4 challenges associations face in engaging young professionals

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Your association’s most precious asset is your people – both your staff and your members. For your association to perform at a high level, serve your audience effectively and continue to grow, you must maximize the results your organization receives from both groups.

Like most associations, your members and your staff represent a broad range of ages, backgrounds and experiences. You’ve heard terms like Baby Boomer, Generation X and Millennials, but did you know there are common experiences that can predict how members of these groups will respond to certain events and communications? -

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4 challenges associations face in engaging young professionals

  1. 1. 4 Challenges Associations Face in Engaging Young Professionals
  2. 2. About WebLink • SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations • Established in 1996, 60 Employees, based in Indianapolis, IN • 94% Customer Retention Rate • Based in Indianapolis, Indiana • 94% Customer Retention Rate 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  3. 3. About WebLink • Association Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  4. 4. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  5. 5. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  6. 6. WebLink Websites • Responsive website design • Automatically adjusts for any screen • Fully integrated database & website 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  7. 7. About WebLink • iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  8. 8. WebLink Blog 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  9. 9. Opening Remarks – DJ & Terry Get a copy of today’s presentation • 3 short questions at the end of the presentation • Click on the screen to answer the questions • We will email you the presentation and a link to the recorded video. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  10. 10. Today’s Presenter Christopher Schrader, SPHR President – Schrader and Associates • Human Resources consulting firm focused on helping businesses excel and grow • Director – Government Affairs for the Indiana State Council of Society for Human Resource Management • Specialties: Human Resources Leadership, International Human Resources Management, Management Development, Operational System Development, Government Affairs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  11. 11. Today’s Presenter Christopher Schrader, SPHR President – Schrader and Associates • Presented at 2013 WebLink Summit • Keys to understanding and leveraging generational differences to improve results for your organization 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  12. 12. 4 Challenges Associations Face in Engaging Young Professionals
  13. 13. Generations as a Culture Culture: Edward B. Tylor said that culture is "that complex whole which includes knowledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society.“ Generational characteristics are determined by: • • • • • Demographics Early life experiences Headlines that defined their times Their heroes, music, sociology Early days in the workplace 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  14. 14. Demographics Greatest & Silent Generations: Born 1921 to 1945 (7%) Baby Boomers: Born 1946 to 1959 (42%) Generation X: Born 1960 to 1977 (29%) Generation Y: Born 1978 to 1994 (22%) Also called Millennials Generation Z: Born 1995 – 2012 (>1%) 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  15. 15. Greatest Generation: Depression, WWII & Korea 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  16. 16. Greatest Generation: Depression, WWII & Korea 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  17. 17. Greatest Generation: Depression, WWII & Korea 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  18. 18. Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  19. 19. Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  20. 20. Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  21. 21. Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  22. 22. Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  23. 23. Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  24. 24. Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  25. 25. Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  26. 26. Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  27. 27. Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  28. 28. Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  29. 29. Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  30. 30. Millennials: Economic boom, unrivaled education, women outnumber men in college, “participation trophies”, explosion in personal technology 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  31. 31. Millennials: Economic boom, unrivaled education, women outnumber men in college, “participation trophies”, explosion in personal technology 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  32. 32. Millennials: Economic boom, unrivaled education, women outnumber men in college, “participation trophies”, explosion in personal technology 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  33. 33. Generation Z: War, severe economic disruption, next generation technology, government dysfunction 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  34. 34. Generation Z: War, severe economic disruption, next generation technology, government dysfunction 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  35. 35. Generation Z: War, severe economic disruption, next generation technology, government dysfunction 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  36. 36. Generation Z: War, severe economic disruption, next generation technology, government dysfunction 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  37. 37. Greatest Generation: First job involved physical labor and was hard; labor competitor was literally everyone else 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  38. 38. Baby Boomers: First job involved physical labor, but was not as hard due to technology development; labor competitor was another Boomer, but there are lots of jobs. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  39. 39. Generation X: First job happened later and was likely in a mixed service /light physical labor; labor competitor was a late birth Boomer whose numbers dwarfed yours. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  40. 40. Millennials: First job was in retail or service; physical labor jobs have mostly disappeared or are held by adult immigrants; labor competitor was another Gen Y’er. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  41. 