It’s Still Rock and Roll to MeIt’s Still Rock and Roll to Me Harmonizing Generational Learning Preferences

Jennifer Hohlt Karin Levitt

Learning: Re-Imagined

Getting to know youGetting to know youGetting to know youGetting to know you

• Blue card those born before 1947

• Red card those born between 1947 - 1963

• Yellow card those born between 1964 – 1978

• Green card those born between 1979 - 2000

The evolution of how we experience:The evolution of how we experience:The evolution of how we experience:The evolution of how we experience:Music

• The Concert

• The Record Player

• The Radio

• MTV

• Jam Session

• 8 tracks/Cassettes

• CDs

• XM Radio/IPod

• Live Concert on TV

Training• The Classroom

• Self-Study Workbooks

• Video Training

• Study Groups

• CBT

• Web-based training

• SkillSoft/Books 24x7

• Virtual Instructor Led Training

• Social Networking/Collaboration

The Rock and Roll TheoryThe Rock and Roll TheoryThe Rock and Roll TheoryThe Rock and Roll Theory

• No matter the venue it is still Rock and Roll and it is still Training

• Some venues took hold and others did not

• Some venues cost more than others

• We have individual venue preferences

The Genesis of the Rock and Roll TheoryThe Genesis of the Rock and Roll TheoryThe Genesis of the Rock and Roll TheoryThe Genesis of the Rock and Roll Theory• In 2007 we rolled out SkillPort

• Highly successful adoption rate in first year:• Almost 75% of employee base had taken at least one course• 2000 course completions• 4000 Books 24x7 sessions

• Late 2008 – early 2009• Introduced virtual training concept through focus groups,

interviews and “training survey” • Encountered surprisingly strong resistance from some

• Prompted L&D team to ask why this reaction?• Analyzed sources of response• Found a common thread – generational differences• Research started on generational learning preferences

So what is our generational mix?So what is our generational mix?So what is our generational mix?So what is our generational mix?

• Hitachi Consulting is a multi-generational workplace made up of:• 1% The Greatest Generation• 19% Baby Boomers• 55% Generation X• 25% Millennial • Established consulting practice with:

• Mission critical staffing through college graduates• Fast paced on-boarding and training process to move

Millennial’s into billable consulting roles• In person “schools” as the traditional approach to on-

boarding consultants• Experienced employees and leaders

• The Greatest Generation, Baby Boomer, Gen X• Research needed to better understand our workforce and

realign our training for a multi generational workforce

Generational influences may impact Generational influences may impact learning preferenceslearning preferences

Generational influences may impact Generational influences may impact learning preferenceslearning preferences

• Influencing factors:• What were the formative experiences for the generation?• What was school like? How did they learn to learn?• What was technology’s impact on culture and on learning tools?

• Result in different expectations and norms

• Ignoring these differences could negatively impact effectiveness of learning programs; understanding difference may increase success

• BUT many other factors, including personal preferences and personality style are also at play

Meet the GenerationsMeet the GenerationsMeet the GenerationsMeet the Generations

For the first time in history, there are four generations active in the workforce at the same time:

•The Greatest Generation/Veterans Born before 1947

•Baby Boomers Born 1947 – 1963

•Generation X Born 1965 – 1978/80

•Generation Y or Millennial Born 1979/81 – 2000

Be careful of generalizations but understand possible patterns and group norms

The GenerationsThe GenerationsThe GenerationsThe Generations

Name That Tune!

Name That Artist!

The Greatest Generation – Born Before 1947The Greatest Generation – Born Before 1947The Greatest Generation – Born Before 1947The Greatest Generation – Born Before 1947

Glen Miller, In The Mood

The Greatest Generation – Born Before 1947The Greatest Generation – Born Before 1947The Greatest Generation – Born Before 1947The Greatest Generation – Born Before 1947• Teen Years: 1940’s and ‘50’s

• Today (2009): 64 plus years

• Defined by the move from farm to factory, the Great Depression, Word War II, atomic bomb

• Hard working, disciplined, conformers

• Dedication and sacrifice, honor

• Don't like waste

• Command and control leadership

• Dedicated to job; duty before pleasure

• Keepers of wisdom and lore

• Respectful of protocol, rules, hierarchy

• Formal academic learning environment

• Achieved tremendous technological change and advances

The Greatest Generation – How They LearnThe Greatest Generation – How They LearnThe Greatest Generation – How They LearnThe Greatest Generation – How They Learn

1. Formal classroom learning

2. Concrete materials; well written

3. Expect teacher as SME

4. Structured curriculum and learning path

5. Want a “safe” learning environment

6. Expect learning clearly tied to company mission and objectives

7. Test content should be covered in class

8. Don’t assume they are fearful of technology …likewise, don’t expect it is their preferred way of learning

Baby Boomers - Born Between 1947 - 1963Baby Boomers - Born Between 1947 - 1963Baby Boomers - Born Between 1947 - 1963Baby Boomers - Born Between 1947 - 1963

Bob Dylan

The Times They Are A Changin’

Baby Boomers - Born Between 1947 - 1963Baby Boomers - Born Between 1947 - 1963Baby Boomers - Born Between 1947 - 1963Baby Boomers - Born Between 1947 - 1963• Teen Years: 1960’s and ‘70’s

• Today (2009): 45 to 63 years old

• Defined by McCarthy hearings, Kennedy and King assassinations, civil rights movement, women’s movement, Vietnam, moon landing

• Optimistic and Confident

• Social cause oriented, demand fairness so everyone gets equal start and opportunity

