Easy stages guide to recruiting women from different generations. Generation X

prospective members the Club must grab their attention by using a message which resonates with them When we are When we are When we are targeting targeting targeting a particular age group a particular age group a particular age group , , , we need to we need to we need to Generational marketing” Generational marketing” Generational marketing”    A A A dapt our messages and communication methods to dapt our messages and communication methods to dapt our messages and communication methods to i i i s an approach to recruitment s an approach to recruitment s an approach to recruitment . . . To market effectively to a To market effectively to a To market effectively to a match those of our match those of our match those of our prospective member prospective member prospective member generation of generation of generation of    Review the Club’s age profile to ensure we are recruiting the most appropriate age range Review the Club’s age profile to ensure we are recruiting the most appropriate age range Review the Club’s age profile to ensure we are recruiting the most appropriate age range    Determine the steps the Club is going to take to recruit Determine the steps the Club is going to take to recruit Determine the steps the Club is going to take to recruit    U U U nderstand and acknowledge generational differences nderstand and acknowledge generational differences nderstand and acknowledge generational differences in in in our approach our approach our approach

Let’s look at generation X born between 1965 and 1979 as a potential target market Generation X, born after 1965 and before 1980, are different again from the baby boomers not least because there are about 40% fewer of them, so we need to adapt our approach to recruitment to ensure that we meet their needs. They are characterised by the following

Sophisticated, independent and Cautious Growing up with 24 hour news and they are savvy shoppers. They have a sophisticated understanding of marketing and like to grasp opportunities as a result. They were the first “Latchkey kids” as they grew up in new types of family structures so they are very independent people

“Generational marketing” is an approach to recruitment “Generational marketing” is an approach to recruitment. To market effectively to a generation of prospective members the Club must grab their attention by using a message which resonates with them

When we are targeting a particular age group we need to Review the Club’s age profile to ensure we are recruiting the most appropriate age range Determine the steps the Club is going to take to recruit Understand and acknowledge generational difference in our approach. Adapt our messages and communication methods to match those of our prospective member

Determine the steps the Club is going to take to recruit Understand and acknowledge generational difference in our approach. Adapt our messages and communication methods to match those of our prospective member

What do generation X value? Generation X want things mapped out therefore we should tell them up front what the benefits are of joining as well as the expectations of membership. Generation X love experiences which arouse their spirit of adventure and we should emphasise this is part of what a member gets through membership. Allowing generation X’s to participate in Club events before they join appeals to their expectation of adventure. This also appeals to their cautious nature as they can “try before they buy

Generation X is sceptical about the “hard sell” as they are savvy shoppers! They can spot a fake message so don’t over sell or over promise. Make sure your Club is doing what you tell them you are doing! We attract this group by selling our mission and the facts about what Clubs do to translate this into working with women and girls

What do generation X value? continued Ensure that Generation X’s know that they will be given the opportunity to lead on a project that the Club is supporting as most generation X’s will like the challenge and are quite comfortable “learning while they are doing” Ensure that Generation X’s know that the projects they get involved in will have immediate and tangible positive benefits for women and girls, there shouldn’t be a focus on paperwork or on long formal business meetings, or constitutions

Attitude is everything to Generation X’s Attitude is everything to Generation X’s. They will relate to the confidence we have in our “brand”. They need to see that we have fun when we are doing PA work, as they love a good time and value humour! Make sure that you demonstrate that being a member provides opportunities for personal development and professional improvement and that their contribution will be valued

What do generation X value? continued From the outset Generation X’s need to feel that the Club will value them, will take account of their views and allow them to be self directed and use social media to interact with the Club, That might mean that the Club has to adjust its practices too

Generation X’s will be turned off by rules, we need to demonstrate that we have loosened the reigns and that we allow talents and skills to be brought to PA work. They don’t want to feel that if they become members they will have someone looking over their shoulders. We must demonstrate that they will have freedom to carry out PA without someone checking up all of the time

Summing up Generation X They don’t conform to the previous generations view of the world. This generation value the role of work but also want to have something outside work to focus on, and challenge them. They are willing to work hard at a project they believe in. They also like to have fun

Summing up generation X continued They see things as stepping stones and don’t commit to things for a life time. They are eager to lean new skills because they want to remain marketable. They are problem solvers, and tend to be goal oriented. They are determined to be involved, responsible and in control. They like immediate and ongoing feedback and are equally comfortable giving feedback

changes as you go along he first steps to recruiting this generation are for the Club to have an honest conversation and understand the needs of this generation to the needs of he first steps to recruiting this generation are for the Club to have an honest conversation and understand changes as you go along the needs of this generation to the needs of G G eneration X. Don’ eneration X. Don’ . The Club needs to adapt their recruitment message and Club culture according . The Club needs to adapt their recruitment message and Club culture according t try to change everything at once do it incrementally and review t try to change everything at once do it incrementally and review The first steps The first steps to recruiting this generation are for the Club to have an honest conversation and understand the needs of this generation. The Club needs to adapt their recruitment message and Club culture according to the needs of Generation X. Don’t try to change everything at once do it incrementally and review changes as you go along

How to market to generation X? Use local school communication systems, letters, text, service Facebook pages etc. to advertise what you are doing to support education to lead through PA work. This will be especially important for the school to support if your Club in partnership with them perhaps working on a reading or public speaking project or Eco school projects, for example

How to market to generation X? Place a stall in a shopping centre on a regular basis or a popular shop front. Use your imagination to use the space to involve shoppers in PA work and spell it out to everyone who comes to the stall. Use the information and contacts your Club gains at events to follow up via phone or personal contact and spell out what your Club’s aims are. Get prospective members involved in PA work from the outset

How to market to generation X? Broadcast on local radio. Invite a local radio station to broadcast from your PA special event. Alternatively ask the station if they have space to fill with public announcements and if so advertise your next PA event giving Club contact details.

How to market to generation X? Develop a point of purchase display in partnership with local shops. Ask a local business if your Club can put a holder with leaflets about your Club next to the till. By doing this your Club will be associated with the business

How to market to generation X? Use Soroptimist News, any spare copies can be placed in libraries, doctor’s waiting rooms, hotels etc. Don’t forget to put a sticker on the front with Club contact details

How to market to generation X? Put your Club details and SIGBI information leaflets into Welcome to the community packets offered by local chamber of commerce. Often when new residents to your area are settled they will seek out what’s on locally. There is a poster to help your Club market to this generation in the Member only section of the SIGBI web site

Thank you The End