Understanding Cultural Differences: Getting the Most Out of a Diverse Workforce
What Do We Mean by “Diverse”? • Different Ages / Generations • Different Races / Ethnicities • Different Religions / Faith • Gender • Physical / mental / emotional abilities • Technology skills
Your Turn What other ways can you see “diversity” in the workforce?
Generational Differences
Why is This Topic Important Now? • For the 1st time in American history, we have four generations working side by side • Business culture is experiencing friction
Why the Friction? • Not just decades apart in age • Lifetimes apart in technology • Different values • Differing expectations
Understanding Someone Different from You Means Understanding Their Life Their priorities Their values The experiences that define them Their perspective
Try This Exercise! • When asked to name how Kennedy died… • Matures & Boomers – Gunshot in Dallas
• Gen X – Plane crash near Martha’s Vineyard
• Gen Y – “Kennedy who?”
Who is Ron Howard? • Matures
• Boomers
• Gen X & Gen Y
Matures, Boomers, Gen X, Gen Y Key emotional drivers and icons
Matures (age 71 and older) • • • • • • • • • • •
Iconic entertainer: HHI: Defining Idea: Style: Work is: Education is: Reward because: Home stuff: Money: Family: Technology:
Frank Sinatra $40,400 Duty Team player an inevitable obligation a dream you’ve earned it Timex, milk and cookies put it away, pay cash traditional nuclear slide rules and rotary phones
Boomers (age 52-70) • • • • • • • • • • •
Iconic entertainer: HHI: Defining Idea: Style: Work is: Education is: Reward because: Home stuff: Money: Family: Technology:
Mick Jagger $59,800 Individuality Self-absorbed an exciting adventure a birthright you deserve it Casio, milk and Oreos buy now, pay later disintegrating calculators, touchtone phones
Generation X (age 37-51) • • • • • • • • • • •
Iconic entertainer: HHI: Defining Idea: Style: Work is: Education is: Reward because: Home stuff: Money: Family: Technology:
Madonna $49,500 Diversity entrepreneur a difficult challenge a way to get there you need it Swatch, milk and Snackwells cautious conservative: save, save latchkey kids spreadsheets and cell phones
Generation Y (age 18-36) • Iconic entertainer: • HHI: • • • • • •
Defining Idea: Style: Work is: Education is: Reward Home stuff:
• Money: • Family: • Technology:
Beyoncé control $160 B in spending Authenticity Worldly a chance to do some good an incredible expense because you can share it use phones to tell time, iPads, Samsung, Wii, organic earn to spend merged families all access, text messaging
Differing Work & Communication Styles Can Create Conflict
What’s Behind Our Work & Communication Styles • Parenting styles • Information flow – Primary means of getting information – Level of engagement and access
Parenting Styles - Matures • Formality • Respect for authority • Disciplined • “children should be seen and not heard”
Parenting Styles - Boomers • Indulged as kids, empowered
Parenting Styles – Gen X • Latchkey kids • More than half come from divorced families and two working parents • Self-starters, used to being alone • Responsible & resourceful • Slow to trust others
Parenting Styles – Gen Y • “Helicopter parents” • Parents as “friends” • Self esteem is king – my child must feel special all the time • Less accountability or responsibility • Little or no experience with failure, frustration or pain
How Information Shaped Us
Matures • Radio, newspapers as primary source of information • No ability to ask questions directly • Content controlled: programming and times • Routines formed around radio time or newspaper reading • Information sought at the library or shared through word of mouth • Trained to listen
Boomers • Television mostly a one-way communication tool, with content controlled • Evolved to reflect people so Boomers could “see themselves” – Vietnam protests led to political change Boomers could see • People had to visually work together to accomplish things: – Big rallies, big protests • Face-to-face communication, not computer chats or conference calls
Gen X • Computers entered the scene as Gen X was in school or entering workforce • Ability to tape TV shows and watch them later • Digital encyclopedias of predetermined info • Interactions with information became less controlled, more private • Cell phones made everyone reachable
Gen Y • More information instantly in their bedrooms than at the library • Internet provided speed & access • Digital world provides anonymity & freedom to express their opinions about everything • New gaming systems each Christmas made them adaptable and comfortable with technology • Phone calls gave way to texting • Trained to multi-task, not focus
Work Style Strengths & Weaknesses by Generation
Matures • Strengths • • • • •
Loyal & hardworking Long tenures common Company-centric, sacrifice Adhere to rules Understand / respect “chain of command”
• Weaknesses • Slow to adapt to technology • Less comfortable with women, minorities in workforce • Frustrated by casual work environments
Boomers • Strengths – – – – –
Strong work ethic, workaholics Work efficiently Comfortable with corporate America Comfortable with long hours and structure Desire quality
• Weaknesses – Focused on acquisition, material wealth – Question authority – Self-absorbed, self-centered, narcissistic
