How to communicate effectively with Gen Y in a challenging economy
It's Gen Y's first experience of recession, so to boost their spirits, internal communicators must show how this group can help steer the company away from doom and gloom and instead take an active role in driving the solution.
by Jason Ryan Dorsey, The Gen Y Guy™
Every time I turn on the news – ok, so every time I go to drudgereport.com or cnn.com on my Blackberry while waiting in line for coffee – the headlines are blaring: Recession! Recession! Maybe even Depression! Cover your wallet and save your pennies!
With so many doomsday economic predictions it’s no wonder that today’s young professionals, my own Generation Y (based on my extensive research, I define Gen Y as those born from 1977 to 1995*) are struggling to understand what a recession really means to them, their current job, and their long-term career.
Dealing with recession
As a member of Generation Y, the impact of the recession on today’s young professionals is particularly personal to me.
I’ve had good friends laid off without notice from their blue chip employer, seen the stress on the faces of young professionals who got to keep their job but their cubicle-mate didn’t, and heard first-hand the stories of frustrated Generation Y job seekers who can’t land an interview despite their fancy new MBA. The world is changing around Generation Y and now it’s time for Generation Y to respond.
The world is changing around Generation Y and now it’s time for Generation Y to respond.
The question facing internal communication (IC) professionals is how to help Generation Y employees improve their company’s bottom line during this challenging time.
Gen Y: a cost-effective group
It's my belief that IC professionals are uniquely qualified to improve Generation Y employee engagement, innovation and performance because Generation Y is relying heavily on communication from within their company to shape their views.
Remember, Generation Y has no recall of past recessions, only the perspective shaping information they are receiving from those they trust. From a purely business view, focusing on Generation Y employee performance makes sense in a recession because Generation Y is often the lowest paid employee group within an organization.
They offer a substantial opportunity for return on a company’s hiring investment. Generation Y is also the fastest-growing demographic in the workforce in the US and many other countries. In short, Generation Y is eager to prove itself, often cost the least to employ, constitute a growing percentage of the labor force, and are right now deciding how to handle themselves during their first recession.
Create a vision for the future
In my work speaking and consulting at companies large and small, I’ve discovered that the critical first step to getting Generation Y to perform at their highest level during our current economic climate is to send this message loud and clear: All recessions are temporary. Focus on what you can control not on what you can’t.
Eventually the economy, businesses and individuals will trudge through the fear, uncertainty and hyperbole to begin moving in a constructive direction. Your goal is for Generation Y to stop worrying about what they can’t influence and start directing their energy, skills and talent on what will most help them and their company succeed.
All recessions are temporary. Focus on what you can control not on what you can’t.
Gen Y's role as influencer
When Generation Y understands that they will survive this recession – and that they have the ability to influence their company’s strength when things turn around – you put them on a path to help you turn this economic trial by fire into a competitive advantage.
To solidify and build on this message for maximum impact, I want to share 5 strategies I suggest clients use to increase Generation Y engagement and performance in these challenging economic times:
- Spread the message that your company has survived previous economic challenges and will survive this one, too. The key is to convey this message through channels that Gen Y trusts: podcasts from the CEO, smaller meetings where management answers employee questions, and internal blogs where senior leadership shares their approach to navigating the current economic situation. Generation Y views senior leadership as setting the direction for the company, but they view their direct supervisor as the greatest example of their company’s culture.
- Explain the metrics critical for success. Detail the most important outcomes your company needs Generation Y to create. My interviews with Generation Y employees show me they often don’t understand how their job performance affects the company’s overall operations and bottom line. The result is that they may not know what action to take in order to be most valuable as an employee. Connect the dots for them. The simpler the metrics the easier it is for Generation Y to do exactly what your company needs.
- Ask Generation Y to be part of the solution. In times of economic challenge, creativity and problem solving can make the difference in a company’s survival. Empower your Generation Y employees to share their best ideas and solutions to the challenges the company faces. You can do this through a quarterly "Innovation Challenge", "Problem of the Month", or "New Product Contest". In each of these endeavors the result is increased cognitive diversity as well as tangible outcomes the company can use to move forward.
- Remind Generation Y that they are important without paying them more money. One way to send this message is to catch Generation Y working. To do this, take an action photo of Generation Y doing their job. Then write a thank you note to someone the photographed employee cares about – such as their parents – thanking them for raising a child who now is such a valuable team member.
Send the card without telling the employee. I’ve seen this in action at numerous companies and the Generation Y employees are always surprised and delighted at the unexpected recognition. The extra 1% of effort you might gain from them, meaning they work past 5pm or send emails at 2am after drinking a Red Bull, could open new doors or close a key sale.
The simpler the metrics the easier it is for Generation Y to do exactly what your company needs.
- Keep the momentum going. When things look bad everywhere put a spotlight on what is going right at your company. Highlight awards, progress and problems solved so Generation Y realizes the company is doing things right and they're a part of that momentum.
Taking action to maximize the value of your Generation Y employees in the current recession is a win/win/win. Your company wins with an improved bottom line, your Generation Y employees win because their value is enhanced, and our parents win – because we don’t have to move back home!
*I think it is important to note that these dates and the related information on this webpage are based on my work with Gen Y in the US. When I work overseas, I find that people born during this same birth year range do not necessarily exhibit identical attitudes, beliefs, or expectations as Gen Y in the US. In preparation for international audiences, I always study the factors that shape a generation through the social and cultural lens of the audience’s geographic region.
Jason Ryan Dorsey, The Gen Y Guy™, is an acclaimed keynote speaker and consultant on strategic ways to leverage the four generations in the workplace. He can be reached at www.JasonDorsey.com
Have your say
Would Dorsey's suggested approach of sending cards to parents work at your organization or country culture? What modifications would you make to his ideas to suit your employee groups? Have you other suggestions for lifting Gen Y's spirits during downturn?
Recommended resources:
Global survey shows workplace preferences of gen Y
PODCAST: Ways to engage generation Y
How to communicate with Generation Y
Melcrum report: Mastering Audience Segmentation
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