Bridging the Generations in Golf: Syngenta Business Institute

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Syngenta hosts a Business Institute (at Wake Forest) for golf course superintendents. This session helped participants focus on generational differences in golfers, members and employees at U.S. golf courses.

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Bridging the Generations in Golf: Syngenta Business Institute

  1. 1. Bridging the Generations:[From Minnie Pearl & Pearl Harbor To Wiki & Wii] December 6, 2011 Steve Drake 1
  2. 2. About MeCoach: “Drake, you’d be better if you were more mobile, agile and hostile!” 2
  3. 3. About MeOhio StateClarke, the Woman’s CollegeAlbion CollegeAmerican Soybean Association 3
  4. 4. Your Expectations• Motivating younger workers• How to “reach” multiple generations• Communications ideas• Different management approaches 4
  5. 5. Organizational success increasingly dependenton ability of employees and managers to dealwith generational differences 5
  6. 6. Generational ChallengesFour Generations as:• Members/Customers/Prospects/Golfers• Employees• Colleagues 6
  7. 7. Today’s AgendaDefining the GenerationsWork GroupsReport Back 7
  8. 8. SurveysFive surveys this year:• 23 service club leaders• 28 golf course superintendents• 142 golf course professionals• 115 association staff/volunteers• 724 farmers & ranchers 8
  9. 9. Who is Here Work role 70.0% 63.3% 60.0% 50.0% 40.0% 30.0% 30.0% 20.0% 13.3% 10.0% 0.0% 0.0%Golf Course Superintendent Superintendent (multiple courses) Golf Course (single course) Golf Course Superintendent (golf management company) Assistant Golf Course Superintendent 9
  10. 10. Who is HereType Course 13.3% 20.0% 66.7% Public Private Resort 10
  11. 11. Who is Here Location 7 5 4 2 4 9East Midwest Northeast Southeast Southwest West 11
  12. 12. Birth Years SBI Attendees Golf Industry 0.0% 1% 7.7% 0.0% 48% 51% 92.3%1920-1942 1943-1962 1963-1982 1983-2002 Boomers Xers Ys• No Silents; No Ys; 9 “cuspers” 12
  13. 13. Disclosures Yes, these are generalizationsYes, there are exceptionsPlagiarism vs researchWhat follows is a compilation of research and literature from multiple sources 13
  14. 14. Defining the Generations 14
  15. 15. Generations (Statistical Years) Matures Baby Generation X Generation Boomers Y24 million 50 million 77 million 76+ millionBirthYears:Before 1946-1964 1965 – 1977 1978 - 19951946 15
  16. 16. Generations (Shared Experiences)Generation: Born: Age in Core Influence: 2011:Silents Mid-1920s to early 70-90 Depression, WWII 1940sBoomers Early 1940s to early 50-70 Man-on-Moon, 1960s VietnamXers Early 1960s to early 30-50 Latch key, Iran hostage 1980sMillennials Early 1980s to early 0 - 30 9/11, Web 2.0, 2000s terrorism 16
  17. 17. Generational Words• 1970s: Long hair• Today: Longing for hair 17
  18. 18. • 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 18
  19. 19. Stand at Your CornerPearl Harbor Kennedy AssassinationDepression Armstrong Moon Walk1st Radio 1st TV set Generation Center Impacts How You CommunicateFall of Berlin Wall Monica/Gulf War IAIDS 9/111st PC 1st Email Address Back Left & Grab a “Sticky Card” 19
  20. 20. 20
  21. 21. Boomer retirement will lead to an “all 40 Boomer Peak out war for talent.”Number Eligible (millions) 35 30 25 20 15 10 5 0 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 2 00 200 201 201 201 201 201 201 201 201 201 201 202 202 202 202 Year 21
  22. 22. Characteristics, Perspectives, Attitudes and Beliefs 22
  23. 23. Matures: Boomers:Depression Post WWIIBuilders SpendersSavers Generation Live to Work Impacts How YouXs: Ys: Live Digital revolutionLatch-key Instantly connectedDivorceDownsized Short attention spanIndependent Work to Live 23
  24. 24. Cultural Differences:Work-Life balanceFlextimeFocus on friends/familiesDigital nativesBoomers:Work is a PLACEYs:Work whenever & wherever 24
