In a new book by Wall Street Journal contributor Ron Alsop, the author tackles the challenges of employing “Trophy Kids” in the workplace. “Trophy Kids” are of course Millennials, those youngin’s born from 1980 to 2000.
The Journal has a great write-up of the book. My favorite quote:
Although members of other generations were considered somewhat spoiled in their youth, millennials feel an unusually strong sense of entitlement. Older adults criticize the high-maintenance rookies for demanding too much too soon. “They want to be CEO tomorrow,” is a common refrain from corporate recruiters.
More than 85% of hiring managers and human-resource executives said they feel that millennials have a stronger sense of entitlement than older workers, according to a survey by CareerBuilder.com. The generation’s greatest expectations: higher pay (74% of respondents); flexible work schedules (61%); a promotion within a year (56%); and more vacation or personal time (50%).
Clearly Millennials are a group that expect a lot from their career on day one. And who can blame them? Millennials were surrounded by motivation posters in school hallways every day with messages like “Believe and you will achieve” and “Everyone has special talent”.
Understanding this is vital to your marketing efforts. Make it clear in your message that an education at your university will give them an advantage in their career and will speed up achievements like raises, promotions and vacation time.
There is an even more important lesson here: ensure that your marketing message makes the Millennial feel special, talented and gifted. Work with the sense of entitlement, not against it. Encourage it. Play into the way the Millennial already considers themselves unique, and your message will resonate more.
Flattery, it seems, will get you everywhere. After all, you just need to get them to enroll, you don’t have to deal with them once they matriculate. That’s when student services takes over.
Original Source: Justin Emond