By Carol Phillips*

Financial services are waking up to the potential of Gen Y consumers. Millennials may not have a lot of money now, but they are determined to pay down their debt and conserve resources for the future.  Coming of age in an era of massive financial uncertainty, they may even come to be known as “Gen Frugal”.

That’s good news for community banks and credit unions which are all about helping moderate income people responsibly manage their own money.

Last week I was interviewed by Myriam DiGiovanni of the Credit Union Times.  She wrote an article titled “Forget the Cool Factor, Focus on Millennials’ Needs” based on our talk. Here the full article (bold face mine):

Looking to engage meaningfully with younger consumers? Then stop assuming and start connecting through a common interest rather than trying to sell credit unions. “I think the main difference in marketing to Millennials and other generations is that they have great filters–they only see what they want to see. If you want to engage them, the message can’t be about brand but rather something they care about,” said Carol Phillips, president of consulting firm, Brand Amplitude, LLC. “It’s not about being hip but providing services they find useful now, like finding a job, figuring out how to finance their education or new business. They are starting out their lives at a difficult time and credit unions should credibly speak to that.”

She added that credit unions shouldn’t fall for the stereotypical myths surrounding this group such as they are all tech savvy–they are in fact tech dependent. Another myth is that they have money–many don’t and those that do are in saving mode or paying down debt said Phillips.

Forget about making the luxury appeal. When pricier purchases are made they tend to rationalize it based on whether it’s a good investment. According to Philips, for example, moving in with their parents is not viewed as an admission of defeat. Rather they see it as a strategy for saving.

Don’t look to the exclusive use of social media as a guaranteed in either. While they are very social, Millennials have close bonds with their parents, often consulting them regarding financial matters or major life decisions. Phillips said it’s yet another challenge because typically you’d market to the buying group, which in this case would include their trusted board of advisors consisting of parents, family members and friends. The key is for credit union to reach out and be a part of their world, and Phillips said initiating a conversation is a good start. Given the age span of the group is from 16 to 30 years old, she also advised credit unions to segment by interests. From there, credit unions can figure out how to connect in interesting ways whether around careers, music, causes or even sponsoring events that matter to them rather than talking about the latest checking product.

“Meaningful connecting requires recognizing that they are not the same as their parents. They do not respond to marketing, and that is the definition of different,” said Phillips. “Take time to understand who they are as people and introduce your services in context of what is relevant to them. Social media is about a humanization of the brand but is still just a tool [and] not a strategy. So be interesting, have a conversation.”

She added their values are no different than previous generations-they care about family, leading a good life, finding a fulfilling job and they want to give back.

One bank that seems to be getting it right with young adults is UMPQUA, a fast growing regional community bank in California, Oregon and Washington.

Their web site looks more like an ecommerce site than a traditional bank and they call their branches ‘stores’.  The language is plain English and yet stylish. The checking account featured on the home page is called HIP( for High Interest Paperless Checking) and offers 2% APR on  deposits and returns ATM fees. Nothing tricky about that!  News is broken out locally and is called ‘murmurs’. There are quick links to ‘deals and steals’, ‘reorder checks and supplies’ and ‘attend a neighborhood event’.  The navigation is straightforward as well and feels like you could do everything you need to do from opening an account to managing it to taking a loan, right from the web. There are spam alerts and interesting discussions. The site is very sticky and feels quite local, despite being spread across three states.

The short, awareness-oriented TV spots featured on the home page are cheerful, and perky, and not very ‘bank-like’ — “Bank on the Bright Side“, “Optimists Unite“, “Pursue Hopefulness“,  ”You deposit your check in the Northwest economy, like a gentle rain in a garden of courage“, “Optimists are just realists ahead of their time“.  The graphics and the voice over work together to create a hopeful feeling. I feel better just listening to them!

The part of the website I like best is under the tab heading ‘UMPQUA Life”. The sub categories speak directly to Millennial lives – Support, Belong, Discover, Inspire. The sub-subcategories  further emphasize local charitable and volunteer opportunities, neighborhood events and community responsibility. There are links to social media like Twitter, but they are discreet. The site itself  already feels like a social media site.  Even the history page is fun, with just the right information about the banks’ origins with emphasis on what it is doing in the community with music, eco-friendly programs and being included in Fortune’s Best companies to work for.

