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Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
COMING OFF A DECADE OF DECLINE IN 25-54 WORKERSLabor Participation (in millions)
149.0159.2
Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm
% Change:
+6.8%
+28.6%
25-54
16-24
-2.8%
0.0%
55+
81.3 79.0
24.0 23.1
79.0 80.4
56.266.2
2016 2026
PROJECTIONS TO 2026 SHOW LITTLE CHANGES AHEADLabor Participation (in millions)
159.2169.7
Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm
% Change:
+6.5%
+17.8%55+
16-24
+1.2%
-3.8%
25-54 79.0 80.4
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
COMPETITION FOR YOUNGER WORKERS WILL INTENSIFYLabor Participation (in millions)
159.2169.7
Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm
% Change:
+6.5%
+17.8%
+1.2%
16-24 -3.8%
55+
25-54
24.0 23.1
79.0 80.4
56.266.2
2016 2026
MEANWHILE, SUPPLY OF OLDER WORKERS WILL INCREASE Labor Participation (in millions)
159.2169.7
Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm
Students today (Millennials) are motivated by being associated with creativity.
The biggest gap between importance and expectation was with innovation.
Across qualitative and quantitative
research, we heard over and over again
the rising importance of being business-
savvy.
Leadership is the benefit of going to a graduate healthcare program. Also,
“leader” is a much broader term than “healthcare administrator.”
Healthcare is going through a major transformation. Students today want a sense of having a personal impact.
Students today value work that allows them to connect with people in a
meaningful way.
We’re creating the most innovative,
compassionate, and business-savvy
leaders to reimagine healthcare.
PROMISE STATEMENT“What’s in this for me?”
PERSONALITYHow you say it — the tone and manner
you project about your brand
Established
Successful
Leaders
Respected
Forward-thinking
Innovative
Business-minded
Professional
Rigorous
Competitive
Connected
Supportive
Compassionate
Inclusive
I will be prepared with the healthcare knowledge, business skills, and professional connections to be a leader who will reimagine healthcare.
Building on our remarkable environment, our extraordinary networks, and our legacy of excellence, we provide the knowledge, skills, and connections for tomorrow’s
healthcare leaders through our innovative and business-focused approach.
BRAND POSITION
“Reimagine Healthcare”
STORY-ORIENTED
2
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
Winning municipalities of tomorrow will enable workers to
SHARE THEIR EXPERIENCES
INSIGHT
STATEofINBOUND
State
of In
boun
d 201
7PA
GE 68
HOW DO YOU PREFER TO COMMUNICATE FOR BUSINESS PURPOSES? (BY GEOGRAPHY)
0
20
40
60
80
100
Messenger appsSocial media
Video conferencingPhoneFace-to-faceE-mail
The adoption of social media has further blurred the line between personal and professional. Today, the majority of our respondents use what we think of as traditionally “personal” social networks such as Facebook and Twitter for professional purposes. 74% of respondents use Facebook professionally, just shy of the 78% who use LinkedIn, a network designed for pro-fessional use. Indeed, more people are using Twitter for professional purposes over personal purposes (59% versus 56%). In contrast, many use Instagram for personal reasons, but fewer leverage the network for professional purposes.
WHICH SOCIAL MEDIA CHANNELS DO YOU USE FOR PROFESSIONAL AND/OR PERSONAL USE?
Outside of North America, there’s higher use of newer communication channels such as social media and messaging apps. While only 15% of North America respondents use mes-saging apps for business purposes, 45% of Latin American and 37% of Asian respondents do. Latin American-, Asian-, and EMEA-based respondents also more actively use social media for business communications compared to North America.
Email
Face-to-face
Phone
Social media
Messenger apps
Video conferencingPersonal Professional
FACEBOOK 74%LINKEDIN 78%
TWITTER 59%
Source: HubSpot, State of Inbound 2017
Disney Corporation
• Sophisticated social media strategy being deployed.
• Extensive communications training for every Disney employee, including Disney World cast members and crew.
• Employees share the story.
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
51%MILLENNIALS WANT TO START A BUSINESS OR PLAN TO DO SO
I knew since I was a kid I wanted to work in a start-up like environment. It’s really about wanting to solve a problem. I have always enjoyed creating stuff.Millennial
FLEXIBLE
7
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
Consumers will choose and support green businesses.
Sustainable business practices indicate com-munity focus. Be green
or be gone.
IMPACT
SUSTAINABILITY STICKS
Find ways to demonstrate and differentiate your com-
mitment to being green. Whatever you do, don’t
“greenwash.”
IMPLICATIONPOPULATION EXPANDS
AGE SHIFTS
COMMUNITY EVOLVES
DIVERSITY RULES
HOUSEHOLDS CHANGE
MILLENNIALS DOMINATE
FRUGALITY PREVAILS
EVERYONE CONNECTS
PURPOSE REIGNS
Millennials will reshape work and the marketplace.
