Impact of Social Media on Employees based on their Generation

Before diving into impact of social media on employees in the 2020 workplace, let's understanding the various generational categories, and how corporations can communicate effectively with these groups. 

Here are the broad strokes breakdown of the generations by year of birth.

An amalgamation of US and Canadian data sources - Statistics Canada 
(Portrait of generations, using the age pyramid, Canada - 2011, 2013), 
W. J. Schroer (Schroer, 2004) and the classic, Boom Bust & Echo (Foot & Stoffman, 1996)

According to Cam Marston, (author of ‘Motivating The “What’s In It For Me?” Workforce’, and presenter in two YouTube videos (Marston, 2011)), today’s workplace employees belong to one of these four generations – 

• Mature 
• Baby Boomer 
• Gen Xer 
• Millennial  

Their “attitudes and values are unique to their own generation”. ‘Gen-Flex’ allows management to “operate in the other generations’ world”, as it is important to be able to communicate with each of the generations in the manner that they would like. 

Here are some key pointers, from the videos, to management on understanding and interacting successfully with each generation.

Source: https://www.youtube.com/watch?v=wxDubDgCDa8 

Mature

Learn more about the Matures’ "strengths". They have "institutional wisdom" and make good mentors, so "ask them questions and really listen" to what they have to say.  There’s much to gain with personal interaction, provide them with "clear goals & expectations, and be honest, candid", and above all, "show them respect". In turn, Matures would "benefit from technology" and social media training.

Baby Boomers 

They are "motivated by money, recognition, control and promotion". They’re "workaholics" and looking for recognition. "Motivation is their core strength", and requires precise and detailed feedback. "Face time" is important, so "be accessible, be involved" and get them involved.  Boomer’s "love team" based project and require coaching.

Generation X or Gen Xers

Motivating factors for Gen Xers are "bonus, recognition, meeting personal objectives, mentoring and training".  They’re a "skeptic" lot, so give them "reassurance and proof".  Take time to "talk to them and do so frequently". Management should "do as they say, and honour their commitment – walk the talk".  Use simple "clear and direct talk", not a general suggestion. Explain "why a task is to be done"; this motivates them. Gen Xers are "loyal to the person and not the company". Get in on their agenda, "build a relationship and coach them on career goals". "Personal recognition from the boss, with instant feedback and instant gratification", is high on their achievement list. Gen Xers like a "fun workplace", a "team" environment and need to "separate career and life".

Millennials

Gen-flexing with Millennials involve these motivating factors – "mentoring, recognition, time off, training and meeting personal objectives". They’re the "eager" beavers.  "Work is a part of their life; they do not live to work". "Empathize" with this group. "Negotiate" with them to balance work expectations and flexible working hours. It "builds respect" for the manager.  Spend time with them, as they "need to get along with their boss", and "build an honest and caring relationship".  Help them work on "achieving their goals", and assist them with the "planning and structuring of their work".  Their jobs need to be more "interesting, fun and challenging". "For every corrective feedback, give them three compliments". Keep the "energy high" in this cohort. Offer them "multi-tasking projects" which involve "using technology" (and social media). They should be "provided with close supervision and people-skills training". 

So who are these Millennials? Why do the rest of the generations “hate them”?

‘Hate’ is a harsh word, but even though it’s in the title of Scott Hess’ YouTube presentation (Hess, 2011), it’s dealt with humorously and in a light-hearted manner, expressing jealously and envy towards the Millennials. 

He compares the personality traits of Gen Xers with Millennials, in a 21 minute TEDxSF video, that stems from different parenting styles, and accessing their use of technology and social media.  

Source: https://www.youtube.com/watch?v=P-enHH-r_FM

Scott Hess, Vice President of TRU. TRU Insight is a leader in youth 

(tweens, teens and 20 somethings) research and marketing, and helping 

organizations make meaningful connections with this segment.

Scott Hess became famous as a leading voice of Gen X when he went online to complain about his boss’ comments on his hair style! The major media networks tracked him down for interviews; he became an instant star! 

Surprise! Surprise! "Millennials are getting labelled the same way as Gen Xers, when they’re actually quite different". 

Source: https://www.youtube.com/watch?v=P-enHH-r_FM

Millennials are "inclusive, tolerant, engaged, have an effect on corporations' environmentally conscious platform, and are social media trend setters". Their "parents are friends and helpers" unlike Gen Xers’ parents who were "authority figures". 

