Firstly, what is a Millennial?
Millennials are currently aged between 20 – 35 or born between 1980 and the end of 1994, they are also known as Generation Y because they follow on from Generation X. In the UK there are 13.8 million millennials and Deloitte predicts by 2025 will make up 75% of the global workforce. Millennials are no longer simply the leaders of tomorrow but the leaders of today and driving huge change to the workplace environment.
Why do businesses need to attract and keep Millennials?
Millennials bring energy, passion and creativity. They are innovative and open-minded with a strong sense of social responsibility. They believe in long term sustainability rather than short-term profit maximization. Millennials also want to be part of the winder picture and hold business in the highest regard. Business is seen as a powerful and positive way to impact the wider society.
Expectations of Millennials and why they are not so different
Millennials believe in a work-life balance that promotes employee well- being. This can be achieved through flexible working opportunities, time and space to “chill out” at work, including games, break out zones, free beverages and healthy snacks. They also expect to be treated fairly, develop their skills and maximize performance. Although, this is not just the expectations of millennials, a growing body of evidence suggests that employees of all ages are becoming much more alike in their attitudes and values towards work. Millennials are having a positive impact on the workplace and improving standards for all employees.
Many companies are now taking this approach and seeing great success. Examples include, Virgin, Air B&B, Hootsuite, LinkedIn, Google, Facebook, Twitter, Chevron, SquareSpace and Adobe. These companies all provide a culture that enables employees to feel safe and valued. There is a mutual respect and freedom for employees to manage their workloads. They encourage a positive energy that supports and promotes employees which is embedded in all the company’s core values.
Marketing to Millennials
Millennials are technologically connected; social media, phones and the internet are of an increasing importance and used every single day. Try to incorporate this into any marketing strategy. For example, video brochures, marketing professionals worldwide name video as the type of content with the best ROI. At JSM we have seen this particular area of marketing increase rapidly in the past 6 months.
Alternatively deliver a message encapsulated by fun and humour. Making people laugh is a great tool and will be remembered. Millennials enjoy having fun at work and playing games. Work is encouraged to be a place to “hang out” even long after the working day has finished. Encourage millennials by #daringtobedifferent and promoting fun. Items could include an office table tennis set, fish eye lens kit, selfie stick or screen cleaner pen. Brand your company logo on a fun and creative item that encourages the fun in us all!
However, the most important point to a successful campaign is to try and see through the eyes of a millennial. Try to understand what they are looking for, what attracts them to a product or company. Take time to connect and appeal to their new thinking. Finally, social media is a great addition to any marking strategy or individual campaign, create a reason to use social media and drive traffic to your page, this will leave a long term connection to the individual.