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The Power of Generational Insight
Viv Du-Feu 28 November 2012
capitallaw.co.uk
consultcapital.co.uk
capitalinsight.co.uk
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Respecting diversity and age
• Age discrimination legislation is here as of 1 October 2006
• Our workforce is getting older
• We have 4 (soon to be 5) generations in the workplace for the
first time ever
• We need to respect age diversity in the workplace
• To what extent do your HR Policies and practices reflect the age
diversity of your workforce?
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Population Change
10
11
12
13
14
15
16
17
18
19
1950 1980 2000 2020
15-24 yr old
65 or over
• The labour force is growing older
• There are fewer young people entering the labour market
• The numbers of people in older age ranges is rising
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Source: The Guardian, 3 May 2006
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Live births – USA 1920 - 2005
Total
0
1000000
2000000
3000000
4000000
5000000
6000000
1920
1924
1928
1932
1936
1940
1944
1948
1952
1956
1960
1964
1968
1972
1976
1980
1984
1988
1992
1996
2000
Date
Nu
mb
er
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Number of live Births, 1920 2003 England and Wales
0
100
200
300
400
500
600
700
800
900
1000
Thousands (rounded)
1920 1926 1932 1938 1944 1950 1956 1962 1968 1974 1980 1986 1992 1998
Years
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Generational Repetition
• Each generation assumes the following generations will define
success the same way they have
• Each generation then assumes the following generations should
“pay their dues” the same way in order to achieve that success
• With a few exceptions, each generation thinks the following
generation has had it much easier
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Understanding the background of each generation
Theory:
The oldest, wealthiest, and most visible members of a generation
define the behaviour and attitude for those that follow
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• Matures – 67 to 87
• Baby boomers – 47 to 66
• X Generation – 35 to 47
• Generation Y – 35 to 19
• Generation Z – 19 and younger
The 5 generations
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The Matures - Born between 1925 & 1945, now aged between 67 and 87
• Duty, honour, country
• Dedication, sacrifice
• Conformity, blending, unity – “We First”
• Patience
• Hard, hard times then prosperity
• National pride
• Doing a good job was most important
• Age = Seniority
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Tagline • “When in command, take charge. When in doubt, do what’s right.”
Noise made when you let them go …
• Oh, no… what will people think? Where will I find stability? My family! I’m ruined!
Relationship to Employer • Willing to learn new skills to be more effective in their current job.
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• Work ethic = worth ethic2
• “Workaholic”; competitive
• Success is largely visible – trophies, plaques, lifestyle
elements
• Optimistic
• Consumers
• Defined by their job
• Personal development
• We are the world; we are the children
Baby boomers - born between 1946 & 1965, now aged between 47 and
66
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Tagline • “Live to work”
Noise made when you let them go …
• Looks like I’ve got to get the C.V. up-dated … this won’t be easy, but I can find something …
Relationship to Employer
• “Willing to go the extra mile” for an employer
• “Include them in decision-making, give clear goals and responsibilities and then get out of their way and let them get the job done”.
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• Taught to question authority at a young age
• Saw lifelong employment end. Nothing is guaranteed
• Time is a currency equivalent to money
• Question the sacrifices the Boomers have made to achieve
their “success”
• Latchkey kids…raised as their parents’ “friends”
• Independent, loners, nomads, poor team players
• “Prove it to me”
Generation X - born between 1965 & 1977 - now aged between 35 and 47
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Tagline • “Work to live”• “Vanguard of the free-agent
workforce”
Noise made when you let them go …
• OK, that’s cool … lots of opportunities out there …
Relationship to Employer
• Always looking for “bigger/better deal”.
• Less loyalty to an employer• More self-reliant and self-directed: at
home in an uncertain market
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• Optimistic
• Individualistic yet group oriented
• Time = currency
• Have a hard time focusing on anything
• Busy
• Like “X”, raised as their parents friends
• Time horizons are very close. “Future”
• View their generation as “problem solvers”
• Huge goals. Clueless on the execution
Generation Y – 35 to 19
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Tagline • “Like Xers on steroids”
Noise made when you let them go …
• (texting his friend during the dismissal meeting): Hey, I don’t have to go to work tomorrow, wanna go to the Gym ?
