Bridging the Generations:
[From Minnie Pearl & Pearl Harbor
To Wiki & Wii]
December 6, 2011
Steve Drake1
About Me
Coach: “Drake, you’d be better if you were more mobile, agile and hostile!”
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About Me
Ohio StateClarke, the Woman’s CollegeAlbion CollegeAmerican Soybean Association 3
Your Expectations
• Motivating younger workers• How to “reach” multiple generations• Communications ideas• Different management approaches
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Organizational success increasingly dependent on ability of employees and managers to deal with generational differences
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Generational Challenges
Four Generations as: • Members/Customers/Prospects/Golfers
• Colleagues
• Employees
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Report Back
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Work Groups
Defining the Generations
Today’s Agenda
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Surveys
Five surveys this year:• 23 service club leaders• 28 golf course superintendents
• 142 golf course professionals• 115 association staff/volunteers
• 724 farmers & ranchers 8
Who is HereWork role
Golf Course Superin-
tendent (s-ingle
course)
Golf Course Superinten-
dent (multiple courses)
Golf Course Superinten-dent (golf
management company)
Assistant Golf Course Super-
intendent
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
63.3%
30.0%
13.3%
0.0%
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Who is HereType Course
13.3%
66.7%
20.0%
Public Private Resort
10
5
4
49
2
7
East Midwest NortheastSoutheast Southwest West
Who is HereLocation
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Golf Industry
• No Silents; No Ys; 9 “cuspers”
Birth Years SBI Attendees
7.7%
92.3%
1920-1942 1943-1962 1963-1982
48%51%
1%
Boomers Xers Ys
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Disclosures
Yes, these are generalizations
Yes, there are exceptions
What follows is a compilation of research and literature from multiple sources
Plagiarism vs research
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1 Defining the Generations
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15
BabyBoomers
77 million
Generation Y
76+ million
Generation X
50 million
Matures
24 million
Before 1946
1946-1964
1965 – 1977
1978 - 1995
Birth Years:
Generations(Statistical Years)
Generations(Shared Experiences)
Generation:
Born: Age in 2011:
Core Influence:
Silents Mid-1920s to early 1940s
70-90 Depression, WWII
Boomers Early 1940s to early 1960s
50-70 Man-on-Moon, Vietnam
Xers Early 1960s to early 1980s
30-50 Latch key, Iran hostage
Millennials Early 1980s to early 2000s
0 - 30 9/11, Web 2.0, terrorism
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Generational Words
• 1970s: Long hair
• Today: Longing for hair
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• 1970s: Long hair• Today: Longing for hair
• 1970s: Screw the system• Today: Upgrade the system
• 1970s: Acid rock• Today: Acid reflux
• 1970s: Rolling Stones
• Today: Kidney Stones
• 1970s: KEG• Today: EKG
• 1970s: Going to a new, hip joint
• Today: Receiving a new hip joint
• 1970s: Whatever• Today: Depends
Generational Words
Stand at Your Corner
Pearl HarborDepression1st Radio
GenerationImpactsHow You
Communicate
Kennedy Assassination Armstrong Moon Walk 1st TV set
Fall of Berlin WallAIDS1st PC
Monica/Gulf War I9/111st Email Address
& Grab a “Sticky Card” 19
Center
Back Left
20
21
0
5
10
15
20
25
30
35
40
Nu
mb
er
Elig
ible
(m
illio
ns
)
Year
Boomer Peak
Boomer retirement will lead to an “all
out war for talent.”
Ready to Retire
Characteristics, Perspectives, Attitudes
and Beliefs
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Matures:DepressionBuildersSavers Generation
ImpactsHow You
Live
Boomers:Post WWIISpendersLive to Work
Xs:Latch-keyDivorceDownsizedIndependent
Ys:Digital revolutionInstantly
connectedShort attention
spanWork to Live
Generational Overview
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Boomers:Work is a PLACE
Ys:Work whenever & wherever
Cultural Differences:Work-Life balanceFlextimeFocus on friends/familiesDigital natives
Generational Divide
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Work
Life
Family
Work Life
Family
#1 Issue between Generations
70% of American workers say they don’t have proper work-life balance … and blame companies for the problem.
