I’m mildly embarrassed to admit that I did not have a clue about all this baby boomer, Gen X and Gen Y business until I started searching for content about association leadership, recruitment, membership, and etc.
Then I found this great article, Net Gen and the Future of Social Media Marketing, which shed some light on what I believe about my career and work ideals as a Gen Y!
As part of the technology generation, I DO have something to bring to the table that qualifies me as a valuable team member capable of breaking the young-inexperienced-stereotype.
I. What I know about Gen Y
1.) We like flexibility
I recently found myself saying to a potential employer “I’m okay with part time because I like the idea of more flexibility.” (I was also thinking that I like having the opportunity to do something else in this same field of work.)
Work flexibility and mobility is valuable to a Gen Y because having the opportunity to govern your work schedule sends the message “I am an important asset to this company because they trust me.” They trust me to do my work when and where I please as long as I understand my responsibilities within the job. Trust builds loyalty and we know what that does for any person part of an association or company.
Flexibility includes social media freedom. Social media and internet access is a valuable tool to a Gen Y. The wealth of information available on social sites and the networking we do through these sites is part of what helps us get the job done. We are the technology generation. The multi-tasking capabilities that we have are fueled by our immersion in the digital world.
2.) We like Trends
Blogs are one of the best trends for reading right now. There’s great information you get from them, and paired with the creative efforts of most bloggers, it makes everything so captivating and motivating. (I am always compelled to write my own blog after reading one.)
Tech saavy companies are fast becoming the most attractive places to work ( i.e. Google, Living Social, etc.). You know you work with a fun company when they offer massages twice a week for employees, and videotape flashmob dances to celebrate random events.
SXSW and now Austin has become one of the best conferences and places to go to because of how “cool” the experience is. Not only is it cool, but it’s fun and interactive. Gen Y’s like to have fun, and we know how to!
It may seem like we have a sense of entitlement to the things we do. It’s not that we’re arrogant, however, we just need a good reason to do something. There has to be a known value for why we should attend a convention or join an association. It has to hold our attention.
3.) We have our own Trust issues
As a Gen Y, I’ve grown up as an optimist believing that any thing I put my mind to is possible. I was a dance major in college and remember being told “If you want this to work as a career you have to be entrepreneurial about it.” As it turns out, I’m not the only person in my generation that is entrepreneurial minded.
This mindset is not the best news for associations or organizations. Loyalty and how it is obtained plays a huge role in our decisions to remain a part of something. If we have a negative experience, we will leave. If we don’t like our job, we have no problem switching.
What keeps us in one place is the main reason to stay: If we’re being challenged; if we are being taught new things. We’re eager to learn and desire opportunities to advance our career.
4.) We Like Building, Creating, and Being Part of Online Communities
Gen Y’s have much experience building relationships without face to face contact via Facebook and Twitter, and mobile phones. We’ve grown up chatting online and texting, instead of writing letters and making phone calls. With Facetime for iPhones, Google+ hangouts, and Skype it is possible to connect face to face without being in the same time zone.
Collaboration is also a concept that we are used to. We enjoy working with others and feel more comfortable to give and get feedback when we know we are part of a team. The sense of companionship that is built in these groups is empowering.
II. Why You Need to Begin Recruiting Gen Y to Your Association
I’m going to keep this short and simple. If you’ve been reading about the future of associations , then you’ll already know the answer to this question.
Generation Y is the future of your Association. Period.
And we don’t know enough about associations to understand why we should join them. Or maybe we do know their purpose, but we’re certainly not engaged by their marketing efforts.
III. The Secret to Recruiting Gen Y
1.) Market to us in our own language:
We speak Facebook, Twitter, LinkedIn, and Google+. We spend hours per day watching YouTube videos. We like using those platforms to communicate because of the wealth of information that is presented in an engaging, exciting, and cool way. As the multi-tasking, technological generation these platforms hold our attention because we can easily switch between them to find, produce, and use the same information.
Tweet Chat is a valuable tool in this case. We can be using Twitter and building relationships sitting on the couch with our ear buds plugged into our iPod. Gen Y’s multitasking abilities can lead to faster adaptability and talented resources
Talk TO us, but not AT us. The lecture-style for giving information is out. Allow for response and listen when we do. If we feel we are being valued, your marketing efforts will not be in vain.
2.) Find out what makes Gen Ys Tick
I have a thing for Flashmobs because I have this goal in life to be in one. When I see the videos of companies like Opower and Groupon doing these to celebrate different events, it makes me want to be a part of that group. It sends the message that they know how to have fun and that there is community in the workplace. How cool would it be to see members of an association doing a flashmob at their national convention??
We are a generation that is social, entrepreneurial-minded, and always ready for a positive, exciting experience. How is your organization going to market to us?
3.) Empower Gen Ys
Gen Y’s have the ability to be trend setters. If we believe in a cause, an organization, or association we want our friends to know. If we find value in your association we will use social media to promote it. It’s not because we’re doing you a favor, but because we are engaged.
The key to empowerment, is keeping a Gen Y motivated. Flexibility, collaboration, and trust are some of these motivating factors, but the word opportunity is like gold.
When we have the opportunity to grow, to take on responsibility, to further our careers, and to be challenged, we are motivated.
Generation Y is the future to your Association and recruiting them ensures an exciting and dynamic future. If Gen Ys like flexibility, trends, feedback, positive atmospheres, social media, and exciting experiences, then ask yourself this: How can we mold our Association’s membership to get a Gen Y’s attention?