attracting future leaders : lessons for the kool-aid kids from the red bull crowd

Attracting Future Leaders:

Lessons for the Kids from the Crowd

Moderator:

Suresh Parmachand, Stratovate Group/Uponor

Panelists:

Krystal McNaughton, Wolseley Canada

Joanna Woo, Emco Corporation

Ron Robinson, AtlasCare Heating & Cooling

Jennifer Hall, Reliance Home Comfort

Marc-André Gendron, Les Enterprises MLG et Fils Inc.

The Cast

The Generation Identity

Kool-Aid Kids

Drinking the Kool-Aid is a term that is used in conjunction with the Post-war and Boomers generations.

These generations stay with one company for most of their career. They choose to “move up” within a company, rather than look for a better opportunity at another company. They are proud to represent their organization. They identify with their company. They may not agree with everything their company does, but they understand that the “grass isn’t always greener on the other side.”

Play Hard, work smart is the best summary of this generation.

They require instant gratification because they require reward for their effort. Contributing to the greater good is part of their DNA, as is equality and open-mindedness.

They speak their mind and will question authority. Some may consider them as having a sense of entitlement, but they believe it is a function of being misunderstood.

The Generation Identity

Red Bull Crowd

49% 51%

Placeholder

-2,000,000 -1,500,000 -1,000,000 -500,000 0 500,000 1,000,000 1,500,000 2,000,000

0 to 4 years

5 to 9 years

10 to 14 years

15 to 19 years

20 to 24 years

25 to 29 years

30 to 34 years

35 to 39 years

40 to 44 years

45 to 49 years

50 to 54 years

55 to 59 years

60 to 64 years

65 to 69 years

70 to 74 years

75 to 79 years

80 to 84 years

85 to 89 years

90 to 94 years

95 to 99 years

100 years and over

Canadian Demographic Breakdown Median Age

41

source: Stats Canada

Are We Doing Enough To Attract Women To Our Industry?

51% 49%

Smartphone Audience

Social Landscape

72%

13%13% 21%52%

Social @ Play

9%4%11%

76%

Social @ Work

2%

19%2%

35%43%

Source: CMPX 2014 Survey/ipso lorum

The Power Of One

Social media has changed the

way we consume and share information.

Technology has provided a conduit for

individuals to share their

stories, opinions, thoughts, content, ima

ges, videos, etc. to the masses, with few restrictions.

How Have Social Trends Changed in Business? How Can We Leverage These Trends To Build Awareness?

Zeitgeist

source: CMPX survey 2014

I would be considered a workaholic. I will put in whatever time is required to get the job done. I am competitive with a strong work ethic. I believe strongly in personal development and I am loyal to my company. I value title and rank while working within teams and I like rules to follow the rules, but not be told what to do.

I value work before pleasure and discipline in the workplace. I have strong family values and good manners and “play by the rules.” I believe that hard work and time will lead to leadership.

I would not be considered loyal to a company and prefer a true work/life balance. I question authority if I don’t believe they are correct and I will be cynical if leaders aren’t trustworthy. I work well independently and I am familiar with technology. I multi-task effectively and I need to be kept challenged and stimulated in order to be productive.

I believe that anything is possible. I am optimistic and highly social and have high expectations of myself and those around me. I am educated and tech savvy, and I am willing to wait for the right opportunity. I require flexibility in the workplace and I am always looking at ways to challenge the status quo. I will lose interest in menial tasks and I am okay with lateral moves within my organization.

27.9%

14.8%

36.1%

21.3%

2%

56%

23%

19%

What Defines An Individual Belonging To A Generation?

1940’s 1960’s 1980’s 2000’s

1950’s 1970’s 1990’s

A Generational Summary

War Child

Post War

Baby Boom ME Generation Millennial

Generation X Generation Y

$4 600

$10 950

$13 600

$23 400

$14 100

$6 450

$4 130

$2 400

$89 330

$22 100

$113 150

$35 900

$297 000

$46 326

A Generational Summary

12%

24%

16%

24%

24%

Generations

Greatest/Silent Boomers Gen X Millenials Gen Z

Source: AC Neilsen

Greatest Generation (1901-1924)Silent Generation (1925-1945)Baby Boomers (1946-1964)Generation X (1965-1976)

Millennials/Gen Y (1977-1995)--Younger Millennials (18-27)--Older Millennials (28-36)Generation Z (1995-Present)

What Are You Seeing As The Hurdles For Engaging New Generations?

