One thing is clear from the conference and that is that there is no clear answer on how to engage the Gen Y/Millennial workforce. However, that being said, there was strong agreement, that there are more similarities in what engages across the work force generations (baby boomers, Gen X & Gen Y); it is the how to engage that presents the major difference.
Similarities shared by conference participants in generational workforce engagement include Work-Life-Balance (WLB) as a primary Gen X and Gen Y engagement motivator. However how WLB is achieved for Gen Y typically involves greater flexibility including time away from the job for travel and further education. The importance of Corporate Social Responsibility (CSR) in the workplace was also highlighted as a similarity across generations; the difference being that Gen X felt it was important for companies to introduce and communicate CSR initiatives while the Gen Y cohort wants to participate and be part of the initiative rather than just learning about it.
There was considerable frustration expressed by many at the conference in terms of how Gen Y attitudes frustrate other employees with their different expectations in terms of timing. While there is a similarity in the strong motivator of job promotion, the difference again is in the how with they key difference being the shorter time frame of Gen Y expectations for career advancement and recognition.
The group generally agreed that there are more similarities than differences across the workforce generations, the challenge is for the employer to embrace the differences and encourage the best from their talent. Again, the 'how' is the challenge not the 'what'.
It’s getting harder for young people to land their first job in their profession of choice, in spite of fulfilling an undergraduate degree. Competition is fierce in this economy. And it’s tough for grads to be overly optimistic when so many of their peers are in the same boat.
None the less, getting a post secondary education is the best option leading to employment for most youth today. The 2012 Canadian University Survey report, distributed through the Globe and Mail recently, says that future employment ranked the highest of eight reasons to earn a degree – with 43% of survey respondents citing preparation for a specific job. The report goes on to say that earnings of Canadian University graduates were 70% higher than those coming out of high school or trades training and 63% higher in country members of the Organization for Economic Cooperation and Development. It further makes the point that those with an undergraduate degree will earn on average $1.4 million more over a lifetime than others without a post-secondary degree and $1 million more than college students.
Making the most out of the undergraduate/college experience by participating in a range of activities while at school is a sure way to open doors and opportunities. McMaster University’s Degroote School of Business is just one of the many schools that offer a compelling opportunity - specifically for business interested students. Its Canada’s Next Top Ad Exec competition is cultivating talent for the marketing/advertising professions through its rigorous case competition, just launched last week.
In short, students across Canada compete in teams of two for the title of Canada’s Next Top Ad Exec, the current competition involves developing a marketing campaign on a budget of no more than $5 million to launch the all new 2013 Chevrolet Spark (in the fall 2012). The winners each get a 2013 Chevy Spark, there's other awards and scholarships, and all the top finalists get the prestige associated with their participation in a top-notch competition. Win or not, the experience and personal growth from competing will give students an edge. Business undergrads, undergrads completing a business minor and MBA students are invited to compete. Check out the competition and submission details here . To enter the competition, a registration form must be submitted by end of day January 23, 2012.
Now back to the Canadian University Survey report - 33,000 current undergraduate students took the survey, answering about 100 questions. Some of the results are presented by school size in the report. McMaster is one of 13 schools in the large size category. It ranked in the top three for a number of measures, including campus atmosphere, instructors teaching style, work-play balance, student-faculty interaction, and most satisfied students. Just the right kind of environment for a national competition to take hold.
CMA is a proud media sponsor of Canada's Next Top Ad Exec competition
Times are tough. Lots of people are competing for fewer jobs. And applying for jobs can be difficult at the best of times to begin with.
I recall when the economy was 'good' and I'd receive dozens upon dozens of qualified resumes. Ones that actually met the hiring criteria and didn't have any grammatical errors, typos or inappropriate profiles on social networks. (Yes, any employer worth their salt is going to Google candidates, check them out on LinkedIn, Twitter and Facebook.)
But even with sufficient filtering a hiring manager will still be overwhelmed in a tsunami of resumes. So what do job seekers do? How does one differentiate themselves? How does one stand out from the crowd? What can they do that is innovative?
A friend of mine, Heidi Jackman, is the CMO at Sliderocket. The company was founded in 2007 with the simple goal of building better presentations because we all know how painful some visual presentations can be.
Heidi recently forwarded me an terrific story. Where an aspiring job seeker by the name of Hanna Phan put forward her intent of looking for position at SlideRocket. But she didn't do via resume. Take a look here or below.
Pretty impressive. As Heidi aptly commented "This is both such a great story, an amazing show of creativity and a bright spot in our tough job economy."
So I'm sure it's no surprise to you that Heidi hired Hanna. Here is an explanation in Hanna's own words of why she did something different.
My point is not that everyone should use SlideRocket although I'm sure Heidi and Hanna would love it if you did.
