Millenials_GenZ_Hiring

@monstergov | #YourAgencyBrand

SO, WHAT IS A
MILLENNIAL?

There are many things Millennials
are said to be:

BUT STUDY AFTER
STUDY POINTS TO
ONE ACTUAL
COMMONALITY…

Passion 61% of Millennials are worried
about the state of the world and
feel personally responsible to
make a difference.
When it comes to their careers,
70% said they believe that
your work should have a greater
purpose than earning a salary.

BUT, SO, THEY
AREN’T ALL ALIKE?
THAT SOUNDS
LIKE ME.

Life cycle is a key factor
•  Millennials are just now coming of age.
ü  Starting second or third jobs
ü  Getting married
ü  Having children
ü  Buying homes and making other large investments
ü  Feeling the weight of debt
(one of the few true differentiators between them
and former generations)

Life cycle is a key factor
•  As a result, we’re starting to see a “redefinition” of
what a Millennial is.
•  But that’s the core problem. Conversations about generations
and about how we market to a whole generations (especially
one that is 15 years apart top to bottom) is flawed.
•  We need to market to people. And their pain points.
And their differences and needs.

THE MARKETING
HASN’T CHANGED.
THE PLATFORMS
HAVE.

Targeting
•  Never before have we had
the ability to target people
with advertising that we
know they will care about
•  Social platforms and other
data sources continue to
paint a picture at the
individual level that can
be tapped into.

Snapchat
•  Millennials account for more than 7 in 10 Snapchat users

Facebook
•  90% of Millennials can be found
on Facebook.
•  Surprise you?
It shouldn’t.

TAKE A PICTURE OF THIS
•  Seriously, if you take away
one thing today, let it be that
Millennials (And Gen Z)
are on Facebook.
They really are.

2013

2015

OK, SO WHAT DO I
SAY TO THESE
‘MILLENNIALS’?

Give them an experience.
•  Millennials crave experiences.
•  They want to be participatory with brands they like and
they want to share their experiences with friends and
acquaintances (Snapchat, Instagram, etc.)
•  Know your audience, create branded experiences.
Bring them out of their digital world, but make them
celebrate in it.

SERIOUSLY, THEY
WANT YOU
TO KNOW THEM
(OR AT LEAST TRY TO GET TO KNOW THEM)

“Frankly, they've kind of grown up with
the personalization of content where
I'm aware of where you've shopped,
where you left a [shopping] basket,
and I'm going to remind you. They see
that more as a value than necessarily
an intrusion of their privacy.”
-Nick Jones, EVP of innovation and growth at
Leo Burnett;s Arc Worldwide

“Find your biggest fans on social media
or in the blogosphere and engage them
on a personal level. A message from a
real person still means something, so
make sure your community manager is
having meaningful contact with your
online brand ambassadors.”
-Joel Kaplan, Associate Dean for Professional
Graduate Studies, Syracuse University

BUT THEY DON’T
WANT YOU TO TALK
AT THEM.

Trust…
89%
•  89% of Millennials
trust recommendations
from friends and family
more than claims by
the brand.

… Is Earned!
•  84% of Millennials
don’t trust traditional
advertising
84%

AND MOBILE!
(HINT: WE’RE JUST GETTING STARTED)

The
iPhone
isn’t dead
But your
Note 7
might be…

•  It’s probably still the most important channel, and continuing to
grow as a percentage of marketers’ spend
–  Expected to top $100 billion worldwide this year, nearly 62% of all ad spend
•  But, it’s hard to sell someone or get them to pull out their wallet.
•  So you’ve got to use your mobile experience to convince them to
return. Build brand, offer something of value to return.
•  Social Job Ads are a great example of this: Capture their interest,
then help them to finish the process on a desktop.

But we have a ways to go.
•  On Black Friday last year, more
than half of web traffic was from
a tablet or mobile device … but …

And it’s not just
Millennials
The coming generation
(“Gen Z”) is very
similar to Millennials,
but they are the
generation that grew
up with mobile.
Nearly 40% of Gen Z
says a smartphone
is a vital technology
component of their
lives and their
careers.

Who is Gen Z? (You need to know – now)
•  At 60 million strong, Gen Z already outnumbers Millennials
by 1 million
•  By 2020 they will make up 40% of all consumers*
•  Gen Z grew up as blockbuster inventions like Snapchat,
Uber and Youtube achieved rapid success
•  But also saw their families go through the worst economic
crisis since the Great Depression
* Fast Company @monstergov | #YourAgencyBrand

Like Millennials, Gen Z has passion
74%
of Gen Z believes
work should have a
greater purpose than
earning a salary46%
are motivated by
the ability to pursue
their passion

70% of Gen Z is motivated by
money to work
58% Are willing to work nights and weekends
for higher pay
76% believe they’re responsible
for driving their own career
63%Millennials:
45%Millennials:
64%Millennials:
But they’re more practical and hard working

THEIR TOP 3
“MUST HAVES”
FOR THEIR
FIRST JOB
ARE…
Health
insurance
Competitive
salary
“A Boss I
respect”

GEN Z SAYS:
BE REAL.
BE BRIEF.
BE EVERYWHERE.

How to reach Gen Z
•  Identify your identity – what makes your brand unique, your
mission – and bring it to life in everything you do
•  Like with Millennials, social media will be critical – but you’ll
need to keep up with the latest platforms (which can change
daily)
•  Mobile will be more essential with Gen Z than with Millennials –
everything must be mobile.
•  Keep your message concise, and eye-catching – emojis and
video will be key

SO, WHAT DOES
THIS ALL MEAN.
WHERE DO I GO
FROM HERE.

Key takeaways
1.  Stop calling them Millennials (and Gen Z-ers):
They’re individuals
2.  Optimize your marketing at a platform level
3.  Passion is pervasive. Sell them on why you
make a difference/impact, not just what
you make.
4.  Experiences: They want to feel like a person or
brand knows them and knows what they want,
and they want to share those experiences
back with their audiences.

Key takeaways
•  Get ready now for Gen Z.
•  Facebook!
•  If you didn’t take the picture,
hit me up on Twitter and I’ll
send it to you.
•  Twitter: @pgillooly

Millenials_GenZ_Hiring

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