I delivered a presentation to senior management at a multinational HR consultancy, where I discussed the topic of ‘Millennials in the Workplace’. Specifically, I was tasked with addressing how I would conduct a marketing campaign on such a pertinent topic, with a view to targeting the organisation’s two key external audiences - clients & candidates. I intend to publish my notes accompanying these slides separately through my LI profile. I hope it makes sense! Thanks

1. Millennials in the Workplace
Tom Rae

2. Overview
“To produce a marketing campaign(s) and idea(s) around
millennials in the work place. We would like to see ideas that target
both clients and candidates using a variety of channel(s) as
appropriate.”
“The presentation should be based on what millennials want
regarding certain working conditions and benefits that traditionally
are not in place. We’d like to see some ideas around what we could
do for clients and candidates on this subject.”

3. Millennials
• Also known as ‘Generation Y’
• Anyone born between
1981 and 1996
(ages 22 - 37 in 2018)
However, my initial thoughts:
• Technology / working environment
• ‘Millennials’ born between 1981 - 1989
• More in common with late
‘Generation X’ (i.e. late 1970’s)
• Less in common with late Millennials
(i.e. 1990 - 1996) and ‘Generation Z’

4. Millennial Factors
• In a world so connected, we’ve never felt so disconnected
• Interpersonal skills
Staying informed,
Keeping in touch
Ignorance
is bliss
Information
overload

5. Campaign
Content

6. Influencers
• Brigette Hyacinth
• 900,000+ LinkedIn ‘followers’
• Bestselling author
• International keynote speaker
• Leadership and management
• Human resources
• Social Media Marketing & Influencing
• Digital Transformation and Artificial
Intelligence

7. Brigette Hyacinth
• 5 Things That Make Loyal Employees Leave
• Micromanaging
• No opportunities for growth and development
• Lack of empathy
• Not supporting work life balance
• Not recognising and rewarding employees efforts
• “…a study by Future Workplace showed that Millennials expect to
stay in one job for less than three years.”
• “We need leaders with human qualities who will put people first.”
Source: LinkedIn (www.linkedin.com/pulse/5-things-make-good-employees-quit-brigette-hyacinth)

8. Influencers
• Simon Sinek
• Over 1.5 million LinkedIn ‘followers’
• Founder and Visionary
• Start with Why
• “People don’t buy what you do,
they buy why you do it” Why
How
What

9. Simon Sinek
• ‘The Millennial Question’
• * “Job satisfaction and strength of relationships… there ain’t no app for that!”
• Message to Millennials: “Too many companies you will work for are not built to
take care of you. Until that changes, please take care of each other.”
Source: YouTube (https://youtu.be/vudaAYx2IcE)
They are tough to manage
Accused of being:
Millennial happiness hard to achieve
4 key characteristics:
Entitled Parenting
Narcissistic Technology
Self-interested Impatience*
Unfocussed Environment
Lazy

10. Publications
• Inc.
• ‘What do Millennials want from their
employers, exactly?’
• Freelance flexibility with full time stability
• The power of flexible working arrangements
• The future of work
• Bottom line: discretionary effort
• Related reports
• Deloitte ‘Millennial Survey 2018’
• IBM and Globoforce ‘Employee Experience Index’
Credit: Getty Images

11. Initiatives
• ‘Heads Together’ campaign
• Mental health and well-being
• Online portal
• Information, advice, training
• Managers and employees
• Blue-chips to start-ups
• Survey of 44,000+ employees (Source: Mind)
• Cost to UK employers (Source: Deloitte)

12. Market research
• Primary
• Questionnaires
• Surveys
• Focus groups
• Testing (aptitude & psychometric)
• Secondary
• Social trends
• Published reports
• Articles & trade journals
• Competitor analysis

13. Thought leadership
• Compelling content
• Fundamental to any campaign
• Success stories
• A day in the life
• Case studies
• Who, what, when, where, how, why
• Corporate social responsibility / sustainability
• Industry news and trends

14. Campaign
Channels

15. Digital
Website
• Newsletters
• Page creation
• Page updates
• Blog posts
• Links
• Forms
Social media
• LinkedIn
• Company / Showcase pages
• Affiliated companies
• Regular updates
• Sponsored content / ads
• Facebook
• Instagram
• Twitter

16. Events
Representation
• Sponsor
• Keynote speaker
• Exhibitor
• Delegate / attendee
Type
• Conferences
• Tradeshows / exhibitions
• Roundtables
• Seminars
• Focus groups

17. Campaign
Decisions

18. Omni-Channel Campaign
• Emphasis toward online activity
• Specifically the website and LinkedIn
• Paid solutions in short-term (3-4 weeks)
• Website – premium SEO
• LinkedIn – sponsored content / ads
• Organic growth thereafter
• Website – keywords, links, metatags
• LinkedIn – likes, commenting, sharing
• Printed materials
• Presentation slides

19. Target audiences
Clients
• Productivity
• Synergy
• Return on
investment
Integrated
Candidates
• Career prospects
• Use of tech skills
• Level of autonomy
• Work/life balance

20. Analytics

21. CRM
• Client / Candidate relationship management – GDPR & Opt In
• Key performance indicators and metrics – the AIDA model
• Return on investment
• New business / client & candidate acquisition
• Repeat business / client & candidate retention
• Intangible - reputation and loyalty
Awareness
• Impressions
• Referrals
Interest
• Clicks
• General
enquiries
• Sharing
Desire
• Inbound
calls
• Meetings
Action
• Applications
• Contracts &
long-term
agreements

22. In conclusion…
“Industry has a responsibility to make up the
shortfall and help this [millennial] generation build
their confidence, learn patience, learn social skills,
find a better balance between life and technology;
because quite frankly it’s the right thing to do.”
- Simon Sinek

23. Thank you for listening