It should be noted that UMPQUA’s products are not all that special.  But, they are presented in a relevant and very accessible way that speaks directly to the Millennial mindset.

I suspect UMPQUA has been successful in attracting a higher than usual percentage of young adults and people who want banking to be less stuffy and more a seamless part of their lives. Other banks and credit unions could learn from their example.

*Carol Phillips is the president and founder of the brand strategy consulting firm “Brand Amplitude.” She is also a Professor at the prestigious University of Notre Dame. Carol began her career as a market researcher and strategic planner at Leo Burnett. Later, as an Account Director, she led agency teams at four different agencies – Y&R, Leo Burnett, Mullen and JWT – for a variety of clients including Sprint, Nextel, Ameritech, Heinz, 7UP, and Philip Morris. She blogs at www.millennialmarketing.com.

This is a post that I have wanted to write for so long and no, I haven’t been procrastinating, I just needed to get an inside ticket, so to speak.

In the UK there are a few amazing companies that have been started by Gen X ( of Gen Jones for those of you who are into generations in a big way) that are walking and living examples of how to run companies that Generation Y want to work for. However, there is no company that has done it better then the guys at Innocent Drinks. I have already talked about this company before. They are living, breathing examples of building a business based on real values through and through and Gen Y fall over themselves to get a slice of the Innocent pie. Richard Reed, Adam Balloon, Jon Wright, now 36, started their business in 1998 with a clear goal to get fresh healthy drinks out to the public, and they did it in a very quirky way.

I have always had a sneaky suspicion that these wonderful, rebellious, middle class Gen Xs, determined to do everything a different way, had built a company that not only appealed to but valued Generation Y’s qualities and that they had managed to build something quite unique, a company that values above all else its young employees. However, this was all just hearsay; I needed to see for myself, so after a few years of trying I finally managed to get a ticket to their AGM (a grown up meeting) where I, along with loads of other people, spent the day with the crew at Innocent.

Among what I can tell you is that this company has got it when it comes to Gen Y, but what is the IT? Well simply, a culture that allows their Gen Y employees to thrive. Their employees are passionate, committed, loyal and very efficient, going totally against the grain of how we think of Gen Y employees. So what have they done?

Well, walk into Fruit Towers and you know this place is different, from being greeted by a town crier to seeing the astro turf vans to the bean bags that adorned the floor and the bunting all around the office. This is a Gen Y’s dream and mine too!

Employees of Innocent do not sit in departments, they are all mixed around and there are no offices with shut doors. Most meetings take place in the very large communal area that resembles more of a 5th year common room, while looking at a screen adorned with grass and daisies. Their board of directors are actually called the “bored” by the staff and they meet in the “bored room”, which has “blah” written all over the walls. They give employees grants to do things that they really want to do, which they all vote on, the most recent being a remake of Thriller aptly called Chiller. You just get the impression that this is a great place to work.

They don’t stick Gen Y in a box with a list of tasks, they instil in them vision and then expect the results. They care about their staff, having pictures of them all as babies on the wall. They have sports clubs for the staff, a gym masseur, breakfast for everyone, Fridays evenings out, all giving a valuable message to their employees that they care about them as people. They appeal to Gen Y’s need for balance and they haven’t missed out the families too, giving employees an extra 5 days off if they get married and extra tax free money towards childcare. It is a Gen Y dream.

However, ask them how they created this culture and they will clearly state that it is all down to their amazing staff, even turning down TV opportunities to talk about the Innocent culture because it is not their job to tell others what to do . To them, it’s all about the people and they choose their people based on whether they fit with the values of the company and have the capacity to do well before they even look at their experience.

While I was there, someone asked if the innocent culture could be adapted to another business, which was a great question. I began to wonder if it could and came up with the conclusion that it would take a grounded, egoless, innovative person who did not feel it was their job to control how and what others did. To portray a culture that Gen Y love and admire, I even heard one employee say that they would have gone back to New Zealand ages ago, but just couldn’t leave Innocent. You have to be a very special person who cares as much about making relationships as you do about making a successful business and above all, thinks work is fun. I don’t know about you, but most people just are not brave enough.

