This is the presentation from the CMPX panel discussion : Lessons for the Kool-Aid Kids from the Red Bull crowd - Attracting Future Leaders. The discussion delves into the issue which the industry is facing which is a greater attrition rate due to retirement of the workforce than we do having new entrants entering the market.

1. Attracting Future Leaders:
Lessons for the Kids
from the Crowd

2. Moderator:
Suresh Parmachand, Stratovate Group/Uponor
Panelists:
Krystal McNaughton, Wolseley Canada
Joanna Woo, Emco Corporation
Ron Robinson, AtlasCare Heating & Cooling
Jennifer Hall, Reliance Home Comfort
Marc-André Gendron, Les Enterprises MLG et Fils Inc.
The Cast

3. The Generation Identity
Kool-Aid Kids
Drinking the Kool-Aid is a term that is used in conjunction
with the Post-war and Boomers generations.
These generations stay with one company for most of their
career. They choose to “move up” within a company, rather
than look for a better opportunity at another company. They
are proud to represent their organization. They identify with
their company. They may not agree with everything their
company does, but they understand that the “grass isn’t
always greener on the other side.”

4. Play Hard, work smart is the best summary of this generation.
They require instant gratification because they require reward for their
effort. Contributing to the greater good is part of their DNA, as is
equality and open-mindedness.
They speak their mind and will question authority. Some may consider
them as having a sense of entitlement, but they believe it is a function
of being misunderstood.
The Generation Identity
Red Bull Crowd

5. 49% 51%
Placeholder
-2,000,000 -1,500,000 -1,000,000 -500,000 0 500,000 1,000,000 1,500,000 2,000,000
0 to 4 years
5 to 9 years
10 to 14 years
15 to 19 years
20 to 24 years
25 to 29 years
30 to 34 years
35 to 39 years
40 to 44 years
45 to 49 years
50 to 54 years
55 to 59 years
60 to 64 years
65 to 69 years
70 to 74 years
75 to 79 years
80 to 84 years
85 to 89 years
90 to 94 years
95 to 99 years
100 years and over
Canadian Demographic Breakdown
Median Age
41
source: Stats Canada

6. Are We Doing
Enough To Attract
Women To Our
Industry?

7. 51% 49%
Smartphone
Audience
Social Landscape
72%
13%13% 21%
52%
Social @ Play
9%4%
11%
76%
Social @ Work
2%
19%
2%
35%
43%
Source: CMPX 2014 Survey/ipso lorum

8. The Power Of One
Social media has changed the
way we consume and share
information.
Technology has provided a conduit for
individuals to share their
stories, opinions, thoughts, content, ima
ges, videos, etc. to the
masses, with few restrictions.

9. How Have Social
Trends Changed in
Business? How Can
We Leverage These
Trends To Build
Awareness?

10. Zeitgeist
source: CMPX survey 2014
I would be considered a workaholic. I will put in whatever time is required
to get the job done. I am competitive with a strong work ethic. I believe
strongly in personal development and I am loyal to my company. I value
title and rank while working within teams and I like rules to follow the
rules, but not be told what to do.
I value work before pleasure and discipline in the workplace. I have strong
family values and good manners and “play by the rules.” I believe that
hard work and time will lead to leadership.
I would not be considered loyal to a company and prefer a true work/life
balance. I question authority if I don’t believe they are correct and I will
be cynical if leaders aren’t trustworthy. I work well independently and I
am familiar with technology. I multi-task effectively and I need to be kept
challenged and stimulated in order to be productive.
I believe that anything is possible. I am optimistic and highly social and
have high expectations of myself and those around me. I am educated
and tech savvy, and I am willing to wait for the right opportunity. I require
flexibility in the workplace and I am always looking at ways to challenge
the status quo. I will lose interest in menial tasks and I am okay with
lateral moves within my organization.
27.9%
14.8%
36.1%
21.3%
2%
56%
23%
19%

11. What Defines An
Individual
Belonging To A
Generation?

12. 1940’s 1960’s 1980’s 2000’s
1950’s 1970’s 1990’s
A Generational Summary
War Child
Post War
Baby Boom ME Generation Millennial
Generation X Generation Y
$4 600
$10 950
$13 600
$23 400
$14 100
$6 450
$4 130
$2 400
$89 330
$22 100
$113 150
$35 900
$297 000
$46 326

13. A Generational Summary
12%
24%
16%
24%
24%
Generations
Greatest/Silent Boomers Gen X Millenials Gen Z
Source: AC Neilsen
Greatest Generation (1901-1924)
Silent Generation (1925-1945)
Baby Boomers (1946-1964)
Generation X (1965-1976)
Millennials/Gen Y (1977-1995)
--Younger Millennials (18-27)
--Older Millennials (28-36)
Generation Z (1995-Present)

