With four very different generations working together, this is one of the most challenging times in the history of organizations. It’s the age of transparency, interconnectedness, information overload and a very low engagement rate. We are also witnessing a shift in mindset where most leaders started to realize the importance of employee experience, communication, and a strong culture to attract and retain the best people. Human Resources is no longer an administrative function; in fact, it has a vital role in transforming the organizations' culture. By understanding the different generations and their expectations, HR will better communicate to engage, to connect and to strengthen the company’s culture and therefore, its brand — hence why all brands should be built from the inside out.

2. Four Generations, One Culture
Lilian Bazell Shelley Trout
With: Moderated by:
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3. We believe great businesses are powered by great people. Guided by
decades of experience and innovation, Kronos® offers the industry’s
most powerful suite of tools and services to manage and engage your
entire workforce from pre-hire to retire. And because workforce needs
are constantly changing, Kronos solutions are designed to evolve with
you to help meet the challenges you face every day — regardless of
your industry or where you do business.

4. 3
Click on the Questions panel to
interact with the presenters
www.recruitingbrief.com/webinar-series/managing-the-modern-workforce
www.humanresourcestoday.com/webinar-series/managing-the-modern-
workforce

5. About Lilian Bazell
Lilian Bazell is an organizational development consultant, founder of The Future of HR meetup community, and
partner at MEZA Inside, an internal communications agency working with national and global brands to build
employee engagement. MEZA helps companies such as Johnson&Johnson, DuPont, Uber, AccorHotels,
Teleperformance, and many others to discover, improve and transform their brand and culture through strategic
communications. Lilian’s long experience in the Human Resources field has given her a deep understanding of the
strategic value of HR and knowledge of how to achieve effective communication to engage today’s diverse
workplace.
About Shelley Trout
Shelley went to UC Berkeley and majored in Anthropology & Archaeology. After working at the Center of Digital
Archaeology, she became fascinated with digital representations of personality and culture, and now leads Webinar
Production at Aggregage, providing some of the most interesting thought-leaders across a wide variety of industries
with a space to celebrate the diversity, depth, and experience of their professional cultures, personalities, and passions.

6. FOUR
GENERATIONS,
ONE
CULTURE.
HOW TO ENGAGE A MULTI-GENERATIONAL WORKFORCE

7. mezainside.com
WHAT
WE DO
WE PARTNER WITH HUMAN RESOURCES AND
INTERNAL COMMUNICATIONS TEAMS
TO RALLY EMPLOYEES AROUND A COMMON
PURPOSE, TO DRIVE CHANGE FROM THE INSIDE OUT,
TO STRENGTHEN COMPANY CULTURE, AND TO
INITIATE NEW VALUES AND STRATEGIC GOALS.

8. SCENARIO
WHY ARE WE HERE TODAY?

9. 33%U.S EMPLOYEES
GALLUP REPORT 2017
ARE
ENGAGED
AT WORK
WE HAVE AN ENGAGEMENT PROBLEM
ONLY

10. MEANING
PURPOSE
ENGAGEMENT
An engaged employee is emotionally committed
to the company goals. He cares about the
company, their teams and the customers.
She comes to work, she knows how to do her job
and how she contributes to the success
of the organization.
MOTIVATION
PRODUCTIVITY

11. 51%
13% of employees strongly agree
15% of employees strongly agree
the leadership of their organization
communicates effectively with the rest
of the organization
the leadership of their organization
has a clear direction for the organization;
the leadership of their organization
makes them enthusiastic about the future
22% of employees strongly agree
OF U.S. EMPLOYEES
SAY THE ARE ACTIVELY
LOOKING FOR A NEW
JOB OR WATCHING FOR
OPENINGS

12. Many factors that contribute to employee engagement
MEANINGFUL
WORK
OPPORTUNITIES
BRAND
PURPOSE
LEADERSHIP
WORK
ENVIRONMENT
…

13. Communication is the key.
When well done it connects everything and everyone.
COMMUNICATION
MEANINGFUL
WORK
OPPORTUNITIES
BRAND
PURPOSE
LEADERSHIP
WORK
ENVIRONMENT
…