By Sarah Newton

There has been little talk up to now about Gen Z, but I can see a few things coming up through the ranks. A recent post has claimed that they are more like Gen Y than Gen Y. Saying that, they are more connected and more comfortable with technology – well of course it is all they have ever known! At 9 years old, my daughter has her own web show, her own Skype and plays computer games while talking for hours to her pal over the Internet.

However, to me this is a little on the surface for Gen Z. Because they have mainly Gen X as parents, they have something that Gen Y did not have and that is realism.

While the Baby Boomers molly coddled their little Gen Y, Gen Z will have none of that!

Their Gen X parents have taught them to stand up for themselves rather than fit in. They have taught them to toughen up, as life is not fair (a favourite saying of Gen X). They have taught them to be individualistic and rebel, so while they may appear similar to Gen Y, they are entirely different.

They are more cynical; you only have to read my daughter’s account of a cleaning product (http://genyguide.com/the-world-from-the-eyes-of-generation-z/) to understand that. They demand structure and will no longer just get excited by an idea; the Coca Cola Happiness video taught me that. http://genyguide.com/gen-y-gen-z-viral-video/

And if we look at Howe and Strauss, (and while I love this I appreciate that others don’t) we find that they are the next artist generation.

Artists are subtle, indecisive, emotional and compromising, often having to deal with feelings of repression and inner conflict. They grow up as the over-protected children of a Crisis, come of age as the sensitive young adults of a high, rebel as indecisive midlife leaders during an Awakening, and become the empathic elders of an Unravelling. The Silent Generation is an example of an Artist generation. The ingeneration (the term coined by Larry Rosen in his book Rewired: Understanding the ingeneration and the Way They Learn) is expected to emerge as the next generation of this example.

So they are not the Heroes Generation as Generation Y is. Their passing may bring little of note, but you can guarantee they will bring structure and a sense of stagnation, which may be a good thing. One thing is for sure, this generation will be the most family-connected generation ever and in my opinion are much more likely to make a loyal and committed workforce.

OK, I can hold my containment no longer and I have to shout from the rooftops. I am so excited about the coalition agreement made in UK politics between the Conservatives and the Liberal Democrats, mostly because I am so excited to have Nick Clegg in a senior position. While I did not really favour Cameron, I must say that throughout this whole process, he and his party have handled the situation with grace, humility and a spirit of collaboration which we, as a generation, have never seen. But mostly what excites me is a shift from baby boomer leaders to Generation X leaders.

Baby boomers are notorius for having a great vision and assuming that we will all follow suit. They want to help and can mollycoddle; look what they did to their Gen Y children, they were the original helicopter parents! Generation X on the other hand are so much more individualistic and as such, more likely (as we have seen) to preach personal responsibility, which I believe will fill the gap I see so often in our youth.

For these of you who are not aware or familiar with Generational Theory, Generation X is commonly abbreviated to Gen X, the generation born after the baby boom ended, with earliest birth dates used by researchers ranging from 1961 to the latest 1981. In Generation Theory, generations are split into four cycles, describing their job in the world, so to speak.

Now, Gordon Brown was in the Baby Boom generation and here is what Howe and Strauss say about that generation.

Prophets are values-driven, moralistic, focused on self, and willing to fight to the death for what they believe in- and they can convince other people to join them in the fight. They grow up as the increasingly indulged children of a High, come of age as the young crusaders of an Awakening, enter midlife as moralistic leaders during an Unravelling and are the wise, elder leaders of the next Crisis. The Boomers are an example of a Prophet generation.

Have we not seen Gordon Brown do all of these as he tried to cling onto government? As I said before, Boomers can have a tendency to tell us what is right or wrong and convince them that they are doing things in our interests.

However, enter Generation X, a whole different ball game – known as the nomads, here is what Generation Theory says about them.

Nomads are ratty, tough, unwanted, diverse, adventurous, and cynical about institutions. They grow up as the under protected children of an Awakening, come of age as the alienated young adults of an Unravelling, become the pragmatic, midlife leaders of a Crisis and age into tough, post-crisis elders during a High. Generation X and the Lost Generation are examples of Nomad generations.

