attracting future leaders · les enterprises mlg et fils inc. the cast the generation identity...
TRANSCRIPT
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Attracting Future Leaders:
Lessons for the Kids from the Crowd
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Moderator:
Suresh Parmachand, Stratovate Group/Uponor
Panelists:
Krystal McNaughton, Wolseley Canada
Joanna Woo, Emco Corporation
Ron Robinson, AtlasCare Heating & Cooling
Jennifer Hall, Reliance Home Comfort
Marc-André Gendron, Les Enterprises MLG et Fils Inc.
The Cast
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The Generation Identity
Kool-Aid Kids
Drinking the Kool-Aid is a term that is used in conjunction with the Post-war and Boomers generations.
These generations stay with one company for most of their career. They choose to “move up” within a company, rather than look for a better opportunity at another company. They are proud to represent their organization. They identify with their company. They may not agree with everything their company does, but they understand that the “grass isn’t always greener on the other side.”
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Play Hard, work smart is the best summary of this generation.
They require instant gratification because they require reward for their effort. Contributing to the greater good is part of their DNA, as is equality and open-mindedness.
They speak their mind and will question authority. Some may consider them as having a sense of entitlement, but they believe it is a function of being misunderstood.
The Generation IdentityRed Bull Crowd
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49% 51%
Placeholder
-2,000,000 -1,500,000 -1,000,000 -500,000 0 500,000 1,000,000 1,500,000 2,000,000
0 to 4 years
5 to 9 years
10 to 14 years
15 to 19 years
20 to 24 years
25 to 29 years
30 to 34 years
35 to 39 years
40 to 44 years
45 to 49 years
50 to 54 years
55 to 59 years
60 to 64 years
65 to 69 years
70 to 74 years
75 to 79 years
80 to 84 years
85 to 89 years
90 to 94 years
95 to 99 years
100 years and over
Canadian Demographic Breakdown Median Age
41
source: Stats Canada
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Are We Doing Enough To Attract Women To Our Industry?
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51% 49%
Smartphone Audience
Social Landscape
72%13%13% 21%
52%
Social @ Play
9%4%11%
76%
Social @ Work
2%
19%2%
35%43%
Source: CMPX 2014 Survey/ipso lorum
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The Power Of One
Social media has changed the way we consume and share information.
Technology has provided a conduit for
individuals to share their stories, opinions, thoughts, content,
images, videos, etc. to the masses, with few restrictions.
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How Have Social Trends Changed in Business? How Can We Leverage These Trends To Build Awareness?
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Zeitgeist
source: CMPX survey 2014
I would be considered a workaholic. I will put in whatever time is required to get the job done. I am competitive with a strong work ethic. I believe strongly in personal development and I am loyal to my company. I value title and rank while working within teams and I like rules to follow the rules, but not be told what to do.
I value work before pleasure and discipline in the workplace. I have strong family values and good manners and “play by the rules.” I believe that hard work and time will lead to leadership.
I would not be considered loyal to a company and prefer a true work/life balance. I question authority if I don’t believe they are correct and I will be cynical if leaders aren’t trustworthy. I work well independently and I am familiar with technology. I multi-task effectively and I need to be kept challenged and stimulated in order to be productive.
I believe that anything is possible. I am optimistic and highly social and have high expectations of myself and those around me. I am educated and tech savvy, and I am willing to wait for the right opportunity. I require flexibility in the workplace and I am always looking at ways to challenge the status quo. I will lose interest in menial tasks and I am okay with lateral moves within my organization.
27.9%
14.8%
36.1%
21.3%
2%
56%
23%
19%
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What Defines An Individual Belonging To A Generation?
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1940’s 1960’s 1980’s 2000’s
1950’s 1970’s 1990’s
A Generational Summary
War Child
Post War
Baby Boom ME Generation Millennial
Generation X Generation Y
$4 600
$10 950
$13 600
$23 400
$14 100
$6 450
$4 130
$2 400
$89 330
$22 100
$113 150
$35 900
$297 000
$46 326
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A Generational Summary
12%
24%
16%
24%
24%
Generations
Greatest/Silent Boomers Gen X Millenials Gen Z
Source: AC Neilsen
Greatest Generation (1901-1924)Silent Generation (1925-1945)Baby Boomers (1946-1964)Generation X (1965-1976)
Millennials/Gen Y (1977-1995)--Younger Millennials (18-27)--Older Millennials (28-36)Generation Z (1995-Present)
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What Are You Seeing As The Hurdles For Engaging New Generations?
