Your New Recruiting Classes: What They Are Really Thinking. Eduventures Enrollment Management Day June 14, 2016

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1 Your New Recruiting Classes: What They Are Really Thinking Eduventures Enrollment Management Day June 14, 2016

Our Personal Lens Distorts Our View of Common

3 There Are No Crisply-Defined Generations Traditionalist Boomer Generation X Generation Y Re-Generation Born Born Born Born Born A spectrum of shifting mental models over time Typically marked by major events prompting a significant change in the focus of adult conversation Tammy Erickson. All Rights Reserved.

Cognitive Structures Form from the Interpretation of Events Piaget s Four Developmental Stages Sensorimotor stage (birth - 2 years old) Concepts about how physical objects work based on direct

4 Cognitive Structures Form from the Interpretation of Events Piaget s Four Developmental Stages Sensorimotor stage (birth - 2 years old) Concepts about how physical objects work based on direct physical interaction with the environment Preoperational stage (ages 2-7) Intuitive intelligence related to concrete physical situations Concrete operations (ages 7-11) Logical structures related to concrete objects or physical experiences (numbers, for example) Formal operations (ages 11-15) Conceptual reasoning and abstractions Mental models that will persist throughout adulthood Tammy Erickson. All Rights Reserved.

5 Our Mental Maps Are Shaped by Many Factors National and global events and trends Shared views and common perspectives Parents views Religion Race and ethnicity Gender Socioeconomic status Many other factors Tammy Erickson. All Rights Reserved.

6 Your Personal Lens In what years were you 11-15? What national or global events do you remember from that time? What was happening within your family or community? What do you remember doing? What values were important to your family? What advice do you remember your parents giving? How do you think these influences shaped your view of the world? Tammy Erickson. All Rights Reserved.

the Cold War A wave of new technology Booming Post-War economy Growth of

7 United States: Born 1928 to 1945 Traditionalists Shared Experiences of the 1940 s and 1950 s Allied military success in World War II The early days of the Cold War A wave of new technology Booming Post-War economy Growth of suburbs Increased availability of consumer goods Tammy Erickson. All Rights Reserved.

8 United States: Born 1928 to 1945 Traditionalists Common Characteristics Joiners Loyal to institutions Accepting of hierarchy and rules Respectful of positional authority Interested in money as a metric of success Tammy Erickson. All Rights Reserved.

United States: Born 1946 to 1960 Boomers Shared Experiences of the 1960 s and 1970 s Kennedy s idealistic Camelot Presidency The Cuban Missile Crisis Vietnam Civil Rights Women s liberation

9 United States: Born 1946 to 1960 Boomers Shared Experiences of the 1960 s and 1970 s Kennedy s idealistic Camelot Presidency The Cuban Missile Crisis Vietnam Civil Rights Women s liberation Widespread protests Assassinations of Kennedy, King, and other idealistic leaders Watergate and Nixon s resignation Lots of other Boomer teenagers! Tammy Erickson. All Rights Reserved.

10 United States: Born 1946 to 1960 Boomers Common Characteristics Competitive viewing life as a zero-sum game Hard-working and driven Anti-authoritarian Idealistic Tammy Erickson. All Rights Reserved.

United States: Born 1961-1979 Generation X Shared Experiences of the Late-1970 s through the Mid-1990 s Troubled economy Widespread lay-offs from

11 United States: Born Generation X Shared Experiences of the Late-1970 s through the Mid-1990 s Troubled economy Widespread lay-offs from re-engineering Women entering the workforce Rising divorce rates Challenger disaster CNN and electronic games Tammy Erickson. All Rights Reserved.

United States: Born 1961-1979 Generation X

of institutions Rule-morphing Tribal Dedicated

United States: Born 1980-1995 Generation Y Shared Experiences of the Mid-1990 s through the Late 2000 s Terrorism: 911, World Trade Center, Oklahoma City School

14 United States: Born Generation Y Shared Experiences of the Mid-1990 s through the Late 2000 s Terrorism: 911, World Trade Center, Oklahoma City School violence: Columbine Immediate (not impatient ) Eager to live each day to the fullest Give them work that is meaningful and challenging Tammy Erickson. All Rights Reserved.

16 United States: Born Generation Y Shared Experiences of the Mid s through the Late 2000 s Terrorism: 911, World Trade Center, Oklahoma City School violence: Columbine Ubiquitous technology Look for innovation in the way they get things done Be open to activities that would benefit from coordination or greater spontaneity Tammy Erickson. All Rights Reserved.

They Don t Want to Work Hard (Or Not As Hard As I Did!

18 United States: Born Generation Y Shared Experiences of the Mid-1990 s through the Late 2000 s Terrorism: 911, World Trade Center, Oklahoma City School violence: Columbine Ubiquitous technology Shift performance management to focus on task completion, not time spent Encourage Y s to work as much or as little as is necessary to get the job done Expect work to take place in the evening or on weekends not always during the day Tammy Erickson. All Rights Reserved.

20 United States: Born Generation Y Shared Experiences of the Mid-1990 s through the Late 2000 s Terrorism: 911, World Trade Center, Oklahoma City School violence: Columbine Ubiquitous technology Pro-child culture They are happy to handle big jobs and tackle them with confidence They are not deterred by what others might perceive as a lack of experience Don t over-define the task let Y s figure it out Tammy Erickson. All Rights Reserved.

