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Marketing to millennials: How to bridge the generational gap
MICHAEL C. CRAVEN
Law Bulletin columnist
Published: February 15, 2018
It’s a tale as old as time: An older generation complains about the work ethic and working style of a younger generation.
That divide has never been more prevalent than the separation between the millennial generation and those that preceded it. When looking to recruit millennials as employees or woo them as clients, it is best to look past the typical stereotypes and use the differences between the generations as a way to strengthen the relationship.
The Pew Research Center defines the millennial generation as those born between 1980 and 2000. They are “the first generation to come of age in the new millennium.”
Millennials have experienced the quickest rate of technological advancement of any generation. They grew up in a world where the internet was the central source of information and smartphones were readily available.
According to Goldman Sachs, the millennial generation is the largest in U.S. history, outpacing even the baby boomer generation. Millennials make up 32 percent of the current U.S. workforce, according to Pew, and have the highest rate of college degrees at 40 percent.
Many of those in the workforce graduated from college during one of two recent major economic downturns — the recession of the early 2000s or the Great Recession of 2008 to 2011.
Millennials are also carrying larger amounts of debt thanks to college loans. Not surprisingly, their outlook on things such as work/life balance, marriage and home ownership is significantly different than the outlook of older generations.
With millennials making up so much of the workforce and the consumer market, it is important for organizations to be able to understand and meet the demands of the younger generation. Below are some tips on bridging that gap.
Communicate outside the box
While older generations tend to rely on e-mail or phone for workplace communication, millennials tend to favor newer tools such as social media and internal company messaging services.
If you are looking to reach new clients from the millennial generation, try building a social media presence on Twitter or Instagram, or start a blog. Millennials are far more likely to engage with marketing on those forums than open an e-mailed newsletter or read a mailer. Recruits can also be found via these mediums.
Millennials are also more likely to seek out online reviews before choosing a service. Building up an online presence that includes testimonials can be helpful in attracting millennial clients.
Be accessible online by answering questions submitted by potential clients through your website or by participating in online forums. (Of course, it is important to be mindful not to provide specific legal advice in these venues).
If you have millennials as part of your work team, consider setting up a workplace messaging system to handle the types of correspondence between co-workers that often used to take place in team meetings over e-mail.
Services such as Slack, HipChat and Quip allow colleagues to chat in real time and don’t clutter up e-mail inboxes.
Expect input
The millennial generation has often been termed as “entitled.” Raised by parents who encouraged their children to believe in themselves and their abilities, millennials are far more likely to communicate openly with their work superiors and expect their opinions to be taken seriously.
According to an article in the ABA Journal, “This child-centric upbringing combined with youthful enthusiasm results in a confident, achievement-oriented attitude common among new workers.”
Rather than bristling at this input, employers working with millennial co-workers should embrace it. Take advantage of millennials’ understanding of the current marketplace and technological landscape to explore new ideas and approaches.
When working with millennial clients, be sure to listen to their concerns carefully and be willing to provide services to them on their terms.
Understand their motivations
Unlike previous generations, millennials aren’t in a rush to settle down and buy a home or build a family. They also aren’t likely to find lifelong careers with pension plans, as many did during their parents’ or grandparents’ generations.
Consequently, millennials tend to change jobs more frequently and place emphasis more on company culture and opportunities for advancement. They want to feel engaged with and valued at their workplace.
Building a workplace culture that appeals to all generations can be tricky, especially in the legal profession where there are many important tasks (such as discovery) that can feel like busy work.
Don’t be afraid to challenge younger employees with substantive work. Have them sit in on important depositions and court arguments. Allow them to have input on company policies. Implement a 360-degree review process so that management-level employees are reviewed by their direct reports and vice versa.
When marketing to millennials, try to market to them rather than yourself. Millennials are less interested in accolades and past positions and are more interested in what specifically you can do for them.
Generational gaps have always existed. Although the millennial generation differs significantly from the baby boomers and Generation X, there are still ways to find common ground.