  25. 25. #1 Issue between Generations Work Life Work Life Family Family70% of American workers say they don’t have proper work-life balance … and blame companies for the problem. 25
  26. 26. • 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. 26
  27. 27. Tee It UpWhat can you do to support local causes …beyond hosting a golf outing? 27
  28. 28. • More than 60% of students volunteer at least monthly• Focus: environment, poverty and community problems• Top reasons for volunteering: • “feel I am helping others” • “good skills for the future” • “makes me feel proud” 28
  29. 29. 1. Who is Gen Y?2. How big is it?3. What “turns their crank?”4. How do they define success? 29
  30. 30. Generationsas Employees 30
  31. 31. 100% 80% 60% 44% 40% 34% 20% 12% 10% 0% Matures Boomers Gen X Gen Y60% of employers report some “generational tension.” 31
  32. 32. Assets Liabilities• Stable • Inept with change• Details • Reluctant to buck• Loyal system• Hard working • Uncomfortable with conflict • Reticent when disagree 32
  33. 33. Assets Liabilities• Driven • Not budget minded• Service oriented • Reluctant to oppose• Want to please peers• Good at relations • Judgmental• Good team players • Uncomfortable with• Invented 60-hour conflict week 33
  34. 34. Assets Liabilities• Adaptable • Impatient• Technoliterate • Poor people skills• Independent • Cynical• Unintimidated by authority 34
  35. 35. Assets Liabilities• Collective action • Need for supervision &• Optimism structure• Tenacity • Inexperience, particular• Heroic spirit ly with handling difficult people issues• Multitaskers• Techno savvy 35
  36. 36. Management Challenges• Motivating employees• Communications & language barriers• Management issues: budgets, boards, cultures, personalities, le vel of detail• Impact of low pay or no raises 36
  37. 37. Recruit/Engage New Members Under 35Top 3 Comments from SBI folks:• Digital media: web, email, social media• Fun & flexible• Positive word of mouth 37
  38. 38. 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, motivate & retain staff from differing generations? 38
  39. 39. Discussion at seats: (Pair with someone of different colored card / generation) What does this mean to you in your work? With your golfers/employees? 39
  40. 40. Generationsas Consumers& Media Users 40
  41. 41. Gen Y’s Time Use50%45%40%35%30%25%20%15%10% 5% 0% r d t t p t ee a se ven v en C lub r ou lun h-b vi cE a lE c ial fGVo a it Ci tic So ro F li /P Po de T ra 41
  42. 42. Young Adults65% Say Internet Main News Source * Up from 34% in 2007 42
  43. 43. • Blogs• Google News Alerts• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious• Yelp!• Craigslist 43
  44. 44. How do you have the time?We’ve switched from “boob tube” to social media. 44
  45. 45. Mobile Mania billionComputer Users billion Cell Phone Users 45
  46. 46. Texting• Do you collect cell phone #s of members so you can text alerts to them?• Text alerts? Yes! – Such as t-time just opened up – Or, storm has delayed us today – Or, special offer for this weekend• Caution: don’t be a spammer! 46
  47. 47. Content RulesContent creates awareness, builds fans! 47
  48. 48. Competition or Ally? 48
  49. 49. You Are What You Publish• When was the last time you looked at your own website? Your competitor’s website?• Why no golfers on golf course?• Why no people in pro shop? No diners in dining room? No folks in lounge?• Where are Tips from the Golf Pro? Tennis Pro? 49
  50. 50. 50
  51. 51. Empowering Staff Driven Content 51
  52. 52. Survey Results To e-surveyGolf Superintendents: N=142 SBI participants: N=29 52