14. What Are You Seeing As
The Hurdles For Engaging
New Generations?

15. Industry 2020
• Average age of skilled trades : 61
• Age impacts the ability to capitalize on market opportunities
• Labour rate on skilled trades increases by ~30%
• Unskilled workers enter market to fill market needs
• Problems are created within marketplace due to poor installation
• Skilled workers are called into fix problems
• Problem perpetuates
Skilled Trades Become Firefighters

16. What Are The
Pitfalls Of This
Scenario Playing
Out?

17. New Leadership Paradigm
Traditional New Age
• Hierarchical
• Goal-oriented
• Manage resources
• Knowledge
• Extroversion
• Experience
• Egotism
• Empowering
• Intelligence
• Success
• Influence
• Effectiveness (myopic)
• Drives Consistency
Leadership is influence, nothing
more, nothing less.
-John Maxwell
Leadership is the process of influencing others
to work towards a mutually desired vision.
-David Burkus
• Holistic
• People-oriented
• Liberate resources
• Situational impact
• Self-motivated
• Intellectual Capital Management
• Self confident
• Without Boundaries
• Selfless
• Trust
• Effectiveness (peripheral)
• Collaborator
• Enabler
Source: Actionpointe, Journal of Applied Psychology
Meet business objectives
Creating an environment where individuals
will be allowed to foster positive change

18. “Management causes 85% of problems in an
organization.”
-Dr. Demmings
The cost of losing an employee in the first
year of hire is projected at 3 times their
annual salary.
-Wynhurst Group

19. How Is This New
Leadership
Paradigm Going To
Impact Industry?

20. Media Drives Perception

21. 1 in 3
Parents would encourage
children to work in trade
High Schools have become incubators for College and University
3 Generations of Change…
Source: Association od University and Colleges of Canada (AUCC)
* Employment
changes in thousands
6 Million
Boomers
In 2 Decades

22. Electricians
Mechanics
Welders
Machinists
Carpenters
HVAC Technicians
Plumbers
The Hierarchy of Trades – Perception Drives Decisions

23. Stories Are Being Told

24. How Can We
Improve Perception
of the Trade?

25. 49% 51%
Placeholder
-200,000 -150,000 -100,000 -50,000 0 50,000 100,000 150,000 200,000
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Canadian Immigration (Permanent Residents)
Economic 58%
Family Class 25%
Refugees 15%
Other 2%
Source: Stats Canada

26. How Can The
Industry Leverage
Immigration?

27. 49% 51%
Placeholder
-2,000,000 -1,500,000 -1,000,000 -500,000 0 500,000 1,000,000 1,500,000 2,000,000
0 to 4 years
5 to 9 years
10 to 14 years
15 to 19 years
20 to 24 years
25 to 29 years
30 to 34 years
35 to 39 years
40 to 44 years
45 to 49 years
50 to 54 years
55 to 59 years
60 to 64 years
65 to 69 years
70 to 74 years
75 to 79 years
80 to 84 years
85 to 89 years
90 to 94 years
95 to 99 years
100 years and over
Canadian Demographic Breakdown
Median Age
41
Source: Stats Canada

28. What Age Group Do
You Feel Can Drive
Change? Why?

29. Government Programs
Source: www.actionplan.gc.ca Source: www.skillsusa.org

30. Association Programs
Insert HRAI program
Source: www.careertap.ca Source: www.hrai.ca

31. Governments &
Associations are
Trying, But Can They
Do It Alone? How Can
We Help?

32. It Takes A Village
To Raise A Child

33. It Takes A Community To
Develop A Tradesperson

34. Tradesperson
Schools
Associations
Manufacturers
Contractors
Media
Government
The Community

35. How Do You Feel
The Community Can
Work Together?

36. We will need to
rethink where our
leaders are from…

38. • Advanced Technology
Services Inc., a
Peoria, Ill., factory-
maintenance company
that employs 2,300
workers
• In the classroom –
hands on secondary
school training for high-
school graduates at a
cost of $1,500 per
student
• War veterans transition
program
What Are Others Doing?
ATS
Source: www.ipso lorum

39. What Are Others Doing?
Government Of Canada
The Government of Canada launched
the Federal Skilled Trades Program in
January 2013 to facilitate the
immigration of skilled tradespeople
who meet Canada’s current and
evolving economic needs. Skilled
tradespeople are assessed on relevant
criteria, such as language
ability, practical training and work
experience rather than formal
academic education.
Source: www.ipso lorum

