Additional things I learned at SHSMD 2009
More than one SHSMD 2009 session I attended had a “millennial” focus. What was clear from all this talk about millenials is that they are a major focus of everything right now, which can only mean it’s because Gen X and Baby Boomers just don’t understand this younger generation.
Here are some issues to consider: From a marketing perspective, millenials are difficult to reach. From a recruiting perspective, they want different incentives. From a management perspective, well, you need to learn a whole new language to communicated with them.
Instead of spending time researching how the millenials got their personalities, why their personalities are as they are, and who is to blame, I would prefer to focus on the top three take-a-ways for dealing with millenials in the three areas most marketers will care about: marketing to, recruiting and managing.
Top three ways to market to millenials:
• Mobile marketing is growing and will continue to be more important to reach this audience. They live on their PDAs.
• Social networking is huge to this group, and if you don’t have skin in the social networking game, your message won’t get heard.
• It’s not business as usual. In rather recent history, we purchased TV time for advertising based on the demographics of the show. Forget it. Millenials are watching their shows on the computer.
Top three incentives for recruiting millenials:
• They have a social conscience, so make sure your recruitment campaign explains either the job’s elements of social responsibility or your company’s the social consciousness.
• Try to create flexibility in the workplace. What options can you provide offer that will allow for some freedom and flexibility in work hours?
• They care about work/life balance. Learn to accept this and determine ways you can help make this a reality for potential recruits.
Top three management styles for working with millenials:
• They grew up working in team environments and they prefer it this way. Foster this type of environment in your office. Don’t worry, it’s not just a social thing, they really will get the job done for you.
• They can multi-task. Even the men in the demographic can multi-task. So set short deadlines and demand things get done quickly and efficiently. They are up for it.
• Provide flexibility by telling them when the work is due, but not necessarily when it needs to be worked on. You may not like the hours they work, but they will meet the deadline.
How do you speak to millenials? Share with us your ideas on marketing to, working with and recruiting them!
According to Susan Marshall of Online Media Daily, 
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