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 of the distinctions in the four generations in the workforce.

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2010 bridging generations

  1. 1. Making Dreams Fly ® Bridging the Generations: From Minnie Pearl & Pearl Harbor to Wiki & Wii MidAmerica Crop Life Association September 7, 2010 Steve Drake
  2. 2. Making Dreams Fly ® 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
  3. 3. Making Dreams Fly ® Who’s Here? 5.9% 38.2% 20.6% 41.2% 14.7% 0% 20% 40% 60% 80% Enviro &/or Safety Sales Staff/Mgr Marketing Mgr Sr Mgr Other
  4. 4. Making Dreams Fly ® Expectations Gen Y in Workforce (21) Networking (5) Recruiting, Retaining, Motivating (3) Work habits / Training
  5. 5. Making Dreams Fly ® Birth Years Here 0.0% 76.5% 20.6% 2.9% 0% 20% 40% 60% 80% Pre 1946 1946-1964 1965-1977 1978-1995
  6. 6. Making Dreams Fly ® 10% 44% 34% 12% 0% 20% 40% 60% 80% 100% Matures Boomers Gen X Gen Y US Population MACA Generations: You & the U.S.
  7. 7. Making Dreams Fly ® Four Generations as: • Customers/Prospects • Colleagues • Employees Generational Challenge • People at Job Site
  8. 8. Making Dreams Fly ® Disclosures Yes, these are generalizations Yes, there are exceptions What follows is a compilation of research and literature from multiple sources Plagiarism vs research
  9. 9. Making Dreams Fly ® Generational Background
  10. 10. Making Dreams Fly ® Baby Boomers 77 million Generation Y 76+ million Generation X 50 million Pre-Boomers 24 million Before 1946 1946-1964 1965 – 1977 1978 - 1995 Birth Years: Generational Divides
  11. 11. Making Dreams Fly ® • 1970s: Long hair Generational Words • Today: Longing for hair
  12. 12. Making Dreams Fly ® • 1970s: Long hair • Today: Longing for hair • 1970s: Screw the system • Today: Upgrade the system • 1970s: Acid rock • Today: Acid reflux • 1970s: Rolling Stones • Today: Kidney Stones • 1970s: KEG • Today: EKG • 1970s: Going to a new, hip joint • Today: Receiving a new hip joint • 1970s: Whatever • Today: Depends Generational Words
  13. 13. Making Dreams Fly ® Stand at Your Corner Pearl Harbor Korean War 1st Radio Generation Impacts How You Communicate Kennedy Assassination Armstrong Moon Walk 1st TV set Fall of Berlin Wall AIDS 1st PC Monica/Gulf War I 9/11 1st E-mail Address
  14. 14. Making Dreams Fly ® First Year Eligible for Full Retirement 0 5 10 15 20 25 30 35 40 NumberEligible(millions) 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Year Boomer Peak Boomer retirement will lead to an “all out war for talent.”
  15. 15. Making Dreams Fly ® Characteristics, Perspectives, Attitudes and Beliefs
  16. 16. Making Dreams Fly ® Generation Overview Matures: Depression Builders Savers Generation Impacts How you Live Boomers: Post WWII Spenders Live to Work Xs: Latch-key Divorce Downsized Independent Ys: Digital revolution Corp/Gov’t flawed Short attention span Work to Live
  17. 17. Making Dreams Fly ® Generation Divide Boomers: Work is a PLACE Ys: Always “wired,” means work whenever & where ever Cultural Differences: Work-Life balance Flextime
  18. 18. Making Dreams Fly ® Work Life Balance Work Life Family Work Life Family #1 Issue between Generations 70% of American workers say they don’t have proper work-life balance … and blame companies for the problem.
