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Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 1
ENGAGINGMILLENNIALSIN GOVERNMENT
Matt [email protected]
WINNINGWORKPLACES:ENGAGING WORKERS OF ALL AGES
EQUIP LEADERS TODAY TO WIN TOMORROW
UNDERSTAND THE TRENDS THAT MATTER
AND THE PEOPLE SHAPING THEM
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 2
TODAY IS ALREADY VERY DIFFERENT FROM YESTERDAY
CULTURALTRENDS
CATEGORY CHANGES
DEMOGRAPHICFACTORS
TODAY
TOMORROW
CULTURALTRENDS
CATEGORY CHANGES
DEMOGRAPHICFACTORS
TODAY
TOMORROW
GENERATIONAL LENS THE KEY IS TO UNDERSTAND THE FUTURE WE ALREADY KNOW
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 3
MANYGENERATIONS
ONETEAM
GEN XERSare stuck
IN THE MIDDLE
MILLENNIALS are shaping
CULTURE & SOCIETY
BOOMERSare reluctant to
GIVE UP CONTROL
BOOMERS GEN XERS MILLENNIALS
MOST MUNICIPAL ORGANIZATIONS DON’T HAVE A GENERATION PROBLEM
THEY HAVE A CULTURE PROBLEM
Engaging Millennials
TODAY’S AGENDA
How to Win Tomorrow3
2
1 Why the War for Workers?
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 4
3.8%
U.S. UNEMPLOYMENT RATE
2014 2016 20184%
5%
6%
7%
8%
9%
5.0% is considered “Full Employment”
Source: BLS
24.0 24.0
81.3 79.0
43.7 56.2
2006 2016
COMING OFF A DECADE OF DECLINE IN 25-54 WORKERSLabor Participation (in millions)
149.0159.2
Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm
% Change:
+6.8%
+28.6%
25-54
16-24
-2.8%
0.0%
55+
81.3 79.0
24.0 23.1
79.0 80.4
56.266.2
2016 2026
PROJECTIONS TO 2026 SHOW LITTLE CHANGES AHEADLabor Participation (in millions)
159.2169.7
Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm
% Change:
+6.5%
+17.8%55+
16-24
+1.2%
-3.8%
25-54 79.0 80.4
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 5
24.0 23.1
79.0 80.4
56.266.2
2016 2026
COMPETITION FOR YOUNGER WORKERS WILL INTENSIFYLabor Participation (in millions)
159.2169.7
Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm
% Change:
+6.5%
+17.8%
+1.2%
16-24 -3.8%
55+
25-54
24.0 23.1
79.0 80.4
56.266.2
2016 2026
MEANWHILE, SUPPLY OF OLDER WORKERS WILL INCREASE Labor Participation (in millions)
159.2169.7
Source: SIR Analysis of Bureau of Labor Statistics Dec 2017 Labor Force Projections: https://www.bls.gov/opub/mlr/2017/article/projections-overview-and-highlights-2016-26.htm
% Change:
+6.5%
+17.8%
+1.2%
16-24 -3.8%
55+
25-54
HOW DOES IT LOOK FOR MARYLAND?
AGES 2015 2030
0-19 1,507,474 1,564,086
20-64 3,643,430 3,644,278
65+ 837,496 1,310,434
TOTAL 5,988,400 6,518,798
http://planning.maryland.gov/MSDC/Pages/default.aspx
HOW DOES IT LOOK FOR MARYLAND?
AGES 2015 2030 Change
0-19 1,507,474 1,564,086 +56,612
20-64 3,643,430 3,644,278 +848
65+ 837,496 1,310,434 +472,938
TOTAL 5,988,400 6,518,798 +530,398
http://planning.maryland.gov/MSDC/Pages/default.aspx
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 6
YOUR GROWTH ISN’T MORE PEOPLE MOVING IN
IT’S FROM FEWER PEOPLE MOVING ON
IMPLICATION:
Fewer More
ROBOTS ARE THE FUTURE
BUT ARE THEY TODAY’S ANSWER?
MOST OF US HAVE TO DEAL WITH THE HERE & NOW:
FINDING, RECRUITING, HIRING, AND RETAINING WORKERS OF ALL AGES
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 7
1929-45 1946-64 1965-82 1983-01
24,000,000
73,000,000 75,000,00085,000,000
81 63 45 26
Birth Years:
Median Age:Source: US Census
2002-20?