• Goal oriented, dedicated, driven, live to work

• Perceive a world of winners and losers

• Traditional academic classrooms gave rise to “open classroom”; beginning of great educational experimentation

• Technology growth

Baby Boomers – How They LearnBaby Boomers – How They LearnBaby Boomers – How They LearnBaby Boomers – How They Learn

1. Interactive classroom and non-authoritative (team work, breakouts, but not role plays)

2. Materials should be organized as case studies and best practices

3. Prefer instructors to present as equals

4. Prefers freedom on how to achieve goals

5. Don’t put them in the position to demonstrate shortcomings by roles plays or supervisor in the classroom

6. See learning as an end to itself

7. Competitive nature; testing may be seen as a way to win

8. Embrace technology

Generation X – Born Between 1965 And 1978/80Generation X – Born Between 1965 And 1978/80Generation X – Born Between 1965 And 1978/80Generation X – Born Between 1965 And 1978/80

Madonna

Material Girl

Generation X – Born Between 1965 And 1978/80Generation X – Born Between 1965 And 1978/80Generation X – Born Between 1965 And 1978/80Generation X – Born Between 1965 And 1978/80

• Teen Years: 1980’s and ‘90’s

• Today (2009): 29 (or 31) to 44 years old

• Defined by Watergate, downsizing, rising divorce rate, Three Mile Island, Challenger explosion, energy crisis, environmental crisis

• Skeptical; can’t trust parents, gov’t, companies

• Fiercely independent , self-reliant, pragmatic; loyal to Me.Inc

• Re-write the contract between employees and companies; motivated free agents; “career crafters” *

• Sesame Street generation – short bursts of learning

• Great multi-taskers

• Entrepreneurial

• Work to live: work/life balance

• Technology considered easy to use

*Ron Katz, Penguin HR Consulting

Generation X – How They LearnGeneration X – How They LearnGeneration X – How They LearnGeneration X – How They Learn

1. Multi-taskers; want learning to come alive; varied activities

2. Decodes visually; music videos, visually interesting layout (Wired, Fast Company)

3. Direct and to the point; no fluff, no time wasting; relevant

4. Self-directed, independent learning; short bursts

5. Less afraid of making public mistakes

6. Want relevance. Like on the job training – tied to business/tasks

7. Seek constant feedback

8. Embraces technology delivered learning

Millennials - Born Between 1979/81 – 2000Millennials - Born Between 1979/81 – 2000Millennials - Born Between 1979/81 – 2000Millennials - Born Between 1979/81 – 2000

Justin Timberlake

Sexyback

Millennials - Born Between 1979/81 – 2000Millennials - Born Between 1979/81 – 2000Millennials - Born Between 1979/81 – 2000Millennials - Born Between 1979/81 – 2000• Teen Years: Late 1990’s and 2000’s

• Today (2009): 9 to 28 (or 30)

• Defined by 9/11, fall of Berlin wall, Iraq war

• Digital Generation - technology and globalization, flattened, multi-cultural world of constant change

• Helicopter parented

• “Gen X on-fast-forward-with-self-esteem-on-steroids” *

• The most connected generation ever; high personal disclosure

• Socially responsible, community oriented

• Entering workforce during a time of uncertainty but with high expectations and surprising optimism

• Expect connectivity to whatever they need; technology is part of life

* Bruce Tulgan

Millennials – How They LearnMillennials – How They LearnMillennials – How They LearnMillennials – How They Learn

1. Experiential interactive learning

2. Multi-media materials with stories and case studies

3. Learning needs to be student centric

4. Structure learning to be fun and collaborative

5. Tell up front what is expected; Limit criticism or failure; used to hearing “good try”

6. Want to learn only what they have to and to learn it in a style that best fits them

7. Expect recognition for completion, everyone gets a trophy*

8. Technology is a part of how they face the world (Facebook, Google, Twitter, My Space, etc.)

* Bruce Tulgan* Bruce Tulgan

Planning to Harmonize Our ApproachPlanning to Harmonize Our ApproachPlanning to Harmonize Our ApproachPlanning to Harmonize Our Approach

• Provide and emphasize connectivity with others• Interactive – get to know other participants, even virtually• Breakout sessions – small group learning opportunity• Heavily use online social networking; corporate Facebook,

Linked in, Sharepoint, Second Life, etc.

• Promise of face to face learning and celebratory opportunities

• On demand learning supported by social networking, discussion, moderated by SME

• Blend recognition for all participation with special recognition for high contributors

FinaleFinale

• Understand generational differences as well as other cultural factors influencing learning style

• Review curriculum with a eye towards each generation targeted for participation

• Use technology thoughtfully

• Blended approaches will support multiple learning preference

• Good curriculum design principles always apply

• No matter the venue it is still Rock and Roll and it is still Training

Key SourcesKey SourcesKey SourcesKey Sources

• Ron Katz, Penguin HR Consulting

• Generation Gaps in the Classroom, Ron Zemek, Claire Rains, Bob Filipczak, Training Magazine Nov 1 1999

• Grown Up Digital: How the Net Generation is Changing Your World, Don Tapscott

• Generational Learning Styles, Julie Coates

• Not Everyone Gets a Trophy, Bruce Tulgan

• Generations at Work (AMACOM)

• Multi-Generational Learning in the Workplace (Presentation), Brandon-Hall Research

• Across the Generations: Leading Organization in Difficult Times (Presentation), Harvard Business Publishing and Tamara Erickson