Gen Yers Who Get It

Gen Y-ers Who GET IT crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y • 38% have tattoos features • 75% have a social profile • 50% favor gay marriage • 64% believe in God • 37% are unemployed or out of the labor force • 41% have a full time job • 1/3 are receiving financial help from their families • 13% of 22- to 29-year-olds have moved in with parents after living on their own Study of the 50 million millennials 18 and older by the Pew Research Center as reported in Newsweek 3/5/10 crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y translator ZOMG Woot ROFLCOPTER Tomoz Redonkulous --Source: MarketingMag.com, The Gen Y Translator crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

Generations Guide • Lost Generation – fought WWI gen y • Greatest Generation – fought WWII overview • Silent Generation – children of the Depression • Baby Boomers • Generation X • Generation Y (84 million) • Generation Z • Generation Alpha(?) Gen Y: 60 – 70 million Americans Names • Echo boomers • Millennials • Children of Baby Boomers • Generation Y crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y pop fun

gen y’s lens PHOTO: Creative commons license: Stuck in Customs

gen y worldview crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y features “This is a reflexively optimistic cadre of graduates, feeling, if anything, existentially freed up by this era of radical change. They’re nervous about the job market but figure it’ll sort itself out. They describe their parents with shocking regularity as their “best friends.” They’ve lived online for so long it’s a default setting, one they believe lends them a more global-minded perspective than that of their elders. Their tone overall was more bemused than outraged ” – “Class of 09,” New York magazine, Emily Nussbaum ,June 15-22, 2009 crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y expects crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y context PHOTO: Creative commons license: Stuck in Customs

gen y myths Bruce Tulgan’s Myths… and the Real Scoop MYTH #1: Gen Yers are disloyal and unwilling to make real commitments to their employers. REALITY: Gen Y sees work as a free market system, transactional MYTH #2: We won’t do the grunt work. REALITY: We will, but not if we don’t get credit for it. MYTH #3: They don’t know very much and have short attention spans. REALITY: Changing expectations for knowledge bases. MYTH 4#: We want the top job day one. REALITY: Want to hit the ground running , make an impact. crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y myths Bruce Tulgan’s Myths… and the Real Scoop MYTH #5: We need work to be fun. REALITY: It’s not fun, it’s engagement MYTH #6: We want to be left alone. REALITY: Not close to true. Want authority to manage selves, feedback & mentorship MYTH #7: Gen Yers want managers to do their work for them. REALITY: Want managers to teach how to do work well, fast. MYTH #8: We don’t care about climbing the proverbial career ladder. REALITY: Our career paths will be erratic and eclectic, but still progressive and developmental crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y myths Bruce Tulgan’s Myths… and the Real Scoop MYTH #9: Money and traditional benefits don’t matter to Gen Yers. REALITY: Yes, but are savvy about comparing between employers. MYTH #10: Money is the only thing that matters to us. REALITY: False. Gen Yers don’t demand $, we ask “What do I need to do to earn more?” MYTH #11: They don’t respect their elders. REALITY: Sure we do. It’s an issue of mutual respect. MYTH #12: They want to learn only form computers REALITY: Stuff that’s easy to learn from computers, ok. But Gen Y needs the human element, too. crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y myths Bruce Tulgan’s Myths… and the Real Scoop MYTH #13: It’s impossible to turn us into long-term employees. REALITY: No, but you’ll have to do it one day at a time. MYTH #14: Gen Yers will never make good managers because we are self-focused. REALITY: Of course we can, just have to learn the basics and then practice. Source: Not Everyone Gets A Trophy: How to Manage Generation Y by Bruce Tulgan crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y workin’ it PHOTO: Creative commons license: Stuck in Customs

