When Generations Collide and what Starbucks, American Girl, Apple and Disney can teach you about recruiting graduate students

1. When Generations Collide
and what Starbucks, American Girl, Apple and Disney
can teach us about recruiting graduate students
Text
Jeff Kallay, VP Consulting, a.k.a. “Apostle of Authenticity”

2. Manage the Expectations
15 American Generations
4 Cycles = 4 Stage/2 Stroke
Generation X
Millennials
It’s All About the Experience
Questions and Comments

3. 3
Manage the Expectations
Students
Parents
Colleagues

4. Disclaimers

5. Disclaimers

6. “In America, each generation
is a new people.”
Alec de Tocqueville, 1830

9. 4
Number of books by Howe and Strauss
Generations, 13th Generation, The Fourth Turning
and Millennials Rising
LifeCourse Associates www.lifecourse.com

10. 4
Number of Generations Colliding
in the Workplace
Silent, Boomers, Xers and Millennials
LifeCourse Associates www.lifecourse.com

11. 23.4
Average Number of Years of
American Generations
Howe and Strauss

12. 15
American Generations (19 New World)
Howe and Strauss

13. 4
Number of Generational Cycles and
Number of Generations Per Cycle
Howe and Strauss

14. Revolutionary Cycle
Name + Birth Years
Awakening + 1701-1723
Liberty + 1724-1741
Republican + 1742-1766
Compromise + 1767-1791

15. Civil War Cycle
Name + Birth Years
Transcendental + 1792-1821
Gilded + 1822-1842
Progressive + 1843-1859

16. Great Power Cycle
Name + Birth Years
Missionary + 1860-1882
Lost + 1883-1900
G.I. + 1901-1924
Silent + 1925-1942

17. Millennial Cycle
Name + Birth Years
Boomer + 1943-1960
X + 1961-1981
Millennials + 1982-2000/01
15th (Homeland or iGeneration) + 2000/01-20??

18. 76
Million Millennials
(vs. 72 million Boomers and 42 million Xers)
Howe and Strauss “Millennials Rising”

19. 4/2
4 Stage/2 Stroke Per Cycle
Howe and Strauss

20. Revolutionary Cycle
Name + Birth Years = Description
Awakening + 1701-1723 = Idealist
Liberty + 1724-1741 = Reactive
Republican + 1742-1766 = Civic
Compromise + 1767-1791 = Adaptive

21. Civil War Cycle
Name + Birth Years = Description
Transcendental + 1792-1821 = Idealist
Gilded + 1822-1842 = Reactive
Progressive + 1843-1859 = Adaptive

22. Great Power Cycle
Name + Birth Years = Description
Missionary + 1860-1882 = Idealist
Lost + 1883-1900 = Reactive
G.I. + 1901-1924 = Civic
Silent + 1925-1942 = Adaptive

23. Millennial Cycle
Name + Birth Years = Description
Boomer + 1943-1960 = Idealist
X + 1961-1981 = Reactive
Millennials + 1982-2000/01 = Civic
15th (Homeland or iGeneration) + 2000/01-20?? = Adaptive

24. 4 Stage / 2 Stroke
Idealist Idealist birth Civic
Reactive Reactive birth Adaptive
Civic Civic birth Idealist
Adaptive Adaptive birth Reactive
Repeat

25. Each Generation
Rebels against the elder-built world and
against the generation before it.
(Think X>Boomer and Millennial>X)
Redirects society towards its own inclinations.

26. Each Generation
1. Solves the problems facing the prior
youth generation (Millennial>X)
2. Corrects for the behavioral excess it perceives in
current midlife generation (Millennial>Boomer)
3. Fills the social role being vacated by the
departing elder generation (Millennials>G.I.)

27. Each Generation
Is shaped by their surroundings and by the
generations with which they interact.
While being born becomes history, and as
they age they make history.

28. Types of History
Social Moment - a brief period of time when people perceive
historical events to radically alter their social environments.
1. Secular Crisis - when society focuses on reordering the
outer world of institutions and social behavior.
2. Spiritual Awakening - when society focuses on changing
the inner world of values and personal behavior.

