Attracting and Engaging Young Professionals

By: Nora Johnson, 2009 IAEE Young Professionals Chair and SMMP Services Specialist, Experient

“How can I attract, engage and retain young professionals?”  Undoubtedly, many of you have heard or asked a similar question in the past.  Naturally, many of you have also had two words immediately come to mind: technology and entertainment.

 In short, the answers are:

Attract: Show an interest in them

Engage: Invite them to get involved or give them a seat at the table

Retain: See 1 and 2 and add a dash of letting them own and pursue a project or initiative

You will notice that technology and entertainment are not in the short answers.  Why are they absent?  There is a lot to be said for the relevancy of these two words.  However, the reality goes beyond a generational trend and reveals a more significant business and societal trend.  A friend of mine, who is a Director of Design for a prominent fashion line, once mentioned that the days of big department stores, such as Macy’s, dictating the fashion of the season are over.  Rather, fashion is being heavily influenced by the numerous sub-cultures in our society: the “Jocks,” the “Skaters,” the “Goths,” the “Preps” and many more.  Essentially, trends are being generated from the bottom, up, rather than from the top, down, which had traditionally been the standing model for business. 

What, you may ask, does this have to do with young professionals, technology and entertainment?  Technology and entertainment are most likely attributed to the younger generations because they have had the greatest need and greatest amount of time to pursue both.  Technology is a great tool when you are not able to drive, fly or walk to another individual’s location to connect.  In addition, when you have time to fill after homework is complete or during the summer months, the motivation to entertain one’s self is quite high.  In the professional world, technology is a great way to stay connected and keep in touch with people, news and trends when more seasoned professionals are sent out to industry events or to sit on boards, committees or panels. 

Utilization of the technological tools and a propensity toward entertainment does not stop with the younger generations; the demand for both crosses most generations. Many senior professionals can acknowledge being constantly “plugged in” to their BlackBerrys, iPhones, laptops and more.  Many now feel obligated to participate in social networks, and if they don’t feel obligated, it’s because they are already addicted.  From an entertainment perspective, the terms “jaded” and “uninterested” often come up among established professionals with regards to conferences and educational sessions.  Professionals have “been-there-done-that.”  Many are essentially bored with standard, predictable general sessions, awards ceremonies, educational sessions and networking opportunities.  The drive to feel entertained or to create one’s own agenda based on what is personally perceived as interesting is increasing.  The proof is before you.  Observe your sessions and see who is not present, who is present but more in tune to their phone than the presentation or who is constantly leaving and returning to a session – or just leaving altogether.

Knowing that trends towards technology and entertainment meet the demands of your greater attendee or consumer base, the business case for supporting changes around these trends should strengthen.   

When looking at trends, be open to identifying whether the trend is social, political, economic, technological, generational, demographic, et cetera. Ultimately, remember that we’re moving into an era where sub-cultures are initiating the trends, which is why the “early-adopter” younger generations seem to be driving so much change in today’s world.  Knowing this, you can begin to seek new opportunities for your organization.  Observe the younger professionals, get them engaged and invite them to participate in state-of-the-industry conversations.  In doing so, you will learn their perspectives, learn their motivations and build loyalty, confidence and professionalism amongst your younger professionals and between generations.

Always seek the motivations behind the observations.  To get you started, here are three main motivational points for utilizing technology and social networks:

Connectivity: Young professionals cannot always travel, network or speak with experts in the industry in the traditional fashion, as typically seasoned professionals are granted this privilege and responsibility.

Expertise: Young professionals realize that there is a great body of knowledge in the industry beyond the traditional speaker circuit or one’s own colleagues.  Thus, they tap into social networks to reach a broader and more diverse knowledge pool.

In Touch With Trends: Trends are being initiated by sub-cultures.  By monitoring conversations and posts, young professionals can get the pulse of the perceptions, wants, needs and demands of current and future attendees and consumers.  This is where damage-control for product, service or brand issues can be maintained or where opportunities may be found.

 

Have fun and enjoy exploring the broader-reaching trends and future opportunities for your own organization!.

Original post published to Experient’s e4 blog on June 9, 2009.