NAGAP Summer Institute Plenary 07-13-2012


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When Generations Collide and what Starbucks, American Girl, Apple and Disney can teach you about recruiting graduate students

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NAGAP Summer Institute Plenary 07-13-2012

  1. 1. When Generations Collideand what Starbucks, American Girl, Apple and Disney can teach us about recruiting graduate students TextJeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”
  2. 2. Manage the Expectations 15 American Generations 4 Cycles = 4 Stage/2 Stroke Generation X Millennials It’s All About the Experience Questions and Comments
  3. 3. 3Manage the Expectations Students Parents Colleagues
  4. 4. Disclaimers
  5. 5. Disclaimers
  6. 6. “In America, each generation is a new people.” Alec de Tocqueville, 1830
  7. 7. 4Number of books by Howe and StraussGenerations, 13th Generation, The Fourth Turning and Millennials Rising LifeCourse Associates
  8. 8. 4Number of Generations Colliding in the Workplace Silent, Boomers, Xers and Millennials LifeCourse Associates
  9. 9. 23.4Average Number of Years of American Generations Howe and Strauss
  10. 10. 15American Generations (19 New World) Howe and Strauss
  11. 11. 4Number of Generational Cycles and Number of Generations Per Cycle Howe and Strauss
  12. 12. Revolutionary Cycle Name + Birth Years Awakening + 1701-1723 Liberty + 1724-1741 Republican + 1742-1766 Compromise + 1767-1791
  13. 13. Civil War Cycle Name + Birth YearsTranscendental + 1792-1821 Gilded + 1822-1842 Progressive + 1843-1859
  14. 14. Great Power Cycle Name + Birth Years Missionary + 1860-1882 Lost + 1883-1900 G.I. + 1901-1924 Silent + 1925-1942
  15. 15. Millennial Cycle Name + Birth Years Boomer + 1943-1960 X + 1961-1981 Millennials + 1982-2000/0115th (Homeland or iGeneration) + 2000/01-20??
  16. 16. 76 Million Millennials(vs. 72 million Boomers and 42 million Xers) Howe and Strauss “Millennials Rising”
  17. 17. 4/24 Stage/2 Stroke Per Cycle Howe and Strauss
  18. 18. Revolutionary CycleName + Birth Years = Description Awakening + 1701-1723 = Idealist Liberty + 1724-1741 = Reactive Republican + 1742-1766 = CivicCompromise + 1767-1791 = Adaptive
  19. 19. Civil War Cycle Name + Birth Years = DescriptionTranscendental + 1792-1821 = Idealist Gilded + 1822-1842 = Reactive Progressive + 1843-1859 = Adaptive
  20. 20. Great Power CycleName + Birth Years = Description Missionary + 1860-1882 = Idealist Lost + 1883-1900 = Reactive G.I. + 1901-1924 = Civic Silent + 1925-1942 = Adaptive
  21. 21. Millennial Cycle Name + Birth Years = Description Boomer + 1943-1960 = Idealist X + 1961-1981 = Reactive Millennials + 1982-2000/01 = Civic15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive
  22. 22. 4 Stage / 2 StrokeIdealist Idealist birth CivicReactive Reactive birth Adaptive Civic Civic birth IdealistAdaptive Adaptive birth Reactive Repeat
  23. 23. Each Generation Rebels against the elder-built world and against the generation before it. (Think X>Boomer and Millennial>X)Redirects society towards its own inclinations.
  24. 24. Each Generation 1. Solves the problems facing the prior youth generation (Millennial>X)2. Corrects for the behavioral excess it perceives in current midlife generation (Millennial>Boomer) 3. Fills the social role being vacated by the departing elder generation (Millennials>G.I.)
  25. 25. Each GenerationIs shaped by their surroundings and by the generations with which they interact.While being born becomes history, and as they age they make history.
  26. 26. Types of HistorySocial Moment - a brief period of time when people perceivehistorical events to radically alter their social environments. 1. Secular Crisis - when society focuses on reordering the outer world of institutions and social behavior. 2. Spiritual Awakening - when society focuses on changing the inner world of values and personal behavior.
  27. 27. Repeating in America 1. Idealist - encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood.2. Reactive - encounters a spiritual awakening entering youth, and a secular crisis entering midlife. 3. Civic - encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood. 4. Adaptive - encounters a secular crisis entering youth, and a spiritual awakening entering midlife.
  28. 28. “A generation that can sneakily trump boomer X narcissism and millennial entitlement.” Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”
  29. 29. About Generation XBorn and raised as independent latch-key kids. Sexual Revolution, Watergate, Vietnam, Gay Rights, High Divorce Rate, Recession and Woman’s Movement peppered their youth.Demonized by Hollywood: Rosemary’s Baby, TheExorcist, Taxi Driver, Pretty Baby and The Omen.
  30. 30. About Generation X Playing to win by half expecting to lose.Accepting wide gaps between personal outcomes and sex roles. Proud of their ability to cut through the hype.
  31. 31. About Generation XBecoming cautious in family life and gradually mellowing in personality. Dedicated to starting and maintaining stable families, something their Silent generation parents did not.
  32. 32. MommyMany Generation X women are chosing not to return to work after they have children. ABC News Special Report “The Mommy Wars”
  33. 33. MillennialLargest, most wanted, most watched over andmost diverse generation in American history. Howe and Strauss “Millennials Rising”
  34. 34. The Three “Kaitlins”Kaitlin Caitlin Kate Lynn
  35. 35. 3.6Average birthrate of Millennials (in millions) Howe and Strauss “Millennials Rising”
