My name is Dominic and I am a 'Xennial'
According to this term, I fit into an age category on the cusp. It isn't fully recognised but keeps me apart from the Generation-X and Millennial generations.
Why does this matter?
In the workplace, it could be argued that being on the cusp of these two very different generational categories gives me the best of both worlds.
As a Xennial, I grew up in a non-digital world and so have an appreciation of that era. Yet, I was young enough to be exposed to the start of the digital revolution and be comfortable in absorbing it into my daily routine.
Working on the cusp
Over the last 15 years my career I've spent time with those comfortable and competent around digital marketing, and those petrified by it, although that doesn't always show on the surface.
The petrified are the are people who have never been properly shown how to deal with technology, properly-being the keyword here. They have found themselves behind the curve in adoption and understanding.
In every role I've had there's either been an air of mystique around technology or arrogance from many of those with knowledge over those without. Don't pretend you haven't noticed this if you haven't then perhaps you're the one with the knowledge-making others uncomfortable!
I've worked for large international organisations and small independents. I've worked in both B2B and B2C environments and have experience in both the public and private sectors. My conclusion has been that none of these businesses has adequately supported their staff in the adoption of technology.
I am not saying that there shouldn't be an element of self-learning within the workplace, of course, there should. Self-development is important to grow experience. But, when a major shift occurs in how the business world operates, it's in the best interest of the organisation to ensure that staff get on the bus and join the journey.
It can be easy to look to a younger generation to pick up digital activity as they talk the talk, but is this really the right thing to do? So many businesses have recent graduates in these roles or those in their first role. These are the tasks that via social media and email have direct communication to an audience, or via websites showcase the brand to the world. Do you really want your least experienced employees in total charge of these elements? Have you considered if it is the right thing or just the easiest thing to do?
If a marketer is from the baby boomer of 'X' generation are they automatically on the shelf because they haven't grown up with a laptop in their hand? Clue - the answer is NO.
Companies who don't embrace the experience of employees or look to develop them via thorough training on new techniques are naive. You don't become a bad marketer just because you don't know how to build a custom audience on Facebook.
40 should not be the end of a marketers career
Ageism is defined as 'where prejudice or discrimination exists on the grounds of a person's age'.
There have been a few high profile legal cases recently where this has been highlighted. The most notable of these over a working relationship between Accenture and Facebook and a need for "new blood" over experienced hands. Whilst this case is ongoing, it shows that there's a discussion to be had around boardrooms about how important experience is to them. And how they can best develop existing talent rather than always seeking bright young things.
According to a CV Library survey, 77% of respondents reported that age discrimination happens in their own workplace. This is a mighty chunk of the workforce. Age discrimination in the workplace is the 'practice of letting a person's age unfairly become a factor when deciding who receives a new job, promotion, or other job benefits'. Decisions about terminating employees also cannot be based on their age.
There's still a need for marketers to utilise a mix of communication channels. To focus purely on digital will limit reach when not everyone is in a digital world.
Usage is increasing with 41 million daily users online in Britain vs. a population of 66 million, this is two and a half times the number of daily users in 2006, but there's still a way to go. Feeling old I remember working at Trinity Mirror Newspapers and our National Opinion Poll audience research not showing enough internet users in the region to justify pitching any web-based products to clients. This was not that long ago, how different this would be now.
A full mix comms plan remains the most sensible and safest way to go for most, and for this experience of cross channel marketing is a major advantage.
Millennials are great too
I REALLY want to emphasise that this is not about being anti-millennial. Believe me, I've worked with some truly talented individuals in that life stage who deserve praise and a whole heap of good things. In fact, as shown in the CV-Library survey, younger groups feel the same discrimination as well. Believing they are too young for promotions, not taken seriously or have to work for free just to be noticed (see my previous blog in support of intern rights).
