Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Disconnect Between Aging Management and the Younger Workforce
Posted on August 23rd 2013
Are you ready to connect your connected workforce?
With all of the discussions around social media and how it improves the opportunity to engage customers and build more meaningful relationships, we tend to lose sight of another important group…employees. As technology impacts behavior and connects customers and businesses in new ways, the same is true for employees.
With every new social and mobile network, every new smart device, and the materialization of trend after trend, people become increasingly informed, connected, empowered, and also demanding. As a result, businesses are making significant investments in new marketing technology to pursue and engage connected customers where their attention and time is focused. But these same connected customers are also your connected employees. And, how they’re expectations are evolving as well. These digital natives equally require engagement.
Before you can engage externally, you must first engage within.
The Generation Gap
Within your organization, a “C” change is developing, one that will transform the company from the inside out. This C change refers to connectedness as your connected employees will demand new processes and reward systems to satisfy their needs and motivate their professional development. Today, the balance between the generations within is tilted toward Boomers and Generation X. But, in just a few short years, the balance will shift to the Millennial (Generation Y) and how they communicate, collaborate, learn, and grow is much more digital than older demographics can appreciate. For the Millennial, digital is in their DNA.
To visualize the generation gap, ComplianceandSafety.com, a provider of training materials on workplace safety, released a telling infographic that tells a powerful story of the disruption that looms on the horizon.
As stated at the top of the image, “over the next five years businesses will witness an unprecedented generational shift in the workplace.” This will have an almost unfathomable impact on not just how the company operates, but also its operating philosophy and overall culture. If businesses don’t take a proactive approach to defining this over the next several years, it will be defined organically. And, it might not evolve according to a favorable vision and purpose.
Currently 70 million people in the US belong to the Millennial Generation. They represent 35% of the workforce today and by 2014, they will comprise of almost half of all employed professionals. In a separate study conducted by Millennial Branding, it is expected that by 2025, Generation Y will represent 75% of the workforce.
To say that businesses are in for a culture shock would b a gross understatement.
As the infographic notes, Millennials represent a surging eruption that will have a lasting effect on organizations almost over night. One of the factors leading up to this moment was quietly but valiantly influenced by the tumultuous economy that pulled U.S. consumers through a persistent recession. Boomers, unfortunately, were forced to delay retirement plans to regain losses to their financial nests and also invest in any potential catastrophic events that could re-appear. Now, as Boomers begin to retire en masse, Millennials will realize career advancement like no other generation before them.
As the infographic notes, Millennials will be given high levels of responsibility earlier in their careers than previous generations.
These employees are your new consumers. They are the face and voice to the company. They are your new ambassadors and what’s important to them requires study now. Ultimately the generation gap requires bridging led by those on either side of the gap. For the boomers and Generation X’ers who represent today’s decision makers and those Millennials who are on the rise, research and open dialogue will set the stage for the future of not just the workforce but the tone and culture of tomorrow’s business.
With the shift in generations comes a shift in value and values. Leadership is at risk of a great disconnect. Leaders will find their power lost if they cannot relate to this new generation and equally if Millennial s can’t relate to today’s leaders. Before a baton can be passed along it needs to mean something. It needs to symbolize the closing of the generation gap between employees and ultimately customers.
Conversations about the vision and purpose of an organization and how it relates to a rising generation of employees and customers cannot begin soon enough. At the same time, what must stop is any mindset or approach of “us versus them.” Complaining about Millennial behavior or expectations is met only by Millennial complaints about aging management. They’re different. Get over it. If you’re not building bridges your weakening the foundation upon which the future of your business sits.
You must take the first step.
The question to answer is what does your brand or mission mean to tomorrow’s customer or employee? How will they align with it and stand behind it?
This is an effort that’s far bigger than HR. This is a brewing groundswell that’s already impacting business from the bottom-up. Your mission now is to lead transformation from the top-down to meet in the magic middle.