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Industry 2020
• Average age of skilled trades : 61
• Age impacts the ability to capitalize on market opportunities
• Labour rate on skilled trades increases by ~30%
• Unskilled workers enter market to fill market needs
• Problems are created within marketplace due to poor installation
• Skilled workers are called into fix problems
• Problem perpetuates
Skilled Trades Become Firefighters
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What Are The Pitfalls Of This Scenario Playing Out?
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New Leadership Paradigm
Traditional New Age
• Hierarchical• Goal-oriented• Manage resources • Knowledge• Extroversion• Experience• Egotism • Empowering• Intelligence • Success• Influence• Effectiveness (myopic) • Drives Consistency
Leadership is influence, nothing more, nothing less.
-John Maxwell
Leadership is the process of influencing others to work towards a mutually desired vision.
-David Burkus
• Holistic• People-oriented• Liberate resources• Situational impact • Self-motivated • Intellectual Capital Management• Self confident• Without Boundaries• Selfless• Trust• Effectiveness (peripheral) • Collaborator• Enabler
Source: Actionpointe, Journal of Applied Psychology
Meet business objectives Creating an environment where individuals will be allowed to foster positive change
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“Management causes 85% of problems in an organization.”
-Dr. Demmings
The cost of losing an employee in the first year of hire is projected at 3 times their annual salary.
-Wynhurst Group
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How Is This New Leadership Paradigm Going To Impact Industry?
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Media Drives Perception
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1 in 3 Parents would encourage children to work in trade
High Schools have become incubators for College and University
3 Generations of Change…
Source: Association od University and Colleges of Canada (AUCC)
* Employment changes in thousands
6 Million Boomers
In 2 Decades
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Electricians
Mechanics
Welders
Machinists
Carpenters
HVAC Technicians
Plumbers
The Hierarchy of Trades – Perception Drives Decisions
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Stories Are Being Told
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How Can We Improve Perception of the Trade?
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49% 51%
Placeholder
-200,000 -150,000 -100,000 -50,000 0 50,000 100,000 150,000 200,000
1988198919901991199219931994199519961997199819992000200120022003200420052006200720082009201020112012
Canadian Immigration (Permanent Residents)
Economic 58%
Family Class 25%
Refugees 15%
Other 2%
Source: Stats Canada
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How Can The Industry Leverage Immigration?
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49% 51%
Placeholder
-2,000,000 -1,500,000 -1,000,000 -500,000 0 500,000 1,000,000 1,500,000 2,000,000
0 to 4 years
5 to 9 years
10 to 14 years
15 to 19 years
20 to 24 years
25 to 29 years
30 to 34 years
35 to 39 years
40 to 44 years
45 to 49 years
50 to 54 years
55 to 59 years
60 to 64 years
65 to 69 years
70 to 74 years
75 to 79 years
80 to 84 years
85 to 89 years
90 to 94 years
95 to 99 years
100 years and over
Canadian Demographic Breakdown Median Age
41
Source: Stats Canada
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What Age Group Do You Feel Can Drive Change? Why?
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Government Programs
Source: www.actionplan.gc.ca Source: www.skillsusa.org
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Association Programs
Insert HRAI program
Source: www.careertap.ca Source: www.hrai.ca
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Governments & Associations are Trying, But Can They Do It Alone? How Can We Help?
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It Takes A Village To Raise A Child
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It Takes A Community To Develop A Tradesperson
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Tradesperson
Schools
Associations
Manufacturers
Contractors
Media
Government
The Community
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How Do You Feel The Community Can Work Together?
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We will need to rethink where our leaders are from…
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• Advanced Technology Services Inc., a Peoria, Ill., factory-maintenance company that employs 2,300 workers
• In the classroom –hands on secondary school training for high-school graduates at a cost of $1,500 per student
• War veterans transition program
What Are Others Doing?
ATS
Source: www.ipso lorum
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What Are Others Doing?
Government Of CanadaThe Government of Canada launched the Federal Skilled Trades Program in January 2013 to facilitate the immigration of skilled tradespeople who meet Canada’s current and evolving economic needs. Skilled tradespeople are assessed on relevant criteria, such as language ability, practical training and work experience rather than formal academic education.
Source: www.ipso lorum
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What Are Others Doing?
Government Of Canada
Canadian Apprenticeship Forum-Forum www.caf-fca.org.
About Skills/Compétences Canadawww.skillscanada.ca.
About the CampaignIn 2006, the two organizations partnered to develop and launch the Skilled Trades: A Career you can Build On campaign. The campaign reached across Canada through various resources, marketing materials, a new website and even some theatre ads.