They Are Weirdly (Over)Dependent on Mom and

22 United States: Born Generation Y Shared Experiences of the Mid-1990 s through the Late 2000 s Terrorism: 911, World Trade Center, Oklahoma City School violence: Columbine Ubiquitous technology Pro-child culture Shared family fun Parents are Gen Y s role models and heroes As teens, 90% reported being very close to their parents... In 1974, more than 40% of Boomers said they'd be better off without parents They delegate to helpful parents... and seek advice from people they value Don t misjudge their personal competence Tammy Erickson. All Rights Reserved.

They Expect a Trophy for Everything They Do

24 United States: Born Generation Y Shared Experiences of the Mid-1990 s through the Late 2000 s Terrorism: 911, World Trade Center, Oklahoma City School violence: Columbine Ubiquitous technology Pro-child culture Used to learning in teams, with coaching Reared by (highly competitive) Boomers They call home... to people who expect trophies Don t confuse their parents motivations with their own... but do give them something to say Tammy Erickson. All Rights Reserved.

United States: Born 1980-1995 Generation Y Common Characteristics Immediate and eager to live each day to the fullest Confident and

25 United States: Born Generation Y Common Characteristics Immediate and eager to live each day to the fullest Confident and determined Optimistic and upbeat Digital natives with new ways of approaching work Family-centric Tammy Erickson. All Rights Reserved.

26 The Re-Generation s Shared Experiences From 2008 onward Recession and refinancing Resource shortages energy, water Self-reliant parents Reality TV Mobile technology The cold water reality of inconvenient truths Tammy Erickson. All Rights Reserved.

The Sharpest Change: The Economy In 2008, adult conversations shifted Financial trouble demanded top attention The Global Financial Crisis, considered by many

27 The Sharpest Change: The Economy In 2008, adult conversations shifted Financial trouble demanded top attention The Global Financial Crisis, considered by many economists to be the worst financial downturn since the Great Depression of the 1930s, settled in around the world Tammy Erickson. All Rights Reserved.

An Explosion of Mobile Technology: Constant Contact Small mobile devices with significant

Access to scientific evidence linking climate change to natural disasters

29 Resource Constraints: Top-of-Mind Geography lessons on the vital role water plays in politics Biology and social studies on changes in the ozone layer Access to scientific evidence linking climate change to natural disasters such as bushfires, floods, and drought Tammy Erickson. All Rights Reserved.

30 What They Don t Remember... First Hand This generation will not remember 9-11 They will not have personal stories of that day The youngest Millennials would have been seven on that day probably about the last individuals to remember where they were Tammy Erickson. All Rights Reserved.

38 Who Are They... And How Are They Different? Purchasing Behavior Re-Gens Millennials Utilitarian Artisan Rent, borrow, trade, improvise Curate, cultivate, seek authenticity Tammy Erickson. All Rights Reserved. 38

40 Who Are They... And How Are They Different? Technology Re-Gens Millennials Normal Users Exceptional Users Everyone uses technology well Connects them to the world Sought out for technology skills Creates their own world Tammy Erickson. All Rights Reserved. 40

41 Who Are They... And How Are They Different? Networks Re-Gens Millennials Networks for Transactions Networks for Life Metrics Utilitarian coordination to access goods Tool for continuously monitoring a full life Tammy Erickson. All Rights Reserved. 41

43 Who Are They... And How Are They Different? Authority Figures Re-Gens Millennials Licensed to Act Conditioned to Advocate Knowledge is power Authorized Positive relationships with authority figures Tammy Erickson. All Rights Reserved. 43

48 Here They Come! The Re-Gens will be strong additions to the workforce and demanding consumers Prepare now to meet the needs and maximize the productivity of this new generation Tammy Erickson. All Rights Reserved.

Join My Organization 50 50 2012 2016 Tammy Tammy Erickson

50 Join My Organization Tammy Tammy Erickson Erickson. Associates. All Rights All Reserved. Rights Reserved.

51 Using Insights for Influence: Recruiting Traditionalists in the US A cohort whose values include: Respect for authority and hierarchy Attraction to charismatic authority figures Desire to affiliate with an institution Tammy Erickson. All Rights Reserved.

52 Using Insights for Influence: Recruiting Boomers in the US A cohort whose values include: Idealism Personal growth and selfoccupation Anti-authority The Me Generation Tammy Erickson. All Rights Reserved.

Distrust of institutions Desire for customization and

53 Using Insights for Influence: Recruiting Generation X in the US A cohort whose values include: Self-reliance Distrust of institutions Desire for customization and flexibility Tammy Erickson. All Rights Reserved.

54 Using Insights for Influence: Recruiting Millennials in the US A cohort whose values include: A tendency to view parents as role models and trusted A desire to succeed (in part to please competitive parents) Tammy Erickson. All Rights Reserved.

include: A strong desire to renew and protect

58 Growing Appreciation of Different Points of View Having diverse individuals but expecting them to conform to our norms Level One Level Two Recognizing diverse preferences and developing customized approaches Level Three Appreciating the fundamental legitimacy and benefits of alternate views Tammy Erickson. All Rights Reserved.

59 For more information... Ask Tammy at

Medical Professionalism and the Generation Gap. Lawrence G. Smith, M.D. Dean of Medical Education Mount Sinai School of Medicine

Medical Professionalism and the Generation Gap Lawrence G. Smith, M.D. Dean of Medical Education Mount Sinai School of Medicine Professionalism in Medicine Is there a Problem? 2002 2000 1998 1996 1994