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UNWIRING SINGAPORE’S MILLENNIALS

Unwiring Singapore’s Millennials

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Page 1: Unwiring Singapore’s Millennials

UNWIRING  SINGAPORE’S  MILLENNIALS  

Page 2: Unwiring Singapore’s Millennials

The  Millennials  People  born  in  the  Digital  Age  who  have  always  had  the  internet  in  their  lives.  

Under  25  years  of  age  

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 What  we  don`t  want  to  focus  on  

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Reality  check  

Real  world  

Virtual  world  

REALITY  for  Millennials  No  difference  

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My  world  =  Communal  cocooning    

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‘Full  control’  

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Self  image  

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‘CAN  DO’  GENERATION…  SoluSons  are  always  available  

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•  They  see  themselves  as  very  different  –  “We’re  open  to  change  &  advancement”  

–  “We’re  much  more  global  &  connected”  

–  “We’re  cri8cal  thinkers…  we  ques8on  the  norm,  we  don’t  just  blindly  follow  the  machine  

•  Believe  the  ‘old  way’,  the  ‘old  mentality’  is  inefficient  –   given  the  opportunity  they  probably  could  do  a  beBer  

and  more  efficient  job  •  A  generaSon  of    confident  ‘empowered’  

individuals……who  operate  in  an  intensely  communal  environment  

The  result  

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SO  WHAT  IS  DRIVING  THEM?  

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The  psyche  

Driven  to  progress  

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Psyche:  Millennials  must  have  a  sense  of  momentum  

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ATTITUDES  &  BEHAVIOURS  TOWARDS  WORK  

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•  They  want    –  instant  progress  –  instant  success  

•  So  when  it  comes  to  work/career  they  tend  to  be  focused  on:  

immediate  results,  &  less  concerned  about  the  long  

term!  

Want  it  now  

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•  Not  willing  to  wait  &  work  their  way  –  “I’ve  done  a  degree,  so  why  

would  I  want  to  start  my  career  shovelling  poop?”  

•  Prefer  to  work  for  a  big  name  ‘status’  brand  today  so  that  they  can  ride  on  it’s  significance  now  

•  This  also  fills  them  with  self-­‐belief  –  “Give  me  the  opportunity  now  

and  I  won’t  let  you  down”  

I  want  to  be  significant  now  

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•  Obsessed  with  upgrading  

•  Not  necessarily  ‘improving’  themselves,  but  more  about  adding  a  ‘premium’  to  one’s  self:  

–  new  skills  added  to  their  CV  –  New  achievements  are  

milestones  in  their  development,  ie  overseas  trip,  industry  courses  

•  With  each  upgrade  comes  even  greater  expectaUons:  –  Pay  increase,  be]er  Stle,  respect,  

status,  etc.  

Upgrade  now  

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•  Millennials    are  looking  for  a  job  with  meaning  –  In  what  they  do  –  Their  role  within  the  team  

–  In  how  they  can  progress  with  it  

•  In  absence  of  that  emphasis  on  money  &  status  –  anything  that  recognizes  their  progress.  

•  If  meaning  and  money  is  short,  they  are  quick  in  changing  jobs  and  even  industry  

Search  for  true  meaning  

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•  Result  is  very  few  Millennials  are  truly  ‘passionate’  about  their  jobs.  Highest  percentage  of  ‘disasUsfied  with  my  job’  employees*  

•  Any  ‘Passionates’  were  all  in  customer  interacUon  employment:    –  Sales,  customer  service,  nursing,  etc  

•  Possibly  due  to  them  receiving  direct,  posiUve  ‘feedback’  from  their  customers  which  recognises  that  they  are  mastering  new  skills,  and  making  a  difference  

Passion  

*WDA  study  2012  “Employee  needs”  

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TRAVEL  INDUSTRY  AS  EMPLOYER  

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A  problem  of  percepSon…  

“Not  an  industry  that  aBracts  really  talented  people”  

“It’s  low  paying,  so  they  don’t  even  want  good  people”  

Not  for  ‘smart’  people  

Serving  a  no-­‐no  

“In  this  society,  you  shouldn’t  be  in  a  job  where  you  serve.”  

“I’ve  studied  for  4  years,  I  don’t  want  to  be  a  server…”  

“I  tell  people  I  work  in  marke8ng  first,  tourism  second.”  

“People  always  assume  you’re  wearing  a  costume  or  a  8cket  seller.”  

Embarrassing  

Not  professional  

“Everyone  would  rather  work  in  an  office  in  Raffles  Place.”  

“I  want  my  friends  to  know  I’m  doing  well”  

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Psychologically  driven  to  progress  &  advance  

A  big  perceptual  gap  

Offers  li]le  opportunity  for  advancement    

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IMPLICATIONS  How  the  travel  industry  a]ract,  retain  and  opSmise  Millennials  

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1.  Rethink  job  frameworks  

1.  Offer  jobs  that  are  perceived  as:  

-­‐  ‘Worthwhile’:  doing  something  that  makes  a  difference    

-­‐  Challenging:    learning  and  achieving  new  skills  

-­‐  Progressive:  offers  a  clear  path  for  personal  development  and  greater  income  

-­‐  RecogniUon:  ‘status’  8tles  &  constant  performance  feedback  are  cri8cal.  

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2.  ReposiSon  Travel  industry  

•  Close  the  image  gap  

Psychologically  driven  to  progress  &  advance  

Offers  li]le  opportunity  for  advancement    

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The  perfect  example  

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DUXTON  CONSULTING  

Laurenz  Koehler,  Managing  Partner    

[email protected]