gen y on the job PHOTO: Creative commons license: Stuck in Customs

Gen Y on the Job gen y Company Loyalty: New Definition for Gen Y Workers succeeds “In this way, you are searching for a company that deserves your loyalty. Its brand will be in line with your own values and at work the image you have of yourself.” “Gotta keep learning. Things to Get Good At Gotta keep moving. All the stuff you’ve • Information management – online content, email, forgotten, I’ll never have • Setting priorities to know. Half the stuff • Understand your context you remember, I’ll never have to know. That just • Master the timeline means I’m way past • Ask to be actively managed halfway to catching up to you. It’s the obsolescence curve Non-Monetary Considerations getting steeper and • Performance-based compensation steeper. It makes it a • Flexible schedules, location whole lot easier for a guy my age to catch up to • Marketable skills – both formal and informal training the more experienced • Access to decision makers. people.”[Tulgan] • Personal credit for results achieved • Clear area of responsibility • Chance for creative expression crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y journey crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

Gen Y & the Parents our Issues: parents • “Best friends” • Trophy kids • Helicopter parents Fight Back: • Learn autonomy, make your own choices • Accept feedback & responsibility • Practice self-directed work, setting priorities and timelines • Deal directly with conflict • Have a realistic sense of power, authority • Assert your independence gently • Selective dependence -- Read all about my Gen Y helicopter parent (sorry Mom, I love you) crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

Beware the Lost Generation don’t get Issues: lost • Atrophying of skills • Scarring & cynicism Fight Back: • Be an entrepreneur • Don’t burn bridges • Keep working • Don’t use school as a crutch. • Make smart financial choices • Be outstanding - See the whole post at whY genY crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

Have a Plan A, B and probably C getting real Source: Grads' Backup Plans, BusinessWeek crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

Have a Plan A, B and probably C getting What’s yours? real • Volunteer work • Teach English • Work at family business • Keep college job • Get several jobs & save like crazy • Move somewhere • Stay here • Go back to school • Live at home crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

gen y room to grow PHOTO: Creative commons license: Stuck in Customs

Manage Your Finances Well Financial literacy is lacking in Gen Y getting real Beth Kobliner, author of Get a Financial Life: Personal Finance in Your Twenties and Thirties, says today's 20-somethings grew up in a time when wealth across the board appeared to be expanding and "people had inflated expectations of what living well means," she says. "I see too many young people choosing to live above their means and on credit," says Nancy Thomas McInnes, 46, a teacher in Gainesville, Fla., who is also a volunteer facilitator for a financial education class. Further reading: “Why Gen Y is Broke” crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

5 traits of leadership in the new millennium be a real leader 1. Make yourself a source of information 2. Expect your ideas to resonate due to merit, not rank 3. Get good at following – peers not just supervisors 4. Get good at selling from the inside out “You cannot force an idea down peoples’ throats. That top-down sort of leadership disappeared when the corporate ladder disappeared. This means that leadership is all about sales: selling a vision, and a common goal, and making meaningful connections.” 5. Be authentic in situations where authenticity is most difficult “Authenticity is the new way of selling –rather than using the force of BS. And the leaders of the new millennium are judged by their ability to convey their true selves.” - Penelope Trunk, “How to Lead In the New Millenium” crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

Fill Your Brain reading 1. Books • Not Everyone Gets A Trophy: How to Manage list Generation Y by Bruce Tulgan • Getting from College to Career: 90 Things to Do Before You Join the Real World by Lindsey Pollok • The Trophy Kids Grow Up by Ron Alsop 2. Blogs • Life After College, by Jenny Blake (link) • Life Without Pants (link) • Millenial Marketing, by Carol Phillips (link) • whY genY, by Crystal Olig (link) 3. Online Community • Brazen Careerist (link) crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

Crystal Olig Oxiem Marketing Technology Columbus, OH thank whYgen-Y.com you Connect colig@oxiem.com @sparklegem linkedin.com/in/crystalaolig facebook.com/crystal.olig google.com/profiles/crystal.a.olig crystal olig / oxiem marketing technology / colig@oxiem.com / @sparklegem / @oxiem

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Gen Yers Who Get It

by Crystal A Olig on Mar 30, 2010

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