4 challenges associations face in engaging young professionals
DESCRIPTION
Your association’s most precious asset is your people – both your staff and your members. For your association to perform at a high level, serve your audience effectively and continue to grow, you must maximize the results your organization receives from both groups. Like most associations, your members and your staff represent a broad range of ages, backgrounds and experiences. You’ve heard terms like Baby Boomer, Generation X and Millennials, but did you know there are common experiences that can predict how members of these groups will respond to certain events and communications? -TRANSCRIPT
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4 Challenges Associations Face in Engaging Young Professionals
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About WebLink
• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate
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About WebLink
• Association Management Software
• Website Design & Development
• Non-Dues Revenue Programs
• Partner in Your Success
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WebLink Websites
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database & website
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About WebLink
• iPad app for mobile commerce
• Integrated credit card reader
• New member sales
• Event registrations
• Pay open invoices
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WebLink Blog
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Opening Remarks – DJ & Terry
• 3 short questions at the end of the presentation
• Click on the screen to answer the questions
• We will email you the presentation and a link to the recorded video.
Get a copy of today’s presentation
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Today’s Presenter Christopher Schrader, SPHR President – Schrader and Associates • Human Resources consulting firm focused
on helping businesses excel and grow • Director – Government Affairs for the
Indiana State Council of Society for Human Resource Management
• Specialties: Human Resources Leadership, International Human Resources Management, Management Development, Operational System Development, Government Affairs
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Today’s Presenter Christopher Schrader, SPHR President – Schrader and Associates • Presented at 2013 WebLink Summit • Keys to understanding and leveraging
generational differences to improve results for your organization
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Generations as a Culture Culture: Edward B. Tylor said that culture is "that complex whole which includes knowledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society.“
Generational characteristics are determined by: • Demographics • Early life experiences • Headlines that defined their times • Their heroes, music, sociology • Early days in the workplace
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Demographics
Greatest & Silent Generations: Born 1921 to 1945 (7%)
Baby Boomers: Born 1946 to 1959 (42%)
Generation X: Born 1960 to 1977 (29%)
Generation Y: Born 1978 to 1994 (22%) Also called Millennials
Generation Z: Born 1995 – 2012 (>1%)
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Greatest Generation: Depression, WWII & Korea
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Greatest Generation: Depression, WWII & Korea
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Greatest Generation: Depression, WWII & Korea
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Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs
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Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs
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Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs
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Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs
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Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs
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Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs
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Baby Boomers: Culture change, Vietnam, growth of federal government, and drugs
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Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids
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Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids
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Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids
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Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids
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Generation X: Economic disruption, women enter workforce in huge numbers, “latch key” kids
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Millennials: Economic boom, unrivaled education, women outnumber men in college, “participation trophies”,
explosion in personal technology
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Millennials: Economic boom, unrivaled education, women outnumber men in college, “participation trophies”,
explosion in personal technology
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Millennials: Economic boom, unrivaled education, women outnumber men in college, “participation trophies”,
explosion in personal technology
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Generation Z: War, severe economic disruption, next generation technology, government dysfunction
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Generation Z: War, severe economic disruption, next generation technology, government dysfunction
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Generation Z: War, severe economic disruption, next generation technology, government dysfunction
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Generation Z: War, severe economic disruption, next generation technology, government dysfunction
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Greatest Generation: First job involved physical labor and was hard; labor competitor was literally everyone else
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Baby Boomers: First job involved physical labor, but was not as hard due to technology development; labor competitor was another
Boomer, but there are lots of jobs.
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Generation X: First job happened later and was likely in a mixed service /light physical labor; labor competitor was a late birth Boomer
whose numbers dwarfed yours.
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Millennials: First job was in retail or service; physical labor jobs have mostly disappeared or are held by adult immigrants; labor competitor was another Gen Y’er.
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Generation Z: First job is in service role but retail is disappearing; labor competitor is an older Boomer, and there are few opportunities.
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4 Challenges Associations Face in Engaging Young Professionals
• The value proposition of networks • The concepts of time and space • The concepts of speed and adaptation • Communication
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The Value Proposition of a Network
V.P. Membership: “Our organization has more than 1,500 members you can connect with and potentially do business.”
