In keeping up with blogs, research, and ideally all things Millennial, I generally tend to come across well-intentioned but TERRIBLE advice. The latest was on a staffing company’s website encouraging human resource departments to create new, Millennial-friendly corporate handbooks. A fine idea for corporations, but incredibly flawed in execution – which is why I’m pointing out an alternate solution that everyone can use.
To keep things short(ish) and sweet, I’ve decided to summarize below (though if you REALLY wanted to see the original in all it’s glory, you MIGHT find it in my @millennier tweets, and it MIGHT be under TRAGIC MILLENNIAL ADVICE: PIMP MY CO.S HANDBOOK…).
Everyone in the wine industry can learn from this far too common mistake.
The information was found on the company’s website from June 2009. The title of the piece was Create a GenY-Friendly Employee Handbook, and like many of these pieces, it was fairly insulting in an odd, benign way. In the How to Write a Handbook section, the writer suggests personalizing it with current events and fads in order to really get through to us. It gives the following suggestion as an example: “compare customers to stars competing for ‘American Idol’ stardom.” While I realize that we may be younger than the person giving this advice, WE ARE NOT CHILDREN. We do not need a company to create a mascot and a “let’s pretend” example for every single situation we may encounter in the big, bad world. While I have plenty to say on this topic, I’m going to stop because the point here is that this NOT GOOD ADVICE.
I do want to say in all seriousness GOOD FOR YOU, STAFFING COMPANY. Thank you for putting in the effort to encourage your clients to support their Millennial employees. Unfortunately, you COMPLETELY MISS THE BOAT.
Is it a bad idea to want a handbook for a company that will resonate with Millennials and get them excited about the company that they work for? No. In fact it just might work, if it’s done well. What will that take? American Idol allusions? In depth research on gen Y? Watching Family Guy reruns from the first season? NO. It simply takes a Millennial. If these companies selected a couple employees in their target group to actually write the new handbook, it would be completely customized to their own tastes and interests while communicating all the information a handbook needs to get across.
I don’t understand this trend. Business has realized what a powerful consumer group we Millennials are, enough to launch campaigns for millions of dollars just to win gen Y hearts – and yet most don’t even think to reach out to us to help shape these campaigns.
Everyone in the wine industry can learn from this far too common mistake. Many businesses are creating their Facebook pages, holding events (hooray!), and thinking of new ways to reach out to gen Y. Yes, research is great – I recommend that you check out the links on the side of the blog for some awesome resources. However, an invaluable tool that we all have ARE THE MILLENNIALS THEMSELVES. Consult your gen Y children, your neighbor’s kid that’s back from college for the summer, your intern, your new tasting room employee – these people can give you valuable feedback and help to shape each of your projects. Listen to their critiques, learn from their approach – it will save you time and energy and give you a direct line in to the consumer group you want to reach.
If you want to reach out to gen Y, don’t overlook the Millennials right in front of you – they could be the most valuable resources at your disposal.