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.
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.
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".
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.
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
Hello Audrey,
ReplyDeleteI found your blog engaging to read. Especially because I can see at least three of these generations ( Baby boomers, X generation and Millennial) at my home with my mom, me and my daughter as well as at my workplace with the co-workers.
That is true that today many workplaces experience the situation of having four generations working together in the same workplace.
I couldn’t agree more with the quote that you have in your blog saying “their values and their attitudes are unique to their own generation”. It is true; they do have exclusive attitudes towards work and life.
In my opinion the various attitudes in learning, working, communicating and living in these four generations can bring a good balance for a company. However, in some parts it can also create issues and misunderstandings especially when it comes to use of different social media for communications. I can see at workplace how the Matures and Baby boomers are more comfortable with face to face meetings and phone calls. While, Gen X prefer email and Millennial love using different new technology and social media.
It was very interesting to watch the you tube video you have in your blog on Scott Hess, Vice President of TRU and his insight on personality traits of Gen X and Millennial.
I can see how in our generation parents were and still are” the authority figures” while for my kids I am more of a “friend and helper”. There is one part that I myself do not agree with and that is on “ Gen X are anti- incorporate while Millennial are the problem solvers and they come to this point by looking at the some anti-incorporate strikes and the pictures of these strikes with the Gen X with masks in the front line of the strike.
I think our generation is a very loyal generation to both people and corporations. And that any generation after trying to solve the problem and not getting anywhere would finally have to raise a voice and go on a strike.
Here I have a video from AG career.com that is on “Characteristics of the Four Generations in the Workplace” that I found interesting. I hope you like it too.
http://www.youtube.com/watch?v=QBVEMQsNbBY
On the whole, it was a good blog and cannot wait for your next blog.
Good Luck!
Leena Homam