Figure out as a leader, marketer or job seeker (agency side or client side) what you can do in a genuine and innovative way to stand out from the crowd. Odds are you can. And odds are it's not just another campaign or resume.
The problem is life can get in the way of creativity. There are calls, meeting and bills to pay. And don't forget the constant stream of email that needs attention.
One way I have been able to keep being creative is by creating a "Creative Oasis". A space where I tend more naturally to be creative. I took this photo out of the window of the Museum of Modern Art in New York City. Someone had created their own creative oasis.
My special space includes:
1 - Some plants.
2 - All the tools I need. For me, that includes a pen, paper and a computer.
3 - Unobtrusive background music. Or sometimes silence.
4- Some art.
5 - Some tidiness. Order for me helps me to focus.
6 - I like the outdoors so sometimes it includes some of that.
Of course true power comes when I can be creative outside of that area. For example, I am working hard on "being alone and creative" when I am in a crowd like on the train or airplane.
I also have activities that I deliberately add to my habits that help spur my creativity. Some of the activities that spur my creativity include:
1 - Running.
2 - Hiking. Especially in nature.
3 - Cycling - again, especially in scenic areas.
4 - Reading. Often I get ideas that are unrelated to the topics I am reading about.
5 - Yoga.
6 - Meditation (note to self - add more of this).
What space can you create to be more creative? What activities can you do more of to add to your creativity?
There has been tons written about interviews and the 'art of interviews'. Competition for good positions is fierce these days just to get your foot in the door. And once you are in the door - you have to make an impression during the interview.
Naturally a lot of advice regarding interviews is common sense. For example, it amazes me how many people in actual interview scenarios are asked if they checked out a company website and the answer is often 'no'. It totally blows my mind in an era of Google, Facebook, LinkedIn and other social networks but I digress.
There are many others things one can do to be prepared for an interview besides doing your homework beforehand. Be on time. Be well dressed. Be honest about your credentials and experience. Be confident. Most importantly - be yourself.
The last point is the one that I feel is really important based on my experience. In today's business world there is indeed a lot of pressure to land that coveted role. However, it is critical you be yourself during the interview process. If you present yourself as anything different you will be miserable if you land the job under false pretences. A prospective employer should hire you because they are thrilled about you. Not some contrived persona.
I'd also take it a step further - within reason - to let your personality shine through in the interview if circumstances allow it. Let me give you a personal example.
Through the gracious introduction of a friend, I interviewed for a marketing position with a company I respected. They weren't quite a start-up but more of an 'up-start'. The company has a unique interview process where multiple employees at different levels of the organization interview prospective candidates and not just the senior leadership team.
I think it's brilliant as it allows them to get a real feel for potential candidates and the candidate to meet different employees. The employees would also have to feel empowered that they are part of the selection process and have a say if a candidate is the right fit for the company. This is critical when a company's culture has been carefully fostered and cultivated over many years.
During my 3rd interview, one of the interviewers said that he was asked before the interview if he had heard of me. He said the only "Sulemaan" he had heard of was this:
Now clearly I'm not the individual in this video. My moves on the dance floor vary from gusts of awful to winds of terrible. You will never see me on a dance floor. I smiled and told the interviewer the dancer definitely wasn't me.
A few days later I had a follow-up interview with the same gentleman and his team to tie-up loose ends and outstanding questions. This time I decided to add a little spice to things. I went to a local costume store and bought a replica Michael Jackson glove.
The next interview, I waited for the right moment. I said I needed to get a pen from my bag, reached down and put on the glove on and continued to take notes like nothing unusual had happened. The interviewers were surprised and chuckled.
I smiled and said something along the lines of "I can't dance like Michael Jackson but I can wear a glove like him." The interviewers got a real kick out of that. One of them actually put the glove on himself after I took it off and started doing Michael Jackson dance move hand gestures. But let me tell you they were still very serious and asked some tough questions.
Was wearing the glove a risky move? Perhaps but after the first couple of interviews I had a pretty good idea of the culture and people at that organization. I also figured it was a good litmus test to see how people reacted to different ideas, even ones appearing way out of the box.
Now I'm not suggesting you come to an interview in a clown suit. Nor be armed with resumes printed on pink paper doused in perfume. What I am suggesting is that you use the interview process as an opportunity to interview the company as well. Ask them tough questions (in a polite and respectful manner).
What I am also suggesting is you should infuse your own personality into the interview process if you have a sense the culture and environment allows that. Better to know how people respond to it during the interview process than after signing on the dotted line.
And how did those interviews go for me? Security promptly escorted me out of the building. Kidding. I was fortunate enough to receive a generous offer. So maybe the Michael Jackson glove really did make a difference. Because it sure wasn't due to my dancing skills.