According to Wikipedia, although Millennial characteristics vary by region, depending on social and economic conditions, the generation is marked by increased use and familiarity with communications, media, and digital technologies. So they will have a more natural affinity for working in a modern workplace. But that doesn't discount older generations from being able to understand what the hell is going on as well. A balance of experienced and millennial talent is the best mix. As long as companies ensure the opportunity to learn from each other and don't just put staff into a category of digital or non-digital talent.
Do you have a problem?
The first hurdle is that HR professionals and Directors need to recognise that there's a problem to address and important training need to consider. Boards need to look at their resources and assess if this discrimination is like looking in a mirror or not.
There might be a 'knowledge is power issue'. Consider those in your business who have influence. Do they want to encourage their team to learn? Or do they like to be top dog and having a bit of extra knowledge, holding colleagues back might help them with that.
You may not think you have a problem, an anonymous survey around your teams might help get an idea of any skill gaps.
What to do
The training needs are fairly straight forward but need to be addressed properly.
If you are a competent user in the digital world put yourself in the shoes of a colleague who might not be.
Consider growing up in a world of pen and paper, analogue telephones, cassette tapes, 4 channels on the TV, encyclopedias for knowledge, no apps, no iPhones, no Pokemon, no pouting on photos, no Kardashian's etc... then imagine everything you're used to suddenly being ripped up and a whole new language, way of living and way of working landing. The momentum of the digital revolution has been massive and rapid. How out of your comfort zone would you feel if that whole experience was reversed?
It's never too late to address a need and help colleagues who might be struggling. Recognise the skill gap and act on it and invest properly in your staff.
Tips:
Vocabulary - Have you ever stopped to consider that when you're talking in a meeting half of the people in the room might not know what you're on about and just nod politely? Don't assume that everyone is operating on the same knowledge level as you. The use of industry terms and acronyms can be an issue and cause embarrassment for those not up to speed. Be open to explaining things. Share with your colleagues without being condescending.
Exposure - You can't learn unless you get stuck in. It's possible that those discriminated against most of all have spent years delegating digital tasks to others who 'get it' so that their lack of knowledge isn't exposed. Cards need to be laid on the table. If you don't know how to do something put your hand up and be open to learning. Gone are the days massive marketing teams, unfortunately for those not in the know there's a need to get your hands a bit dirty.
Confidence - With exposure comes confidence. Companies need to be aware that confidence may be at zero in their employees and that they need to build it up. Bite-size learning, rewards and praise for a job well done will go a long way to quickly giving your employee the desire to push on.
Goals - Be realistic with the goals you're setting employees. If a member of the team has never worked with a tool like Facebook Business Manager before, don't just dump it on them and expect them to produce shiny insights into post-performance straight away. Get the basics nailed and build from there. If you're teaching your grandmother to suck eggs then that's fine, a lot of people like eggs.
Patience - Learning a new skill takes time. Did you learn a new language in a week when you were at school? Didn't think so. The same applies here. Be patient with your employees learning curve and their pace. You and they will benefit in the long term.
Practice - Give your staff the opportunity to make mistakes. This is how they'll develop. Don't assume instant knowledge, guide them through challenges and improve confidence (see above). They need to be exposed to tasks regularly, otherwise, training will be forgotten and lost. Digital marketing is not like riding a bike, it's constantly evolving.
Support - Training and development should be professional and properly provided. Don't just get the latest whizz-kid to rattle through what they know and then expect the same performance. Consider the exposure that that whizz-kid has had to the digital world and how much more comfortable they will be with it. You need to support your employees with proper and professional development. Don't cut corners.
Continued learning - Don't stop once everyone is up to speed. Congratulate them on their development but ensure your company has the ability to provide continued learning, otherwise, you'll just end up in the same position again in a few years. Investment in your staff should be a long-term commitment.
REMEMBER, A MARKETER IS FOR LIFE, NOT JUST FOR CHRISTMAS (Thanks Dogs Trust)
In conclusion
You have some great employees in your business, don't throw them away for something new and shiny.
Invest in them, be patient, your business will reap the rewards in the long term. Your staff will feel valued, appreciated and empowered by developing a new skill set that they can have ownership of.
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