29. Repeating in America
1. Idealist - encounters a spiritual awakening in rising
adulthood and a secular crisis entering elderhood.
2. Reactive - encounters a spiritual awakening entering youth,
and a secular crisis entering midlife.
3. Civic - encounters a secular crisis entering rising
adulthood, and a spiritual awakening entering elderhood.
4. Adaptive - encounters a secular crisis entering youth,
and a spiritual awakening entering midlife.

31. “A generation that can sneakily trump boomer
X
narcissism and millennial entitlement.”
Jeff Gordiner, “X Saves the World: How Generation X Got the Shaft but Can Still Keep Everything from Sucking”

34. About Generation X
Born and raised as independent latch-key kids.
Sexual Revolution, Watergate, Vietnam,
Gay Rights, High Divorce Rate, Recession and
Woman’s Movement peppered their youth.
Demonized by Hollywood: Rosemary’s Baby, The
Exorcist, Taxi Driver, Pretty Baby and The Omen.

35. About Generation X
Playing to win by half expecting to lose.
Accepting wide gaps between personal outcomes
and sex roles.
Proud of their ability to cut through the hype.

36. About Generation X
Becoming cautious in family life and gradually
mellowing in personality.
Dedicated to starting and maintaining stable
families, something their Silent generation
parents did not.

37. Mommy
Many Generation X women are chosing not to
return to work after they have children.
ABC News Special Report “The Mommy Wars”

38. Millennial
Largest, most wanted, most watched over and
most diverse generation in American history.
Howe and Strauss “Millennials Rising”

40. The Three “Kaitlins”
Kaitlin Caitlin Kate Lynn

41. 3.6
Average birthrate of Millennials
(in millions)
Howe and Strauss “Millennials Rising”

42. $50k
Parents willing to pay for an ovum from an
attractive, high IQ, female at a top university
Howe and Strauss “Millennials Rising”

43. 50%
Increase in amount of stuff in weight in
average American homes vs. 20 years ago
US News and World Report, 2008

45. 87%
College freshmen who have never shared
a room with a sibling
Chronicle of Higher Education, November 2010

46. About Millennials
35% are non-white (and Latino).
1 in 5 have an immigrant parent,
1 in 10 have a non-citizen parent.
Largest separation in wealth in American history.

47. About Millennials
Celebrated, cherished and protected.
Celebrated by Hollywood: Three Men and Baby,
Baby Boom, Mr. Mom and Disney princesses.
Bike helmets, car seats, nanny cams and more.

48. About Millennials
Raised by attached parents.
“Helicopter Parents” or “Blackhawks”
transitioning to “Stealth.”
Parents are “Best Friends” and co-purchasing.
Conservative. Or Conventional?

51. Co-Purchasing

52. About Millennials
Team Oriented.
Task Oriented.
Civic Oriented. (not in march on D.C. way)
Want to achieve high standards set for them.
Feel that they have already “paid their dues.”

54. Reaching Millennials
Eliminate Ambiguity.
Think of Time as 24/7 Resource.
Combine Work with Play.
Make it Worthwhile.
Handle with Care.
Play to Their Strengths.
Group Think.

55. X vs. Millennial

56. X vs. Millennial

57. X vs. Millennial

58. X vs. Millennial

59. X and Millennial
You are no longer in control of message or media.
They are in control.
They want authenticity and simplicity.
Stories render authenticity.

60. X and Millennial
To connect with these generations you cannot
talk at, you must talk with.
You must give them the tools to create
their own stories, memories and experiences.