Relationship to Employer
• Most high-maintenance generation to ever enter the workforce
• Little loyalty to an employer; not intimidated by authority.
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• Will live longer than any generation in history – as at 2008 life expectancy projected to be 89.2 years for females and 88.6 years for males
• Lowest infant mortality rate ever – 4.5 deaths per 1,000 live births in 2008 compared with 12 deaths per 1,000 live births in 1980
• Parented by older parents – average age of Mother at first childbirth in England and Wales 2008 was 29.3 years, average age of Father 32.4 years.(* Source Office of National Statistics)
• Active consumers
• Believe they can “make a difference”
• Used to relentless testing from nursery onwards
Generation Z – Born after 1994 and before 2004
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Generation Z
• Technology is a way of life, information is easily obtainable and requires no
effort having grown up with the internet and social networking
• Most inclined to protect the planet, attracted to the argument their
ancestors have ruined it
• Familiar and comfortable within informal communication/ use of Cyber
language
• Growing up in a world of equality believing men and woman are equals
• Most financially endowed generation in history
• Most technologically literate generation of children ever
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Generation Z
• Children of older wealthier parents, fewer siblings
• The most materially supplied generation of children ever
• The most technologically and socially empowered generation ever – U
Tube, My Space, Internet, cell phones, IPods and all current gadgetry
• Internet savvy, technologically literate, shaped to multi-task
• Move quickly from one task to another placing more value on speed than
accuracy
• Only ever known a wireless hyperlinked user generated world where they
are always only a few clicks away from any piece of knowledge
• In a decade will comprise one tenth of the workforce
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Generation X40%
Baby Boomers45%
Matures5%
Generation Y10%
The Generations in the Workplace
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Traditional linear life stage trajectory:
Live with parents
Get an education
Start career
Get married
Buy homeHave
childrenChildren leave
home
The Futures Company 2011
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Possible Millennial trajectories:
Live with parents
Move in with friends
Travel abroad Get marriedChange career
Older kids leave home
Get an education
Start career Buy homeCohabit with
partner
Move back home
Cohabit with partner
Go back to education
Get divorcedMore
additions to family
Sell homeLook for
new home
Have children
The Futures Company 2011
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Times have changed: Median Age of First Marriage
1970 2003
Men 23.7 32.9
Women 21.8 30.6
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Median Age of Women at first childbirth:
23
24
25
26
27
28
29
30
1970
1975
1980
1985
1990
1995
2000
2005
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Time
• Boomers/ Matures – a currency to be invested into their future
• Generation X/ Generation Y – a currency they’re reluctant to give away
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Time
• Matures – work ethic defined by the punch clock
• Boomers – visibility is the key. Workaholics
• Generation X – “What does it matter when, from where, or how long I work, as long as I get the job done”
Balance = Success
• Generation Y – “It is five o’clock – I have another life to get to”
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Two amazing things to say when managing Xers and Ys:
1) I know this work isn’t your life and it shouldn’t be. But while
you’re here let’s agree to some things that you’ll be accountable
for
2) We’re all really impressed by your work ethic. Why don’t you take
next Friday off as a “thank you”
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Three amazing things to say when managing Boomers and Matures
1) I really appreciate how hard you work and amount of time you put
in here. We’re lucky to have you here
2) What can we do to make you even more effective at your work?
3) Give them another Certificate of Achievement. They eat those
things up
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Generation Y - who has worked them out?
Q: What do their messages have in common?
A: They celebrate huge amounts of individuality.
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Employee…
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• The McPassport, a McDonalds European initiative, is an official certification of the training and skills that employees have acquired whilst employed by McDonald’s.
• It is designed to support employee movement throughout the EU’s 27 member states
• Over 225,000 McDonald’s employees are eligible for the McPassport called “unprecedented” by the Financial Times.