As a Gen X myself, I would certainly say that that is true. The explosion of youth culture and punks really does align with what we know of Gen X – they are the rebels. Is it no surprise that they went against the institution and formed a coalition?

So we can expect our government to be tough, cynical and pragmatic and Gen X do become leaders in midlife, so it is all looking good for us as we move forward. However this tough individualistic style is something the millennial/Gen Y have not yet seen. For our little Gen Z coming up behind, it will be an approach they are very familiar with, seeing it in their parents, but for their older counterparts a shock may be in store.

Here is what Generation Theory says about Gen Y, who are considered the hero generation.

Heroes are conventional, powerful, and institutionally driven, with a profound trust in authority. They grow up as the increasingly protected children of an Unravelling, come of age as the Heroic, team-working youth of a Crisis, become energetic and hubristic mid-lifers during a High and become the powerful elders who are attacked in the next Awakening. The G.I. Generation that fought World War II is an example of a Hero generation. Millennial are expected to emerge as the next generation of this example.

So, we have young adults who grew up protected, being governed by people that grew up very unprotected, institutionally driven youth with a trust in authority being governed by a mistrusting pair who are cynical about institutions. On the surface it looks like a mis-match. However, as Gen X finally get their day, I feel can learn a lot from them.

Firstly, I want to say that as most Gen X had such difficult childhoods, feeling very unwanted by society, that they believe in the potential and power of the youth that they missed out on. Therefore, I believe they will approach them in a very helpful way.

What our new PM and his deputy will teach the youth.

1. I think they will teach them to toughen up. So far they have had it easy, looked after and loved well by their parents, who step in to help. I think Gen X will teach them to stand on their own two feet a bit more and will encourage them to go out into the big wide world unaided.

2. The youth will learn what relatiism is, something that up to now they may not have encountered. A generation that were brought up being told they could do anything, they will soon learn to take a realistic view at things. Our new government will be pragmatic and real and will I think tame the lofty heights and fantasy worlds that Gen Y sometimes live in.

3. Gen X are extremely individualistic; they learnt from a early age to take care of themselves, taking personal responsibility. Gen X parents will never take the blame for a mistake their child has made and this government will not take the blame for youth not taking responsibility for their own actions.

4. Gen X are not known for their result-focused attitudes, so it may be that we see some reform of the education system. We may see a shift from results to pastoral care, which will have a huge impact on our youth.

And I also think that this government, should it choose to do so, has a lot to learn from our youth. Since they are in collaborative coalition, who best to turn to than the generation who do collaboration standing on their heads? Their young society will not stand for quibbling between these parties and will demand that they govern in a respectful, authentic way. The youth, if they are listened to, may also be able to raise the expectations of these two leaders. Gen X are highly practical in their outlook and may lose some vision and enthusiasm for what they do. While the Baby Boomers tried to keep them on the moral path, this government could become very uninspirational.

Like anything, this is just speculation, but I think that we are in for a highly interesting time….

As you may or may not know, as I write this the UK is going through a political stalemate, with no stable government and all the parties trying to decide if and how they will form a government. The UK look on in disbelief, not quite knowing what to do. (We now know they have formed a coalition government)

This election was unprecedented in most of our lifetimes and has ended with a hung parliament, meaning that no party has an overall majority to run a stable government.

For the first time in UK politics we had televised debates, which did really shake up politics and really woke the youth up when it came to political reform.

However what happened on Election Day was a real blow for Generation Y and may have been the first time they felt massively let down. After seeing the impact of the youth on the Obama election, they must have felt they had a chance to change things. And as they all rallied around the party that normally came third, they were devastated when an exit poll revealed that this party would lose seats and the party they despised the most would get the most seats. Furthermore, when the exit poll became true, twitter came alive with their displeasure.

Firstly, the fiasco of polling stations having to be shut with queues of people outside and some places running out of ballot papers put them up in arms. Was this really democracy? The challenge for them was that since most of them had gone to vote late, this mainly affected them.

A generation used to having a say, encouraged to have a say and used to being heard were suddenly helpless. And as the dust settled and they looked at the figures, they began to shout very loudly for political reform. How could a party that 64% of the public voted against and had no representation in Scotland and only a bit in Wales be representative of the United Kingdom? How could a party that only had 8% more of the vote have 200 more seats and how could people voting for a party go up yet their seats go down? How could this be fair?