  36. 36. $50k Parents willing to pay for an ovum from anattractive, high IQ, female at a top university Howe and Strauss “Millennials Rising”
  37. 37. 50% Increase in amount of stuff in weight inaverage American homes vs. 20 years ago US News and World Report, 2008
  38. 38. 87%College freshmen who have never shared a room with a sibling Chronicle of Higher Education, November 2010
  39. 39. About Millennials 35% are non-white (and Latino). 1 in 5 have an immigrant parent, 1 in 10 have a non-citizen parent.Largest separation in wealth in American history.
  40. 40. About Millennials Celebrated, cherished and protected.Celebrated by Hollywood: Three Men and Baby, Baby Boom, Mr. Mom and Disney princesses.Bike helmets, car seats, nanny cams and more.
  41. 41. About Millennials Raised by attached parents. “Helicopter Parents” or “Blackhawks” transitioning to “Stealth.”Parents are “Best Friends” and co-purchasing. Conservative. Or Conventional?
  42. 42. Co-Purchasing
  43. 43. About Millennials Team Oriented. Task Oriented.Civic Oriented. (not in march on D.C. way)Want to achieve high standards set for them.Feel that they have already “paid their dues.”
  44. 44. Reaching Millennials Eliminate Ambiguity.Think of Time as 24/7 Resource. Combine Work with Play. Make it Worthwhile. Handle with Care. Play to Their Strengths. Group Think.
  45. 45. X vs. Millennial
  46. 46. X vs. Millennial
  47. 47. X vs. Millennial
  48. 48. X vs. Millennial
  49. 49. X and MillennialYou are no longer in control of message or media. They are in control. They want authenticity and simplicity. Stories render authenticity.
  50. 50. X and MillennialTo connect with these generations you cannot talk at, you must talk with. You must give them the tools to createtheir own stories, memories and experiences.
  51. 51. 5000Marketing messages your prospective students are assaulted by each day Adweek November 2008
  52. 52. It’s All About the Experience! Pine & Gilmore
  53. 53. The Experience Economy is about:1. Repelling commodization2. Charging a premium price3. Persuading consumers to pay when they never did before4. Selling “Memories”
  54. 54. The Experience Economy 101 n sio og res Experiences Pr ic om on Service/Information Ec of ryeoTh Industrial Agrarian
  55. 55. 10 Ten Tenets ofThe Experience Economy
  56. 56. 1. Integrate the four E’s Higher Education is the experience economy: 4 E’s Absorption Entertainment EducationPassive Participation Active Participation Esthetic Escape Strategic Horizons, LLP Immersion
  57. 57. 2. Aesthetics, Esthetics & Cues Fast Company, October 2010 Photograph Courtesy of McDonalds NDG Australia"If you have a restaurant that is appealing, contemporary, andrelevant both from the street and interior, the food tastes better." Don Thompson, COO
  58. 58. 2. Aesthetics, Esthetics & Cues “The study by the Association of Higher Education Facilities Officers sought to determine “the relative importance of an institution’s physical assets on a student’s choice of school,” so they surveyed about 16,000 students from 46 colleges. More than half the respondents indicated that the “attractiveness of the campus” was essential or very important in their decision where to attend school. Students said that poorly maintained open spaces played a key role. And 50 percent either strongly agreed or agreed with the statement, “When I first saw the campus, I knew this was the right college for me.”The Impact of Facilities on Recruitment and Retention of Students by David Cain, Ph.D. & Gary L. Reynolds, P.E.
  59. 59. 2. Aesthetics, Esthetics & Cues Elon University
  60. 60. 3. Authenticity “Stop saying what your offerings are through advertising and start creating places--permanent or temporary, physical or virtual, fee-based or free--where people can experience what those offerings, as well as your enterprise, actually are.”
  61. 61. 3. Authenticity or “Keep it real” SACAC Survey of 200+ National Merit Scholars“I believe that imperfections show character. Thats what I was looking for in a college. A school that seemingly has no flaws during a one hour information session (and tour) not only stands out negatively, but it comes off as bland and ordinary.” Read the complete survey results Password: sacac
  62. 62. 4. Customization “What’s your drink?
  63. 63. 4. Customization Hendrix College
  64. 64. 4. Customization
  65. 65. 5. Sensory Engagement
  66. 66. 5. Sensory Engagement Miami University (OH)
  67. 67. 6. Emotional Engagement
  68. 68. 6. Emotional Engagement Lehigh University
  69. 69. 7. Storytelling
  70. 70. 7. Storytelling St. Edward’s University
  71. 71. 8. Signature Moment(s)
  72. 72. 8. Signature Moment(s) Westmont College
  73. 73. 9. Theme
  74. 74. 9. ThemeAlfred University
  75. 75. 10. Memorabilia The Ohio State University
  76. 76. 10. Memorabilia West Virginia University
  77. 77. Media and Resources Did You Know? Video Web 3.0 Video Pew Internet Research
  78. 78. Mommy Tell My Professor He’s Not Nice Generation Serves Notice; Its a Moving Target res=9D0CE7D9123FF931A15752C0A9609C8B63 facebook grows up
  79. 79. YouthQuake (Millennial Values in Work) chan=magazine+channel_top+stories Scenes From A Culture Clash Get The Best Out Of Millennials
  80. 80. The Millennials are Coming Employee Evolution - Millennials at Work TargetX iThink Blog
  81. 81. Your Bookshelf
  82. 82. Your Bookshelf
  83. 83. ? So what does it all mean torecruiting graduate students
  84. 84. When Generations Collide and what Starbucks, American Girl, Apple and Disney can teach us about recruiting graduate students TextJeff Kallay