Work-Life Balance
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• Gen Y workers want a job that lets them exercise personal values and beliefs.
• 62% want to work for companies that give them a chance to use their skills to help a nonprofit.
Causes Click
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Tee It Up
What can you do to support local causes … beyond hosting a golf outing?
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• More than 60% of students volunteer at least monthly
• Focus: environment, poverty and community problems
• Top reasons for volunteering: • “feel I am helping others” • “good skills for the future”• “makes me feel proud”
Volunteering Important
1. Who is Gen Y?2. How big is it?3. What “turns their crank?”4. How do they define success?
Stop & Review
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Generations as Employees
30
10%
44%
34%
12%
0%
20%
40%
60%
80%
100%
Matures Boomers Gen X Gen Y
60% of employers report some “generational tension.”
Generations in Workforce
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Silents
Assets• Stable• Details• Loyal• Hard working
Liabilities• Inept with change• Reluctant to buck
system• Uncomfortable
with conflict• Reticent when
disagree
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Boomers
Assets• Driven• Service oriented• Want to please• Good at relations• Good team players• Invented 60-hour
week
Liabilities• Not budget minded• Reluctant to oppose
peers• Judgmental• Uncomfortable with
conflict
33
Xers
Assets• Adaptable• Technoliterate• Independent• Unintimidated by
authority
Liabilities• Impatient• Poor people skills• Cynical
34
Millennials
Assets• Collective action• Optimism• Tenacity• Heroic spirit• Multitaskers• Techno savvy
Liabilities• Need for supervision
& structure• Inexperience,
particularly with handling difficult people issues
35
Management Challenges
• Motivating employees• Communications & language
barriers• Management issues: budgets,
boards, cultures, personalities, level of detail
• Impact of low pay or no raises
36
Recruit/Engage New Members Under 35
Top 3 Comments from SBI folks:• Digital media: web, email, social media• Fun & flexible• Positive word of mouth
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1. What Generations are in the work place?
2. How do we learn to work together?3. What “turns their crank” about
work?4. How do we recruit, motivate &
retain staff from differing generations?
Stop & Review
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Discussion at seats:(Pair with someone of different colored card / generation)
What does this mean to you in your work? With your golfers/employees?
Conversation
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Generations as Consumers & Media Users
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Gen Y’s Time Use
0%5%
10%15%20%25%30%35%40%45%50%
Voluntee
r
Faith
-bas
ed
Civic E
vent
Politic
al Ev
ent
Social
Club
Trade
/ Pro
f Grou
p
41
Young Adults65% Say Internet Main News Source
* Up from 34% in 2007
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• Blogs• Google News Alerts• Facebook• YouTube• LinkedIn• Twitter• Flickr• SlideShare• Delicious• Yelp!• Craigslist
Social Media Tools
How do you have the time?
We’ve switched from “boob tube” to social media.
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Mobile Mania
Cell Phone Users
billionComputer Users
billion
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Texting
• Do you collect cell phone #s of members so you can text alerts to them?
• Text alerts? Yes!– Such as t-time just opened up– Or, storm has delayed us today– Or, special offer for this weekend
• Caution: don’t be a spammer!
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Content Rules
Content creates awareness, builds fans!
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Competition or Ally?
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You Are What You Publish
• When was the last time you looked at your own website? Your competitor’s website?
• Why no golfers on golf course?
• Why no people in pro shop? No diners in dining room? No folks in lounge?
• Where are Tips from the Golf Pro? Tennis Pro?