  19. 19. Making Dreams Fly ®
  20. 20. Making Dreams Fly ®
  21. 21. Making Dreams Fly ® Older Users Doubling
  22. 22. Making Dreams Fly ® Generation Y 90% say they are “very close” to their parents. 44% of teens consider parents as role models. Quality and quantity time. Raising a family is very important – 75%. Baby Boomers More than 40% in 1974 said they would be better off without their parents. Quality time. Raising a family is very important – 59%. Family - Parenting
  23. 23. Making Dreams Fly ®
  24. 24. Making Dreams Fly ® Generations Y Loyalty (in order of importance to them) 1. Families 2. Friends 3. Communities 4. Co-workers 5. Themselves 6. Their company
  25. 25. Making Dreams Fly ® Marrying later or not at all • 1960 • Women 20 years old • Men 23 years old • 2007 • Women 26 years old • Men 28 years old Median age at marriage
  26. 26. Making Dreams Fly ® • More than 60% of students volunteer at least monthly Volunteering is important • 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”
  27. 27. Making Dreams Fly ® 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? Stop & Review
  28. 28. Making Dreams Fly ® Generations as Employees
  29. 29. Making Dreams Fly ® 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
  30. 30. Making Dreams Fly ® 10% 44% 34% 12% 0% 20% 40% 60% 80% 100% Matures Boomers Gen X Gen Y Generations in Work Force 60% of employers report some “generational tension”
  31. 31. Making Dreams Fly ® Key Characteristics Boomers Priority on career Sacrifice family for work Hard workers Loyalty to company “Panic” re: retirement Gen X Hard work Using technology Prefers cash & salary Wants some fun Loyal to profession Gen Y Contact with supervisor Make a difference Work in teams State-of-art tech stuff Be at top now Frequent feedback & training
  32. 32. Making Dreams Fly ® Recruiting Gen Y Start early – internships Website very important Recruit through peers Engage with videos Recruit via Internet Appeal to desire to learn Sell via flexible scheduling Highlight paid training Gen X Avoid hype Offer money & stock Website important Appeal to desire to learn Highlight paid training & skill development 48% look in local paper 76% get news online 59% use Net for search
  33. 33. Making Dreams Fly ® 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
  34. 34. Making Dreams Fly ® 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
  35. 35. Making Dreams Fly ® Retaining Gen Y 83% want flexibility 73% motivated by salary 58% want pathway to personal growth Work-life balance Frequent feedback Access to managers Social interaction at work Gen X Compensation Access to managers Work “with” not “for” Weekly feedback Health/Medical benefits Given desired outcome & then turned loose Training (live/computer)
  36. 36. Making Dreams Fly ® • Gen Y workers want a job that lets them exercise personal values and beliefs Causes Click • 62% want to work for companies that give them a chance to use their skills to help a nonprofit
  37. 37. Making Dreams Fly ® Cause Marketing Marketing strategy & much more
  38. 38. Making Dreams Fly ® 67,054 families
  39. 39. Making Dreams Fly ® Pepsi Refresh Vote
  40. 40. Making Dreams Fly ® drake@drakeco.com Be a Host!
  41. 41. Making Dreams Fly ® 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
  42. 42. Making Dreams Fly ® 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
  43. 43. Making Dreams Fly ® 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
  44. 44. Making Dreams Fly ® 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? Stop & Review
  45. 45. Making Dreams Fly ® Generations as Consumers & Media Users
  46. 46. Making Dreams Fly ® 0 10 20 30 40 50 60 70 80 Brand Important Price Important Quality Important Go to Get Brand 1st to New Mean Men Women Consuming Habits
  47. 47. Making Dreams Fly ® Hobbies & Interests 0 10 20 30 40 50 60 70 W atching TV Cards/Poker Video Gam es Com puter Gam es Bargain Shopping Sports Scrapbooking Mean Men Women
  48. 48. Making Dreams Fly ® 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Volunteer Faith-based Civic Event Political Event Social Club Trade/Prof Group Gen Y’s Use of Time
  49. 49. Making Dreams Fly ® Media Usage and Multi-Tasking 1.6 1.8 4.5 5.1 5.9 6.7 7.5 7.8 8.1 15.0 16.8 0 12.5 % Time Shared 30 40 34 43 27 42 12 6 24 9 7 Mean Hours per Week Browsing/Surfing the Internet Watching television Talking on the phone Listening to the radio E-mail and instant messaging Listening to CDs/DVDs Watching videos/DVDs Reading books for school or work Listening to/Record music online Reading magazines Reading newspapers
