THE GENERATION GAME HOW MARKETING CAN ASSIST WITH THE RECRUITMENT & RETENTION OF GENERATIONS ‘X’ AND ‘Y ’ Janet C

THE GENERATION GAME HOW MARKETING CAN ASSIST WITH THE RECRUITMENT & RETENTION OF GENERATIONS ‘X’ AND ‘Y’ Janet Cooper, AHRI WA State Council John Burgess, AHRI WA State Council

THE WORKING POPULATION AND OUR ONGOING BUSINESS CRISIS • TODAY’S POSITION • Ageing Population • Skills Shortage • The War for Talent is here - and raging! • SUCCESSFUL FORMULA • Attract • Motivate • Retain

KEY QUESTIONS • How can Marketing assist HR to attract generations X & Y ? • What are they looking for in a workplace ? • How do you motivate them to stay ?

BABY BOOMERS - 1946– 1965 ( 40 – 60) • Bill Clinton, Oprah Winfrey, Alan Carpenter, Susanna Carr, Ernie Dingo • Largest generation in history • Currently about 35% of the workforce • Obsessed with youth, reject ageing • Asset rich, cash poor • Optimistic and loyal • Focused on career path and upward advancement • Lived through restructuring and downsizing

GENERATION X No Work Life Balance Workaholics Set in their ways Bogged down in process Political/Gossips GENERATION Y Rule Makers Plodders – have stopped learning Technophobes Don’t understand us HOW THEY ARE VIEWEDBY OTHER GENERATIONS

GENERATION X – 1966 –1981 (25 – 40) • Will Smith, Brad Pitt, Kylie Minogue, Ben Cousins, Megan Gale • Largest working population – over 60% • Economic/social pressures – friends have taken the place of absent families, need for dual incomes, married and babies later, will carry burden of their parents retirement • Efficient and results focused – can multi task • More sceptical – they get to the point quickly and expect the same back • Do not expect job security • Raised during rapid technological change • Value opportunities to develop themselves • Social Conscience

BABY BOOMERS Brash, rash and too much flash Disrespectful No work ethic – too focused on their personal lives Aggressive and queue jumpers GENERATION Y Frightened of the future Don’t know their rights We can do their job better than them Slow to catch on HOW THEY ARE VIEWEDBY OTHER GENERATIONS

GENERATION Y – no concensus over actual dates but generally between 1978 – 1989 (17 – 28) • Lleyton Hewitt, Paris Hilton, the Olsen twins, Chris Judd, Matthew Pavlich • Most educated • They don’t know a world without computers • Look for a balance between family and work so want flexible schedules, lots of time off, unpaid leave to travel or to do community work • A third will change jobs every 2.5 years, two thirds will change within 5 years • Approx half raised by divorced parents • Get now pay later • Global awareness • Always contactable • Rights and entitlements focused

BABY BOOMERS Worse than ‘X’s in queue jumping Hold employers to ransom Never content – always distracted “Stars” if you can get and keep them GENERATION X Think they can turn up and be CEO tomorrow Over confident Flashy and rebellious Entitlement Focused HOW THEY ARE VIEWEDBY OTHER GENERATIONS

ATTRACTING GENERATION X • – WHAT THEY ARE LOOKING FOR • Skill Development • Succession Planning programs in place • Lots of projects • Frequent constructive feedback • Regular coaching (not telling) • To be managed by results • Time to pursue other interests

ATTRACTING GENERATION Y • – WHAT THEY ARE LOOKING FOR • (Y shd i work 4 u?) • The Brand, does it match their values? • Stimulation - outcomes-focussed, project-based work environment • Equality and Flexibility in working hours, pay structures etc. • Constant Skill Development is a MUST • Established mentoring programs with senior staff • Multimode communications (MMS, SMS, Email and mobile phone)

MARKETING AND PEOPLE STRATEGIES • Internal vs External Marketing • Placing as much emphasis on your people as your products/services • How do you currently market your ‘brand’ to your staff? • How effective is it?

RECRUITMENT, MOTIVATION • AND RETENTION STRATEGIES • Make your ads interesting, with fun strap lines • Think ‘hi-tech’ • Create fun environments at work • Leverage Relationships • Be very aware of their values and drivers • Stimulate them • Flexibility … • Communicate…

SO, HOW WELL DO YOU KNOW YOUR PEOPLE? • Can you write down the full name including middle initial of two people in your team? • When did they join the organisation? • What is their main reason for working with you? • What is the most important professional goal they have set this year? • What is their greatest professional achievement while working for you? • How do they like to be rewarded (apart from $$$) ? • When did they last attend a training program ? • If they could change one thing about your Department, what would it be?

ARE YOU STILL YOUNG? • Take a moment to compare yourself with these…….. • The web has nothing to do with spiders • Virgin is associated more with flying or credit cards than sex • HTML and Java are preferred languages to learn (not French or Italian) • Michael Jackson has always been WHITE • Bottle caps have always been plastic and screw off • They don’t know life before answering machines and mobile phones

IN CONCLUSION: All generations want work that provides personal satisfaction and is valued Employers who understand that personal lives are important will find it easier to retain staff People want a clear sense of purpose, honesty and leadership from their employer, SO Review your recruitment processes Think, how good is your ‘brand’ in terms of attracting people? Are your current marketing methods what people are looking for? How do you know?

THANK YOU ANY QUESTIONS ?

THE GENERATION GAME HOW MARKETING CAN ASSIST WITH THE RECRUITMENT & RETENTION OF GENERATIONS ‘X’ AND ‘Y ’ Janet C