PowerPoint Presentation

The AnthologistThursday 26 November 2015SO, WERE WE RIGHT ABOUT MILLENNIALS?

#BNews15Director, GTISimon Rogers

#BNews15

#BNews15Thursday 5 March Is it time to make a more meaningful connection?Thursday 30 April Gen Z effectThursday 25 June Can we still get their attention?Wednesday 16 SeptemberPutting millennials to workThursday 26 November So, were we right about millennials?

2015 dates

#BNews15#BNews15We want to hear from you via twitter

#BNews15

How do we calculate our index?We ask students two questions:

How long do you think it will take you to find your first graduate job?How many applications do you think youll have to make?

We then use their answers to produce our Confidence Index scores.

#BNews15The overall confidence of the UKs students100The Confidence Index scale:

What does an average confidence score mean?

Number of job applications: 22Months to find employment: 5

1201608040AVERAGE confidenceMore confident than averageIll get a job in five minutes.Less confident than averageHelp.The average score

#BNews15We used the 2015 Graduate Barometer to calculate the average confidence score because of the large sample size asking 44,000+ students how many applications they expect to make and how many months they expect to take to find employment is the most balanced and objective measure of those two factors we could collect. 7

UK students confidence: November

96

#BNews15

UK students confidence

JanuaryMarchJuneSeptemberNovember

#BNews15Now that graduation has passed, confidence is showing signs of recovery (the rise from 92 to 94 foreshadowing an expected rise back up to 100 as the year, and the confidence cycle, starts again).9

How do you feel about the current UK graduate employment market?I feel like it is improving as the economy is starting to get better.Highly competitiveCold and disappointedBetter than it was. I think we need to make our own opportunities nowadays!Not good, I remember that a study said almost half of graduates are in low-skill employment, not able to use their degree.Those who can afford to work in unpaid internships have a significant advantage over us who can't afford to work for free.It's tough, but not as tough as the media make it out to be

#BNews15What worries you the most about your search for graduate employment?Finding a job that I will enjoy and has a good job security with grad support.Honestly, I am not worried at all.Running out of money before finding one, or not having money to rent anywhere once I startRejectionThe competition and the fact that I have a disability so I don't want to be put at a disadvantage because of this.Finding the time to apply as the application processes are very time consuming!Settling for a job that does not have good career progressionWhat worries me most is the competition; knowing that a degree from a good university is not enough to succeed in the job market is a bit intimidating.

#BNews15

Leicester Exchange DebateSocial Mobility2 December 20156-8.30pm at EY (London HQ)

#BNews15Were releasing never-before seen social mobility data at the Leicester Exchange forum. Come along!12

#BNews15

#BNews15

#BNews15

#BNews15

6 April 2016 Grosvenor House, London

Book your space at targetjobsawards.co.uk

#BNews15Todays agenda sO, WERE WE RIGHT ABOUT MILLENNIALS?Welcome Simon RogersThe economic updateDeclan Curry, Broadcaster, Business & Economics journalistNow the emperor really has got some new clothes!Stephen Isherwood, CEO, AGRGeneration Z what has been saidGraeme Wright, Strategy Director, Havas PeopleX,Y, Z: yesterday, today, tomorrowEimear Bryson and David Palmer, trendence UKSo were they right?Janet Street-Porter, Journalist, Broadcaster and Presenter

#BNews15

18

Declan CurryBusiness & Economics JournalistTHE ECONOMIC UPDATE

#BNews15Stephen Isherwood, CEO AGRNOW THE EMPEROR REALLY HAS GOT SOME NEW CLOTHES!

#BNews15

#BNews15GenerationBornUS PopulationTraditionalists1922-194550 MillionBaby Boomers1946-196476 MillionGeneration X1965-198146 MillionGeneration Y1982-200080 MillionGeneration Z2000-

Source: Pew Research Institute, US Census Bureau, Strausse & Howe

#BNews15Today, advertising campaigns are so targeted that they are often not seen by the general publicMaurice Levy, CEO, Publicis

#BNews15

#BNews15

GPAs are worthless as a criteria for hiring, and test scores are worthless no correlation at allLaszlo Bock, Senior Vice President of People Operations, Google

#BNews15

25

Sources: CBI Education and Skills Survey 2014; Prospects and Work Ready Graduates, 2015. Exact wording of categories varies between surveys e.g. top green bar is self-management/resilience in CBI survey.

#BNews15

26

ILM guide to managing millennialsCommunicationOrganisations can help equip graduates and managers with the skills to communicate more effectively with each other. Regular, open conversations about expectations and ambitions, and how better to align these to the role and organisation, will go some way to bridging the disconnect between managers and graduates.Empowerment and autonomyGraduates are fiercely independent and do not want to be closely managed. Employers have an opportunity to evolve their management models and find ways of giving greater autonomy to graduates, while retaining best practice elements such as objective setting and performance feedback. They must encourage and enable leaders to manage the person, not the task.Coach rather than manageThe current generation of graduates want to be coached rather than controlled and directed: 56% of graduates want their manager to be their coach.But while three quarters of managers believe they are a coach, only one quarter of graduates agree. There is a clear opportunity for organisations to invest in learning and development to help managers develop their coaching skills.Manage career expectationsOrganisations can improve the way that they manage graduate expectations about career, salary and status. Managers may need targeted learning and development to help them achieve this. For their part, graduates should be realistic about the prospects of early advancement, and be willing to work with managers to find a mutually satisfactory solution.The benefit of experienceThe research findings suggest that Generation Y graduates would benefit from more work experience prior to taking on a full-time position. Finding ways to include elements of real world practical application and work experience into degree programmes is an issue that needs to be addressed by both higher education and employers.