Industry 2020

• Average age of skilled trades : 61

• Age impacts the ability to capitalize on market opportunities

• Labour rate on skilled trades increases by ~30%

• Unskilled workers enter market to fill market needs

• Problems are created within marketplace due to poor installation

• Skilled workers are called into fix problems

• Problem perpetuates

Skilled Trades Become Firefighters

What Are The Pitfalls Of This Scenario Playing Out?

New Leadership Paradigm

Traditional New Age

• Hierarchical• Goal-oriented• Manage resources • Knowledge• Extroversion• Experience• Egotism • Empowering• Intelligence • Success• Influence• Effectiveness (myopic) • Drives Consistency

Leadership is influence, nothing more, nothing less.

-John Maxwell

Leadership is the process of influencing others to work towards a mutually desired vision.

-David Burkus

• Holistic• People-oriented• Liberate resources• Situational impact • Self-motivated • Intellectual Capital Management• Self confident• Without Boundaries• Selfless• Trust• Effectiveness (peripheral) • Collaborator• Enabler

Source: Actionpointe, Journal of Applied Psychology

Meet business objectivesCreating an environment where individuals

will be allowed to foster positive change

“Management causes 85% of problems in an organization.”

-Dr. Demmings

The cost of losing an employee in the first year of hire is projected at 3 times their annual salary.

-Wynhurst Group

How Is This New Leadership Paradigm Going To Impact Industry?

Media Drives Perception

1 in 3 Parents would encourage children to work in trade

High Schools have become incubators for College and University

3 Generations of Change…

Source: Association od University and Colleges of Canada (AUCC)

* Employment changes in thousands

6 Million Boomers

In 2 Decades

Electricians

Mechanics

Welders

Machinists

Carpenters

HVAC Technicians

Plumbers

The Hierarchy of Trades – Perception Drives Decisions

Stories Are Being Told

How Can We Improve Perception of the Trade?

49% 51%

Placeholder

-200,000 -150,000 -100,000 -50,000 0 50,000 100,000 150,000 200,000

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Canadian Immigration (Permanent Residents)

Economic 58%

Family Class 25%

Refugees 15%

Other 2%

Source: Stats Canada

How Can The Industry Leverage Immigration?

49% 51%

Placeholder

-2,000,000 -1,500,000 -1,000,000 -500,000 0 500,000 1,000,000 1,500,000 2,000,000

0 to 4 years

5 to 9 years

10 to 14 years

15 to 19 years

20 to 24 years

25 to 29 years

30 to 34 years

35 to 39 years

40 to 44 years

45 to 49 years

50 to 54 years

55 to 59 years

60 to 64 years

65 to 69 years

70 to 74 years

75 to 79 years

80 to 84 years

85 to 89 years

90 to 94 years

95 to 99 years

100 years and over

Canadian Demographic Breakdown Median Age

41

Source: Stats Canada

What Age Group Do You Feel Can Drive Change? Why?

Government Programs

Source: www.actionplan.gc.ca Source: www.skillsusa.org

Association Programs

Insert HRAI program

Source: www.careertap.ca Source: www.hrai.ca

Governments & Associations are Trying, But Can They Do It Alone? How Can We Help?

It Takes A Village To Raise A Child

It Takes A Community To Develop A Tradesperson

Tradesperson

Schools

Associations

Manufacturers

Contractors

Media

Government

The Community

How Do You Feel The Community Can Work Together?

We will need to rethink where our leaders are from…

• Advanced Technology Services Inc., a Peoria, Ill., factory-maintenance company that employs 2,300 workers

• In the classroom –hands on secondary school training for high-school graduates at a cost of $1,500 per student

• War veterans transition program

What Are Others Doing?

ATS

Source: www.ipso lorum

What Are Others Doing?

Government Of Canada

The Government of Canada launched the Federal Skilled Trades Program in January 2013 to facilitate the immigration of skilled tradespeople who meet Canada’s current and evolving economic needs. Skilled tradespeople are assessed on relevant criteria, such as language ability, practical training and work experience rather than formal academic education.

Source: www.ipso lorum

What Are Others Doing?

Government Of Canada

Canadian Apprenticeship Forum-Forum www.caf-fca.org.

About Skills/Compétences Canadawww.skillscanada.ca.