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The Value Proposition of a Network
Gen. Y’er: “That’s all? I have 800 Facebook friends and get more than 15 “likes” per day from them and 700 LinkedIn contacts. I also have 600 Twitter followers who Tweet all of the time. And oh yeah, another 120 people in my smartphone contacts who I text all of the time. Facebook, LinkedIn and Twitter are free, and I have a cheap unlimited data plan since I don’t use phone minutes. Why do I need your network when mine is already bigger, growing faster, and costs me fraction of your annual dues?”
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The Value Proposition of a Network
V.P. Membership: “Good for you, like most your age you have been building networks for much of your life. The better question is do you know how to best leverage it? How do you optimize learning and financial opportunities? Having a network and using it optimally are two different things. We can help with that.”
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The Value Proposition of a Network
We need to change
how we speak to the value of
networks to this generation
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Concepts of Time and Space
V.P. Programs: “We are going to have a local marketing guru speak on this very topic at the Holiday Inn on Thursday evening at 6:00 p.m. Let’s get you signed up for the event.”
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Concepts of Time and Space
Gen. Y’er: “Thanks, but I’m going out with my friends that evening. Are you going to record it so I can listen to it in a podcast when I’m ready?”
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Concepts of Time and Space
“I understand, but a great added value of attending is the ability to ask questions in real time and meet other members with similar interests who might have a great idea of their own. Who knows, you might get an idea you can start working on right away. What do you think about bringing your friends along? It will only last an hour.”
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Concepts of Time and Space
We need to figure out how to set up a chat
session with the speaker for those who listened to the podcast and how to better stretch time with
our programs
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The Concepts of Speed and Adaptation
Gen. Y’er: “I just found out you had a presentation last week on tips for Gen Y to succeed in business. I’m disappointed I missed it. Can’t you offer it again?
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Concepts of Time and Space
“I’m sorry you missed it; we usually don’t repeat programs in the same year. We sent emails out and posted it on the website. Did you not receive the email or visit our site?”
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Concepts of speed and adaptation
Gen. Y’er: “I may have gotten the email at work, but I get more than fifty a day, and no, I did not check the chamber site. I use my smart phone for everything . If you had updated your Facebook account or sent a text to me I would have been there.
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Concepts of Time and Space
We need to figure out how to leverage
Facebook and send texts to our younger members
rather than email.
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Communication
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Preferred Communication Channels
Veterans Brief Memos Meetings Mail
Boomers Brief Memos Phone Face to Face Meetings
Gen X E-mail Phone Face to Face Meetings
Gen Y Text FaceBook MySpace Email Phone
Gen Z Twitter Text Pintrest (females) FaceBook
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Three Things to Remember • Communicating to four generations will remain a durable
challenge; people are living longer and working longer. A multi-phase strategy is required.
• The value proposition of the network is being challenged as never before; you must develop a strategy for addressing technology and user
• Algorithms designed to plow through big data are transforming personal expectations at a rapid rate; members will soon expect similar outcomes from their organizations.
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Opening Remarks – DJ & Terry
Coming up: 3 Questions
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Opening Remarks – DJ & Terry
WebLink Recap: An Integrated Solution
• ONE web-based centralized database
• Prospects, members, non-members and all reps in same system
• Financials, events, email, committees, website, reporting
Central DB
Financial System
Website
Email Marketing
Members
Events
Prospects
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Opening Remarks – DJ & Terry
Association & Chamber Websites
• 500+ client websites • WebLink Local business
directory drives 67% increase in traffic from organic searches
• Adds value for members • Non-dues revenue • Responsive website design
– automatically looks great on all devices
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Opening Remarks – DJ & Terry
WebLink Website Management System
• Very easy to add pages and edit content
• Drag and drop new content sections
• Quickly modify the navigation menu
• Easily add photos, videos, buttons, documents, blog posts and more
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Opening Remarks – DJ & Terry
3 Questions
Please answer these to receive a copy of the presentation.
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Contact Information Christopher Schrader, SPHR President – Schrader and Associates Email: [email protected] Phone: (812) 322-0380 Web: www.christhehrpro.com @ChrisTheHRPro Christopher Schrader, SPHR