#BNews15Fewer 18yr olds for the next 5 years

#BNews15Eimear Bryson and David Palmer, trendence UKX, Y, Z: YESTERDAY, TODAY, TOMORROW

#BNews15Graeme Wright, Strategy Director, Havas PeopleGeneration Z what has been saidThe talent for being happy is appreciating and liking what you have, instead of what you don't have. Woody Allen

#BNews15

#BNews15Strange situation of a lot of people talking about something when we have not agreed what it is.31

#BNews15http://fortune.com/2015/08/10/generation-z/32

Generation C

#BNews15https://storage.googleapis.com/think-v2-emea/docs/old/introducing-gen-c-the-youtube-generation_research-studies.pdf33

What did we suggest in 2015?

Global Outlook

Love Brands

Care about Diversity

Connected over half would rather give up their sense of smell than an essential piece of tech

Worried

#BNews15I dont drink Guimess because of the advertising I drink it because its good for me ad blockers34

Marketing implicationsThink snackable contentBe shareableSpeed upBe honestBe visualBe human

#BNews15

Its no longer sufficient to provide careers for young people; brands must be partners in building lifestyles and developing personasImage credit: Victor Dubiller@flickr.com

Brand Implications

#BNews15Its not about telling youth who/what to be, but about helping them to be a better version of their authentic selves

The most vital brands will infuse themselves throughout daily lifeby contributing to the social experience online, by being a vibrant component of pop culture, by interacting through technology in helpful and imaginative ways, and putting technology at the core of products and services

The goal is no longer to be a brand for everyone, but to be a brand for each one

36

Have people agreed?Natural DiversityGenZ had two terms of an African American president, tackled bullying online and in school, and watched the nation go from conflict to acceptance and approval of gay marriage. They are more open minded, practical and solutions-orientated than their Millennial elders (Forbes)

Marketing selectivity..(they) have a carefully tuned radar for being sold to and limited amount of time and energy to spend assessing whether somethings worth their time. Getting past these filters will mean providing them with engaging and immediately beneficial experiences. One way messaging alone will likely get drowned out in the noise (Fast company)

Love ResearchThey know how to self-educate and find information. Thirty-three percept watch lessons online, 20% read textbooks on tablets, and 32% work with classmates online (CMO)

CareeristsFor 37% their greatest fear is not getting a job that matches their personality (GenZ grows up)

SociableSeem to prefer in-person to on-line interaction and are being schooled in emotional intelligence from a young age(New York Times)

Crave MeaningRather than dreaming of being Beyonc or feeding into the world of the Kardashian clan, they want to create, connect and make a positive impact in the world. (Marketing magazine)

#BNews15one of the best aspects of this generation is the multiplicity of identities, they tend to be totally cool about homosexuallity and mixed race couples (Telegraph)An impressive 55 percent say they are interested in starting their own company (Genz grow up)Get into their schools, provide mentorship and education, and put yourself in a position to help shape their career decisions. They are eager to listen (NYT)

37

#BNews15"Hannah believes she has the talent to be a great writer. You know, once she actually writes something. In the meantime, she's trying to hold down a paying job now that her parents have cut her off financially and she's without a safety net for the first time38

Gen Z at University

A survey of 1,000 first and Second years

#BNews15What is your gender?

#BNews15What degree classification do you anticipate getting?

#BNews15

41

When did you start thinking of a career?

#BNews15When did you start thinking of a career?LawScience

#BNews15Which of the following do you feel are the main influences on you when determining a career choice or Specific Employer?

#BNews15Parents

Q what have parents done to influence you in your career (RG PWC??)What makes great compnay marketingHow do you investigate on social

44

What do you look for in a career?

#BNews1592% fist years45

What do you look for in a specific employer?

#BNews15Which (3) factors are most important?

#BNews15Are employers passive when getting people into sector? Or misdirecting marketingShould ou segment between men and women

QsWhat does meaning mean to you?What makes work interestingHow do you define w/life balance

How could employer convince you they were trustworthyHow do you define a great locations?How rapid do you expect you promotion to be?

47

Men

Women

#BNews15As regards a career do you believe:

#BNews15Success v HappinessScienceAccountancy

#BNews15Science 69 v 31

Femals 65 v 35

What is happiness to you?Is happiness overrated?How can happiness lead to success? (or vica verca

50

Raising Questions

What should pre-university marketing look like?What motivates parents in suggesting careers?What makes great company marketing?What is meaning?What makes work interesting?What do Gen Z mean by work/life balance?How do Gen Z define trustworthiness?What is rapid promotion to Gen Z?What makes great social marketing from a Gen Z perspective?What is different about scientists?

#BNews15Video Diary Project

#BNews15

#BNews15End

#BNews15

What happens to students at Christmas?

#BNews15

XZGenGenYGen198020002015#BNews15

#BNews15

56

CULTUREHigh SalaryStatus&

#BNews15End of RecessionFee Increase

#BNews15

Expected Starting Salary

#BNews15

Russell GroupPrivately EducatedParents went to UniNo Means-Tested Funding

+66%+26%+61%

#BNews15

trendence UKSchool Leaver

#BNews15

Will they Move?EdinburghGlasgowSheffieldNorth West Region

#BNews15Social Media:Dead or Alive?

#BNews15

#BNews15

#BNews15

#BNews15X, Y, Z:YESTERDAYTODAY TOMORROW

#BNews15Janet Street-Porter, Journalist, Broadcaster and Presenter SO WERE THEY RIGHT?

#BNews152016 datesOut soon

#BNews15