And they were right, it is not fair. They quickly got the figures together and sent them around Twitter and Facebook.

Party Votes per seat – Conservative 34,989. Labour 33,350. Liberal Democrat 119,788

Seeing how unfair this was, they demonstrated and pleaded with the leader of the party they had adopted to push for electoral reform.

Way this election has empowered the youth is so evident. It has empowered them around fairness and equal rights and they are not staying quiet.

So, the message to businesses and people dealing with Gen Y is this.

Ensure your dealings, policies and rules are fair. Ensure that they are not based on outdated tradition and ensure they give the youth as much of a say as anyone else.

By Sarah Newton*

I recently saw this post and it really got me thinking about how we can manage Gen Y better by taking lessons from video games.

And while, in my experience, I am not sure that Gen Y in the UK keeps score (as stated in the article), so to speak, I do think that bosses can certainly learn how to manage youth by pulling information from the gaming world. As for understanding youth by understanding gaming, well certainly that would apply to boys in the UK but for girls you need to understand social gaming, which is so different.

For me, what they gain from gaming is not necessarily to keep score but to get a reward to keep going. In this modern day world it is a well known fact that young workers will not just go along for the ride as they use to, most want feedback and rewards to keep them going and they want to feel excited. As far as I can see, it goes far deeper than merely keeping score; it is about feeling the buzz of being alive.

So, if you manage lots of young employees, here is what I believe you can learn from their use of video games.

1. Instant feedback – a game gives instant feedback; you do something wrong, you die! You do something right, you move up a level, go further into the game, etc. Young employees want instant feedback, not a Sit down, how are you doing? once a month thing, but after the moment it happens. Ensure your on the ground managers know what to look for and how to correct and praise in an instant.

2. In a game the players know the objective, they know what they are supposed to achieve and when they reach that they get set another very clear task or goal. Make sure objectives you set youths are clear, concise, short-term, achievable goals and if you can link little perks to them, so much the better.

3. I know we all have this image that game play is very individual and people compete against each other or themselves, but that is simply not true anymore. Games are social and achieving something as a team or getting rewarded for helping another out are commonplace. How can you encourage collaboration rather than competition in your workplace and how can you reward helpful behavior?

4. Most games have rewards for achievement so, for example, in the popular Farmville when you gain more points and move up a level more options are open to you, such as things you can buy and how big your farm can be. How can you emulate something like these levels, which open up more privileges?

5. Above all see how you can install some fun into the day. It doesn’t have to mean that the work environment or day has to be interrupted, but the best way to get the most out of young employees is to keep it light, fun and exciting. Innocent in the UK do a great job of this and are seen as an aspirational company to work for. Their canteen has astro turf and their employees are encouraged to blog and share funny pictures. While this might not be appropriate for your company, I am sure that there is some way you could put some youthful energy into your everyday that will make everyone feel happier.

One of the biggest myths about Millennials is that they are all digital natives, blogging and tweeting their way through life. The truth is a bit more nuanced.

True, Millennials are some of the most avid USERS of mobile and Internet technology.

The age of first cell phone is dropping rapidly and now stands at about 9 or 10. Currently nearly six of every ten 12-year olds have their own cell phone, a figure that increases to 83% by age 17. On average, 75% of all 13-17 year olds have a mobile phone, 93% go online (76% with broadband), and 80% have a console gaming device (Pew Research).

It’s also true that Millennials rely heavily on digital media to manage their daily life activities, stay informed and stave off boredom.

Digital media so pervades their lives, they cannot imagine living without it. Digital content and communication literally enables their social lives. Some even refer to this dependency as ’addiction’.

A new study conducted at the University of Maryland asked 200 college students to give up digital media for 24 hours and write about the experience. The students’ journals, which amounted to the equivalent of a 400-page novel, were full of stories of deprivation and emotional angst. “We noticed that what they wrote at length about was how they hated losing their personal connections. Going without media meant, in their world, going without their friends and family.”

“I clearly am addicted and the dependency is sickening,” said one person in the study. “I feel like most people these days are in a similar situation, for between having a Blackberry, a laptop, a television, and an iPod, people have become unable to shed their media skin.”

