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Posts Tagged ‘Millennial’

From EHarmony to Indeed: How can dating experience guide your job search?

Wednesday, August 30th, 2017

It seems to be the tragic plight of finding love. Most of us have been there—one person thinks they’ve found their dream relationship, but the other party isn’t so sure.

It can be similar in the job search as a candidate might think they’re interviewing for their dream job, while the employer isn’t as smitten with the prospect, or vice versa. Ultimately, what we’re all looking for is the sweet spot where the employer wants the candidate as much as the candidate wants the job, and in dating terms one searching soul finds another.

Determining Your Strategies

While some people choose to accept the first job they’re offered to gain experience in a field (even if they don’t consider it ideal), others may elect to hold out for a position that may come later in their desired field. Similarly, some desire to refrain from dating until they’ve found an ideal candidate, while others will date someone for the experience, knowing they will never be a long-term partner. So, should you ‘swipe right’ on every profile and apply to every job posting, or should you focus on the occasional stand out? Is one option better than the other when looking to land your first job? Not necessarily, but determining a personal strategy will serve you well.

‘Creeping’ Productively

Whether it’s LinkedIn or Instagram, healthy ‘creeping’ could aid your search. Most people are guilty of the occasional perusing of a new love interest or ex’s social media, and this same concept can be true in the job search. Following position openings, field-related thought leaders, and organizations that you admire can be a great way to gain both a better understanding of the field you are interested in and connect with other like-minded individuals. ‘Creeping’ on a potential employer can give you good insight into their background, what they deem important, and the kind of work ethic they expect.

Although it may be overstated, maintaining your social media can be even more important than viewing others. Just as you would be more interested in a dating profile with a picture, LinkedIn reports a similar finding, “LinkedIn profiles with professional head-shots get 14 times more profile views.” Try to view your social media as an outsider would, what perceptions first come to mind?

Taking The Advice Of Others Carefully

A job search is a very personal thing. Just like dating, every person you encounter will give you their personal opinion, story of their successful job search (or marriage), plea for you to stay in the area, or their 5 step plan to being employed. They will share their dominant narratives with you like, “when you stop looking you’ll find the perfect spouse or perfect job!” But, at the end of the day, the question remains: what are you looking for? They can’t determine your non-negotiables, and their ability to find one spouse or one job does not deem them an expert. Stay true to your goals.

When I was your age.

Wednesday, June 8th, 2016

As we study attributes of different generations, some information is factual and helpful for marketing, workplace relations, etc. For example, it’s true that Millennials are the most diverse generation yet. It’s also true that the Silent Generation grew up during the great depression, which likely effects their perception of the world.

However, today we hear negative stereotypes about Millennials, including that they are lazy, narcissistic, and obsessed with technology. These observations are the same old, tired ideas that have been cast upon younger generations by older generations since the beginning of time.

The ‘silent generation’ (born between 1925-1945) said the same thing about Baby Boomers (born between 1943-1964). According to The New York Times, “On Aug. 23, 1976, New York Magazine published ‘The Me Decade,’ a cover story by Tom Wolfe that eviscerated Baby Boomers as the most ludicrous, self-absorbed and spoiled generation in the history of mankind.”

Then on July 16, 1990, TIME Magazine published a cover story about Generation X (born between 1961-1980) with a headline that read, “Laid back, late blooming or just lost? Overshadowed by the Baby Boomers, America’s next generation has a hard act to follow.” Ironic how “The Me Decade” transitioned into “a hard act to follow.”

Now, Generation X is slamming the Millennial generation, with stereotypes and a TIME Magazine cover of their own with the headline, “The Me Me Me Generation. Millennials are lazy, entitled narcissists who still live with their parents.”

Noticing a pattern? It’s true that each generation has their own struggles, strengths and weaknesses based on their life experiences. But, just because they’re different from the generations before them, doesn’t mean they won’t develop into a successful generation of people who leave their mark on the world.

Sure, you could make the argument that studies have shown Millennials are more narcissistic than their parents and grandparents, but is that because they’re young or because they’re Millennials? Baby Boomers might insist that they weren’t narcissistic when they were young, but the Silent Generation who published “The Me Decade” might disagree.

Perhaps these negative stereotypes that are consistently thrashed upon the up-and-coming generations are just the age-old cycle of older generations being crabby about younger generations. Maybe it’s just a fancier version of the classic, “When I was your age…” story that grandparents love to share.

“Up For Whatever?” A Resounding No.

Tuesday, May 5th, 2015

If there wasn’t already enough bad news last week, Bud Light’s marketing team has been making a lot of people unhappy. Anheuser-Busch received a firestorm of criticism over labels printed on Bud Light bottles that read, “The Perfect Beer for Removing ‘No’ from Your Vocabulary for the Night.” Part of a marketing campaign titled “Up For Whatever,” this isn’t the first time the tagline has gotten Bud Light in a public relations mess. During St. Patrick’s Day, Bud Light tweeted “On #StPatricksDay, you can pinch people who don’t wear green. You can also pinch people who aren’t #upforwhatever.”

Critics say both situations alluded to sexual assault. While Anheuser-Busch responded quickly in both instances – pulling the label and removing the tweet – is there any chance for this campaign to redeem itself?

In an attempt to reach a younger audience, Bud Light adapted the “Up For Whatever” campaign, to appeal to a spontaneous and fun-filled target market of college students and young millennials. While in concept phase the slogan may have been a good one, back-lash from the public has positioned the campaign as a deliberate rebuff on the rape culture and drug & alcohol abuse issues in our nation. Additionally, the campaign comes at a time when colleges are facing very public and very severe cases of binge drinking and sexual assault. As such, any attempt for an alcohol company to seem in support of the recklessness associated with drinking is not going to fare well.

When implementing any creative strategy, potential risks always have to be considered. This includes the chances of messaging being misconstrued or misunderstood, as well as, the external trends and public opinion that might impact the brand’s messaging. If this assessment is not managed properly, your marketing strategy might run into a similar problem as Bud Light, where the campaign would be better off changing altogether to avoid the negative publicity.

Ann Keeling says:

Brands usually have the best intentions when they develop creative. Unfortunately sometimes the people working day-to-day on the creative aren’t viewing it with fresh eyes – not connecting the dots to today’s news and consumer concerns. There are other times when something like what Bud Light did is very much on purpose, aimed at using negative attention to increase the brand conversation …. hopefully this is not one of them.

Viral multichannel campaigns – do they work?

Thursday, April 23rd, 2015

If you happened to watch any YouTube videos in the past week, more likely than not an advertisement for horror flick Unfriended made an appearance. The movie focuses on the life of a high school student who watches an unseen stalker terrorize and kill her friends while she views from a Skype call. With a technology-communication convergence, it is not surprising that a viral marketing campaign was incorporated as the primary marketing initiative.

The movie premiered this past weekend and placed third behind Paul Blart: Mall Cop 2 and Furious 7. While third place isn’t particularly applause worthy, Unfriended made six times its production budget – and that’s from just one weekend. While 75% of the opening weekend audience was under 25, it’s safe to say Unfriended was still a success…and viral marketing had a big role to play.

Viral marketing won’t work for every campaign, but there is no denying that traditional advertising is changing and viral marketing campaigns can’t be ignored. It might be working now for the young Millennial and Generation Z segment, but it won’t be long before that transcends the youth demographic.

Ann Keeling says:

Ann Keeling is traveling. Her commentary will return next week.