Those who shift to meet their needs will succeed.
React slowly and you won’t see 2030.
IMPACT
It is no longer enough to have a mission or vision. Now
you need a stated purpose, which explains your “why”
in meaningful terms for Millennials.
IMPACT
Digital social connections will rule, and an anonymous reviewer’s post delivers the same impact as a TV news report. This trust shift is
permanent.
IMPACT
Buying on “sale,” shopping via eBay and craigslist, shar-ing bikes, rides, bedrooms will transform many sectors
of the economy for years to come.
IMPACT
Each state will have pockets of growth and vast expanses
of declining populations. Most opportunities will be around a growing number
of “activity centers.”
IMPACT
Healthcare will keep boom-ing, but how we provide care and services for this big part of our population will create
problems and oppor-tunities for all.
IMPACT
All organizations, public and private, need to reflect the diversity of their com-munity. This is an expecta-
tion that is guaranteed to increase.
IMPACT
The key decision-maker is harder to identify, with such different household types.
Organizations must connect with all households, espe-
cially those headed by women.
IMPACT
Ideas on “trust” will shift from institutions to the crowd, through reviews available online. Price matters and will grow
in importance.
IMPLICATION
Monitor the prevailing sen-timent online and actively
engage. Strengthen loyalty programs and recruit
your own onlineadvocates.
IMPLICATION
Engage Millennials now, at work and in the market.
Understand their collabor-ative mindset and what
it means for your organization.
IMPLICATION
Craft a compelling and be-lievable purpose statement. The best are crowdsourcedfrom within, not dictated
from the top.
IMPLICATION
Reflect more diversity now, internally—in how you staff
and operate, from your board down—and extern-
ally—in how you communicate.
IMPLICATION
Learn what this lasting shift means for your category.
The wave of older adults is important, but the critical
change is the ratio of old to young.
IMPLICATION
Make sure your operations are located in these centers
if you’re trying to attract young, creative, skilled
workers. Focus sales efforts there, too.
IMPLICATION
The new model is that there isn’t a model household
definition any more. Look for older Boomer women to
establish new modelsby 2030.
IMPLICATION
DEMOGRAPHIC CULTURAL
To successfully navigate to 2030 and beyond, you’ll need to understand the key trends shaping the future for your organization and industry. This Tomorrow Map identifies
important demographic and cultural trends, how they impact your category, and some ideas about what you can do now to ensure success tomorrow.
More people mean more opportunity. But growth will
be uneven across states, counties, and regions. Scale
your operation to match the population.
IMPACT
A growing population doesn’t guarantee success in the marketplace. You’ll
have to determine how growth can be
leveraged.
IMPLICATIONThe U.S. population is expected to
grow from 321 million today to 358 million by 2030. Virginia’s population will grow 15%,
reaching 9.6 millionby 2030. Cities and urban areas are growing as
small towns and rural areas shrink. Future growth will concentrate in “activity centers,” which appeal to
Millennials.
Between now and 2030, the 65+ population will explode, reaching 72 million—1 in 5 Americans will be over 65. At the same time, the ratio of old to young will shift forever, changing
almost everything.
Around 2040 the combined minor-ity populations will become the
majority as America’s melting pot reaches a paradigm shift. Already,
minority births exceed majority births. The future is coming in a
rainbow of colors.
Traditional families are the minority. More adults (51%) are unmarried. Now
27% live alone. Today 41% of births are to unmarried women. The compo-
sition of America’s households will continue evolving for
years to come.OPPORTUNITY?
Across each customized map, we will identify opportunities for your
AUG 20, 7 PMAUG 21, 3 PMUCHS DRAMA DEPARTMENT Mary’s Story: 100 Years Later$5 adults/$3 students
AUG 19-AUG 26#SEEKMARY SCAVENGER HUNT Explore Unicoi County with a chance to win prizes
AUG 25, 6-8 PMTRUNK SHOW WITH ANTIQUE CARS & BLUEGRASS MUSICDowntown Erwin on Main Avenue
AUG 26, 7 PMLOW COUNTRY BOIL CHARITY DINNER AND LIVE CAJUN BANDThe Bramble
AUG 27, 6 PMELEPHANT MAGIC & PROUD MARY GLOW PARADEDowntown Erwin• Food trucks, street performers
and hoolahoop troup• Hands on Museum Sensory
Kid Zone, 6-8:45 p.m.• Paint drum circle sponsored
by Kindermusic (old clothing recommended)
• Glow parade, 9:30 p.m. • All kids welcome!
PROUD SUPPORTER
To purchase dinner tickets and merchandise, visit riseerwin.bigcartel.com. For more information about the Erwin Elephant Revival and how you can support the project, please contact us at [email protected] or call 423-220-7624.
Events are organized by the R.I.S.E Erwin Initiative
All proceeds from these events benefit the Elephant Santuary in Hohenwald, Tenn.