How ‘Millennial’ is Your Business?
Millennials — defined as anyone born between the early 1980s and early 2000s — are taking over the world and particularly, the business world. Currently, they are the largest generation in the workforce, surpassing Baby Boomers and Gen X. As you evaluate your work environment, you may notice that Millennials have a growing presence: whether they’re your employees, your clients or your potential recruits, Millennials are quickly taking over.
So why does that matter? Millennials have a very unique set of communication styles and desires in the workplace. And if your company is not prepared to meet the demands of this generational shift, you will lose out on quality business and quality talent. It’s time to start thinking about how to best work with a Millennial mindset. Is your company ready? If not, here are four ideas to consider:
1. Focus more on your mobile presence
More than 85% of Millennials own a smartphone, and according to USA Today, 87% say the phone never leaves their side. With that in mind, it’s important for businesses to re-evaluate their accessibility and visibility on different mobile platforms.
First, think about your website: is it responsive and optimized for mobile? How fast is the download speed? This generation is constantly on the go and looking for information quicker than generations before. Make sure the most important information on your website can be found easily and quickly on mobile.
Second, rely heavily on social media as a marketing and communications tool. Social media has become a destination for Millennials to rapidly consume as much information as possible; nearly 70% of them are going to Facebook to get their news fix for the day. Stand out among the competition and clutter on social by providing quick-hit, visually engaging content.
2. Build trusting relationships
Trust is a big deal to Millennials. They can be skeptical of advertisements just trying to sell them something without actually caring about their personal needs. In fact, 84% of Millennials don’t like or trust advertising. Implementing new tactics and building a more personal relationship with them can set you apart from the competition.
Make your company more accessible through social media. 62% of Millennials say that if a company engages with them on social media, they are more likely to become loyal to them. Reply to their comments on Facebook, Twitter and Instagram; create interactive experiences through online contests or personal submissions; and prioritize their needs and interest – and you should start seeing increased engagement and developing loyal relationships.
It’s also helpful to highlight your clients’ or customers’ positive reviews on your website. Millennials are more likely to trust a consumer’s thoughts over hearing facts straight from an organization.
3. Use nontraditional platforms to spread your message
Everyone is familiar with traditional media — print publications, TV segments and radio interviews. But Millennials are gathering their information through nontraditional mediums. Broadcast stations and newspapers are expanding their offerings beyond just TV and print, so consider taking advantage of the other platforms they have available: podcasts, op-ed submissions and web exclusives.
Presenting your company’s content through a trusted third party voice is another way to resonate with Millennials. Bloggers and online influencers are great resources to tap into to spread your messages. Nearly one third of online consumers trust a stranger’s opinions over a brand’s advertising and marketing tactics. For example, we recently launched a blogger relations campaign for our client, Saint Agnes Hospital, to promote its Comprehensive Breast Center and encourage women to get mammograms. The campaign was incredibly successful and drove significant engagement with the hospital. By using a blogger’s personal voice and platform, you can more effectively reach an untapped audience.
4. Promote your company culture
When it comes to recruiting, your company culture is an important factor to Millennials. They’re looking at everything from your work schedule to the aesthetics of your office space. Millennials like a place that isn’t cookie cutter and allows for a collaborative and freethinking work life. They want work to be more than just a job — it should be a fun environment that gives them a sense of satisfaction every day. If you have already enhanced your work environment to cater to Millennials, make sure you’re marketing that culture on your website, your social media channels, your blog, etc. to encourage strong Millennial talent to apply.
How are you marketing to Millennials? Let us know in the comments below.