Please stop talking about Millennials and Gen Z in the workforce as if they are some otherworldly life forms that descended upon us from a distant galaxy in a parallel universe. And stop whining that the younger professionals lack character or resilience because they won’t tolerate toxic environments or relationships that don’t support their professional growth.
Organizations need to adapt and overcome the challenges they face to survive and thrive now and in the future. One of the most critical challenges any organization faces is attracting and retaining top talent. Any team in any field that does not have great talent cannot succeed. Any organization that has talented people has a chance at success.
If consumers are not buying what you’re selling, or your customer retention rate is low, don’t blame your customers. Think of the global talent pool as your target market – your customers. Talent acquisition and retention is one of the most critical marketing campaigns every organization should strategize, plan, and execute. Remote and hybrid work have exponentially expanded the labor market. This benefits business by extending talent searches beyond a narrow geographical area or those who are willing to relocate. On the other hand, businesses must compete harder to fill positions. How do you find and attract new customers/talent? (I know this may be a distasteful concept to many, but I assure you, disregard this reframing at your own peril)
Start with a strong brand. I am not referring to the products or services offered, the processes by which they are provided, or the financial position or growth forecasts. Successful brands know who they are, what they stand for, and their purpose in the world (yes, I use the third person to refer to organizations to remind us that companies are not monolithic, inorganic objects, but rather a collection of people). People do business with “friends” – people (or a group of people) they trust, respect, and admire. Be a brand worthy of trust and respect.
Next, authentically honor and respect everyone’s unique skills, talents, and contributions. You’re building a team. Everyone has a vital role in your success. Everyone is important. Choose the right people for the right work and then be certain that everyone understands your vision, your plan, and their role in the team’s success. It’s also important that team members know what’s at stake.
There’s nothing new about people needing to feel connected to their work – to feel important and appreciated. I was told the following story when I was in business school:
When the United States entered World War II, weapons were produced at an unprecedented rate. It was discovered that the scopes built in one of the bomber factories had a high defect rate. An officer visited the factory and took the assembly line workers on a field trip. He showed the workers where the little widgets they were making go in a bomber. He showed them how the scopes were used. Then, he told them a story. He asked them to imagine young soldiers in those seats flying over enemy territory with huge guns firing hundreds of rounds at them – flak exploding all around. The pilot, co-pilot, and navigator hold the plane on a straight course at a steady speed, the gunners defend against enemy fighter planes, while the bombardier looks through the scope in the nose of the plane, waiting for the right moment to release their bombs so they can turn around and go back to their base. If they miss, another bomber must make the same mission and take the same risk of getting shot down. (The death rate among bomber crews was 44%.) After gaining a full understanding of the importance of the parts they were making, those factory workers were among the most productive and precise.
Research shows that people do not leave jobs, they leave bosses. Good managers do more than just crack the whip and make sure work is done well and on time. They support, coach, and mentor young professionals. Take the time to see and understand who workers are as humans (or customers from whom you want to maximize “wallet share” if you prefer). Why do people come to work every day? Money is not the reason they work harder, care more, or stay loyal. You should know each person’s career goals, aspirations, interests, and motivations. What energizes or fuels that person? Other than salary, what value are you providing to your staff. If you aren’t meeting your customer’s needs, they will shop around and go elsewhere.
If you’re frustrated with Millennials and Gen Z in the workplace, then look in the mirror. Don’t blame the customer for not buying what you’re selling.
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