14. COMMUNICATION
When done incorrectly,
it undermines the goal of your strategy.
X
MEANINGFUL
WORK
OPPORTUNITIES
BRAND
PURPOSE
LEADERSHIP
WORK
ENVIRONMENT
…

15. WE NEED
STRATEGIC
COMMUNICATION
MORE THAN EVER.

16. COMPLEXITY

17. BOOMERS
GENERATION X
MILLENNIALS
GENERATION Z
BORN 1946 - 1964
BORN 1966 - 1976
BORN 1977 - 1997
BORN 1993 - and on
WORKPLACE
A MIX OF
GENERATIONS WHO
ALL THINK AND
COMMUNICATE
DIFFERENTLY

18. BABY
BOOMERS
1946 - 1960
FREE LOVE
CIVIL RIGHTS MOVEMENT
THE WOMEN’S RIGHTS MOVEMENT,
THE VIETNAM WAR
WOODSTOCK
ENVIRONMENTAL MOVEMENT

19. AT
WORK
Baby Boomers
TRADITIONAL
STRONG WORK ETHIC
BLIND LOYALTY
JOB SECURITY
ONE
CAREER
MOTIVATED BY POWER OVER OTHERS
NOT TECHNOLOGY SAVVY
RESISTANT TO CHANGE

20. GEN X
1961 - 1980
LEARN WITH BABY BOOMERS TO MAKE MONEY.
TRANSFORMATION AGENTS
INDIVIDUAL RIGHTS
DIVORCED PARENTS
ENERGY CRISIS
RECESSIONS
YUPPIE MOVEMENT
END OF THE COLD WAR, THE FALL OF COMMUNISM AND THE DISMANTLING OF THE
BERLIN WALL.
FIRST KIDS TO PLAY VIDEO GAME AND WATCH MTV VIDEO CLIPS AFTER SCHOOL.
AND THE SALE OF THE FIRST APPLE MACINTOSH COMPUTERS IN 1984.

21. AT
WORK
GEN X
MOTIVATED BY MONEY AND MEANING
WORK-LIFE BALANCE
FLEXIBLE SCHEDULES
VOLUNTEERING
SOCIAL VALUES
GEN X WORKERS WHO ARE SATISFIED WILL BE RETAINED.
SEEK AND ADAPT EASILY TO CHANGE
MENTORSHIP TEAMWORK
LEARNING
SENSE OF BELONGING
FEEDBACK
SHORT-TERM REWARDS
AUTONOMY

22. GEN Y
1980 - 1995
LEARNED FROM GEN X
THE IMPORTANCE OF STUDYING HARD.
THE MOST DIVERSE
POST-SEPT. 11 WORLD
GLOBALIZATION
DIGITAL NATIVES
ECONOMIC DOWNTURN
GIRL'S AND GAY MOVEMENTS
TV TALK SHOWS
SCHOOL YARD VIOLENCE (COLUMBINE, ETC.)
DIVERSITY
BUSY PLANNED LIVES
EXTENDED FAMILY RELATIONSHIPS
EARLY EXPOSURE TO SERIOUS ADULT ISSUES
ENVIRONMENTAL IMPACT AWARENESS
RISE OF SOCIAL MEDIA (MYSPACE, FRIENDSTER, FACEBOOK)
GOOGLE FOUNDING AS A SEARCH ENGINE
VIDEO GAMES

23. AT
WORK
GEN Y
LEAST OPTIMISTIC
CAUTIOUS AND WORRIED ABOUT FAILURE
MEDIA SATURATED
PRAGMATIC VIEW
LESS FOCUS ON POWER
TEAMWORK
ETHNICALLY DIVERSE
COLLABORATION
ACCEPTING OF OTHERS
FIT THEIR
CAREER/WORK INTO THEIR DREAM LIFE,
NOT THE OTHER WAY AROUND
SHORT TERM JOBS
TRANSACTIONAL LOYALTY (LOYALTY WHEN NEEDED, NOT BLIND TRUST)
DRIVEN BY PURPOSE
NEED HELP BONDING WITH ORGANIZATIONS

