men 20 Women 10 0 TV ke r es mes ng rt s in g ng /Po m a pi o k hi Ga r G op Sp boo at c rd s o e Sh p a ide put i n ra W C V rg a Sc om C Ba Making Dreams Fly ®
  • 48. Gen Y’s Use of Time 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% r d t t b p t ee se en v en lu ou lun -b a c Ev lE i al C f Gr Vo i th ivi ica oc ro Fa C oli t S e/ P P d T ra Making Dreams Fly ®
  • 49. Media Usage and Multi-Tasking Mean Hours per Week % Time Shared Browsing/Surfing the Internet 16.8 30 Watching television 15.0 40 Talking on the phone 8.1 34 Listening to the radio 7.8 43 E-mail and instant messaging 7.5 27 Listening to CDs/DVDs 6.7 42 Watching videos/DVDs 5.9 12 Reading books for school or work 5.1 6 Listening to/Record music online 4.5 24 Reading magazines 1.8 9 Reading newspapers 1.6 7 0 12.5 Making Dreams Fly ®
  • 50. How to Reach Diverse Audiences? Boomers Xs & Ys Printed Electronic Snail Mail E-mail Telephone Texting Newspapers Online news, blogs, pod casts Newsletters E-letters Face-to-face meetings Webinars Conferences Video conferences Making Dreams Fly ®
  • 51. That’s Y 26% of the U.S. population 19% of the U.S. workforce $300+ billion in annual spending power …and growing rapidly Making Dreams Fly ®
  • 52. Acknowledgement & Sources Much of this information provided by NCTA from research conducted by Market Directions Inc. Gen Y Information Sources: 1) Market Directions … www.marketdirections.com 2) NCTA/Drake & Company … www.drakeco.com 3) Generation WHY … www.generationwhy.com 4) Beloit College … www.beloit.edu (Mindset List) 5) NAS Insights … Recruiting & Managing the Generations 6) Y-Sizing Your Business: Jason Ryan Dorsey Making Dreams Fly ®
  • 53. MACA Survey Results 28% responded To e-survey Making Dreams Fly ®
  • 54. Making Dreams Fly ®
  • 55. Survey Says … Do you subscribe to … 100% 77% 80% 62% 60% 50% 38% 40% 20% 0% r ne b pa pe g azi r We nli ne s Ma o rO ew ly ws he yN ee k eN e Ot Da il /W lin nthly On Mo Making Dreams Fly ®
  • 56. Survey Says … PRIMARY source of General News 60% 40% 32% 27% 18% 12% 20% 6% 3% 3% 0% 0% 0% le et er pe r lT V ia V dio io Ca b e rn ap a a ed t'lT a ad at' l Int t 'l P cal P L oc ialM Na t 'l R cal R N Na Lo Soc Na Lo Making Dreams Fly ®
  • 57. Survey Says … Have you ever visited Craigslist 74% 80% 60% 40% 27% 20% 0% Yes No Making Dreams Fly ®
  • 58. Survey Says … How often do you visit YouTube 80% 60% 44% 40% 29% 24% 20% 0% 3% 0% < Monthly Weekly Daily ??? Monthly Making Dreams Fly ®
  • 59. Survey Says … What use for “critical work related” communication? 80% 60% 53% 53% 53% 40% 20% 15% 3% 0% E-mail Text Phone In Person All Making Dreams Fly ®
  • 60. Survey Says … Where do you “advertise” items for sale? 80% 61% 60% 49% 42% 40% 27% 21% 20% 6% 0% Paper Craigslist E-Bay BB Friends Garage Sale Making Dreams Fly ®
  • 61. Survey Says … Where do you “advertise” job openings? 80% 60% 46% 38% 38% 40% 33% 29% 20% 4% 0% 0% Ad lis t er s BB nd s n e er r s re rie nl i Ot h a pe aig Ca F O sp Cr Ag w Ne Making Dreams Fly ®
  • 62. Survey Says … How often do you use Twitter? 100% 91% 80% 60% 40% 20% 3% 3% 0% 3% 0% Never Monthly Weekly Daily ??? Making Dreams Fly ®
  • 63. Survey Says … Have you participated in a Twestival? 100% 79% 80% 60% 40% 18% 20% 3% 0% Yes No No Idea What One Is Making Dreams Fly ®
