Making Connections In a Marketplace with Four Generations

Dr. Jacalyn Kerbeck, CRPMay 2, 2012

Evolution

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Remember when…

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Remember when…

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Words that have changed in meaning

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LINK CELL NET HIP FAR OUT JAVA APPLE MOUSE TABLET DOWN WITH THAT PARTY WHALE ANGRY BIRDS

TEXT

People have changed how they connect

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TEXT EMAIL LINKED IN FACEBOOK TWITTER YOUTUBE SKYPE FACETIME WEB EX GO TO MEETING---------------------- PHONE FACE TO FACE

Evolution

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Evaluate your meetings and incentive programs

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Time is everywhere

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Presentation Agenda>> Making Connections

An overview of organizations today Characteristics of each generation Components of recognition programs Doctoral Dissertation and Study Study Findings Building relationships Wrap-up Questions

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Millenials(Less than 29)

28%

Traditionalists(60 or greater)

4%

Baby Boomers(At least 45, but less

than 60)27%

Generation X(At least 30 but less

than 45)41%

Cross-Industry Age of the Workforce

Source: APQC

Slide 16Source: WorldatWork 2008 Survey

Slide 17Source: WorldatWork 2008 Survey

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Traditionalists Respect for authority and rules

Hard working

Loyal

Focus on duty and responsibility

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Baby Boomers Hard work and long hours

Value on education

Emphasis on teamwork

Face-to-face communication

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Generation X Skeptical of authority

Work-life balance

Informal workplace

High productivity

Focus on self-reliance

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Millennials (Gen Y) Diverse

Optimistic

Civic-minded, moral/ethical principles

Multi-taskers

Immediate information/communication

Cash

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Incentive travel

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What Motivates You?

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Donating time to charity

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My Doctoral Dissertation and Study

Reward and recognition programs motivating generational diversity of a pharmaceutical sales force

Kerbeck, Jacalyn Eileen. University of Phoenix, 2011. 2011. 3476659.

236 References Committee Chair and 2 committee members ARB/IRB Approval, Oral Defense, Dean’s signature First Committee Chair died 2 months before Dean’s

sign off on dissertationSlide 26

Abstract Abstract (summary) This was a quantitative correlational case study. This investigated the relationship between gender, generation, and overall

satisfaction of 382 United States and Puerto-Rico based pharmaceutical sales

representatives toward recognition programs. Archival data from a performance improvement company was studied. Analyzed to determine correlations from two groups of representatives. A Likert-type electronic survey was distributed and 377 usable responses

were received. Data analysis revealed two themes: employee recognition and employee

alignment with organizational goals. Reinforcement theory and theories of motivation support the literature.

The study found no significant differences in overall satisfaction of pharmaceutical sales representatives by gender and generation, but significant differences existed between the two groups who participated.

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Group Participant Analysis Gender

Generation

Overall Satisfaction

Study Findings Significant differences exist between males in

Group 1 and males in Group 2 on Satisfaction Significant differences exist between females in

Group 1 and females in Group 2 on Satisfaction Significant differences exist between generation

for the Total Group (combination of Group 1 and 2) No significant differences for Group 1 by

Generation No significant differences for Group 2 by

Generation

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Future Research I. Survey tool II. Include questions on which program elements

impacted Satisfaction III. Include questions on how Satisfaction relates to

motivation to work IV. Include sub-questions on how Satisfaction

relates to recognition programs V. Include additional variables on program logistics VI. Include a third dataset for triangulation

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Building relationships Recognize the generational differences, but don’t focus on them

Break down the negative stereotypes of each generation

Understand the characteristics of each generation

Communicate according to the preferred method of the recipient

Develop generational teams to work toward a common goal

Lead your organization by demonstrating the importance in building bonds between the generations

Provide feedback that is timely, but may not be immediate

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To Do’s for Successful Connections

Recognize the experience and value to the organization that the Traditionalist brings

Communicate with Boomers in person and give them your full attention Boomers like handwritten notes in addition to phone calls, emails

Design incentive programs to drive motivation by gender and generation

Measure the ROI on each program

Share best practices of engaging generations

Evolve to incorporate team members across the generations to evaluate the effectiveness of present day reward and recognition programs.

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One Size Does Not Fit All

BibliographyFranks, S. J., & Weis, A.E. (September, 2008). A change in climate causes

rapid evolution of multiple life history traits and their interactions in the annual plant.

Journal of Evolutionary Biology. 21 (5). 1321-1334. Casison, J. (April, 2010). The incentive merchandise buyer’s guide.

Incentive. 184(3). 16-22. Castro, L., & Castro-Nogueira, L., Castro-Nogueira, M., & Toro, M. (June,

2010). 25(3). 347-360. Cultural transmission and social control of human behavior.

Biology & Philosophy. 25(3). 347-360. Dosh, C. (7/17/2006). New Orleans Spurs Mtgs. Business Travel News.

23(13). 60-65. Godar, P. (April, 2011). Recognition. Sales & Service Excellence. 11(4). 7. Gottlieb, L. (July/August, 2011). How to land your kid in therapy. Atlantic

Monthly. 308(1). 64-78. Hosford, C. (2010). Socially challenged. Lead Generation Guide. 95(6). 22. Jakobson, L.(May/June, 2011). Individual Incentive Travel Is Booming. 185 (3). 54

-56.

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Bibliography continuedJohnson, J. (September, 2011). Generations Y’s guide to

working with older generations. Agri Marketing. 22-23. Lancaster, L.C., & Stillman, D. (May, 2002). From a gold clock

to founder’s stock: Rewarding the generations. Potentials. 35 (5). 26.

Larkin, E., & Kaplan, M. (May, 2010). Intergenerational relationships at the center. Young Children. 65(3). 88-94.

Ligos, M. (May, 1998). Incentives for the ages. Successful Meetings. 47(6). 49-53.

Oriente, E. (September, 1999). Creating a powerful employee incentive. Incentive. 173(9). 158.

Tilsner, J. (May, 2004). Birthday party do’s and don’ts. Parenting. 18(4). 153-159.

TREND # 2: Inside the Mobile Application Revolution. (May, 2010). Trends Magazine. (85). 14-18

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Questions?Contact information:

Dr. Jacalyn KerbeckITAGroupwww.itagroup.com215-852-9406jkerbeck@itagroup.com

THANK YOU!Slide 36