To Reach Millennial Customers, Hire Millennial Employees
By Laura Gayle, Business Woman Guide
Aaah, yes, the millennials. The name alone sparks emotions, as it may be a descriptor you've used — or has been used on you. A vast difference from past generations is implied in the moniker, causing some to feel as if this generation is too far out of reach for their tastes. In actuality, those born between the early 80s and the turn of the century are signaling a change that will likely resonate for decades.
Millennials have been steeped in a sea of information and technology; they’ve grown accustomed to consulting it for solutions to life’s problems, and there’s no reason to believe this will change in the future. Smart business owners understand that this group and their collective mindset are here to stay. If you want your company to be successful, you should know more about millennial habits and motivations, and how to integrate them into your workforce for the best outcomes.
Millennials have been steeped in a sea of information and technology; they’ve grown accustomed to consulting it for solutions to life’s problems, and there’s no reason to believe this will change in the future. Smart business owners understand that this group and their collective mindset are here to stay. If you want your company to be successful, you should know more about millennial habits and motivations, and how to integrate them into your workforce for the best outcomes.
Authenticity Matters
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As mentioned before, some might believe millennial's are too precious and difficult to work with or market to. But Gen Y gets a bad rap. Remember, this is a group who has seen the pinnacle of modern advertising thrust at them from an early age. Can you blame them, then, for being jaded against traditional marketing and advertising methods? These consumers are looking for brands that earn their attention with authentic reasons and approaches — and without yelling and jumping up and down. More effective techniques include:
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Desperate marketing is not a good look, especially when trying to interest this group. Instead, take the opportunity to survey your millennial employees about what excites them, commerce-wise. Ask what are their favorite brands, marketing campaigns, approaches — and why? Not only will you gain specific insights, but also you'll likely ingratiate your employees to your cause, as well; everyone likes to be asked their opinion.
Tech Rules
Technology and communication go hand-in-hand for millennials. The idea of living without the internet, even briefly, doesn’t even enter their minds. It’s second nature for them to share ideas and information through mobile devices and related platforms, and many are deeply reliant on social media. This age group believes that there is a technological solution for almost any problem, from learning how to cook from catchy YouTube videos to figuring out taxes with online tutorials and feeding their pets remotely with WiFi connected dishes. It only makes sense that word of mouth is another critical method for sharing information among this tech-savvy crowd, whether it’s about your offerings to consumers or your company culture for employees.
Like most in their age group, your millennial employees are likely to use social media and personal messaging apps to share positive experiences about topics and products as wide-ranging as ticket distributors, hats, or apps that feed their pets. Part of your advertising group is already working for you — and is most likely already shaping opinions of your company through interactions with friends and family. Are you sending the right messages as an employer?
This is a group which looks for authenticity to inform their consumer habits. They want to feel connected, like they have shared goals or even morals with both their employers and the retailers they choose to spend money on. When they find this synergy, you can bet they'll eagerly share their discovery with their friends and followers.
Like most in their age group, your millennial employees are likely to use social media and personal messaging apps to share positive experiences about topics and products as wide-ranging as ticket distributors, hats, or apps that feed their pets. Part of your advertising group is already working for you — and is most likely already shaping opinions of your company through interactions with friends and family. Are you sending the right messages as an employer?
This is a group which looks for authenticity to inform their consumer habits. They want to feel connected, like they have shared goals or even morals with both their employers and the retailers they choose to spend money on. When they find this synergy, you can bet they'll eagerly share their discovery with their friends and followers.
Positive Impact
For many millennials, the idea of service to the planet and fellow humans carries special weight. Having access to such vast networks across the world may have helped them develop a global-village mindset. Learning “how the other half lives” can be an eye-opening reality for many people, and growing up with this knowledge can have a profound effect on a population.
Your business' corporate responsibility, demonstrated through connections and actions toward social programs and community outreach, can garner the company positive attention and loyalty from employees and customers, alike. For example, having millennial employees prepare for and attend trade shows or conferences on the company’s behalf can help with both outreach and professional development. Other small steps, such as company donations or organizing clean-up days for green spaces, can exert a great impact for the community and prove share-worthy on social media and beyond.
Your business' corporate responsibility, demonstrated through connections and actions toward social programs and community outreach, can garner the company positive attention and loyalty from employees and customers, alike. For example, having millennial employees prepare for and attend trade shows or conferences on the company’s behalf can help with both outreach and professional development. Other small steps, such as company donations or organizing clean-up days for green spaces, can exert a great impact for the community and prove share-worthy on social media and beyond.
Not the Same
Although we've taken time to point out trends and similarities in their collective behaviors, millennials pride themselves on individuality and not being boxed in or seen as all possessing the same likes and desires. Your employees will echo these same sentiments, most likely. In fact, it’s safe to say that most people, regardless of generational status, wish to operate as individuals, with specific traits and desires.
It's also reasonable to see overlap among age groups and generational norms, as many people beyond the millennial range are caring more about the planet, looking for authentic connections, and fully integrating with technology. And, maybe that's the ultimate marketing lesson: Don't rely on tropes and clichés when looking to attract customers. Their savvy precludes their (and your) easy attention. Originality and individuality count, especially when looking to reach this unique group, as well as the generations to follow.
It's also reasonable to see overlap among age groups and generational norms, as many people beyond the millennial range are caring more about the planet, looking for authentic connections, and fully integrating with technology. And, maybe that's the ultimate marketing lesson: Don't rely on tropes and clichés when looking to attract customers. Their savvy precludes their (and your) easy attention. Originality and individuality count, especially when looking to reach this unique group, as well as the generations to follow.