“Texting and IM-ing my friends gives me a constant feeling of comfort,” wrote one student. “When I did not have those two luxuries, I felt quite alone and secluded from my life. Although I go to a school with thousands of students, the fact that I was not able to communicate with anyone via technology was almost unbearable.”

One student said he realized that he suddenly “had less information than everyone else, whether it be news, class information, scores, or what happened on Family Guy.”

The Maryland researchers concluded that “most college students are not just unwilling, but functionally unable to be without their media links to the world….Without digital ties, students feel unconnected even to those who are close by.”

Given this level of dependency, it follows that Millennials are adept at manipulating and adapting technology to their needs. However, this is not the case, at least for the majority of Gen Y.

The top six web sites by volume according to Experian’s Hitwise service are pretty mainstream: 1. Facebook 2. Google 3. Myspace 4. Yahoo 5. Yahoo Mail 6. Youtube. Although my students are adept at Facebook, and finding information, music and videos online, few make use of Twitter or maintain a blog. This is in line with statistics by Forrester, which shows only half of 18-24 year olds are what they classify as ’creators’. Few students make use of RSS feeds, wikispaces or other productivity enhancing tools.

A 2007 study by Northwestern professor, Hargittai on web use among so-called ‘digital natives’ reached the conclusion that there is a wide range of web use and skill levels among young adults. Over 1000 college freshman were surveyed on the frequency and diversity of their web use as well as indexed for skill on 27 variables. The study found a range of skill and use and concluded, ”web-use skill is not randomly distributed among a group of young adults who have grown up with digital media.” While some of the diversity could be explained via socio-economic status and ethnicity, much could be attributed to what the authors called ‘context of use’, which included the number of years online, the time spent online, access to a laptop and more. ”Overall, these findings suggest that familiarity with the medium is very much related to how people use the Internet and user savvy mediates some of the otherwise observed relationships of user background and online activities.”

A recent article in The Economist also questioned the assumption that all Gen Y’ers are Internet-savvy (“The Net Generation Unplugged”, March 2010).

“Michael Wesch, who pioneered the use of new media in his cultural anthropology classes at Kansas State University, is also sceptical, saying that many of his incoming students have only a superficial familiarity with the digital tools that they use regularly, especially when it comes to the tools’ social and political potential. Only a small fraction of students may count as true digital natives, in other words. The rest are no better or worse at using technology than the rest of the population.”

The article goes on to point out that according to Pew Research, “internet users aged 18-24 were the least likely of all age groups to e-mail a public official or make an online political donation. But when it came to using the web to share political news or join political causes on social networks, they were far ahead of everyone else. Rather than genuinely being more politically engaged, they may simply wish to broadcast their activism to their peers.”

For marketers, this diversity of use is a caution not to confuse digital dependency with digital savviness. Not all Millennials will be jumping up and down to respond to your latest crowd-sourced campaign, app or contest.

Many of the popular digital marketing tactics require a level of involvement and expertise may be beyond the skills of many Gen Y members on the far side of the digital divide. Far safer, and more broadly appealing, are approaches where the call to action is easy and intuitive, requiring nothing more than a working knowledge of how to use XBox, text messages, Facebook or Youtube.

*Carol Phillips is the president and founder of the brand strategy consulting firm “Brand Amplitude.” She is also a Professor at the prestigious University of Notre Dame. Carol began her career as a market researcher and strategic planner at Leo Burnett. Later, as an Account Director, she led agency teams at four different agencies – Y&R, Leo Burnett, Mullen and JWT – for a variety of clients including Sprint, Nextel, Ameritech, Heinz, 7UP, and Philip Morris. She blogs at www.millennialmarketing.com.

By Sarah Newton*

I have noticed a rather worrying trend among young employees that I coach and that is their lack of resilience. Their inability to deal with the stress that can occur in a chaotic work environment, their inability to deal with negative comments from customers and colleagues and the worrying length of time it takes them to bounce back and recover their spirits, strength and good humour.