According to Scott Hess, Gen Xers are “slackers, cliquish, judgemental and anti-corporate”, and finally concludes that Millennials are better than Gen Xers!

So what really makes a Millennial tick? Stay tuned for my next blog.

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REFERENCES

Portrait of generations, using the age pyramid, Canada - 2011. (2013, January 5). Retrieved from Statistics Canada: https://www12.statcan.gc.ca/census-recensement/2011/as-sa/98-311-x/2011003/fig/fig3_2-2-eng.cfm

Foot, D. K., & Stoffman, D. (1996). Boom Bust & Echo. Toronto: Macfarlane Walter & Ross.

Hess, S. (2011, June 10). Millennials: Who They Are & Why We Hate Them. Retrieved from YouTube: https://www.youtube.com/watch?v=P-enHH-r_FM

Marston, C. (2011, February 3). Managing Four Generations in the Workplace Part 1 & 2.mp4. Motivating The "What's In it For Me?" Workforce. Retrieved from https://www.youtube.com/watch?v=wxDubDgCDa8; https://www.youtube.com/watch?v=qdbawXRutFM

Schroer, W. J. (2004, April 16). Generations X,Y, Z and the Others . Retrieved from WJSchroer: http://www.socialmarketing.org/newsletter/features/generation3.htm

Social media and workplace Past, Present and future

Social media is an electronic medium that people use to exchange and share ideas, photos, comments, videos, messages for different occasions. Local news station and new paper are no longer the only sources of local, national and international news. So many different types of social media are available to people now than before.

http://www.agent-seo.com/wp-content/uploads/2012/01/social-evolution.jpg (social evolution)

We have seen an unrivaled growth of social media especially in the last decade. Social media has introduced us to many outlets through its history; from dial up in 1969 to the beginning of blogging in 1997, beginning of face book in 2004, my space in 2006 and many others in recent years. You can take a look at the brief history of social media here and see how different outlets were added to this platform in different years.  (Curtis, 2013)

Daily use of linked In, tweeter, blogs, wiki, face book, Prezi, etc. is not limited only to personal life, but it is changing into an important communications tool at workplace as well. As today is the future of yesterday and tomorrow is the future of today. Today’s growth of social media and its impact on our lives is an indicator of the importance of social media in our lives in future.  Social media has brought big changes in the way we do business now.

You tube video: Social Media & how it impacts your business now

https://www.youtube.com/watch?v=ukA2zKGQClk (2011)

 In past, before globalization, contact and business was local and for the most part mail was the only tool of communications people had. Today we live in a globalized world of business where lots of daily meetings and conferences and team works happen while the team members and attendees are scattered in different parts of the world.  Social media has enhanced real time interactions and decision making.  If social media is an important interaction tool at work place, the question is whether social media is used in some departments more than others or it is used company-wide?

In past different departments within an organization were adhered to an organizational structure in a way that their activities did not involve a broad communication within the departments and the use of social media was mostly limited to marketing and public relations departments. However, now the reality is that social media permeates the entire organization and is becoming a part of organizational culture.

Let’s see how social media practices are embedded in different departments within a company.

http://www.currentware.com/wp-content/uploads/2013/03/social-media-at-work.jpg (currentware.com)

Marketing & Social media

Social media is the dominant form of communication in marketing department. Marketing practices are no longer limited to the traditional ways of media such as radio, TV, banners, magazines, cold calling, flyers, etc.

Printing press and radio ads and TV ads were the first forms of marketing tools and then came life magazines and telemarketing, Facebook, you tube, twitter and many others.

 There was an infographic about “Marketingpast, present and future” posted on (My Customer) that I found interesting to share here.  ( NATALIE BRANDWEINER Community Editor, 2013)

The growth of social media in 2000s to now has been the beginning of a new era in the field of marketing. Today marketers use different forms of social media such as tweeter, google+, face book, google panda, push notifications on smart phones, you tube and many other forms of social media for branding, customer service, marketing campaigns and brand awareness. The enhancement of social media has brought success in the areas of B2B (business to business) and B2C (business to consumers).

 Marketing needs to adjust its use of social media as the technology and social media improves. Therefore, the use of social medial in the field of marketing in future will grow as the social media grows.

Research & Development & Social media

Social media is a big facility in the department of Research & development for collecting competitive intelligence about the products and service of your company and those of competitors. It also helps R&D department to find out about the level of demand and people’s insights on different services and products. Research and development did not have as many facilities to communicate the results of a research or product development and to gather information for their research, while now it is a matter of a click. And as the social media grows, it will bring more facilities in the field of R&D in future.