McDonald’s McPassport
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The New Workplace
Know yourself
Your portfolio of assets
Cycles of employment
Your career web (vs. corporate ladder)
Build synergy (with employer)
Changes in the world of work
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A Good Team…
Matures – Produces quality. Not in it for individual recognition. Work is done in proximity to one another.
Boomers – Everyone works until all the work is finished. Long
and hours. Committed to each other & the team.
Generation X – teams are not defined by proximity. Each person
has a unique role.
Generation Y – What will this team do for me
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Employee…
Loyalty and satisfaction are largely measurements of emotional connection between people and something about their work.
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Employee…
The younger the person, the more “emotional connection” comes via the person’s relationship with their leader.
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To the X’ers and Y’s…
Whether the job is “good” or not and whether or not they are “happy” is largely determined (85%) by their relationship with their boss.
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To the X’ers and Y’s…
X’ers and Y’s are loyal to people, not to companies or organisations.
They rarely quit their job or their company, they quit their leader.
To them, that leader = the company.
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X’ers and YsManagement & Retention
Therefore, ask these questions:
“Who are they working for or reporting to? Is this the person who can develop their loyalty?”
“Do they have a mentor that really cares and is helping guide them if needed?”
“Do they have a best friend at work?”
“Are we clear about what our employees want from us?”
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X’er and Y’s Management & Retention
What is the number one thing:
1. Connectivity with the boss.1. The ability to be “themselves”.1. Pay.
Low pay will cause turnover.
But high pay won’t solve retention problems.
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Recruiting Matures
Company’s credibility in the marketplace.
Company’s history.
Flexible scheduling.
Need for mentors.
Already have skills, really need wisdom.
Stay current, stay sharp.
Pleasant pace.
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Hard work will pay off.
Stability of your organisation.
“Teamwork”
Leadership positions available.
Exposure to senior leadership.
Recruiting Boomers
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Talk to them about short term and long term options within your company.
Highlight short-term steps – “These are the skills you’ll learn shortly after you begin with us.” – Carpe Diem.
Talk to them about how their knowledge of technology will be of benefit to them.
Back up plans.
Live for today but prepare for tomorrow. “You’re going to enjoy this. And you’ll also be building quite a future for yourself.”
Recruiting Generation X
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Recruiting Generation X
Wary of too much advertising and marketing- Sell the steak, they’ll see right through the sizzle.
Peer to peer testimonials. “Let me let you talk to some guys around here…”
They’ll ask “Why?” a lot. It is not an attack on your credibility.
But you’ll have to prove your authority. That you’re reliable. That you do what you say and say what you do.
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Recruiting Generation Y
Their natural talents will have an immediate application to their work.Your company must be a unique fit for them.
Want what their friends have and what their friends are doing with a unique twist. “Your friends are also going to be working hard but here is how this work will make you a bit different.”
Peer to peer – very important.
Spend time with them. Answer questions. Where possible, become a non-stressful element of their lives.
Admire them as individuals. (I’m really impressed by the decisions you’re making…)
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Engagement
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• Adopt “Get it Done” and “Whatever it takes” attitude.
• Be visible, be active in the workplace. Boomers value “face time”.
• Demonstrate how you have earned your leadership role.
• Have firsthand knowledge of sub-ordinates work, preferably having done the same job at some point.
Engaging Boomers
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• Honour commitments at all costs.• X’ers place very high value on reliability.• Recognise that work does not equal life – celebrate X’ers hobbies, passions in addition to their work skills.• Be prepared to allow flexibility on schedules when needed and the individuals role on the team.• Revisit deadlines as needed. Have a serious interest in the individual – spend time with them, get to know their goals and personality.• Offer and commit to develop new valuable and relevant skills for them.
Engaging X’ers
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• Have a sincere interest in the individual – spend time with them – know their goals and personalities.
• Recognise that work does not equal life – have some fun.
• Offer flexibility as with the X’ers.
• Offer commitment to develop new, valuable and relevant skills for them. • Articulate how you are going to help them achieve their personal goals whilst achieving the firm’s goals at the same time.
Engaging Y’s
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Thank you
Questions?
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