Gen X • Strengths – Self-reliant, independent – Value structure, direction – Great entrepreneurs • Job security lies within themselves, not at their company – Strong follow through • “get it done”, eliminate the task • Weaknesses – Slow to trust others – Skeptical – Don’t like working in teams
Gen Y • Strengths – Great team builders, collaborators – Inclusive, value different opinions & approaches – Highly teachable, very resourceful • “every problem has a solution – you just have to find it”
– – – – –
Well traveled, global mindset, know people everywhere Goal oriented Masters at multi-tasking Confident Tolerant
• Weaknesses – Easily bored, distracted. Often have difficulty focusing – Parents as “agents”, calling bosses to discuss kid’s review • Never had alarm clocks – mom woke them up
– Lifetime of “participation awards” leads to entitlement and expectations of being rewarded…for showing up to work
Strategies for Working Effectively with Someone Much Older or Younger than You
Recognize & Harness the Power of the… • Dedication of the Matures • Drive of the Boomers
• Competence of the X’ers
• Enthusiasm of Gen Y
First Things First: Educate Your Team • Share your knowledge about generational differences – it boosts understanding, respect and productivity
• Avoids judgments and allows for discussion of mutual frustrations • Goal: build a team that is multigenerational
It Works – Better than You Think • Pair Matures with Gen Y – Gen Y loves to ask why – Matures love to explain “why”
• Utilize Matures to explain the “why’s” to Gen Y – serve as mentors and increase productivity – Imperative to pass on your corporate knowledge as your experienced “veterans” leave the workforce
Hot Buttons for Gen X & Y Workers
Recruiting and Retention • Male-dominated industry • “Male, pale and stale” • Expect to see diversity in the workplace, “it’s progressive” • Need to spotlight successful women / minorities in the company to recruit others
Workplace Flexibility is Key • Value work/life balance • “Judge me on what I do, not how I do it”
• 38% of those surveyed would walk away from a job opportunity if it didn’t provide adequate flexibility
Working with Gen Y Feedback Provide Structure Paint the Big Picture
Provide Ongoing Feedback • Provide immediate and constant feedback – Obsessed with feedback
• Challenge: keeping it constructive and not gratuitous • Benefit: if they’re underperforming, it’s not a surprise
Provide Structure • Give ‘em teams • They love ‘em and they will gravitate to this anyway, so you will want to maintain control • They don’t like to make decisions alone – If you don’t provide a qualified team for them, they will solicit the input of their roommates, girlfriends/boyfriends and friends
Short & Small Deadlines • Give them lots of small deadlines – Large projects with long-term deadlines lack the structure many need to stay on track – “writing the term paper the night before” is what many are used to • How? Provide clearly defined benchmarks, metrics and milestones so they know how they’re tracking
Paint the Big Picture • Explain the why’s of what you’re asking them to do • They do best when they understand the big picture
For Gen Y, How to Work with Everyone Older than You
Position Yourself for Success • Ask about their positions, roles – Everyone loves to talk about themselves • Ask about their business pressures – What are the issues that concern them most? • Listen to the responses carefully – it will help give context to your ideas and solutions • Make it all about them • You will shine if you focus on their needs
With Matures & Boomers • If you make a mistake, own it. Take complete responsibility, learn from it and move on
• Never underestimate the power of your enthusiasm • Invest in a watch. Using your phone to check the time makes it look like you have something better to do (check email, send a text) • Live conversations are more effective than digital ones
Tips for Gen Y in Working with Others • Matures – Follow up on everything. Put things in writing. E.g. email that reads “Thanks for your time this morning. To recap our discussion, next steps are to place the order and this will be completed by end of day today.” – Seek their opinion and consensus on direction
• Boomers – Suggest face–to-face status meetings on a regular basis – Frequent, but less formal updates are appreciated • Boomers love to be “in the loop”
• Gen X – Work efficiently. Don’t waste time – get things done – Clarify boundaries upfront – “Is it OK if I call you/email you/text you with a question over the weekend?”
Messages that Resonate • Matures – Your experience is respected • Boomers – You are valued & needed • X’ers – Do it your way – forget the rules • Gen Y – You will work with other bright, creative people
Your Turn Turn to your neighbor and identify one thing you learned today that will help you work with your team or customers/prospects
Final Thoughts • Your business depends on personal relationships • Working with different age groups broadens perspective and leads to better decisions • Better serving customers + fostering trust and loyalty = feeling the love
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For more information about consumer trends, contact Kelly McDonald at 214-880-1717 or kelly@mcdonaldmarketing.com
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