41. Generation Z: First job is in service role but retail is disappearing; labor competitor is an older Boomer, and there are few opportunities. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  42. 42. 4 Challenges Associations Face in Engaging Young Professionals • • • • The value proposition of networks The concepts of time and space The concepts of speed and adaptation Communication 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  43. 43. The Value Proposition of a Network V.P. Membership: “Our organization has more than 1,500 members you can connect with and potentially do business.” 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  44. 44. The Value Proposition of a Network Gen. Y’er: “That’s all? I have 800 Facebook friends and get more than 15 “likes” per day from them and 700 LinkedIn contacts. I also have 600 Twitter followers who Tweet all of the time. And oh yeah, another 120 people in my smartphone contacts who I text all of the time. Facebook, LinkedIn and Twitter are free, and I have a cheap unlimited data plan since I don’t use phone minutes. Why do I need your network when mine is already bigger, growing faster, and costs me fraction of your annual dues?” 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  45. 45. The Value Proposition of a Network V.P. Membership: “Good for you, like most your age you have been building networks for much of your life. The better question is do you know how to best leverage it? How do you optimize learning and financial opportunities? Having a network and using it optimally are two different things. We can help with that.” 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  46. 46. The Value Proposition of a Network We need to change how we speak to the value of networks to this generation 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  47. 47. Concepts of Time and Space V.P. Programs: “We are going to have a local marketing guru speak on this very topic at the Holiday Inn on Thursday evening at 6:00 p.m. Let’s get you signed up for the event.” 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  48. 48. Concepts of Time and Space Gen. Y’er: “Thanks, but I’m going out with my friends that evening. Are you going to record it so I can listen to it in a podcast when I’m ready?” 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  49. 49. Concepts of Time and Space “I understand, but a great added value of attending is the ability to ask questions in real time and meet other members with similar interests who might have a great idea of their own. Who knows, you might get an idea you can start working on right away. What do you think about bringing your friends along? It will only last an hour.” 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  50. 50. Concepts of Time and Space We need to figure out how to set up a chat session with the speaker for those who listened to the podcast and how to better stretch time with our programs 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  51. 51. The Concepts of Speed and Adaptation Gen. Y’er: “I just found out you had a presentation last week on tips for Gen Y to succeed in business. I’m disappointed I missed it. Can’t you offer it again? 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  52. 52. Concepts of Time and Space “I’m sorry you missed it; we usually don’t repeat programs in the same year. We sent emails out and posted it on the website. Did you not receive the email or visit our site?” 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  53. 53. Concepts of speed and adaptation Gen. Y’er: “I may have gotten the email at work, but I get more than fifty a day, and no, I did not check the chamber site. I use my smart phone for everything . If you had updated your Facebook account or sent a text to me I would have been there. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  54. 54. Concepts of Time and Space We need to figure out how to leverage Facebook and send texts to our younger members rather than email. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  55. 55. Communication 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  56. 56. Preferred Communication Channels Veterans Brief Memos Meetings Mail Boomers Brief Memos Phone Face to Face Meetings Gen X E-mail Phone Face to Face Meetings 4 Challenges Associations Face in Engaging Young Professionals Gen Y Text FaceBook MySpace Email Phone Gen Z Twitter Text Pintrest (females) FaceBook © WebLink International
  57. 57. Three Things to Remember • Communicating to four generations will remain a durable challenge; people are living longer and working longer. A multi-phase strategy is required. • The value proposition of the network is being challenged as never before; you must develop a strategy for addressing technology and user • Algorithms designed to plow through big data are transforming personal expectations at a rapid rate; members will soon expect similar outcomes from their organizations. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  58. 58. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  59. 59. Opening Remarks – DJ & Terry Coming up: 3 Questions 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  60. 60. Opening Remarks – DJ & Terry WebLink Recap: An Integrated Solution • ONE web-based centralized database • Prospects, members, nonmembers and all reps in same system • Financials, events, email, committees, website, reporting Financial System Prospects Website Central DB Email Marketing Events Members 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  61. 61. Opening Remarks – DJ & Terry Association & Chamber Websites • 500+ client websites • WebLink Local business directory drives 67% increase in traffic from organic searches • Adds value for members • Non-dues revenue • Responsive website design – automatically looks great on all devices 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  62. 62. Opening Remarks – DJ & Terry WebLink Website Management System • Very easy to add pages and edit content • Drag and drop new content sections • Quickly modify the navigation menu • Easily add photos, videos, buttons, documents, blog posts and more 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  63. 63. Opening Remarks – DJ & Terry 3 Questions Please answer these to receive a copy of the presentation. 4 Challenges Associations Face in Engaging Young Professionals © WebLink International
  64. 64. Contact Information Christopher Schrader, SPHR President – Schrader and Associates Email: Chris@christhehrpro.com Phone: (812) 322-0380 Web: www.christhehrpro.com @ChrisTheHRPro Christopher Schrader, SPHR 4 Challenges Associations Face in Engaging Young Professionals © WebLink International

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