  • 64. Survey Says … Tell us about Facebook and MySpace 77% 80% 60% 40% 24% 20% 0% Profiles Know but Don't Use Making Dreams Fly ®
  • 65. Survey Says … Use of MACA’s website 100% 74% 80% 60% 40% 18% 20% 9% 0% Never Occasionally Several times a month Making Dreams Fly ®
  • 66. Survey Says … Tell us about LinkedIn 80% 60% 35% 35% 40% 29% 20% 0% Use for Biz Know but Don't ??? Use Making Dreams Fly ®
  • 67. Mobile Mania Making Dreams Fly ®
  • 68. Making Dreams Fly ®
  • 69. billion billion Cell Phone Users Computer Users Making Dreams Fly ®
  • 70. Mobile 3.5 Billion • Biggest change: 3,500,000,000 Shift to computer on 3,000,000,000 cell phones 2,500,000,000 2,000,000,000 3.5 Billion people have 1,500,000,000 1.2 Billion cell phones 1,000,000,000 • Using Google daily: 500,000,000 65 million use 0 6 billion people do not Computers Cell Phones Making Dreams Fly ®
  • 71. Technology Advantage Saturday Problem Connection Problem Solved Making Dreams Fly ®
  • 72. QR Codes Making Dreams Fly ®
  • 73. Social Media Delivery tool & much more Making Dreams Fly ®
  • 74. Social Media Tools • Blogs • Google News Alerts • Facebook • YouTube • LinkedIn • Twitter • Flickr • SlideShare • Delicious • Flowtown Making Dreams Fly ®
  • 75. Social Media DEFENSIVE: Research Tool Google News Alerts Twitter Search Slide Share PRO-ACTIVE: Branding & Member Tool Sharing 2-way communications Fund-raising Making Dreams Fly ®
  • 76. Only 35% Use Rolodex on steroids! Making Dreams Fly ®
  • 77. NOT using Twitter? Making Dreams Fly ®
  • 78. Google News Alerts Making Dreams Fly ®
  • 79. From Twitter Making Dreams Fly ®
  • 80. Not on Twitter? What are you Missing? • #Monsanto Layoff Looms: http://bit.ly/aUo4xr 700 jobs at risk in their 3rd layoff in 14 months • #biotech Syngenta Strengthens U.S. Wheat Herbicide Portfolio with Development... http://is.gd/eOVDq • http://huff.to/aw8CUt Huffpost - A great read on #Monsanto from #JohnRobbins. It is time to turn this around. Say No to #GMO • Bayer CropScience grants seed rights to Monsanto - http://fwix.com/a/42_8e1b6c9694 Making Dreams Fly ®
  • 81. Not on Twitter? What are you Missing? • RT @GMWatch #Bayer & #Monsanto to use Poncho on seeds http://bit.ly/bfwoG0 Poncho very toxic to #bees http://bit.ly/agkgRN < @HelpSaveBees • Monsanto Fund has donated an additional amount of Rs 4.3 million to World Food Program to support relief work 4 flood victims in #Pakistan • "Amvac sues US EPA over quintozene order." More details on www.agrow.com • RT @FMCorg: FMC's FAQ answers all your questions about how to get the most out of your market. http://fb.me/tO4PRu7N Making Dreams Fly ®
  • 82. Pro-Active Social Media Making Dreams Fly ®
  • 83. million Facebook Users in U.S. Making Dreams Fly ®
  • 84. Making Dreams Fly ®
  • 85. Facebook Tops Google Making Dreams Fly ®
  • 86. Web sites about kittens get more hits than those of most major corporations! Making Dreams Fly ®
  • 87. ,000 People have joined FourSquare (in the last 10 days!) Making Dreams Fly ®
  • 88. hours Average daily on Facebook Making Dreams Fly ®
  • 89. Cognitive Surplus How do you have the time? We’ve switched from “boob tube” to social media. Making Dreams Fly ®
  • 90. Making Dreams Fly ®
  • 91. “If I’d asked the consumer what they wanted, they’d have asked for a faster horse.” Henry Ford Making Dreams Fly ®