bridging the generations in golf: syngenta business institute
DESCRIPTION
Syngenta hosts a Business Institute (at Wake Forest) for golf course superintendents. This session helped participants focus on generational differences in golfers, members and employees at U.S. golf courses.TRANSCRIPT
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Bridging the Generations:
[From Minnie Pearl & Pearl Harbor
To Wiki & Wii]
December 6, 2011
Steve Drake1
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About Me
Coach: “Drake, you’d be better if you were more mobile, agile and hostile!”
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About Me
Ohio StateClarke, the Woman’s CollegeAlbion CollegeAmerican Soybean Association 3
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Your Expectations
• Motivating younger workers• How to “reach” multiple generations• Communications ideas• Different management approaches
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Organizational success increasingly dependent on ability of employees and managers to deal with generational differences
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Generational Challenges
Four Generations as: • Members/Customers/Prospects/Golfers
• Colleagues
• Employees
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Report Back
123
Work Groups
Defining the Generations
Today’s Agenda
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Surveys
Five surveys this year:• 23 service club leaders• 28 golf course superintendents
• 142 golf course professionals• 115 association staff/volunteers
• 724 farmers & ranchers 8
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Who is HereWork role
Golf Course Superin-
tendent (s-ingle
course)
Golf Course Superinten-
dent (multiple courses)
Golf Course Superinten-dent (golf
management company)
Assistant Golf Course Super-
intendent
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
63.3%
30.0%
13.3%
0.0%
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Who is HereType Course
13.3%
66.7%
20.0%
Public Private Resort
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5
4
49
2
7
East Midwest NortheastSoutheast Southwest West
Who is HereLocation
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Golf Industry
• No Silents; No Ys; 9 “cuspers”
Birth Years SBI Attendees
7.7%
92.3%
1920-1942 1943-1962 1963-1982
48%51%
1%
Boomers Xers Ys
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Disclosures
Yes, these are generalizations
Yes, there are exceptions
What follows is a compilation of research and literature from multiple sources
Plagiarism vs research
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1 Defining the Generations
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BabyBoomers
77 million
Generation Y
76+ million
Generation X
50 million
Matures
24 million
Before 1946
1946-1964
1965 – 1977
1978 - 1995
Birth Years:
Generations(Statistical Years)
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Generations(Shared Experiences)
Generation:
Born: Age in 2011:
Core Influence:
Silents Mid-1920s to early 1940s
70-90 Depression, WWII
Boomers Early 1940s to early 1960s
50-70 Man-on-Moon, Vietnam
Xers Early 1960s to early 1980s
30-50 Latch key, Iran hostage
Millennials Early 1980s to early 2000s
0 - 30 9/11, Web 2.0, terrorism
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Generational Words
• 1970s: Long hair
• Today: Longing for hair
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• 1970s: Long hair• Today: Longing for hair
• 1970s: Screw the system• Today: Upgrade the system
• 1970s: Acid rock• Today: Acid reflux
• 1970s: Rolling Stones
• Today: Kidney Stones
• 1970s: KEG• Today: EKG
• 1970s: Going to a new, hip joint
• Today: Receiving a new hip joint
• 1970s: Whatever• Today: Depends
Generational Words
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Stand at Your Corner
Pearl HarborDepression1st Radio
GenerationImpactsHow You
Communicate
Kennedy Assassination Armstrong Moon Walk 1st TV set
Fall of Berlin WallAIDS1st PC
Monica/Gulf War I9/111st Email Address
& Grab a “Sticky Card” 19
Center
Back Left
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0
5
10
15
20
25
30
35
40
Nu
mb
er
Elig
ible
(m
illio
ns
)
Year
Boomer Peak
Boomer retirement will lead to an “all
out war for talent.”
