Talking Internal Communication...

Generation Why?

I’m getting bored of all this talk about communicating with Generation Y employees.  Maybe it’s because I’m now closer to 50 than I am to 20. Or maybe it’s because I’m fast becoming a grumpy old man.

I keep reading about the challenges we all face when it comes to engaging a group of employees characterised by their free spirit, self confidence and determination.  I hear about the importance of social media and networking technologies to this distinct audience segment. And I nod in agreement.

But I’m beginning to grow tired of the chatter. We bang on about diversity and inclusiveness on one hand and then seem to obsess about getting through to employees in their early 20s. I think we’re missing a trick.

I agree that GenY-ers are important, but I think the other end of the working population represents an even bigger and more important challenge right now.

The working population is changing. By 2026 half the adult population in the UK will be over 50. I will be one of them. At the same time the number of younger workers entering employment will fall.

This isn’t just a UK trend - the workforce is aging just as quickly elsewhere in the world. By 2012, workers who are 55 and older will constitute about 19% of the US labour force, compared with 14% in 2002. That's one in five employees over 55 within the next five years.

It’s about time we sat up and took notice of this trend.

Instead of focusing all our energies on Generation Y, it would be great to see a little more debate and discussion about the challenges of communicating with older employees.

Just how do we go about motivating employees who have been short changed on their pensions? Whose dreams of early retirement have been washed away? Who feel they operate in a working world designed for a younger generation? Who have been through boom and bust and come out the other side?

How do we ensure our communications engage and make sense to fifty-somethings (and at the same time appeal to graduates in their early 20s)? How do we embrace social media in an inclusive way, so that our channels appeal to all employees, regardless of age?

These are big challenges for our profession and they warrant much more air time.

Miserable workers seeking ‘zenployment’

One of my clients has just published a survey which suggests that fortysomething workers are increasingly putting satisfaction before success. According to the report, almost half of Brits want a second, more compassionate career, by the time they’re 45.

Two thirds (66%) told researchers for Norwich Union Life they are ‘unfulfilled’, ‘miserable’ or ‘drifting’ in their jobs, and over half (52%) claim they’d happily earn less money in a role that made them feel better about themselves.

The trend, labelled ‘zenployment’, sees almost half (47%) say they aim to be in a second career that offers fulfilment and the chance to make a difference by the age of 45. Animal welfare worker, counsellor, and yoga teacher, feature on respondent’s lists of compassionate careers.

Interestingly, one in four (28%) are calling on their current employers to provide them now with the opportunity to do unrelated charity, or pro bono work in their field. Good news for CSR managers.

The study also found:

• The road to Zen is typically a nine-year journey, with 36 marking the point at which many begin planning second careers (about time I thought about moving on to other things then!!)
• More than one in four put making a difference to others top of their second career agendas – twice the number who want to make money.
• Financial commitments (66%), lack of training or qualifications (34%)and also fear of failure (25%) restrict workers from moving into compassionate careers now.

Overall, the survey suggest that the ethical and spiritual dimensions of work are becoming more of a priority of people. Something we communicatorss should be thinking about?