The millennial generation — born from the early ’80s to the mid-’90s — grew up without the internet but quickly adapted once the new tech came available. Avid to get educations, they fled to college — only to be shocked by the financial crisis of 2008. Most left with student debt and lackluster careers.
In the past decade, things have started looking up. The economy is flourishing, and many are finding lucrative positions. Millennials are expected to make up 75% of the workforce within the next 10 years. They’re paying off student loans and discovering the full potential of their spending power.
Knowing how to market job opportunities to millennials is a must for any employer. With outdated Baby Boomer tactics, young professionals won’t even glance your way — and the ones who do typically won’t stick around. When it comes to workplace benefits, millennials have different priorities than previous generations.
You must also use new strategies when marketing goods and services to millennial consumers. You’ve likely heard the phrase, “Millennials are killing the __ industry.” In reality, however, businesses are the ones who’ve failed to adapt. If you can’t provide consumers with what they want, they’ll go somewhere else.
Millennials will likely spend $1.4 trillion in disposable income by 2020 — with 30% spent on retail purchases. Businesses must carefully craft an effective strategy to target this large chunk of the market. Marketing to both prospects and consumers starts by understanding how they differ from previous generations.
Focus on Mobile Marketing
According to one study, 92% of millennials own a smartphone — more than any other generation. They get nearly all their information from these devices, whether about an upcoming TV series, a job opening or an exciting new product.
It’s essential to hone your mobile strategy if you want to connect with millennials through marketing. Optimize all of your websites, emails, and ads for the small screen. Make navigation intuitive, and provide a clear call to action.
Create Video Content
Most millennials won’t shell out money for costly cable packages. Instead, they stream and source content online. Video content currently dominates the digital world. On Facebook, users watch 100 million hours of video each day. That number doesn’t account for other popular platforms like Snapchat, Instagram, Twitter, and YouTube. One strategy to increase click-through rates and improve brand recognition is to include videos in marketing content.
Reward Your Employees
In the Baby Boomer days, business was all about hierarchy. You started at the bottom and worked your way to the top. Promotions came with age, not high performance or contributions. Today, hard-working millennials know their skills will be valued elsewhere. Plus, they have many debts to pay off. To them, it’s important to get rewarded for their worth — with both a competitive salary and helpful benefits.
Provide Opportunities to Grow
Millennials are inherently skeptical of employers who expect hard work while offering nothing in return. They want to feel valuable to a company and look for opportunities to further develop their skills and grow. The majority of millennials — 65% — say professional development is the primary factor in staying in a job — not the size of the paycheck. Let employees know their purpose in the company and what their future might bring as part of the team.
Millennial Marketing — Does It Really Matter?
If you want to attract exceptional candidates and hungry consumers, an effective millennial marketing strategy is a must. This tech-savvy generation is well aware of their skills. They’re not afraid to make the jump to greener pastures if needed.
Millennials also want the ability to grow in their jobs, even more than they’d like a lucrative salary. In their free time, they turn to smartphones, devouring bite-sized content like photos, GIFs and videos. Use the right platforms and speak the language if you want to communicate.