  53. 53. Primary Source of News 3.8% 3.8% 0.0% Daily Newspaper (print) 7.7% 42.3% 7.7% Online Newspapers/Web 34.6%Other Online News Online: Newspaper or News Website Other Online News or Online Information Link Mobile: App to Your Smartphone Print: A Monthly or Weekly Magazine Online: Associaton/Professional Magazine or Newsletter Print: Association/Professional Magazine Print: Daily Newspaper 53
  54. 54. Top Rated News/Info Sites#1 Internet News Sites#2 Mobile/Text notices#3 Local Radio 54
  55. 55. Job News/Info3025 Once a Month Once a Week20 Multiple Times a Week15 Daily10 Never 5 Dont Know What This 0 Is Twitter Flickr Photos Craigslist Enewsletter Facebook LinkedIn Google+ Messages YouTube Blogs Videos or Blog Text Red = NEVER use Caution: This is where Gen Y is 55
  56. 56. Vital Communications 70.0% 62% 60.0% 50.0% 42% 40.0% 38% 31% 30.0% 20.0% 12% 10.0% 0.0% All of the above Phone call Email Visit in person Text messageLimited use of communications tools to reach Millenials 56
  57. 57. 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 0.0% Word of mouth 85% Want ad in paper 35% Post on Craigslist 35% Note on bulletin boards 27% Search for New Hires Use online service 19% Social media 4%57
  58. 58. Receiving Job Applications90.0% 85%80.0%70.0%60.0%50.0%40.0% 38%30.0%20.0%10.0% 8% 4%0.0% Email In print via the mail In print submitted in Online via courses person website 58
  59. 59. Your Social Media Top 3 60.0% 53.8% 50.0% 46.2% 40.0% 38.5% 30.0% 20.0% 10.0% 0.0% Facebook (personal) Course/club blog LinkedIn (personal)Bottom 3: LinkedIn (course); Google+; Personal Blog 59
  60. 60. Meetups, Tweetups, T westivals, Flashmobs 0.0% 30.8% 69.2%Yes No Have no idea what these are 60
  61. 61. MeetUps, Tweetups, FlashMob 0.0% 30.8% 69.2% Yes No Have no idea what these are 61
  62. 62. Social Media Tool• Gen Y loves word of mouth• Yelp! is one of the common review sites• Yelp! yourself to see your reviews• Use Yelp! to create “buzz” for your club 62
  63. 63. 63
  64. 64. Texting[Sending, Receiving] 4% 4% 4% Never Sometimes Weekly Daily 88% 64
  65. 65. Use of Association Website 7.7%26.9% Never Occasionally 30.8% Several times a month Several times a week 34.6% 65
  66. 66. Any Disconnect? Do you feel a generational disconnect with employees, co-workers or managers/superiors who fall into the following age categories?3025 28% 4% 38% Yes2015 No10 I do not work with 5 anyone in this age group 0 Boomers (born Gen X (born Gen Y (born 1946-1964) 1965-1977) 1978-1995) 66
  67. 67. Much of this information provided by NCTA from researchconducted by Market Directions Inc.Gen Y Information Sources:1) Market Directions … www.marketdirections.com2) NCTA/Drake & Company … www.drakeco.com3) Generation WHY … www.generationwhy.com4) Beloit College … www.beloit.edu (Mindset List)5) NAS Insights … Recruiting & Managing theGenerations6) Y-Sizing Your Business: Jason Ryan Dorsey7) Generational Diversity: Jamie Notter 67
  68. 68. Work Groups1. Divide into 4 groups of 6-8 each2. Be sure your “generational cards” are split evenly in each group3. I’ll assign each group a specific discussion topic4. You’ll need your spread sheet from your survey 68
  69. 69. Work Groups1. Recruiting & motivating employees2. Managing generations: staff, boards3. Communications & interaction4. Recruiting younger golfers/members 69
  70. 70. Report Back1. Each group share up to 3 responses/ideas from your topic2. Everyone fill in the card and return to Steve3. Steve will create a report that each of you will receive in the next few weeks 70
  71. 71. Final Thoughts• Bridging the generations can result in powerful forward movement• It is not easy• New tools help you reach & motivate them• Content marketing could be a key element for your success 71
  72. 72. CONTACT INFORMATION Steve Drake President PO Box 316Chesterfield, MO 63006 (314) 239-9464steve@scdgroup.net@stevedrake@causeaholic 72

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