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!”

2

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

4

Organizational success increasingly dependent on ability of employees and managers to deal with generational differences

5

Generational Challenges

Four Generations as: • Members/Customers/Prospects/Golfers

• Colleagues

• Employees

6

Report Back

123

Work Groups

Defining the Generations

Today’s Agenda

7

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%

9

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

12

Disclosures

Yes, these are generalizations

Yes, there are exceptions

What follows is a compilation of research and literature from multiple sources

Plagiarism vs research

13

1 Defining the Generations

14

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

16

17

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

22

Matures:DepressionBuildersSavers Generation

ImpactsHow You

Live

Boomers:Post WWIISpendersLive to Work

Xs:Latch-keyDivorceDownsizedIndependent

Ys:Digital revolutionInstantly

connectedShort attention

spanWork to Live

Generational Overview

23

Boomers:Work is a PLACE

Ys:Work whenever & wherever

Cultural Differences:Work-Life balanceFlextimeFocus on friends/familiesDigital natives

Generational Divide

24

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

25

• 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

26

Tee It Up

What can you do to support local causes … beyond hosting a golf outing?

27

28

• 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

29

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

31

Silents

Assets• Stable• Details• Loyal• Hard working

Liabilities• Inept with change• Reluctant to buck

system• Uncomfortable

with conflict• Reticent when

disagree

32

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

37

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

39

Generations as Consumers & Media Users

40

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

42

43

• 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.

44

Mobile Mania

Cell Phone Users

billionComputer Users

billion

45

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!

46

Content Rules

Content creates awareness, builds fans!

47

Competition or Ally?

48

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?

49

50

Empowering Staff Driven

Content

51

Survey ResultsTo e-survey

Golf Superintendents: N=142SBI participants: N=29

52

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

54

Job News/Info

Red = NEVER useCaution: This is where Gen Y is

Face

book

Linke

dIn

Tw

itte

r

Google

+

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

55

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

56

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%

57

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%

58

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

59

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

62

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

65

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

steve@scdgroup.net@stevedrake@causeaholic

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