24. GEN Z
1996 - 2010
LEARNED FROM GEN X AND Y THE
IMPORTANCE TO DO WHAT YOU LOVE, AND TO
STUDY HARD
THE MOST ETHNICALLY-DIVERSE
LARGEST GENERATION IN AMERICAN HISTORY
TERRORISM
EXPONENTIAL GROWTH
GEN Z WAS BORN SOCIAL
CYBERBULLYING
CELEBRITIES AND MEDIA
THEY RECORD LOW PREGNANCY RATES AND
DRUG USE
INCREASED SUICIDE RATES

25. AT
WORK
GEN Z
MEDIA SATURATED
VERY AWARE OF THE WORLD
SOCIALLY CONSCIOUS
ACTIVIST MINDSET
SOCIAL MEDIA
DO NOT BELIEVE IN THE “AMERICAN DREAM”
MONEY-MINDED
WANT TO BE INVOLVED IN THEIR COMMUNITIES
COMMUNICATE WITH IMAGE
ONGOING LEARNING AND RENEWAL.

26. EXPECTATIONS

27. TO CONNECT
WITH THEM
IN THE
EXPERIENCE
ERA
As UX and humanXbrand interfaces evolve,
people expectations change as well.
They desire to have the same experience
from brands they work for as from brands
they consume from.

28. WAR FOR
ATTENTION

29. A continuously growing competition for
our attention that doesn’t stop when we
go to work – instead, they follow us
everywhere, through our phones and in
every interface that we use.
TO DRAW
INTEREST
IN AN
ATTENTION
ECONOMY

30. HIGH EXPECTATIONS
ATTENTION
ENGAGEMENT COMPLEXITY
Communication is key to drive engagement

31. LET’S RETHINK
COMMUNICATION

32. BABY BOOMERS
GEN X
THE HR ROLE IN
COMMUNICATION
CULTURE/STRATEGY
GEN Y
GEN Z
HR

33. HR COULD BENEFIT
FROM ADOPTING
SEVEN MARKETING
PRACTICES

34. 1.START WITH WHO
LISTENING TO YOUR
AUDIENCE IS
KEY TO EFFECTIVE
COMMUNICATION

35. 2. AND THEN WHY

36. 3.COMPETE FOR TALENT
THE WAY COMPANIES
COMPETE FOR
CUSTOMERS

37. 4.PAY MORE ATTENTION
TO USER INTERFACES.

38. 5. BE. MORE. HUMAN

39. 6. THINK STRATEGICALLY
ABOUT TOUCHPOINT

40. 7. BREAK CONVENTIONS
AND PARADIGMS

41. VALVE
TRANSFORMED
THEIR
HANDBOOK IN
GREAT
ENTERTAINMENT

42. GOALS
‣ ENCOURAGE PEOPLE TO
SHARE THE COMMUNICATION;
‣ ELICIT BEHAVIOR CHANGE IN
THE EMPLOYEES.
BEHAVIOR/HABITS
CONVENTIONS
‣ SEND E-MAIL;
‣ CREATE POSTERS;
‣ FORMAL TONE;
‣ HEAVY ON TEXT.
‣ PREFERENCE FOR VIDEOS ;
‣ LEARNING THROUGH
INTERACTION WITH
CONTENT.

44. 6
Q&A
Shelley Trout
With: Moderated by:
Co-Founder, MEZA Inside
Linkedin page: in/lilian-bazell-99a320b/
Twitter ID: @lilian_bazell
Email: lilian@mezainside.com
Website: https://mezainside.com/
www.recruitingbrief.com/webinar-series/managing-the-modern-workforce
www.humanresourcestoday.com/webinar-series/managing-the-modern-workforce
Lilian Bazell
Editor, Human Resources Today & Recruiting Brief
Linkedin page: /in/shelleytrout
Twitter ID: @hrposts/ @recruitingbrief
Email: shelley.trout@aggregage.com
Website: www.aggregage.com

45. THANK
YOU