Brain Drain Solutions Part 2: Learn the Lessons of Social Media

Henry Ford gained success by taking a system that already existed (the assembly line) and applying it to a whole new industry (automobiles). That type of innovation changed not just an industry, but also an era. I would argue in dealing with Young Professionals (YPs), business needs to do the same. Businesses should take a cue from the success that social media has had in reaching those under the age of 40, and apply those lessons to their brain-drain dilemma. Specifically, social media can teach businesses five lessons.

1. Embrace technology. Most people would say they appreciate technology, but too often the older generation looks at new technology as "kids stuff". There is a difference between accepting technology and embracing it. Those that accept technology bring on these new tools because they have to not because they want to. Embracing technology implies enthusiastically and patiently seeking comprehensive ways to utilize these tools efficiently. Technology can be a complicated investment, but shouldn’t be dismissed callously because one group doesn’t understand it. 

2. Encourage collaboration. More people go to college now than ever before and the number that are looking at graduate-level work is also increasing. It is safe to say this is a smart generation. It is also smart enough to realize that if they don't know something, they know where to get it. YPs have grown up in the information age, where knowledge is at the tips of their fingers. In addition to social networking, blogs, wikis and P2P are other applications based on networks sharing information. If economics always values interdependency, then businesses that encourage workers to collaborate will find more productivity, better relationships among staff and another reason for the YP to stick around.

3. Allow for personalization. The brand of the company is important and comes first, but what makes it authentic is when people can see how it relates to them. YPs (and over the course of history, young people in general) have always rebelled against conformity. Allowing employees to make it work for them will enhance, not detract from the overall brand. As a mentor of mine said "make theirs, yours and make yours, theirs"

4. Provide flexibility. There is no work/life balance for this new generation; there is only life, in which work is a part of it. If management continues to make issues out of casual Fridays, sick leave, or work start time, workers will continue to finds ways around it. With this generation, the ends justify the means, so to many of them, these rules are arbitrary, and will be broken. It is crucial to explain the rationale behind time honored policies and be willing to compromise on some of them, if that flexibility provides increased productivity.

5. Be visual. There shouldn't be any surprise that kids in school (now our emerging workforce) have trouble concentrating. The ability to control what you want to read on the internet, images not staying stagnant on TV for no more than 7 seconds, and instant everything from news, to tanning, to coffee, have placed a heavy burden on communication. For messages to get across they just need to be seen. The idea that a picture paints a thousand words is more alive than ever. Businesses would benefit in clarity to have as many ideas, concepts and directives be complemented with visual references.

These five lessons can be applied to work stations, duties, meetings, et cetera. They help create value for the young worker, which in turn goes a long way in helping to convince them to stay at their job in this state. Yet there is still one thing that all businesses must do if they are serious in recruiting and retain young professionals in Iowa...