The din is getting louder. Almost without exception, in my meetings with industry leaders, the topic of conversation begins with the subject of new technicians. The discussion itself may be about recruiting, retention, training and preparation, to name a few, or it may have another focus, but the common element remains new, entry-level technicians.
One of my responsibilities at ASE is to develop marketing and promotional campaigns to interest technicians in certification. Of course, the majority of the new technicians entering the field belong to the group identified as Generation Y — the Millenials. I’ve done a lot of research on this group to understand how to more effectively tailor our communications to them. You might say I have a professional interest in this group, but I’m the first to admit that I am far from being an expert.
Interestingly, the members of Generation Y share many of the same attributes and values as my generation — the Baby Boomers. Traditional values, a similar work ethic and a commitment to achievement, for example, are all things I feel I can relate to and understand by virtue of my experience. But at the same time, they’re more independent, astute and practical than I sometimes care to admit.
My challenge with Generation Y is reaching them with a message in a medium to which they are receptive. They spent all of their lives around personal computers with much of the time spent online. Their world is saturated with more information than they can possibly absorb, so they’re selective about what they choose to acknowledge. Where does that leave my message? Although I consider myself fairly enlightened, somewhat techno-savvy, and creative, I’m coming to the conclusion that I might be on a fool’s errand thinking that a 50-something me can even come close to understanding how a 20-something technician entering the field might make the choices needed to comprehend my story. Even with the experience of raising two Generation Y children, I just don’t think as they do.
Sound familiar? Perhaps it’s time to defer some of those decisions to someone from (or closer to) their age group.
Just to complicate the mix, consider the size of the Generation Y group — about 60 million. This is a group that is roughly three times the size of the previous Generation X and rivals the size of the Baby Boomer generation — who collectively comprise the current workforce. Miss the mark with this group and you’re likely to feel the effects for years to come.
So, what does this issue have to do with fleet management?
It strikes me that there are some parallels between my marketing challenge and those of recruiting, retaining and managing this group once they are in the workforce. Managers hailing from the Baby Boom generation are going to find new challenges that they are not going to be adequately experienced or equipped to deal with.
Maybe — just maybe — it’s time to look for those bright, 20- or 30-something up-and-comers and start grooming them to advise you on these issues. But be prepared to listen with an open mind.
