4 challenges associations face in engaging young professionals

4 Challenges Associations Face in Engaging Young Professionals

4 Challenges Associations Face in Engaging Young Professionals © WebLink International

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Today’s Presenter Christopher Schrader, SPHR President – Schrader and Associates • Human Resources consulting firm focused

on helping businesses excel and grow • Director – Government Affairs for the

Indiana State Council of Society for Human Resource Management

• Specialties: Human Resources Leadership, International Human Resources Management, Management Development, Operational System Development, Government Affairs

Today’s Presenter Christopher Schrader, SPHR President – Schrader and Associates • Presented at 2013 WebLink Summit • Keys to understanding and leveraging

generational differences to improve results for your organization

Generations as a Culture Culture: Edward B. Tylor said that culture is "that complex whole which includes knowledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society.“

Generational characteristics are determined by: • Demographics • Early life experiences • Headlines that defined their times • Their heroes, music, sociology • Early days in the workplace

Demographics

Greatest & Silent Generations: Born 1921 to 1945 (7%)

Baby Boomers: Born 1946 to 1959 (42%)

Generation X: Born 1960 to 1977 (29%)

Generation Y: Born 1978 to 1994 (22%) Also called Millennials

Generation Z: Born 1995 – 2012 (>1%)

Greatest Generation: Depression, WWII & Korea

Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs

Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids

Millennials: Economic boom, unrivaled education, women outnumber men in college, “participation trophies”,

explosion in personal technology

Generation Z: War, severe economic disruption, next generation technology, government dysfunction

Greatest Generation: First job involved physical labor and was hard; labor competitor was literally everyone else

Baby Boomers: First job involved physical labor, but was not as hard due to technology development; labor competitor was another

Boomer, but there are lots of jobs.

Generation X: First job happened later and was likely in a mixed service /light physical labor; labor competitor was a late birth Boomer

whose numbers dwarfed yours.

Millennials: First job was in retail or service; physical labor jobs have mostly disappeared or are held by adult immigrants; labor competitor was another Gen Y’er.

Generation Z: First job is in service role but retail is disappearing; labor competitor is an older Boomer, and there are few opportunities.

• The value proposition of networks • The concepts of time and space • The concepts of speed and adaptation • Communication

The Value Proposition of a Network

V.P. Membership: “Our organization has more than 1,500 members you can connect with and potentially do business.”

Gen. Y’er: “That’s all? I have 800 Facebook friends and get more than 15 “likes” per day from them and 700 LinkedIn contacts. I also have 600 Twitter followers who Tweet all of the time. And oh yeah, another 120 people in my smartphone contacts who I text all of the time. Facebook, LinkedIn and Twitter are free, and I have a cheap unlimited data plan since I don’t use phone minutes. Why do I need your network when mine is already bigger, growing faster, and costs me fraction of your annual dues?”

V.P. Membership: “Good for you, like most your age you have been building networks for much of your life. The better question is do you know how to best leverage it? How do you optimize learning and financial opportunities? Having a network and using it optimally are two different things. We can help with that.”

We need to change

how we speak to the value of

networks to this generation

Concepts of Time and Space

V.P. Programs: “We are going to have a local marketing guru speak on this very topic at the Holiday Inn on Thursday evening at 6:00 p.m. Let’s get you signed up for the event.”

Gen. Y’er: “Thanks, but I’m going out with my friends that evening. Are you going to record it so I can listen to it in a podcast when I’m ready?”

“I understand, but a great added value of attending is the ability to ask questions in real time and meet other members with similar interests who might have a great idea of their own. Who knows, you might get an idea you can start working on right away. What do you think about bringing your friends along? It will only last an hour.”

We need to figure out how to set up a chat

session with the speaker for those who listened to the podcast and how to better stretch time with

our programs

The Concepts of Speed and Adaptation

Gen. Y’er: “I just found out you had a presentation last week on tips for Gen Y to succeed in business. I’m disappointed I missed it. Can’t you offer it again?

“I’m sorry you missed it; we usually don’t repeat programs in the same year. We sent emails out and posted it on the website. Did you not receive the email or visit our site?”

Concepts of speed and adaptation

Gen. Y’er: “I may have gotten the email at work, but I get more than fifty a day, and no, I did not check the chamber site. I use my smart phone for everything . If you had updated your Facebook account or sent a text to me I would have been there.

We need to figure out how to leverage

Facebook and send texts to our younger members

rather than email.

Communication

Preferred Communication Channels

Veterans Brief Memos Meetings Mail

Boomers Brief Memos Phone Face to Face Meetings

Gen X E-mail Phone Face to Face Meetings

Gen Y Text FaceBook MySpace Email Phone

Gen Z Twitter Text Pintrest (females) FaceBook

Three Things to Remember • Communicating to four generations will remain a durable

challenge; people are living longer and working longer. A multi-phase strategy is required.

• The value proposition of the network is being challenged as never before; you must develop a strategy for addressing technology and user

• Algorithms designed to plow through big data are transforming personal expectations at a rapid rate; members will soon expect similar outcomes from their organizations.

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3 Questions

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Contact Information Christopher Schrader, SPHR President – Schrader and Associates Email: Chris@christhehrpro.com Phone: (812) 322-0380 Web: www.christhehrpro.com @ChrisTheHRPro Christopher Schrader, SPHR

4 challenges associations face in engaging young professionals

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