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50
Empowering Staff Driven
Content
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Survey ResultsTo e-survey
Golf Superintendents: N=142SBI participants: N=29
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53
Primary Source of News
42.3%
34.6%
7.7%
7.7%
3.8%3.8%
Online: Newspaper or News Website
Other Online News or Online Information Link
Mobile: App to Your Smartphone
Print: A Monthly or Weekly Magazine
Online: Associaton/Professional Magazine or Newsletter
Print: Association/Professional Magazine
Print: Daily Newspaper
Online Newspapers/Web
Other Online News
Daily Newspaper (print)
Top Rated News/Info
Sites#1 Internet News Sites#2 Mobile/Text notices#3 Local Radio
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Job News/Info
Red = NEVER useCaution: This is where Gen Y is
Face
book
Linke
dIn
Tw
itte
r
+
YouTube V
i...
Flic
kr P
hoto
s
Cra
igsl
ist
Text
Mess
...
Blo
gs
Enew
slett
er.
..
0
5
10
15
20
25
30
Once a Month
Once a Week
Multiple Times a Week
Daily
Never
Don't Know What This Is
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Vital Communication
s
All of the above
Phone call Email Visit in person
Text message
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
62%
42%38%
31%
12%
Limited use of communications tools to reach Millenials
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Search for New Hires
Wo
rd o
f m
ou
th
Wa
nt
ad
in
pa
pe
r
Po
st o
n C
raig
slis
t
No
te o
n b
ulle
tin
bo
...
Use
on
line
se
rvic
e
So
cia
l m
ed
ia
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0% 85%
35% 35%27%
19%
4%
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Receiving Job Applications
Email In print via the mail
In print submitted in person
Online via course's website
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0% 85%
38%
8%4%
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Your Social Media Top 3
Facebook (personal)
Course/club blog LinkedIn (personal)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
53.8%
46.2%
38.5%
Bottom 3: LinkedIn (course); Google+; Personal Blog
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Meetups, Tweetups, Twestivals, Flashmobs
69.2%
30.8%
YesNoHave no idea what these are
60
MeetUps, Tweetups,FlashMob
69.2%
30.8%
YesNoHave no idea what these are
61
Social Media Tool
• Gen Y loves word of mouth• Yelp! is one of the common
review sites• Yelp! yourself to see your reviews• Use Yelp! to create “buzz” for
your club
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63
Texting[Sending, Receiving]
4% 4%4%
88%
Never
Sometimes
Weekly
Daily
64
Use of Association
Website7.7%
30.8%
34.6%
26.9% NeverOccasionallySeveral times a monthSeveral times a week
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Any Disconnect?
Boomers (born 1946-
1964)
Gen X (born 1965-1977)
Gen Y (born 1978-1995)
0
5
10
15
20
25
30
Do you feel a generational disconnect with em-ployees, co-workers or managers/superiors who
fall into the following age categories?
Yes
No
I do not work with anyone in this age group
28% 4% 38%
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Much of this information provided by NCTA from research conducted by Market Directions Inc.Gen Y Information Sources:1) Market Directions … www.marketdirections.com2) NCTA/Drake & Company … www.drakeco.com3) Generation WHY … www.generationwhy.com4) Beloit College … www.beloit.edu (Mindset List)5) NAS Insights … Recruiting & Managing the Generations6) Y-Sizing Your Business: Jason Ryan Dorsey7) Generational Diversity: Jamie Notter
Acknowledgement / Sources
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2Work Groups
1. Divide into 4 groups of 6-8 each2. Be sure your “generational cards” are split
evenly in each group3. I’ll assign each group a specific discussion
topic4. You’ll need your spread sheet from your
survey
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2Work Groups
1. Recruiting & motivating employees2. Managing generations: staff, boards3. Communications & interaction4. Recruiting younger golfers/members
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Report Back31. Each group share up to 3 responses/ideas
from your topic2. Everyone fill in the card and return to Steve3. Steve will create a report that each of you
will receive in the next few weeks
Final Thoughts
• Bridging the generations can result in powerful forward movement
• It is not easy• New tools help you reach & motivate
them• Content marketing could be a key
element for your success
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Steve DrakePresident
PO Box 316Chesterfield, MO 63006
(314) 239-9464
CONTACT INFORMATIO
N
[email protected]@stevedrake@causeaholic
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