Source: www.careersincanada.ca
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"What the industry needs is to be much more aggressive in marketing and creating visibility.“
-Jim Ryan, Chief Executive Grainger
Notable Quotes:
"We've made work the enemy," -Mike Rowe, TV Personality
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• Leverage government apprenticeship programs
• Work with Associations at the local chapter level to improve circumstance
• Elevate the trade – tell your stories
What Can you Do?
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@mktngjnky
Linkedin.com/marketingjunky
marketingjunky.wordpress.com
Suresh Parmachand
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Appendix:
informAtion And insights
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ConversAtion stArters
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81%Male membership
9%Female
membership
Less than 2 years
2-5 years
6-10 years
11-20 years
20+ years
10%
3%
57%
26%
5%
Years in Industry
Membership Profile
source: CMPX survey 2014
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Young people And Women Are not Joining
the AssoCiAtions.
Where Are theY getting their
informAtion from?
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51% 49%
Smartphone Audience
Social Landscape
72%13%13% 21%
52%
Social @ Play
9%4%11%
76%
Social @ Work
2%
19%2%
35%43%
source: CMPX survey 2014
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linkedin, fACebook And Youtube Are the
mAin soCiAl mediA plAtforms used bY the trAde. WhiCh of these tools Are You using?
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Membership Profile
How frequently do you use the following devices?
Never
Rarely (< 2hrs)
Sometimes (1-2 hrs)
Often (3-5 hrs)
Always (6 hrs+) 54%
38%
33%
42%
40%
45% 35%
35%
27%
14%
3%
2%
26%
10%
17%
10%
8%
21%
21%
17%
21%
25%
7%
5%
28%
17%
9%
6%
4%
16%
29%
7%
6%
19%
27%
Smartphone Cellphone Tablet Laptop Desktop Television Radio
source: CMPX survey 2014
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WhAt kind of online experienCe Are You
providing Your visitors?
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Membership Profile
source: CMPX survey 2014
7. How often do you use the following tools to conduct research?
Never
Rarely (< 2hrs)
Sometimes (1-2 hrs)
Often (3-5 hrs)
Always (6 hrs+) 60%
36% 40%
36%
50%33%
3%
0%
3%
4%
20%
32%
9%
3%
12%
16%
17%
18%
4%
29%
14%
12%
2%
32%
5%
Online Tools Magazines Newspapers Your Family Your Peers
9. What is the average number of hours you spend online each week?
2%18%
48%
32%
< 2 hrs 2-4 hrs > 10 hrs 5-10 hrs
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the industrY is seArChing for
informAtion online. Where Are You
providing informAtion?
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Work/Life Balance
source: CMPX survey 2014
11. How strongly do you identify with this statement?
Stronglydo not
identify
Somewhat do not
identifyNeutral Somewhat
IdentifyStronglyIdentify
I live to work 20.7% 15.5% 29.3% 25.9% 8.6%
I work to live 10.0% 11.7% 25.0% 31.7% 21.7%
My work defines who l am 17.2% 12.1% 29.3% 36.2% 5.2%
I define who l am 1.7% 5.2% 12.1% 25.9% 55.2%
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Work/Life Balance
source: CMPX survey 2014
15. Do you agree or disagree with the following statements?
Stronglydisagree
Somewhat disagree Neutral Somewhat
agree Strongly agree
I expect to have a similar work-life balance and social life as my parents.
16.0% 31.1% 16.4% 31.1% 3.3%
Time off is more important to me than paid overtime. 4.9% 6.6% 18.0% 27.9% 42.6%
I highly value a position that offers flexible hours. 3.3% 1.6% 9.8% 44.3% 41.0%
I am motivated by work, regardless of pay and time off/vacation time.
3.3% 13.1% 16.4% 39.3% 27.9%
I feel l have a good work-life balance. 5.0% 18.3% 11.7% 46.7% 18.3%
AverageRating2.70
AverageRating3.97
AverageRating4.18
AverageRating3.75
AverageRating3.55
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hoW Are You using teChnologY to help
Your emploYees Work smArter And more
effiCientlY?
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Managing Business
source: CMPX survey 2014
21. How do you find leads? (List percentages)
0%
20%
40%
60%
80%
Advertising(Print)
Advertising(online)
Radio Television Tradeshows Website Other
54.5%51.5%
36.4% 33.3%
63.6%69.7%
72.7%
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hoW effeCtive Are Your leAd generAtion
strAtegies?