40. What Are Others Doing?
Government Of Canada
Canadian Apprenticeship Forum-Forum
www.caf-fca.org.
About Skills/Compétences Canada
www.skillscanada.ca.
About the Campaign
In 2006, the two organizations
partnered to develop and launch the
Skilled Trades: A Career you can Build
On campaign. The campaign reached
across Canada through various
resources, marketing materials, a new
website and even some theatre ads.
Source: www.careersincanada.ca

41. "What the industry needs is to be much more
aggressive in marketing and creating visibility.“
-Jim Ryan, Chief Executive Grainger
Notable Quotes:
"We've made work the enemy,"
-Mike Rowe, TV Personality

42. • Leverage government apprenticeship
programs
• Work with Associations at the local
chapter level to improve circumstance
• Elevate the trade – tell your stories
What Can you Do?

44. @mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com
Suresh Parmachand

45. Appendix:
Information and
insights

46. Conversation Starters

47. 81%
Male
membership
9%
Female
membership
Less than 2 years
2-5 years
6-10 years
11-20 years
20+ years
10%
3%
57%
26%
5%
Years in Industry
Membership Profile
source: CMPX survey 2014

48. Young People and
Women Are Not Joining
the Associations.
Where are they
getting their
information from?

49. 51% 49%
Smartphone
Audience
Social Landscape
72%
13%13% 21%
52%
Social @ Play
9%4%
11%
76%
Social @ Work
2%
19%
2%
35%
43%
source: CMPX survey 2014

50. LinkedIn, Facebook
and YouTube are the
main social media
platforms used by the
trade. Which of these
tools are you using?

51. Membership Profile
How frequently do you use the following devices?
Never
Rarely (< 2hrs)
Sometimes (1-2 hrs)
Often (3-5 hrs)
Always (6 hrs+) 54%
38%
33%
42%
40%
45% 35%
35%
27%
14%
3%
2%
26%
10%
17%
10%
8%
21%
21%
17%
21%
25%
7%
5%
28%
17%
9%
6%
4%
16%
29%
7%
6%
19%
27%
Smartphone Cellphone Tablet Laptop Desktop Television Radio
source: CMPX survey 2014

52. What kind of online
experience are you
providing your
visitors?

53. Membership Profile
source: CMPX survey 2014
7. How often do you use the following tools to conduct research?
Never
Rarely (< 2hrs)
Sometimes (1-2 hrs)
Often (3-5 hrs)
Always (6 hrs+) 60%
36% 40%
36%
50%33%
3%
0%
3%
4%
20%
32%
9%
3%
12%
16%
17%
18%
4%
29%
14%
12%
2%
32%
5%
Online Tools Magazines Newspapers Your Family Your Peers
9. What is the average number of hours
you spend online each week?
2%
18%
48%
32%
< 2 hrs 2-4 hrs > 10 hrs 5-10 hrs

54. The industry is
searching for
information online.
Where are you
providing
information?

55. Work/Life Balance
source: CMPX survey 2014
11. How strongly do you identify with this statement?
Strongly
do not
identify
Somewhat
do not
identify
Neutral
Somewhat
Identify
Strongly
Identify
I live to work 20.7% 15.5% 29.3% 25.9% 8.6%
I work to live 10.0% 11.7% 25.0% 31.7% 21.7%
My work defines
who l am
17.2% 12.1% 29.3% 36.2% 5.2%
I define who l am 1.7% 5.2% 12.1% 25.9% 55.2%

56. Work/Life Balance
source: CMPX survey 2014
15. Do you agree or disagree with the following statements?
Strongly
disagree
Somewhat
disagree
Neutral
Somewhat
agree
Strongly agree
I expect to have a similar
work-life balance and social
life as my parents.
16.0% 31.1% 16.4% 31.1% 3.3%
Time off is more important to
me than paid overtime.
4.9% 6.6% 18.0% 27.9% 42.6%
I highly value a position that
offers flexible hours.
3.3% 1.6% 9.8% 44.3% 41.0%
I am motivated by work,
regardless of pay and time
off/vacation time.
3.3% 13.1% 16.4% 39.3% 27.9%
I feel l have a good work-life
balance.
5.0% 18.3% 11.7% 46.7% 18.3%
Average
Rating
2.70
Average
Rating
3.97
Average
Rating
4.18
Average
Rating
3.75
Average
Rating
3.55

57. How are you using
technology to help
your employees work
smarter and more
efficiently?

58. Managing Business
source: CMPX survey 2014
21. How do you find leads? (List percentages)
0%
20%
40%
60%
80%
Advertising
(Print)
Advertising
(online)
Radio Television Tradeshows Website Other
54.5%
51.5%
36.4% 33.3%
63.6%
69.7%
72.7%

59. How effective are
your lead generation
strategies?