Ready to Retire
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Characteristics, Perspectives, Attitudes
and Beliefs
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Matures:DepressionBuildersSavers Generation
ImpactsHow You
Live
Boomers:Post WWIISpendersLive to Work
Xs:Latch-keyDivorceDownsizedIndependent
Ys:Digital revolutionInstantly
connectedShort attention
spanWork to Live
Generational Overview
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Boomers:Work is a PLACE
Ys:Work whenever & wherever
Cultural Differences:Work-Life balanceFlextimeFocus on friends/familiesDigital natives
Generational Divide
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Work
Life
Family
Work Life
Family
#1 Issue between Generations
70% of American workers say they don’t have proper work-life balance … and blame companies for the problem.
Work-Life Balance
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• Gen Y workers want a job that lets them exercise personal values and beliefs.
• 62% want to work for companies that give them a chance to use their skills to help a nonprofit.
Causes Click
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Tee It Up
What can you do to support local causes … beyond hosting a golf outing?
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• More than 60% of students volunteer at least monthly
• Focus: environment, poverty and community problems
• Top reasons for volunteering: • “feel I am helping others” • “good skills for the future”• “makes me feel proud”
Volunteering Important
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1. Who is Gen Y?2. How big is it?3. What “turns their crank?”4. How do they define success?
Stop & Review
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Generations as Employees
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10%
44%
34%
12%
0%
20%
40%
60%
80%
100%
Matures Boomers Gen X Gen Y
60% of employers report some “generational tension.”
Generations in Workforce
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Silents
Assets• Stable• Details• Loyal• Hard working
Liabilities• Inept with change• Reluctant to buck
system• Uncomfortable
with conflict• Reticent when
disagree
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Boomers
Assets• Driven• Service oriented• Want to please• Good at relations• Good team players• Invented 60-hour
week
Liabilities• Not budget minded• Reluctant to oppose
peers• Judgmental• Uncomfortable with
conflict
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Xers
Assets• Adaptable• Technoliterate• Independent• Unintimidated by
authority
Liabilities• Impatient• Poor people skills• Cynical
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Millennials
Assets• Collective action• Optimism• Tenacity• Heroic spirit• Multitaskers• Techno savvy
Liabilities• Need for supervision
& structure• Inexperience,
particularly with handling difficult people issues
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Management Challenges
• Motivating employees• Communications & language
barriers• Management issues: budgets,
boards, cultures, personalities, level of detail
• Impact of low pay or no raises
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Recruit/Engage New Members Under 35
Top 3 Comments from SBI folks:• Digital media: web, email, social media• Fun & flexible• Positive word of mouth
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1. What Generations are in the work place?
2. How do we learn to work together?3. What “turns their crank” about
work?4. How do we recruit, motivate &
retain staff from differing generations?
Stop & Review
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Discussion at seats:(Pair with someone of different colored card / generation)
What does this mean to you in your work? With your golfers/employees?
Conversation
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Generations as Consumers & Media Users
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Gen Y’s Time Use
0%5%
10%15%20%25%30%35%40%45%50%
Voluntee
r
Faith
-bas
ed
Civic E
vent
Politic
al Ev
ent
Social
Club
Trade
/ Pro
f Grou
p
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Young Adults65% Say Internet Main News Source
* Up from 34% in 2007
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• Blogs• Google News Alerts• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious• Yelp!• Craigslist
Social Media Tools
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How do you have the time?
We’ve switched from “boob tube” to social media.
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Mobile Mania
Cell Phone Users
billionComputer Users
billion
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Texting
• Do you collect cell phone #s of members so you can text alerts to them?
• Text alerts? Yes!– Such as t-time just opened up– Or, storm has delayed us today– Or, special offer for this weekend
• Caution: don’t be a spammer!
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Content Rules
Content creates awareness, builds fans!
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Competition or Ally?
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You Are What You Publish
• When was the last time you looked at your own website? Your competitor’s website?
• Why no golfers on golf course?
• Why no people in pro shop? No diners in dining room? No folks in lounge?
• Where are Tips from the Golf Pro? Tennis Pro?