Seeing a trend, I thought this had to be more than pure coincidence so I began to investigate (I can never really shake those police officer habits). For those that know me, you know that the questions I ask myself are always different and the question I pondered around this was, as a society how are we failing to produce young people with resilience? My investigation led me to interview the amazing author of Toxic Childhood.

What Sue Palmer discussed with me really made sense… she noted that children who were given less freedom, did not have much face-to-face contact and were never allowed to make mistakes ended up becoming less resilient and less able to make decisions. With more and more children not being allowed out by themselves, communicating only via MSN and being rescued by their parents rather then being allowed to get on with it, employers are suffering. Some young people coming into the workforce are lacking essential skills that their parents should have taught them and hence as an employer, you can find yourself being more of a parent, increasingly frustrated by what is essentially very childish behaviour.

So what do you do when your business relies mostly on young employees?

1. Set very clear rules and guidelines and stick consistently to them. Yes, Gen Y’s want involvement and want to be equal, but if you manage a young workforce believe me, you need to get clear and consistent in your non-negotiable standards.
2. Nip any arguments in the bud as quick as you can; don’t assume that your employees can work things out themselves. Use conflict resolution strategies that allow both to get a say and come up with win-win alternatives. If you can make an older, more senior member of staff responsible for this, then so much the better. You will be teaching your employees great skills for later on.
3. Give positive feedback in terms of who they are. This doesn’t have to be in lights, all singing and dancing, however it must be targeted at an ability rather than an action. Rather than complimenting them on dealing well with a customer complaint, focus on them showing patience and compassion when dealing with the customer.
4. Hand it over to them. When they ask questions, ask them what they think, what will be the best solution. This will give them freedom and support them in developing there decision-making process.
5. See failures as good things. When they fail, which they will at some point, don’t chastise them, but ask what they learnt and what they would do differently next time. This may be the first time they have not had someone pick up the pieces, so be gentle and support them in working through it.

And if your are one of those employers who thinks that, because they are just seasonal or temporary staff that you shouldn’t bother, shame on you! To not put this extra effort in will be foolish as every employee, whether they work 60 or 6 hours is important to your business. They all have an impact on your customers and future employees. And think of society as a whole and the good you have done by forming a young person into an adult.

Pliny the Elder said, what we do to our children they do to society. I say, what you do to your young employees, they will do to your business, so if you want respect, be prepared to give it first.

By Sarah Newton*

As I work with more and more companies, I am seeing something that is very striking; a lack of what I would call a Young Worker Friendly policy.

I work a lot with the service, catering and leisure industry which, let’s face it, lives on young employees and yet, for some reason, their policies seem to be hostile to young workers.

Let me explain.
1. They throw their young workers in at the deep end with hardly any training.
2. They then moan at them when they cannot deliver.
3. They give them no training as “they will not be here that long”,or, “they are only temporary”.
4. They come down on them like a ton of bricks when they do something wrong.

This puzzles me; most of these industries rely on their young employees to deliver great customer service and be very in the know, and yet they just expect them to be able to do it. It does not have to be that way; some large companies like Disney or McDonald’s really value their young employees, yet the little guys have not got it yet.

It is like they expect their young employees to know what to do and how to do it. Just because we may have known it does not mean this generation are as savvy. Most of these young employees are being managed by Gen X and let me tell you, we had a very very different experience from the generation coming up behind us. Left to our own devices for much of the time, we were the latch key kids and we learnt how to cook, wash and pretty much fend for ourselves, we were exposed to adult things at a much earlier age and we were in no way protected. We were given it with a sink-or-swim attitude.

OK, so let’s look at that in comparison to the youth of today. Firstly, they have a voice and have been encouraged to use it, so they will speak up and not just get on with it. Secondly, this generation has been cared for and protected and consequently expect things and think they are special. If a customer shouted at me when I was in my first job I took it as par for the course. Now they want you to stick up for them. Thirdly, they need instructions and feedback and they need them to be clear; in a way they have been force fed and things have to be in a step by step process , so where things may have been ambiguous, they are now very clear. They are used to pushing boundaries, since a lot of the time they do not have any and the adult/child divide has become much less clear.

So, if you want to make the best of your young employees, here are a few important things to note.