About the CampaignIn 2006, the two organizations partnered to develop and launch the Skilled Trades: A Career you can Build On campaign. The campaign reached across Canada through various resources, marketing materials, a new website and even some theatre ads.

Source: www.careersincanada.ca

"What the industry needs is to be much more aggressive in marketing and creating visibility.“

-Jim Ryan, Chief Executive Grainger

Notable Quotes:

"We've made work the enemy," -Mike Rowe, TV Personality

• Leverage government apprenticeship programs

• Work with Associations at the local chapter level to improve circumstance

• Elevate the trade – tell your stories

What Can you Do?

@mktngjnky

Linkedin.com/marketingjunky

marketingjunky.wordpress.com

Suresh Parmachand

Appendix:

Information and

insights

Conversation Starters

81%Male

membership

9%Female

membership

Less than 2 years

2-5 years

6-10 years

11-20 years

20+ years

10%

3%

57%

26%

5%

Years in Industry

Membership Profile

source: CMPX survey 2014

Young People and

Women Are Not Joining

the Associations.

Where are they

getting their

information from?

51% 49%

Smartphone Audience

Social Landscape

72%

13%13% 21%52%

Social @ Play

9%4%11%

76%

Social @ Work

2%

19%2%

35%43%

source: CMPX survey 2014

LinkedIn, Facebook

and YouTube are the

main social media

platforms used by the

trade. Which of these

tools are you using?

Membership Profile

How frequently do you use the following devices?

Never

Rarely (< 2hrs)

Sometimes (1-2 hrs)

Often (3-5 hrs)

Always (6 hrs+) 54%

38%

33%

42%

40%

45% 35%

35%

27%

14%

3%

2%

26%

10%

17%

10%

8%

21%

21%

17%

21%

25%

7%

5%

28%

17%

9%

6%

4%

16%

29%

7%

6%

19%

27%

Smartphone Cellphone Tablet Laptop Desktop Television Radio

source: CMPX survey 2014

What kind of online

experience are you

providing your

visitors?

Membership Profile

source: CMPX survey 2014

7. How often do you use the following tools to conduct research?

Never

Rarely (< 2hrs)

Sometimes (1-2 hrs)

Often (3-5 hrs)

Always (6 hrs+) 60%

36% 40%

36%

50%33%

3%

0%

3%

4%

20%

32%

9%

3%

12%

16%

17%

18%

4%

29%

14%

12%

2%

32%

5%

Online Tools Magazines Newspapers Your Family Your Peers

9. What is the average number of hours you spend online each week?

2%18%

48%

32%

< 2 hrs 2-4 hrs > 10 hrs 5-10 hrs

The industry is

searching for

information online.

Where are you

providing

information?

Work/Life Balance

source: CMPX survey 2014

11. How strongly do you identify with this statement?

Stronglydo not

identify

Somewhat do not

identifyNeutral

Somewhat Identify

StronglyIdentify

I live to work 20.7% 15.5% 29.3% 25.9% 8.6%

I work to live 10.0% 11.7% 25.0% 31.7% 21.7%

My work defines who l am

17.2% 12.1% 29.3% 36.2% 5.2%

I define who l am 1.7% 5.2% 12.1% 25.9% 55.2%

Work/Life Balance

source: CMPX survey 2014

15. Do you agree or disagree with the following statements?

Stronglydisagree

Somewhat disagree

NeutralSomewhat

agreeStrongly agree

I expect to have a similar work-life balance and social life as my parents.

16.0% 31.1% 16.4% 31.1% 3.3%

Time off is more important to me than paid overtime.

4.9% 6.6% 18.0% 27.9% 42.6%

I highly value a position that offers flexible hours.

3.3% 1.6% 9.8% 44.3% 41.0%

I am motivated by work, regardless of pay and time off/vacation time.

3.3% 13.1% 16.4% 39.3% 27.9%

I feel l have a good work-life balance.

5.0% 18.3% 11.7% 46.7% 18.3%

AverageRating2.70

AverageRating3.97

AverageRating4.18

AverageRating3.75

AverageRating3.55

How are you using

technology to help

your employees work

smarter and more

efficiently?

Managing Business

source: CMPX survey 2014

21. How do you find leads? (List percentages)

0%

20%

40%

60%

80%

Advertising(Print)

Advertising(online)

Radio Television Tradeshows Website Other

54.5%51.5%

36.4% 33.3%

63.6%69.7%

72.7%

How effective are

your lead generation

strategies?