I work in communications for an organization concerned with the recruitment (less this) and retention (very much this) of motivated and highly trainable individuals. Since I started working here in late 2007, I’ve seen a bunch of presentations that have dealt with Generation Y. After reading through a lot of “How do we reach them?” “What’s important to them?” “What makes them tick?” kind of presentations, I am increasingly of the opinion that corporate reputation is dead, or, probably more accurately, is poised to die.
(Editorial note: I am ripping off the figures and some of the information I’m about to throw out here from a very educational NASA presentation called “Gen Y Perspectives.”
Here’s a bit about the presentation itself and a
link to the PowerPoint presentation.)
For those not in the know, Gen Y is generally considered to be those who were born between 1977 and 2000. They are currently 25% of the workforce and are predicted to be 47% of the workforce by 47%. They are defined by a lot of things such as: liking mentors, instant gratification, attracted to large social movements, multitaskers, mobile, quickly bored, impatient but adaptable. One of the things that really struck me in most explanations of “Who is Gen Y?” is that for most of the generation, entertainment has almost always been an interactive experience. They have been asked or given a forum for their opinions for most of their lives.
Of course, some of these traits are shared by Baby Boomers and Gen X. While somewhat similar, Boomers and Xers had different formative experiences. Gen Y was shaped by both Iraq engagements, cell phones, cable TV, gaming, Columbine … it’s a far cry from Vietnam, rock and roll, and the civil rights movement. These events are cited as making Gen Y:
* Lack of trust in corporations and government
* Have a short-term career perspective
* Get easily bored
* Have no clear boundary between work and life
* Expect to work anytime, anyplace
* Connect with people in new and distinctive ways
And many other points.
I want to focus on just a couple of these traits to make my point. Because of social media, Gen Y believes that traditional, top-down communication is dead. In that, no one of their generation communicates this way. I bring all this up because the presentation I’m pulling most of this stuff from is from mutha-freakin’ NASA! This presentation addresses some of the tactics they will have to undertake to appeal to the Gen Y workforce because apparently just being NASA and doing some of the freaking coolest work in government isn’t enough. And that thought spawned this hypothesis: If an agency can no longer keep up employment rates among the younger workforce based on its reputation and mission, then perhaps the younger generation no longer cares about reputation.
That’s a pretty drastic generalization and it wouldn’t apply across the board, of course, but the more I’ve thought about it, the more I’m coming to think that I’m right.
First, I think most folks my age and younger have been desensitized to most forms of scandal. I think Tiger Woods is probably the best recent example. He had what was, arguably, one of the best reputations of any major sports athlete. After his scandal broke, he was (and still is) on every major gossip blog out there. From a “reputational” perspective, this would be detrimental to his career. However, using some of the meltdown stars of the recent past as examples, his very increased presence on these blogs ensures him future success. Sure, he’ll have to make pretty and do his PR right, but the simple fact that he is still on everyone’s lips means he can surface again. People my age and younger are quicker to forget.
Which sets up my next point: most Gen Y don’t care about what you’ve done but what you are doing or are going to do. Sure Lindsay Lohan is cannon fodder for anyone looking for a cheap joke. But that’s mainly because she keeps making the same mistakes. If she were to score a success, she’d be able to turn things around quickly. Look at Britney Spears or Nicole Ritchie. A little PR massaging, a little reflection and they’re not only still successful, but suddenly seen in a completely different light.
I believe this is true because, while anyone thinking about it would disagree, I argue that Gen Y, young people, generally want to have opinions fed to them. While they still may form their own opinion, social media is a place where collective opinions are quickly formed and shared. The very popularity of Twitter confirms to me that this is the case. Now, I’m not saying that a targeted PR campaign is guaranteed to be successful just because you’re telling people why you are awesome. But I am saying that if you hook a few, you’re likely to hook many.
Those are my thoughts. Yours?