Generations And Engagement

Connect + Engage

The Generations @ Work

Peter Reek . Principal Smart Savvy + Associates Direct - 604.639.5446 peter@smartsavvy.ca

“Each generation imagines itself to be more intelligent than the one that went before it , and wiser than the one that

comes after it.”

~ George Orwell

Overview

• Connecting with the Generations• Boomers /Generation Jones• Generation X• Generation Y

• Focus on the similarities/common ground• Ingredients for engaging and becoming

Employer Of Choice• Discussion/Round Table

Get on the Same Page

• Boomers 1946 – 1964 (46- 64 yrs)• Generation Jones 1955 – 1964 (45-56 yrs)

• Generation X 1965 – 1979 (31– 45 yrs)

• Generation Y 1980 – 1994 (16 – 30 yrs)

Famous Y’s

Famous X’ers

Famous Boomers (Later Stage/Generation Jones)

Famous Boomers (Leading Edge)

Examining A Generation

• Defining Moments• Key Values & Concerns• Current & Next Life Stages• Emotions & Affinities• Physiographic Profiles• Social Activities/Lifestyle

Gen Y (16-30)

• Defining Moments• Princess Diana• 9/11• Iraq War• Columbine

• Life Stage• Early Stage Career• Recent Grad• University (Grad School)• Marriage (28/29) • First child• First home purchasing

Gen X (31-45)

• Defining Moments• AIDS Crisis• Challenger Explosion• Fall of Berlin Wall• Tiananmen Square

• Life Stage• Home ownership • Child rearing• Divorce and remarriage• Career changes• Busiest time of their life• Not necessarily about them right now

Boomers (46-64)

• Defining Moments• Watergate• Assassinations of John Lennon, MLK and JFK• Royal Wedding• Famine/Band Aid• Iran Hostage• Vietnam/Woodstock

• Life Stage• Child rearing later years• Long runway (career growth)• Retirement planning• Empty nesting (early stages)• Grand parenting• Divorce and remarriage

Portrait of Gen Y

• Ambitious• Loyalty vs. Quest (conflict)• Multi-cultural ease• Networking by nature• Healing the planet

Gen Y Realities

• They are fast and impatient• They have grown up texting (no need for

planning sessions – let’s do this)• They may be smart but they are not

necessarily wise (most seem to know that)• Recognize value of mentorship• They can multi-task• Reality TV…

Reality TV & Generation Y

• Baptism by fire/ Do or Die opportunities (Apprentice)• Give them feedback (American Idol)• Be Strategic (Survivor /Amazing Race)• Anything is Possible (Bachelor)• Life should be ‘good’ enough to be on TV (The Hills)• Build alliances• Resilient• Dare to try new things• Learn from failures

Portrait of Boomers

• Long Runways• Working Longer• From ‘Me’ to ‘We’ – Volunteer• Yearning for Flexibility• Familial Obligations

The Y’s and The Boomers …

• Getting along like a house on fire• Extraordinary amount in common • The Boomers are used to parenting the Y’s• The Y’s tend to like their parents• Net result = Many similarities in values• The Y’s don’t want the Boomers Jobs (they want better ones)• Boomers are beyond feeling threatened• Mutual mentoring

Best Way To Pay

Generation Y Boomers

1. High quality colleagues2. Flexible work arrangements3. Prospects for advancement4. Recognition from company or

boss5. Steady rate of advancement6. Access to new

experiences/challenges

1. High-quality colleagues2. Intellectually stimulating

workplace3. Autonomy regarding work tasks4. Flexible work arrangements5. Access to new experiences

/challenges6. Giving back to the world through

work7. Recognition from company or

boss

10 Reasons Gen X’ers Are Unhappy at Work

1. Careers got off to a late start2. During teens witnessed adults being laid off3. Most corporate careers narrow at the top4. Just their luck – economy was slow when they

started and it is slow now5. Pesky Gen Y’s

10 Reasons Gen X’ers Are Unhappy at Work

6. Surrounded by love fest (Ys and Boomers)7. Believe it or not they are the conservative

ones holding down the fort8. Fearful at pace of technology9. Boomer Parents of Y’s10.Their own parenting pressures are at a peak