  50. 50. Making Dreams Fly ® How to Reach Diverse Audiences? Boomers Xs & Ys Printed Electronic Snail Mail Newspapers Newsletters Conferences Face-to-face meetings Telephone E-mail Online news, blogs, pod casts E-letters Video conferences Webinars Texting
  51. 51. Making Dreams Fly ® 26% of the U.S. population 19% of the U.S. workforce $300+ billion in annual spending power …and growing rapidly That’s Y
  52. 52. Making Dreams Fly ® 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
  53. 53. Making Dreams Fly ® MACA Survey Results 28% responded To e-survey
  54. 54. Making Dreams Fly ®
  55. 55. Making Dreams Fly ® Do you subscribe to … Survey Says … 62% 77% 38% 50% 0% 20% 40% 60% 80% 100% Daily Newspaper Monthly/Weekly Magazine Online News or Web Other Online
  56. 56. Making Dreams Fly ® PRIMARY source of General News Survey Says … 32% 27% 18% 12% 6% 3% 3% 0% 0%0% 20% 40% 60% Nat'l Cable Internet Nat'l Paper Local Paper Local TV Social Media Nat'l TV Nat'l Radio Local Radio
  57. 57. Making Dreams Fly ® 74% 27% 0% 20% 40% 60% 80% Yes No Have you ever visited Craigslist Survey Says …
  58. 58. Making Dreams Fly ® 44% 24% 29% 0% 3% 0% 20% 40% 60% 80% < Monthly Monthly Weekly Daily ??? How often do you visit YouTube Survey Says …
  59. 59. Making Dreams Fly ® 53% 3% 53% 53% 15% 0% 20% 40% 60% 80% E-mail Text Phone In Person All What use for “critical work related” communication? Survey Says …
  60. 60. Making Dreams Fly ® 49% 42% 21% 6% 61% 27% 0% 20% 40% 60% 80% Paper Craigslist E-Bay BB Friends Garage Sale Where do you “advertise” items for sale? Survey Says …
  61. 61. Making Dreams Fly ® 33% 0% 38% 4% 46% 29% 38% 0% 20% 40% 60% 80% Newspaper Ad Craigslist AgCareers BB Friends Online Other Where do you “advertise” job openings? Survey Says …
  62. 62. Making Dreams Fly ® How often do you use Twitter? Survey Says … 91% 0% 3% 3% 3% 0% 20% 40% 60% 80% 100% Never Monthly Weekly Daily ???
  63. 63. Making Dreams Fly ® Have you participated in a Twestival? Survey Says … 3% 79% 18% 0% 20% 40% 60% 80% 100% Yes No No Idea What One Is
  64. 64. Making Dreams Fly ® 24% 77% 0% 20% 40% 60% 80% Profiles Know but Don't Use Tell us about Facebook and MySpace Survey Says …
  65. 65. Making Dreams Fly ® Use of MACA’s website Survey Says … 9% 74% 18% 0% 20% 40% 60% 80% 100% Never Occasionally Several times a month
  66. 66. Making Dreams Fly ® 35% 35% 29% 0% 20% 40% 60% 80% Use for Biz Know but Don't Use ??? Tell us about LinkedIn Survey Says …
  67. 67. Making Dreams Fly ® Mobile Mania
  68. 68. Making Dreams Fly ®
  69. 69. Making Dreams Fly ® Cell Phone Users billion Computer Users billion
  70. 70. Making Dreams Fly ® Mobile • Biggest change: Shift to computer on cell phones 3.5 Billion people have cell phones • Using Google daily: 65 million use 6 billion people do not 0 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 3,000,000,000 3,500,000,000 Computers Cell Phones 1.2 Billion 3.5 Billion
  71. 71. Making Dreams Fly ® Technology Advantage Saturday Problem Connection Problem Solved
  72. 72. Making Dreams Fly ® QR Codes
  73. 73. Making Dreams Fly ® Social Media Delivery tool & much more
  74. 74. Making Dreams Fly ® Social Media Tools • Blogs • Google News Alerts • Facebook • YouTube • LinkedIn • Twitter • Flickr • SlideShare • Delicious • Flowtown
  75. 75. Making Dreams Fly ® DEFENSIVE: Research Tool Google News Alerts Twitter Search Slide Share PRO-ACTIVE: Branding & Member Tool Sharing 2-way communications Fund-raising Social Media
  76. 76. Making Dreams Fly ® Rolodex on steroids! Only 35% Use
  77. 77. Making Dreams Fly ® NOT using Twitter?
  78. 78. Making Dreams Fly ® Google News Alerts
  79. 79. Making Dreams Fly ® From Twitter
  80. 80. Making Dreams Fly ® 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
  81. 81. Making Dreams Fly ® 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
  82. 82. Making Dreams Fly ® Pro-Active Social Media
  83. 83. Making Dreams Fly ® Facebook Users in U.S. million
  84. 84. Making Dreams Fly ®
  85. 85. Making Dreams Fly ® Facebook Tops Google
  86. 86. Making Dreams Fly ® Web sites about kittens get more hits than those of most major corporations!
  87. 87. Making Dreams Fly ® People have joined FourSquare (in the last 10 days!) ,000
  88. 88. Making Dreams Fly ® Average daily on Facebook hours
  89. 89. Making Dreams Fly ® Cognitive Surplus How do you have the time? We’ve switched from “boob tube” to social media.
  90. 90. Making Dreams Fly ®
  91. 91. Making Dreams Fly ® “If I’d asked the consumer what they wanted, they’d have asked for a faster horse.” Henry Ford

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