Generation Y You Should Care
By Ciri Haugh

Generation Y is entering the workforce, ready to make a mark on the corporate world, though many worry about how their casual manner will affect businesses. While every individual is different, members of Generation Y and the other workers in your organization share many commonalities, and understanding these can re-energize your organization’s brand and/or provide a new direction for your marketing program.

Understanding the Gen Y Mind

One of the most widely known characteristics of recent graduates is their technical abilities with computers and other electronic devices. Many graduates are well skilled with Office applications and put no limit on the amount of information they can find on search engines like Google. Additionally, Gen Y’ers assume information is always at their fingertips, including receiving instant answers from clients or colleagues. These quick responses are crucial for the multi-tasking abilities for which Gen Y’s are known. Finally, most Generation Y workers are accustomed to independence, so they often feel free to question and recommend a change in process or standards.

Marketing with “Millennials”

Despite Gen Y’s inexperience in the workplace, their creative thinking and project-oriented natures make them valuable to managers looking for new ideas regarding both internal and external marketing programs.

Many Gen Y employees begin their careers referencing information learned in college, including new trends and ideas emerging within the company’s industry. This trait, along with their willingness to recommend change, makes this age group an ideal source for providing a new outlook for your marketing strategy. For example, the technical skills of Gen Y can help your organization pursue additional marketing tactics such as search engine optimization or a blog. However, while these employees are poised to offer a different view, most are not experienced enough to supervise major projects. Completing smaller tasks, such as proofing the marketing communications plan, gives Gen Y workers the opportunity to offer suggestions, learn more about the real world and apply their detail-oriented strengths.

Another important element to consider is the internal marketing or branding of your company. Gen Y adults are known for their casual demeanor and informal communication. The actions and behaviors of Gen Y employees can affect the brand image of the company, which could be positive or negative depending on the principles of your brand. Even if your Gen Y employees need more direction concerning the customs of your organization, they can ultimately act as the brand’s biggest advocates. The atmosphere of the office reflects the organization’s brand, and some Gen Y employees may need more direction if your office is more formal. In addition, Gen Y workers may need training on e-mail and phone etiquette as this is yet another way they will reinforce the brand image of your organization.

Although each employee brings something different to an organization, Generation Y workers offer a unique perspective and are ready to help your marketing program succeed. Take it from me - a Generation Y’er.

E-mail the author: Ciri Haugh

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