61. 5000
Marketing messages your prospective
students are assaulted by each day
Adweek November 2008

62. It’s All About the
Experience!
Pine & Gilmore

63. The Experience Economy
is about:
1. Repelling commodization
2. Charging a premium price
3. Persuading consumers to pay
when they never did before
4. Selling “Memories”

64. The Experience Economy 101
n
sio
og
res Experiences
Pr
ic
om
on
Service/Information
Ec
of
ry
eo
Th
Industrial
Agrarian

65. 10
Ten Tenets of
The Experience
Economy

66. 1. Integrate the four E’s
Higher Education is the experience economy: 4 E’s
Absorption
Entertainment Education
Passive Participation Active Participation
Esthetic Escape
Strategic Horizons, LLP Immersion

67. 2. Aesthetics, Esthetics & Cues
Fast Company, October 2010 Photograph Courtesy of McDonald's NDG Australia
"If you have a restaurant that is appealing, contemporary, and
relevant both from the street and interior, the food tastes better."
Don Thompson, COO

68. 2. Aesthetics, Esthetics & Cues
“The study by the Association of Higher
Education Facilities Officers sought to determine
“the relative importance of an institution’s
physical assets on a student’s choice of school,”
so they surveyed about 16,000 students from 46
colleges.
More than half the respondents indicated that the
“attractiveness of the campus” was essential or
very important in their decision where to attend
school. Students said that poorly maintained
open spaces played a key role. And 50 percent
either strongly agreed or agreed with the
statement, “When I first saw the campus, I knew
this was the right college for me.”
The Impact of Facilities on Recruitment and Retention of Students by David Cain, Ph.D. & Gary L. Reynolds, P.E.

69. 2. Aesthetics, Esthetics & Cues
Elon University

70. 3. Authenticity
“Stop saying what your offerings
are through advertising and start
creating places--permanent or
temporary, physical or virtual,
fee-based or free--where people
can experience what those
offerings, as well as your
enterprise, actually are.”

71. 3. Authenticity or “Keep it real”
SACAC Survey of 200+ National Merit Scholars
“I believe that imperfections show character. That's what I was looking for
in a college. A school that seemingly has no flaws during a one hour
information session (and tour) not only stands out negatively,
but it comes off as bland and ordinary.”
Read the complete survey results Password: sacac

72. 4. Customization
“What’s your drink?

73. 4. Customization
Hendrix College

74. 4. Customization

75. 5. Sensory Engagement

76. 5. Sensory Engagement
Miami University (OH)

77. 6. Emotional Engagement

78. 6. Emotional Engagement
Lehigh University

79. 7. Storytelling

80. 7. Storytelling
St. Edward’s University

81. 8. Signature Moment(s)

82. 8. Signature Moment(s)
Westmont College

83. 9. Theme

84. 9. Theme
Alfred University

85. 10. Memorabilia
The Ohio State University

86. 10. Memorabilia
West Virginia University

87. Media and Resources
Did You Know? Video
http://www.youtube.com/watch?v=PHmwZ96_Gos&feature=related
Web 3.0 Video
http://www.youtube.com/watch?v=YmwwrGV_aiE
Pew Internet Research
http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

88. Mommy Tell My Professor He’s Not Nice
http://www.sptimes.com/2006/06/19/State/Mommy__tell_my_profes.shtml
A Generation Serves Notice; It's a Moving Target
http://query.nytimes.com/gst/fullpage.html?
res=9D0CE7D9123FF931A15752C0A9609C8B63
facebook grows up
http://www.newsweek.com/id/32261/page/2

89. YouthQuake (Millennial Values in Work)
http://www.businessweek.com/magazine/content/08_03/b4067000290367.htm?
chan=magazine+channel_top+stories
Scenes From A Culture Clash
http://www.fastcompany.com/magazine/102/culture-clash.html
Get The Best Out Of Millennials
http://www.adage.com/talentworks/article?article_id=124891

90. The Millennials are Coming
http://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml
Employee Evolution - Millennials at Work
http://www.employeeevolution.com/
TargetX iThink Blog
http://.targetx.com/ithink

91. Your Bookshelf

92. Your Bookshelf

93. ?
So what does it all mean to
recruiting graduate students

94. When Generations Collide
and what Starbucks, American Girl, Apple and Disney
can teach us about recruiting graduate students
Text
Jeff Kallay kallay@targetx.com www.slideshare.net/targetx