unwiring singapore’s millennials
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UNWIRING SINGAPORE’S MILLENNIALS
The Millennials People born in the Digital Age who have always had the internet in their lives.
Under 25 years of age
What we don`t want to focus on
Reality check
Real world
Virtual world
REALITY for Millennials No difference
My world = Communal cocooning
‘Full control’
Self image
‘CAN DO’ GENERATION… SoluSons are always available
• They see themselves as very different – “We’re open to change & advancement”
– “We’re much more global & connected”
– “We’re cri8cal thinkers… we ques8on the norm, we don’t just blindly follow the machine
• Believe the ‘old way’, the ‘old mentality’ is inefficient – given the opportunity they probably could do a beBer
and more efficient job • A generaSon of confident ‘empowered’
individuals……who operate in an intensely communal environment
The result
SO WHAT IS DRIVING THEM?
The psyche
Driven to progress
Psyche: Millennials must have a sense of momentum
ATTITUDES & BEHAVIOURS TOWARDS WORK
• They want – instant progress – instant success
• So when it comes to work/career they tend to be focused on:
immediate results, & less concerned about the long
term!
Want it now
• Not willing to wait & work their way – “I’ve done a degree, so why
would I want to start my career shovelling poop?”
• Prefer to work for a big name ‘status’ brand today so that they can ride on it’s significance now
• This also fills them with self-‐belief – “Give me the opportunity now
and I won’t let you down”
I want to be significant now
• Obsessed with upgrading
• Not necessarily ‘improving’ themselves, but more about adding a ‘premium’ to one’s self:
– new skills added to their CV – New achievements are
milestones in their development, ie overseas trip, industry courses
• With each upgrade comes even greater expectaUons: – Pay increase, be]er Stle, respect,
status, etc.
Upgrade now
• Millennials are looking for a job with meaning – In what they do – Their role within the team
– In how they can progress with it
• In absence of that emphasis on money & status – anything that recognizes their progress.
• If meaning and money is short, they are quick in changing jobs and even industry
Search for true meaning
• Result is very few Millennials are truly ‘passionate’ about their jobs. Highest percentage of ‘disasUsfied with my job’ employees*
• Any ‘Passionates’ were all in customer interacUon employment: – Sales, customer service, nursing, etc
• Possibly due to them receiving direct, posiUve ‘feedback’ from their customers which recognises that they are mastering new skills, and making a difference
Passion
*WDA study 2012 “Employee needs”
TRAVEL INDUSTRY AS EMPLOYER
A problem of percepSon…
“Not an industry that aBracts really talented people”
“It’s low paying, so they don’t even want good people”
Not for ‘smart’ people
Serving a no-‐no
“In this society, you shouldn’t be in a job where you serve.”
“I’ve studied for 4 years, I don’t want to be a server…”
“I tell people I work in marke8ng first, tourism second.”
“People always assume you’re wearing a costume or a 8cket seller.”
Embarrassing
Not professional
“Everyone would rather work in an office in Raffles Place.”
“I want my friends to know I’m doing well”
Psychologically driven to progress & advance
A big perceptual gap
Offers li]le opportunity for advancement
IMPLICATIONS How the travel industry a]ract, retain and opSmise Millennials
1. Rethink job frameworks
1. Offer jobs that are perceived as:
-‐ ‘Worthwhile’: doing something that makes a difference
-‐ Challenging: learning and achieving new skills
-‐ Progressive: offers a clear path for personal development and greater income
-‐ RecogniUon: ‘status’ 8tles & constant performance feedback are cri8cal.
2. ReposiSon Travel industry
• Close the image gap
Psychologically driven to progress & advance
Offers li]le opportunity for advancement
The perfect example