Gen(D)erational Management!

Do You Know Who Your Employees / Employers Are?

Lynn AndersonSr. VP/ Radio Advertising Bureau

landerson@rab.com

September 26, 2009

Shifting Workplace Balance

• By the end of the year 2000…• “Women for the first time,

account for the majority of American workers.”

• 40% of all Women over 18 are unmarried

• Single Parent Families– United States Department of Labor

• Changes for Working Men

US Census 2000

Attitudes: Home and Family

• “Family is a greater priority since 9/11” - 69%

• “Increased appreciation for my family…” - 80%

• “Feel less safe in my own home” - 28%

Source: NFO/American Demographics, 1/8/08

Values, Attitudes and Lifestyles

Return to “Core Values”• Family• Community

– Service & Charity• Integrity

– Honesty & Sacrifice

Balance– work/life– self– leisure

Authenticity Security

J. Walter Smith, Yankelovich MONITOR, Dec. 2008: Trying to Get Back to Business as Usual in Trying Times.

Gen(d)erations

Source: DYG Scan / Yankelovich 2001

Core Values

Life Stage

Gender

The Intersection of:

Generational CommunicationDo you know who your employee

is?(A 18+)

Silent22%

Boomers32%

Gen "X"22%

Millennials24%

“How to talk to your employee” is critical…and complex! Who is talking…and who are you talking to?

Boomer

Age, Attitudes

Boomer Gen X

Age, Attitudes

Boomer Gen X Gen Y

Age, Attitudes

The “Forever Young”

Baby Boomers(1944-1961) 40 - 57

Born 1945-1964

• “Baby boomers will be teen-agers to the end of their days”

• Boomers will never think of themselves as Seniors

• Sons and Daughters of the Mothers and Fathers of WWII…and may be caring for them now

• Many with 2nd or 3rd marriages, families, careers

• Live Incredibly hurried lifestyles and IMPATIENT

• Job security, work longer, put off retirement

• First generation of “Dual Incomes”• Female working outside the home• Dawn of need for Child Care• Realize need for paradigm shifts, work at

it

The “Forever Young”

Baby BoomersPhil Goodman: Boomers: The Ageless Generation

The “Always Cool” Gen X’ers

(1962-1976) 25 - 39

Born 1965-1979

The “Always Cool” Gen X’ers

(1962-1976) 25 - 39• “Gen X’ers define ‘cool’ and everyone else

follows” Bob Rosner, Career Magazines

• Grown up in different world, different values, skills

• Great understanding of the internet

• Strong need for self-expression

• Crave information and seem to be comfortable with information overload

• Don’t value job security, little loyalty to “job”

• Give them lots of chances to learn, redefine paradigms

Core Values• Self reliant• Own Agenda• Practical• Reactive• Modest• Survival obsessed• Authentic-oriented• Street wiseSource: DYG SCAN, Yankelovich 2001

The “Always Cool” Gen X’ers

(1962-1976) 25 - 39

Young Adults “Wired” Generation Y, Echo,

Millennials (1977 - 1983) 18-24Born After 1980

Young Adults “Wired” Generation Y, Echo,

Millennials (1977 - 1983) 18-24

Young Adults “Wired” Generation Y, Echo,

Millennials (1977 - 1983) 18-24

• “Y Generation internalizes net - online technology” Forrester Research

• Lifestyle and attitude is defined by technology

• Expectations:– Information is everywhere– Personal information has value– Choice is a Human right,

individuality rules– There IS such a thing as a “free

lunch”– Building trust doesn’t require face-

to-face interaction• No need for “paradigm shifts”…they

never had them!

Core Values• Self-absorbed• Entitlement mentality• Entertainment-oriented• Fun obsessed• “Whatever”• Self-confident• Instinct-oriented

Source: DYG SCAN, Yankelovich 2001

Young Adults “Wired” Generation Y, Echo,

Millenials (1977 - 1983) 18-24

HOW DO WE MOTIVATE

THEM?

The Cows Know!• “Great Cheese comes from

HAPPY COWS”

• “HAPPY COWS come from CALIFORNIA”

MOTIVATE THEM

The “Forever Young” Baby Boomers

(1944-1961) 40 - 57

• Respect• “Youthful” Agendas• SERVICES

MOTIVATE THEM• Expressions of individuality• THINGS• Surprise: Investments!

– “How would you spend unexpected $50K” Invest in future 55% Down pay home 11% Buy new car 7% Vacation 7%

Pay credit card bills 6% Go on Shopping Spree 6% Other 8%

Source: USA Today: Greenfield Online for MainStay Mutual Funds, May 2008

The “Always Cool” Gen X’ers

(1962 - 1976) 25 - 39

MOTIVATE THEM• Everything that embraces

diversity• And Flexibility

Source: DYG SCAN, Yankelovich 2001

Young Adults “Wired” Generation Y, Echo,

Millennials(1977 - 1983) 18-24

HOW DO WE MANAGE THEM?

Dale Carnegie

• 1. Do greet everybody you see in the morning with a big smile.

• 2. Do call everybody by name.

• 3. Do give more compliments than criticisms.

4. Do treat everyone as if they’re really needed and really special.

Dale Carnegie

• 5. Do catch them doing something good - every day - tell them about it and reinforce that positive behavior.

• 6. Do find something to compliment them about frequently - even it it’s tough to find. They’ll think you’re smart - a genius.

Final Thoughts:You build strong teams by Treating individuals differently.

Everyone’s got to feel they have a stake in the game.

But that does not mean everyone on the team has to be treated the same way.”

Jack Welch“JACK – Straight from the Gut” - reflections and anecdotes from Jack Welch, the former CEO of General Electric.