Finance and Accounting & Social media

Social media is an important channel that offers faster way of delivering news, sharing information, asking for advise and consulting with other departments and management team on different issues for finance and accounting departments. Different departments within a company work together in delivering a service or a product and the ideas of every employee in every department have a bearing in the process of decision making. Social media definitely has made this easy on everyone within an organization and will bring better outcomes in future.

http://www.toprankblog.com/wp-content/uploads/2011/12/organizational-seo.png (organizational-seo)

Management/ executives & Social media

Social media is a great tool of communication for the management to stay connected with the rest of the staff and interact effectively and efficiently. Employer -employee communication is no longer limited to face to face meetings and phone calls or emails only. Today wikis, blogs, face book, to name a few, are commonly used by managers and executives. Building an online community around the organization has proven to be successful in most part for the management team. CEOs and managers can share news and information though use of social media. It helps the management build good relationships with the employees. It gives employees the chance to communicate directly with higher levels. It also helps management understand and be aware of what is happening inside the company and proactively manage some crisis within the company. According to a research from Weber Shandwick & KRC Research, 630 senior professionals were surveyed from around the world. 76% of executives think it is a good idea for CEOs to be social.  (Newsroom)

Loss prevention/ Security & Social media

Gathering more data and passing policies and procedures to the staff on security issues are some of the important tasks in the department of loss prevention/ security. A lot of companies now use social media such as face book or tweeter to post a photo or ask for witnesses’ help on cases of theft or other unethical business practices. And it seems to be a great facility for this department now and in the years to come.

Human Resources & Social media

As social media becomes more defined in the business world, human resources professionals will have a significant opportunity to leverage this powerful medium in many aspects of the business. HR is using social media in various functions related to labour relations, recruitment, talent management, policy management, etc.  Social media helps HR department with effective recruiting and it facilitates the process of training.  HR can also use social media to interact with employees and to gather information on certain job candidates. Facebook, linked in and blogs are the kinds of social media used mostly by HR team.

Social media profiles give a lot of information to recruiters nowadays and help them with their decision making. Here is an article on LIVE SCIENCE on "Using a social media profile as a résumé will be the new normal for hiring in 2014,"  (Nicole Fallon, 2014)

 I come to the conclusion that Social media is an integrated part of everyday life personally and professionally and it has brought a big facility in the way of communications and collaborations within a company and globally. Do you find it differernt at your work place?

Some facts about social media and workplace  (Kramer, 2011)

•       According a recent Gartner Inc. report,50% of large organizations blocked employees access to social media in 2010  while  <30% will do this by 2014

•      1/3 Americans use 3 devices for work and 7/10 friended their boss  or coworkers on Facebook.

• Social media usage statistics: 71% of companies use Facebook, 59% use Twitter and 33% use YouTube. Only 6%use My Space.

•  53% of employers search potential job candidates on social networks and one in three said that their profiles proved that they had lied on their CV.

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References

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NATALIE BRANDWEINER Community Editor). (2013, 09 06). News . Retrieved from (MyCustomer.com): http://www.mycustomer.com/news/infographic-marketings-past-present-and-future (2011, March 26). ODM Group. Retrieved from https://www.youtube.com/watch?v=ukA2zKGQClk Curtis, D. A. (2013). The Brief History of Social Media. Retrieved from uncp.edu: http://www2.uncp.edu/home/acurtis/NewMedia/SocialMedia/SocialMediaHistory.html Kramer, S. (2011, October 05). V3 integrated marketing. (V3 integrated marketing ) Retrieved from http://www.v3im.com/2011/10/how-fast-is-social-media-growing/#axzz2t7iM38Lf Newsroom. (n.d.). Retrieved from Webersandwick.com: http://www.webershandwick.com/news/article/the-social-imperative-for-ceos Nicole Fallon, B. C. (2014, January 12). Live Science. Retrieved from http://www.livescience.com/42512-social-media-new-resume.html (Webershandwick.). Retrieved from http://www.webershandwick.com/uploads/news/files/Social-CEO-Study.pdf (Currentware). Retrieved from currentware.com: http://www.currentware.com/wp-content/uploads/2013/03/social-media-at-work.jpg (social evolution). Retrieved from http://www.agent-seo.com/wp-content/uploads/2012/01/social-evolution.jpg (organizational-seo). Retrieved from http://www.toprankblog.com/wp-content/uploads/2011/12/organizational-seo.png