What it takes to engage the generations

So you’ve realised that all that talk about generational groups isn’t just marketing hype . . . that the era you are born in really does have a bearing on how you think and act, particularly at work. The question now is how to use this knowledge to help you get the most out of your team. What does it take to engage people of different generations?

There is so much information out there on the generations that it can get confusing. What you really need is a quick reference guide to understanding the factors that create engaged people. In other words, the type of people who don’t just turn up to work physically but are also there mentally and emotionally too. So here it is . . .

Builders
Growing up in a time of World Wars and the depression it’s no wonder this group crave security. The need for the security of adequate food and shelter, the security of knowing your family members weren’t going to be sent to war and the security of knowing you still had a job. They still crave that security. Talk to many of the Builder generation and they will speak of saving for a rainy day and being prepared “just in case”. To them security was far more important than fulfilment, achievement or having fun and this is the attitude many of them have brought to the workplace.

Life at this time was also very structured with clear roles for everyone and little ambiguity. The big institutions of the government, monarchy and church played a huge part in people’s daily lives. Builders liked this because it gave them a sense of purpose. This is perhaps one of the hardest changes for them to come to terms with in the current work environment . . . the feeling that there is a lack of structure.

Being seen as stable and reliable are traits that this generation also value highly. You didn’t change employers or relationship partners unless you had absolutely no choice. Long service leave was something everyone eventually qualified for and getting a gold watch on retirement was also a given. To Builders, being stable was more important than being outstanding. There were looking for the long term results, not some short term glory that might fade. They believed in “keeping your head down” and “not attracting attention to yourself”.

Baby Boomers
The Baby Boomers are a highly motivated group who believe that hard work will be rewarded. In fact, they coined the phrase “workaholism” and are proud of it.

This is the group that gave us the concept of team work and pep talks to get the staff performing at their peak. They also started doing annual performance reviews to further motivate people to achieve. The Baby Boomers idea of achievement was input based. “Look how many hours I’m working” they would say.

The Baby Boomers were also the first mobile generation. They moved house more, changed jobs more or at least sought promotions more. Upward mobility was the focus, whether it was in the type of house you had, the car you drove or your position in the organisation. This mobility is a result of their parents instilling in them a belief they would be successful.

Of course their mobility links in well with another factor . . . materialism. Baby Boomers placed a lot more emphasis on the outward signs of success: the corner office, the company, your own secretary. For some of them, a real sign of success was wearing a suit to work as it showed you had really made it and moved on from a blue collar job to the elusive white collar position with all it’s lerks and perks.

Generation X
This new generation looked at the Baby Boomers with their workaholic ways and the slavish control that the big organisations had over them and thought “there has to be more than this”. They decided to take control of their careers rather than leave it in the hands of others. They also wanted control over their time so instead of focusing on the input of hours worked, they decided their priority was going to be output, with a focus on the results they achieved. The idea was to work less, get the same result and have time for a life and so the concept of work/life balance was invented.

This generation also wanted options so choice became their mantra. The “one size fits all” workplace of the past didn’t suit them. They were a more diverse group. More women were working, people of different cultures were coming on the scene and alternative work patterns were emerging. They knew that a straight career path wasn’t going to work for them. Unlike Baby Boomers who chose a career early and stuck with it, even if they didn’t enjoy it, they decided that wasn’t enough . . . they wanted more.

That brings me to the 3rd, and most controversial Generation X tag, cynicism. Many commentators on generations describe Xers as cynical but they actually think of themselves as realists. They know you can’t rely on institutions to look after you because they’ve seen too many people let down by them. The average Xer has been retrenched at least once or has jumped ship just in time. They are very much a generation that believes if something isn’t working, change it and find something that does. Xers have high expectations of job satisfaction and low tolerance levels for people who are all talk and no action.

Gen Y
This generation is all about having fun. From an early age they have been exposed to Cable TV, video games and a 24 hour a day 7 day a week entertainment machine called the Internet. If something isn’t fun, they don’t want to do it and it’s this attitude they are bringing to the workplace. The generations before them don’t necessarily disagree with this concept. It’s just this is the first generation to really stand up for their right to enjoy work. They’ve seen so many global tragedies in their short lives that they are determined to enjoy every moment they have.

Friends are very important to Gen Y. Many have not experienced the traditional family unit of their parents and grandparents but have instead formed a tight circle of friends both locally, interstate and internationally. Friends, family, work colleagues all mix together to form Gen Y relationships. They see work as an extension of their social network. As an employer this can work in your favour because if they really enjoy working for you they will tell their friends and help you shortcut the recruitment process by finding great candidates for you.

And finally this is a generation that lives for the future. They will get involved in some traditional pursuits, look at the resurgence of Anzac Day celebrations which have been spearheaded by young people as an example. However, their minds are firmly focused on the future. They can see the possibilities and want to be involved in creating positive changes that will enhance their lives. This can make them appear impatient but they know, just as the trail blazing Baby Boomers did, that you need to go out on a limb to affect social change.

Karen Schmidt from Let’s Grow! is an award winning speaker, workshop leader and author who is on a mission to grow managers into engaging leaders. Contact her on 0411 745 430 or visit www.letsgrow.com.au