Earliest Memories of Major EventAssassination of John F. KennedyFall of SaigonRelease of Iranian HostagesWrite down the earliest major event that you

remember.Write down if you prefer to be different or

just one of the crowd.

For MeI grew up in the “Viet Nam” era: not old

enough to be a soldier but old enough to remember the feelings of the time.

We wanted to rebel; standout from the crowd.

We were taught to respect our elders and speak when spoken to.

By Neil Howell and William Strauss2nd Edition, Life Course Associates,

2007

Millennials: Not Gen-XGen-X were latch-key kids; divorce and working moms

were the new norm. Born mid-60’s to late 70’s.There are about 51 million Gen-Xers.Gen X dislike authority and rigid work requirements.Millennials were born starting in the early 80’s as

wanted children. There are about 75 million Millennials.They are very, very different, and thus our programs

and services may need to adjust to be appropriate for them and therefore be more competitive.

Definition of MillennialBorn since 1980 but more so after 1982.These are generally wanted and planned for

children.They have thus been protected.They are the “worthy children.”They like “brands” with heritage.

Overall CharacteristicsClose to their parentsMake big decisions

jointly with their parents

Focus on Grades and Performance

INTENSELY focused on the college admissions process

Extracurricular activities and summer jobs for resume’ building.

Strong sense of community. Like to volunteer.

Talented with Digital-mobile technology

Capable of multi-tasking

Interactive learningInterested in math &

scienceInsistent on secure,

regulated environments

Overall Characteristics Continued:Respectful of the

normsRespectful of

InstitutionsConventionally minded

almost conformistEthnically diverse but

less interested in racial identity

Majority female but less interested in gender identity

Earliest recollection of a major event? Columbine

Top Seven Characteristics that College Faculty and Staff Need to UnderstandSpecial: they are close to their parents: helicopter parents

to be exact.Sheltered: expect to be safe and protected: remember one

of their earliest memories is of Columbine.Confident: as a group they think they can meet any

challenge. Have strong collective assurance.Team Oriented: from Barney to soccer camp; they have all

promoted team work.Conventional: this is the Harry Potter generation: unlike

previous generations being set apart is not desired. Reading reappeared!

Pressured: top worries: grades and getting into college.Achieving: highly competitive academically.

Implications for Recruiting, Marketing, and AdmissionsSpecial: major decisions decided with

parents: 1} College brochures should show more adults with students which indicates stability. 2}Promote life plans: counseling3}Must guard against parents taking over admissions process.4} Promote the high quality instruction and high quality of the instructors.

Implications for Recruiting, Marketing, and Admissions Continued:Sheltered: good campus security is a major

selling point today. Security technology should be high tech and visible.1} Accountability is the key: data that substantiates success of the college and graduates.2} Bigness is not necessarily the best: a secure community feeling is best.3} Community colleges have the advantage of position near home and being in the community.

Implications for Recruiting, Marketing, and Admissions Continued:Confident: They want positive messages.

1} Tell them about the great things they can achieve.2} They know, unlike earlier generations, that success requires hard work and the data must support your claims of success.

Team-Oriented: peers are important to them.1} Military recruiters include parents in commercials and know that peer approval is important for decision making by Millennials. The Army recruiting website has a special button for “Parents” at the top of the home page.

Implications for Recruiting, Marketing, and Admissions Continued:Conventional: Prefer “Big Brands”

1} College brands targeting Millennials should promote how the college’s values match theirs; Community service, and opportunity to work hard to succeed.2} They look for college communities that are full of students like them with traditional values, and conventional beliefs.

Implications for Recruiting, Marketing, and Admissions Continued:Pressured: Applying to more colleges, and can

actually thrive on pressure. Grades and getting into college are high concerns of theirs.1} They expect and desire academic pressure: yet seek relief from the helicopter parent, unless they need help.2} They need study breaks with activities that are well organized for them in particular.3} These activities and the high academic pressure should also be part of the “brand”.