(life is busy)

X’ers As Leaders

• Realistic, Pragmatic and Effective• Resourceful and hardworking• Take commitments seriously• Resilient• Well-nurtured networks• Operate comfortably in the global and digital world• Richly multi-cultural• Always looking for a different way forward• Raise important questions

Leadership Challenge

• Coach vs. Boss• Active interest in your people’s lives (both @

work and outside of work)• Make an investment in them as team

members and individuals• Help them figure out where they are

headed/where their strengths are• Help them recognize when the scales are

tipped

5 Common Rewards Valued More than Pay

1. Odyssey experiences2. Rich form of flexibility3. Meaning, purpose and challenge4. Diverse, high-functioning teams5. Measure of altruism

Employer of Choice

• Foster a culture or inclusiveness• High degree of flexibility• Bonus managers based on financial and human resource

targets • Eliminate rogue managers who sour the atmosphere and

culture

Employer of Choice

• Constantly review HR offering to make sure current/relevant• Give top performers accelerated development opportunities and

differentiated compensation• Deal with under performers• Break compensation rules to hire the best candidate

• Demonstrate commitment by spending on/supporting training• Understand recognition as key driver of employee satisfaction • Ensure frequent two-way communication with team• Engage alumni• Segment employees and treat each group appropriately

New Model

• Free Agency• Autonomy and independence• Action and results• Challenge, risk and innovation• Work-life balance

Innovative Approaches

• Digital Reverse Mentoring - Time-Warner recruited Gen Y college students to mentor their execs in digital technology

• Social Networking www.hello.bah.com • Re-emergence of the sabbatical • Houston Texas – Flex in the City Events• Sodexho – workers propose their own flex arrangements

What Do Marketers Want?

• Challenge• Opportunity to make an impact• Participate at strategic level• Ownership• Work with smart people/ be part of a winning team• Exercise the power to create (a powerful driver)• Flexibility

Discussion Points

• What is your organization doing well to serve the generational cohorts?• Which companies are leading the way/doing it well when it comes to

people innovation? • Where will your organization have to shift if there are going to be an

employer of choice (with drawing and staying power)? • How would you describe the necessary leadership shift/ requirements to

effectively lead the emergent workforce?

Discussion Points

• What kind of things can organizations do to better connect with/engage:– Boomers– Gen X– Gen Y

• What does Each generation have to teach us?• What are the key things the companies you have worked for have done

to hold your attention and keep you engaged?• What common HR practices/policies have become obsolete/outdated?

Discussion Points

• If you were tasked with drafting your employee best practice/ HR Model what benefits, policies etc. would you make sure became the emphasis/priority for the next 3- 5 years?

• How does this all translate into:– Retail environments– Unionized environments

Resources

Harvard Business Review video interviews:Managing Generation Y - Tammy EricksonWhat Motivates Gen Y and Boomer Talent - Sylvia Ann Hewlett

I made use of several of the from Tammy Erickson’s Harvard Business Review blog entitled Across the Ages

Specifically:Career Advice for Generation XA Hard Look at the Options Ahead: The Reality of the Changing Workplace-What's in Store for Generation X?Why Generation X Has the Leaders We Need Now

Other Blog Posts:Let Gen Y Teach you Tech – Sylvia Ann-Hewlett, Laura Sherbin & Karen SumbergIn hard times, recommit to flex time – Sylvia Ann HewlettPower Point Presentations (CDN Content)Understanding Generational Differences – Beyond The Stereotypes by Michelle DaginoYou, Me and Them: Dealing with Generational Differences in the Workplace by Dr. Linda Duxbury