205: Multi-Generational and Millennial Communications

Transcription

1 205: Multi-Generational and Millennial Communications Lyn Scrine Ethics Director Justin Wozniski Ethics Communication Consultant Enterprise Business Conduct, Allstate Insurance Company 1 About today s speakers Lyn Scrine Lyn reports to the Chief Ethics and Compliance Officer and is responsible for governance, evaluation of processes and procedures, reporting systems related to business conduct and effective ethics training and communications. She has worked for Allstate for 28 years in a number of departments including Operations, Claims and Marketing. 2 1

2 About today s speakers Justin Wozniski Justin holds a B.A. in Journalism from the University of Maine and is primarily responsible for ethics communications at Allstate. He has prior communication experience in corporate relations at Allstate, as a newspaper reporter, and he authored a published guidebook to the University of Maine. The target audience of the publication were prospective students entering UMaine from Agenda Introduction Generational differences Communication preferences and methods Technology and changes An example: The Allstate Code of Ethics Consistency and success in multiple communication mediums Engaging Millennials in communications Q&A 4 2

3 Disclaimer: Opinions, statements or viewpoints contained within or provided during this presentation are not to be construed as those of The Allstate Corporation, Allstate Insurance Company, or any subsidiary or affiliate. 5 Introduction Today we ll learn about Effectively communicating with multiple generations in today s workplace. With a still-recovering economy, many from the Greatest and Baby Boomer generations have held off retirement, yet Gen Xers and Millennials continue to enter the workforce; increasing the span of generations with whom companies and organizations need to communicate 6 3

4 Introduction Today we ll learn about Achieving consistent ethics messaging while leveraging multiple communication mediums. How to differentiate messages but still provide the same valuable information in all of them How to engage the Millennial audience in corporate communications using appealing formats and methods 7 Generations in the workforce The Greatest Generation (currently retiring) Familiar with the Great Depression and its lasting effects; World War II Single-income households; savings important Long-term employment with one company; factory employment Higher education only an opportunity for the wealthy 8 4

5 Generations in the workforce Baby Boomers (retiring/retirement on the horizon) Population boom; Vietnam War Long-term employment with more opportunities; achievements important More dual-income households; family and community importance Higher education starts becoming accessible to more people 9 Generations in the workforce Generation X Baby Boom ends; Vietnam continues; intermittent oil and energy crises Divorce becomes more prevalent; more single-income households Willingness to move around for career flexibility and work-life balance Higher education accessible, but often requires debt 10 5

6 Generations in the workforce Millennials (Generation Y) Oil and energy costs rise steeply; Gulf War; World Trade Center attacks Divorce commonplace; family and friends focus; social media to keep in touch Strong career focus; job changes more frequent; telecommuting; flexibility Higher education the norm for many, high student loan debt 11 Communication preferences and methods The Greatest Generation Baby Boomers Generation X Millennials Information Flow Memos Meetings Memos PowerPoint PowerPoint Text Social Media Video Learning Handbooks Instructional PowerPoint Job Aid Web-based learning Video Gamification Meetings Routine, formal staff meeting Routine, formal staff meeting As needed As needed; More collaborative, less formal 12 6

7 Technology and changes Technology has changed, and so have we: We re more efficient We have greater flexibility, more mobility We now have a multitude of communications and training options 13 Technology and changes As a result: We must deliver communications how and where employees want them. This means expanding presence online and retaining traditional communications channels for earlier generations to increase overall engagement 14 7

8 An example: The Allstate Code of Ethics In 2012, the Allstate Code of Ethics was rewritten in a values- and principles-based format, not printed, and is housed online at The move online appeals to the Gen X and Millennial employees, while an option to print an engaging PDF from the website allow those who want a paper copy to have one. 15 An example: The Allstate Code of Ethics To increase engagement, actual Allstate customer, employee and agent photos replaced stock photography from the prior Code While remaining sensitive to our brand, a modern and unexpected site and PDF were created using new designs and a vibrant and bold color palette A cascade of communications in various formats were sent to all levels of employees 16 8

9 The Allstate Code of Ethics: How it was communicated Direct and intranet memos to all Officers of the Company Provided pre-generated messaging to Officers to forward to their direct reports Direct memo to all managers with direct reports Provided pre-generated messaging to leaders to forward to their direct reports 17 The Allstate Code of Ethics: How it was communicated Online employee newspaper feature article on the Code s development Company, ambassador network and departmental intranet features Provided an online toolkit and pre-generated messaging for a network of departmental communicators 18 9

10 The Allstate Code of Ethics: How it was communicated Campus digital signage notifications; intranet animation linked to the Code An awareness campaign consisting of a series of signs for a heavily-traveled walking bridge 19 Consistency and success in multiple communication mediums Provide the same information in all mediums, allow format and writing style differentiate communications. This ensures that no employee is disadvantaged Ex. With social media, embed questions to encourage conversations. With a memo, attach FAQ s, provide a contact for questions or encourage employees to seek assistance/clarity from their manager 20 10

11 Consistency and success in multiple communication mediums Be accurate, brief and clear. Providing excess information or supporting documentation can defeat the purpose of the message: to inform the employee; as they may delay or delete communications that appear burdensome to absorb Don t limit communications to only convey information of interest regarding the company. As often as possible, communicate how the information in the message is beneficial to the employee 21 Consistency and success in multiple communication mediums Build support. Funneling communications from the top-down may seem hierarchical, but it s often appropriate. Giving leaders enough time to familiarize themselves with content so that they can support change and answer questions is ideal 22 11

12 Consistency and success in multiple communication mediums Use a mix of new and traditional communication methods to broaden the appeal of ethics and compliance messaging Ex. Humorous videos can convey a serious and important message, contests can help encourage employees to thoroughly examine communications through incentivizing them to do so, Gamification can provide an outlet for employees to learn through entertainment 23 Consistency and success in multiple communication mediums Remember that you won t dilute messaging by using multiple mediums as employees are unlikely to read multiple communications with the same information 24 12

13 Engage Millennials in communications By combining communications with technology that is interactive and allows for feedback By providing more frequent communications and training in smaller packages that allow employees to absorb less information at one time 25 Engage Millennials in communications By using technology platforms that are mobile, or even off the company intranet (password accessible internet sites for personal computers and smart phones) This creates more opportunity for flexible work arrangements, a preference of the Millennial generation 26 13

14 Engage Millennials in communications By incentivizing Millennials for reading or interacting in communications. This isn t exclusive to a prize. Incentivizing can occur by providing valuable career advice or information on additional learning opportunities that help them grow, enhance their perspective or acquire new leadership skills 27 Key takeaways from today s presentation For the most effective communications strategy, deliver communications how and where employees want them Always provide a consistent message, no matter what channel it is communicated through Use the generational differences identified to enhance your communication plans 28 14

15 Key takeaways from today s presentation Use technology to your advantage to provide more flexibility and work/life balance to employees Make communications interactive to increase engagement and encourage the development of new ideas Build support for communications by creating a network of departmental communicators and informing managers first, when necessary 29 Q&A Opinions, statements or viewpoints contained within or provided during this presentation are not to be construed as those of The Allstate Corporation, Allstate Insurance Company, or any subsidiary or affiliate