THE GENERATION GAME

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THE GENERATION GAME HOW MARKETING CAN ASSIST
WITH THE RECRUITMENT RETENTION OF GENERATIONS
X AND Y Janet Cooper, AHRI WA State
Council John Burgess, AHRI WA State Council

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• THE WORKING POPULATION AND OUR ONGOING BUSINESS
  CRISIS
• TODAYS POSITION
• Ageing Population
• Skills Shortage
• The War for Talent is here - and raging!
• SUCCESSFUL FORMULA
• Attract
• Motivate
• Retain

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• KEY QUESTIONS
• How can Marketing assist HR to attract
  generations X Y ?
• What are they looking for in a workplace ?
• How do you motivate them to stay ?

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• BABY BOOMERS - 1946 1965 ( 40 60)
• Bill Clinton, Oprah Winfrey, Alan Carpenter,
  Susanna Carr, Ernie Dingo
• Largest generation in history
• Currently about 35 of the workforce
• Obsessed with youth, reject ageing
• Asset rich, cash poor
• Optimistic and loyal
• Focused on career path and upward advancement
• Lived through restructuring and downsizing

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HOW THEY ARE VIEWEDBY OTHER GENERATIONS

• GENERATION X
• No Work Life Balance
• Workaholics
• Set in their ways
• Bogged down in process
• Political/Gossips

• GENERATION Y
• Rule Makers
• Plodders have stopped learning
• Technophobes
• Dont understand us

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• GENERATION X 1966 1981 (25 40)
• Will Smith, Brad Pitt, Kylie Minogue, Ben
  Cousins, Megan Gale
• Largest working population over 60
• Economic/social pressures friends have taken
  the place of absent families, need for dual
  incomes, married and babies later, will carry
  burden of their parents retirement
• Efficient and results focused can multi task
• More sceptical they get to the point quickly
  and expect the same back
• Do not expect job security
• Raised during rapid technological change
• Value opportunities to develop themselves
• Social Conscience

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HOW THEY ARE VIEWEDBY OTHER GENERATIONS

• BABY BOOMERS
• Brash, rash and too much flash
• Disrespectful
• No work ethic too focused on their personal
  lives
• Aggressive and queue jumpers

• GENERATION Y
• Frightened of the future
• Dont know their rights
• We can do their job better than them
• Slow to catch on

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• GENERATION Y no concensus over actual dates but
  generally between 1978 1989 (17 28)
• Lleyton Hewitt, Paris Hilton, the Olsen
  twins, Chris Judd, Matthew Pavlich
• Most educated
• They dont know a world without computers
• Look for a balance between family and work so
  want flexible schedules, lots of time off, unpaid
  leave to travel or to do community work
• A third will change jobs every 2.5 years, two
  thirds will change within 5 years
• Approx half raised by divorced parents
• Get now pay later
• Global awareness
• Always contactable
• Rights and entitlements focused

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HOW THEY ARE VIEWEDBY OTHER GENERATIONS

• BABY BOOMERS
• Worse than Xs in queue jumping
• Hold employers to ransom
• Never content always distracted
• Stars if you can get and keep them

• GENERATION X
• Think they can turn up and be CEO tomorrow
• Over confident
• Flashy and rebellious
• Entitlement Focused

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• ATTRACTING GENERATION X
• WHAT THEY ARE LOOKING FOR
• Skill Development
• Succession Planning programs in place
• Lots of projects
• Frequent constructive feedback
• Regular coaching (not telling)
• To be managed by results
• Time to pursue other interests

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• ATTRACTING GENERATION Y
• WHAT THEY ARE LOOKING FOR
• (Y shd i work 4 u?)
• The Brand, does it match their values?
• Stimulation - outcomes-focussed, project-based
  work environment
• Equality and Flexibility in working hours, pay
  structures etc.
• Constant Skill Development is a MUST
• Established mentoring programs with senior staff
• Multimode communications (MMS, SMS, Email and
  mobile phone)

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MARKETING AND PEOPLE STRATEGIES

• Internal vs External Marketing
• Placing as much emphasis on your people as your
  products/services
• How do you currently market your brand to your
  staff?
• How effective is it?

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• RECRUITMENT, MOTIVATION
• AND RETENTION STRATEGIES
• Make your ads interesting, with fun strap lines
• Think hi-tech
• Create fun environments at work
• Leverage Relationships
• Be very aware of their values and drivers
• Stimulate them
• Flexibility
• Communicate

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• SO, HOW WELL DO YOU KNOW YOUR PEOPLE?
• Can you write down the full name including middle
  initial of two people in your team?
• When did they join the organisation?
• What is their main reason for working with you?
• What is the most important professional goal they
  have set this year?
• What is their greatest professional achievement
  while working for you?
• How do they like to be rewarded (apart from )
  ?
• When did they last attend a training program ?
• If they could change one thing about your
  Department, what would it be?

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• ARE YOU STILL YOUNG?
• Take a moment to compare yourself with these..
• The web has nothing to do with spiders
• Virgin is associated more with flying or credit
  cards than sex
• HTML and Java are preferred languages to learn
  (not French or Italian)
• Michael Jackson has always been WHITE
• Bottle caps have always been plastic and screw
  off
• They dont know life before answering machines
  and mobile phones

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IN CONCLUSION All generations want work that
provides personal satisfaction and is
valued Employers who understand that personal
lives are important will find it easier to retain
staff People want a clear sense of purpose,
honesty and leadership from their employer,
SO Review your recruitment processes Think, how
good is your brand in terms of attracting
people? Are your current marketing methods what
people are looking for? How do you know?
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THANK YOU ANY QUESTIONS ?