Recruiting, Retaining and Managing Millennials: Insights from Interviews

Transcription

1 Recruiting, Retaining and Managing Millennials: Insights from Interviews Bryan H. Reber, Ph.D., University of Georgia Juan Meng, Ph.D., University of Georgia Mickey Nall, APR, Fellow PRSA, Ogilvy Public Relations Worldwide PRSA 2015 International Conference Atlanta, Georgia

2 Project Background Attract, manage, and develop the next generation of leaders in the field of public relations and communication. This project is funded by PRSA 2015 International Conference 2

3 Who are the millennials? No definitive agreement on birth years; Experts agree that those born between 1982 and 2004; Nearly 90 million individuals entering the workforce; 40% of employed Americans by PRSA 2015 International Conference 3

4 Characteristics (criticism maybe?) Technosavvy Selfcentered Unmotivated Connecte d 24/7 Selfconfident Disrespectful Disloyal PRSA 2015 International Conference 4

5 Characteristics (be optimistic!) PRSA 2015 International Conference 5

6 Results and Insights presented in this workshop reflect interviews with 36 millennials PR professionals 39 PR executives who hire and manage millennials PRSA 2015 International Conference 6

7 How did we do it? PRSA 2015 International Conference 7

8 In-depth interviews conducted by two classes in the fall of 2014 ADPR 3510 PR Research Phone, Skype, or face-toface interview Millennial PR professional Questions focused on: Recruitment and retention Engagement Leadership development Work-life balance PRSA 2015 International Conference 8 JRMC 7940 PR Foundations Phone, Skype, or face-toface interviews PR executives who manage millennials Questions focused on: Recruitment Engagement, motivation and development Impact and retention

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10 Participating organizations (partial list) BBDO Chick-Fil-A Children s Healthcare of Atlanta Cohn and Wolfe Dodge Communications Edelman Fleishman-Hillard Golin Jackson Spalding PRSA 2015 International Conference 10 Ketchum NBC Universal Novelis Ogilvy Porter Novelli Southern Company The Coca-Cola Company The Home Depot UPS Weber Shandwick

11 What the millennial professionals are saying PRSA 2015 International Conference 11

12 How millennials want to be recruited and retained? Post job openings on LinkedIn Provide an honest job description Show them how the company fits into the community Offer them a flexible work environment Let them ask questions Show you can promote them eventually Encourage a face-to-face environment Give them long-term opportunities Don t overwork them too quickly PRSA 2015 International Conference 12

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14 Illustrative quote Millennials want to grow quickly and rapidly within a company. Promotion promises retention. They have high expectations in the workplace and want recognition, praise and congratulations for their hard work. Millennials are more interested in companies who are involved in meaningful work ones who have social responsibility contributing to a greater good. PRSA 2015 International Conference 14

15 How millennials want to be engaged? Insight: Millennials need to and want to be engaged and motivated while on the job. If they are bored or distracted, they may look for other job opportunities. PRSA 2015 International Conference 15

16 Top Five Factors of Engagement Receiving praise or acknowledgement for hard work Working in a diversified office environment Attending team outings before or after work hours Having opinions and ideas heard and valued by management Being paid well with the opportunity for a raise or promotion PRSA 2015 International Conference 16

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18 Illustrative quote Every day when I come in, I go over my duties with my supervisor so that I know what I am expected to accomplish that day. If my duties were not clearly stated, my day would not have any direction and I d be bored trying to create work for myself. PRSA 2015 International Conference 18

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20 How to turn fresh talent into the next great leaders? Guide them Offer safe opportunities to lead Challenge them Let them know it is okay to fail Allow them to explore new interests Pair them with veterans PRSA 2015 International Conference 20

21 Illustrative quote It is never too early for millennials to become leaders. PRSA 2015 International Conference 21

22 How is millennials expectation on work-life balance? When you leave work, you should mentally leave work. Work is an important part of life, but it shouldn t take over life. A lack of work-life balance leads to unhappiness and it is definitely less tolerated among millennials. PRSA 2015 International Conference 22

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24 Ways to achieve adequate work-life balance include: Choosing a hobby that regularly forces a person away from media or a cell phone for a few hours. Creating a schedule for each day, and sticking to it. Doing this ensures that enough work gets completed during work hours, which allows employees the chance to concentrate on other sectors of their lives while at home. Supporting co-workers in their lives and hobbies outside of work, builds office relations and a sense of community. If employees feel connected to their coworkers on a personal level, they are more likely to be happy with their job, and less likely to want to search for a new one. PRSA 2015 International Conference 24

25 Illustrative quote Even if work-life balance is the millennials responsibility, employers should value work-life balance and understand that millennials have a life outside of work. Millennials value this highly, and it can go a long way toward retention. PRSA 2015 International Conference 25

26 What the executives are saying PRSA 2015 International Conference 26

27 Three A s of Recruitment Attitude Aptitude Approach PRSA 2015 International Conference 27

28 Attitude Agencies look for people that are curious, creative and have a global mindset; meaning that they are culturally aware and open to new experiences. Attitude is probably the most important. PRSA 2015 International Conference 28

29 Aptitude Millennials have to be incredibly smart. Public relations or communications requires a genuine global curiosity and an intellectual ability to quickly learn about multiple subjects. Professionals have to use this acquired knowledge to come up with solutions on demand. PRSA 2015 International Conference 29

30 Approach Employees must understand that they have to be professional. They have to present themselves in a way that is appropriate to the environment. PRSA 2015 International Conference 30

31 Some qualities are desired from millennials: Contribute to an organization s culture Provide reliable service to an organization and its client Demonstrate impeccable work ethic Produce quality work Strive for excellence Receive constructive criticism and are not defensive PRSA 2015 International Conference 31

32 Two-way communication Challenging assignments Opportunities for growth Training programs Recognition of accomplishments Clear purpose of organization Set goals to achieve PRSA 2015 International Conference 32

33 4 steps to engage millennial employees 1. Listen 2. Give opportunities 3. Provide experiences 4. communicate PRSA 2015 International Conference 33

34 Illustrative quote As a leader, if I don t have that road map [defined of millennial employees goals] then they could very well leave because they could find another agency or someone else that could help provide that. PRSA 2015 International Conference 34

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36 Illustrative quote Millennials energy and personality impact an agency positively. When millennials are excited about their job and their work, they can accomplish great things for themselves and the agency. It is important to keep millennials enticed to come to work everyday. PRSA 2015 International Conference 36

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38 Illustrative quote A strategy to retaining millennials is to provide opportunities to advance within the agency. More importantly, recognize when the employee is ready to grow. By keeping opportunities in line with recognition, employees are apt to remain. PRSA 2015 International Conference 38

39 Real life stories in working with millennials from Mickey Nall PRSA 2015 International Conference 39

40 Thank you! & Questions? PRSA 2015 International Conference 40