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Empowering Staff Driven
Content
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Survey ResultsTo e-survey
Golf Superintendents: N=142SBI participants: N=29
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Primary Source of News
42.3%
34.6%
7.7%
7.7%
3.8%3.8%
Online: Newspaper or News Website
Other Online News or Online Information Link
Mobile: App to Your Smartphone
Print: A Monthly or Weekly Magazine
Online: Associaton/Professional Magazine or Newsletter
Print: Association/Professional Magazine
Print: Daily Newspaper
Online Newspapers/Web
Other Online News
Daily Newspaper (print)
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Top Rated News/Info
Sites#1 Internet News Sites#2 Mobile/Text notices#3 Local Radio
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Job News/Info
Red = NEVER useCaution: This is where Gen Y is
Face
book
Linke
dIn
Tw
itte
r
+
YouTube V
i...
Flic
kr P
hoto
s
Cra
igsl
ist
Text
Mess
...
Blo
gs
Enew
slett
er.
..
0
5
10
15
20
25
30
Once a Month
Once a Week
Multiple Times a Week
Daily
Never
Don't Know What This Is
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Vital Communication
s
All of the above
Phone call Email Visit in person
Text message
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
62%
42%38%
31%
12%
Limited use of communications tools to reach Millenials
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Search for New Hires
Wo
rd o
f m
ou
th
Wa
nt
ad
in
pa
pe
r
Po
st o
n C
raig
slis
t
No
te o
n b
ulle
tin
bo
...
Use
on
line
se
rvic
e
So
cia
l m
ed
ia
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0% 85%
35% 35%27%
19%
4%
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Receiving Job Applications
Email In print via the mail
In print submitted in person
Online via course's website
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0% 85%
38%
8%4%
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Your Social Media Top 3
Facebook (personal)
Course/club blog LinkedIn (personal)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
53.8%
46.2%
38.5%
Bottom 3: LinkedIn (course); Google+; Personal Blog
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Meetups, Tweetups, Twestivals, Flashmobs
69.2%
30.8%
YesNoHave no idea what these are
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MeetUps, Tweetups,FlashMob
69.2%
30.8%
YesNoHave no idea what these are
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Social Media Tool
• Gen Y loves word of mouth• Yelp! is one of the common
review sites• Yelp! yourself to see your reviews• Use Yelp! to create “buzz” for
your club
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Texting[Sending, Receiving]
4% 4%4%
88%
Never
Sometimes
Weekly
Daily
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Use of Association
Website7.7%
30.8%
34.6%
26.9% NeverOccasionallySeveral times a monthSeveral times a week
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Any Disconnect?
Boomers (born 1946-
1964)
Gen X (born 1965-1977)
Gen Y (born 1978-1995)
0
5
10
15
20
25
30
Do you feel a generational disconnect with em-ployees, co-workers or managers/superiors who
fall into the following age categories?
Yes
No
I do not work with anyone in this age group
28% 4% 38%
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Much of this information provided by NCTA from research conducted by Market Directions Inc.Gen Y Information Sources:1) Market Directions … www.marketdirections.com2) NCTA/Drake & Company … www.drakeco.com3) Generation WHY … www.generationwhy.com4) Beloit College … www.beloit.edu (Mindset List)5) NAS Insights … Recruiting & Managing the Generations6) Y-Sizing Your Business: Jason Ryan Dorsey7) Generational Diversity: Jamie Notter
Acknowledgement / Sources
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2Work Groups
1. Divide into 4 groups of 6-8 each2. Be sure your “generational cards” are split
evenly in each group3. I’ll assign each group a specific discussion
topic4. You’ll need your spread sheet from your
survey
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2Work Groups
1. Recruiting & motivating employees2. Managing generations: staff, boards3. Communications & interaction4. Recruiting younger golfers/members
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Report Back31. Each group share up to 3 responses/ideas
from your topic2. Everyone fill in the card and return to Steve3. Steve will create a report that each of you
will receive in the next few weeks
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Final Thoughts
• Bridging the generations can result in powerful forward movement
• It is not easy• New tools help you reach & motivate
them• Content marketing could be a key
element for your success
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Steve DrakePresident
PO Box 316Chesterfield, MO 63006
(314) 239-9464
CONTACT INFORMATIO
N
[email protected]@stevedrake@causeaholic
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