Implications for Recruiting, Marketing, and Admissions Continued:Achieving: They expect to work hard but also

expect an earned payback.1} College’s should promote more than academics: like a strong diverse community, and a chance for a leadership role in the college.2} Promote the infrastructure for student activities, and yet keep security and community in mind.

Implications for the ClassroomSpecial: parents are more involved and want to be so.

1} Time spent with parents was important; now time with the professor is VERY important to them and expected. (Chartwells 2006 Survey: Very or Extremely)2} Smaller class sizes, freshman seminars, more office hours, direct faculty advising and mentoring are all suggested.3} Constant feedback is needed; with redirection.4} They expect the best instructors and are not hesitant to express their concern if they are not provided.

Implications for the ClassroomSheltered: “Role Call is Back”

1} Role call is seen as part of security and they expect attendance to impact their grade.2} Longer college weeks are more acceptable and may be seen as a curtailment of partying.3} They do NOT expect to be indoctrinated or hear any opinionated experimental lecture or relativism.4} Unfair grading is not tolerated.5} Denial of an expected honor will likely be challenged.6} The “anything goes sexual era…is now a relic of the past.”

Implications for the ClassroomConfident: “’Follow the rules, work really hard, don’t

mess up’ that’s the new credo.”1} Yet, they are risk averse: prefer to work in teams.2} Grade inflation may be a problem: more A’s will be deserved and expected.3} Honors programs are expected and desired: must have clear-cut standards that are strictly adhered to.4} Working hard for an achievement is not a problem and is expected, but they expect the reward if they meet the criteria spelled out for the achievement.

Implications for the ClassroomTeam Oriented: They are accustomed to team

grading of group projects.1} “College professors may discover that when they tap into this generation’s team instincts, they can energize deeper commitment, more creativity, and better overall results.” (page 127)2} Learning communities are more popular.3} They regard classes containing only lectures as “relics”.4} Career choices: looking for stability with teamwork.5} Interest in gender studies, race related studies, and other “old” issues will decline in favor or technology, engineering, environmental programs, and economics.

Implications for the ClassroomConventional: They seek balance and

proportion in their lives.1} Prefer common skill sets and a common body of knowledge.(“Timeless body of knowledge everyone should know…”)2} They spread their time over several subjects of study.3} They are less creative and happy to be so.4} Old crusades will be met with serious scrutiny and public blasting on websites rating professors.5} Professionalism on the part of faculty/staff is expected and the lack thereof may not be tolerated.6} Complaints about too much political bias have been on the increase. Official complaints are increasing.

Implications for the ClassroomPressured: They work collaboratively, so clear lines

of when this becomes cheating are needed. “Cheating” is tempting due to the pressures they are under.1} Increased levels of cheating are suspected but have not been documented or supported by research. (page 147)2} Cheating in projects is alleged, but not on tests.3} Since remakes of songs, movies, TV shows, are common today they see copying or “morphing” as the norm, not plagiarism.

Implications for the ClassroomAchieving: They enjoy challenges and prefer

objective progress reports to them and to the “world”.1} They are accustomed to high academic standards, intense amount of schoolwork, and strong pressure to achieve.2} They like smaller classes, clear grading practices, mixture of lecture and technology, and frequent feedback.3} They prefer shorter problems and projects that are in depth versus overall general projects that are long yet shallow.

Implications for the ClassroomAchieving Continued:

4} “To get Millennials fully energized about higher education, it helps to spell out a clear goal, define an objective measure of success, explain possible strategies, structure their work in teams, and offer frequent feedback on their progress.” (page 158)

SummaryMillennials are very different from previous

generations. They are okay with authority, structure, and hard work. Given the right strategies we can attract many of them, help them succeed, and even be the college of choice, even for the high achievers. This is possible due to our community position, security on campus, proximity to their home, and strong faculty/staff.