1. Make sure they get sufficient training, know what they are doing and are given feedback. While they are in no way stupid, they want systems and steps to take. This is how they are used to being taught.
2. Devise a system for them to participate in at every level; they have a powerful voice and want to use it. Often, they will make great suggestions that will really help your business.
3. Ensure there is a positive feedback system of some description and make teamwork a big part of how your company works.
4. Get clear what the systems and structures are that you want them to operate within and also let them know where they can be creative if they want. This needs to be clear.
5. Give them a “buddy” who they can go to and have an open door policy.
6. As a boss, don’t expect to automatically earn respect from your young employees. You will earn respect by being honest and transparent . Stick to your word and do what you say you will.
7. Be firm and fair when they cross boundaries with you.

And yes, expect that sometimes you may feel like you are a parent. However, remember that you are very influential to this young person. You may be this first adult they have had contact with in a work capacity and how you treat them could set up their whole idea of work and how adults in the outside world communicate with them. By not having Young Person Friendly policies, you could be sending a very strong negative message out to them.

Young workers can be the hardest working, most enthusiastic and energetic work force if managed correctly.

However, what I hear most saying is that they are lazy, rude and annoying. Well let me tell you, your employees will exhibit what they see in their boss, so take a look at yourself!

And if you are reading this, thinking that you are not going to change what you do for the young employees who never stay very long, good luck to you! You are in for a bumpy ride; remember the impact that one bad employee can have on your customers and then ask yourself if it is worth it or not.

By Sarah Newton*

I spend a lot of time coaching Gen X on how to handle Gen Y. You see, even though the generations follow each other, they really are poles apart.

For all the times that Gen Y were told they could succeed and do anything, Gen X were told not to show off, not to hold high expectations and to be realistic. For all the awards and trophies that Gen Y got just for taking part, Gen X were left on the sidelines thinking that they were not good enough. For all the caring and sharing, child-centric ways in which Gen Y were brought up, Gen X learnt that it was the individual that mattered and you must win, no matter what and that youth should, well, just go away. As Gen Y were loved and wanted children, Gen X were often mistakes and were reminded of this countless times. Gen X were a very rebellious cohort of youth, pretty much left to get on with their lives. They saw things and dealt with things at a much earlier age than they should. They were feared and ignored by society and grew up isolated, used to being overlooked.

So when you get an enthusiastic, I can do anything let’s work together, confident Gen Y, trying to get a sceptical, individualistic, I can make it on my own Gen X together, never the twain shall meet.

I was recently contacted by a Gen Y who was having problems in a company she was consulting with. The Gen Xs were not taking too kindly to her and she wanted to know how to get them on board. I agreed to meet her and talk this through and it was a meeting that showed me in black and white the differences between the two generations.

When we met up she enthusiastically spent the first 30 minutes telling me all about herself and the awards and accolades she has got, then spent another 30 minutes telling me how wonderful I was, to the point where I thought I would be sick. She then told me the problem and asked me what she should do. I left the meeting feeling like I had been chewed up and spat out. Wow, is this what employees in the workplace feel like?

It got me thinking, how does a Gen Y get a Gen X to be on board with them without driving them to the point of nausea?

1. Make me feel special, but not that special. OK, we want to feel like we can help and we are of use, but anything over the top makes us feel that you are been totally insincere. A simple, “You have been with the company much longer than me and I would really value your opinion,” will suffice. Make us feel we have something you need without showering us with praise.

2. We know who you are, so don’t tell us. We are not good with people boasting about themselves, it makes us feel very insecure. We are just not used to it. Believe me, we will have researched you, we will know all about you, mainly to see if we consider you a threat or not, so please don’t tell us anymore. You are special, we know that so don’t ram it down our throats.

3. We want to help. We have an affinity with the youth and we want to help them, but we are always suspicious about people’s motives. Be really honest with us and don’t feel you need to butter us up lots; a “Can you help?” will do it every time.

4. Acknowledge what we did. We may not like it but secretly we want it. If we can help you or support you, then please let people know. We may not acknowledge that you have done this and may even go red and say, “You shouldn’t have,” but if you don’t do it we will secretly hate you forever and if there is anything that Gen X are really good at, it is causing trouble.

In return we promise not to talk down to you, to listen to your off-the-wall ideas and acknowledge your expertise.