70,000,000
SILENT BOOMER GEN X MILLENNIAL GEN “Z”
8
CURRENT CENSUS DATATHE CHANGING WORKPLACE
Gen XMillennials
Boomers
15%
46%30%
Gen Z
9%
Gen X
MillennialsBoomers
30%35%
32%
Silent<2%
Workforce Ages 20-74. Source: Bureau of Labor Statistics , WSJ. http://on.wsj.com/1tv0n1O
TODAY: 2025:
A GENERATION IS AN AGE COHORT
• Age cohort: 18- to 20-year span
• Big cultural shifts and events create the “bookends”
• Born on the leading and tail edge—“cuspers”
GENERATIONAL COHORT AFFECT
NOT “WHO YOU ARE,” BUT…
WHAT “IMPRINTED” YOU WHEN YOU CAME OF AGE
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 8
GENERATIONAL VALUES
DEFINING EVENTS
WHO WE ARE
CULTURE’S IMPACTBOOMER ORIENTATION:
“SELF”-CENTEREDNot self-absorbed, but view things through the lens of “what’s in this for me?”
Live to workTeamwork valuedProcess matters Tenure rulesPhysical space mattersMeetings move things forward
WORKPLACE BEHAVIORS OF BOOMERS GEN X ORIENTATION:
SELF-RELIANT
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 9
Work to liveOutcome vs. outputNo meetingsNo babysitting MillennialsWork independently, work anywhere
WORKPLACE BEHAVIORS OF GEN Xers
2015 20302000
20
40
60
80
STATIC VS. DYNAMICU.S. Labor Pool, 20-54, in Millions
GEN X
MILLENNIALS
BOOMERS
Source: BLS
WHY GEN XERS ARE NOT THE FOCUS TODAY:
BOOMERS GEN XERS MILLENNIALS
OPPORTUNITY PROBLEM
MILLENNIAL ORIENTATION:
COLLECTIVE SELF
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 10
The COLLECTIVE SELF
Dominates
THEY TRUST ANONYMOUS
POSTS, REVIEWS, RECOMMENDATIONS. THE CROWD RULES.
The wisdom of
MANYis better than
the thoughts of
FEW
MILLENNIALS ARE ALREADY CHANGING COMMUNITY
88% say they want to live in an urban area
HYPER-COMMUNITY
To each other, and any on the planet with a device
HYPER-CONNECTED
Wisdom of the crowd tops the thoughts of the few
HYPER-COLLABORATIVE
Why own when you can pay based on usage?
HYPER-SHARING
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 11
Work & life are integrated
Egalitarian work culture
Expect personal training and mentoring 24/7/365
Must multi-task and feelcreative
Must feel they are making a difference
WORKPLACE BEHAVIORS OF MILLENNIALSMillennials have higher turnover rates than prior generations: FALSE
Millennials are less passionate about their jobs in government: FALSE
Millennials don’t stick around—they’ll decamp to the private sector in a heartbeat: PROBABLY FALSE
It’s harder to recruit Millennials for public service than previous generations: THE JURY’S STILL OUT
https://www2.deloitte.com/insights/us/en/industry/public-sector/millennials-in-government-federal-workforce.html
Outlook
Work Ethic
View of Money
View of Leadership
Medium
Orientation
BOOMERS GEN X MILLENNIALS
Work/Life Balance
© 2018 SIR’s Institute for Tomorrow
GENERATIONAL MINDSETS DIFFER
Optimistic
Driven
Spenders
Pay your dues
Work is Life
TV
Self-centered
Skeptical
Free Agent
Debtors
Competence
Work to Live
Computer
Self-reliant
Confident
Goals
Savers
Egalitarian
Integrated
Mobile
Collective Self
GEN Z
Protective
Self-taught
Frugal
Pluralistic
TBD
VR?
Self-aware
BOOMERS GEN XERS MILLENNIALS
MOST MUNICIPAL ORGANIZATIONS DON’T HAVE A GENERATION PROBLEM
THEY HAVE A CULTURE PROBLEM
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 12
MILLENNIAL
“WE”MENTALITY
BOOMER“ME”MENTALITY
Culture Shift
IT SEEMS MILLENNIALS ARE
CHANGING THE WORK CULTURE
IS YOUR WORK CULTURE
WITHMODERN CULTURE
ALIGNED
Changing work culture isn’t just about
CHANGING MINDSETS
Changing work culture requires you toCHANGE RULES
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 13
OLD RULES NEW RULES
Organized for efficiency and effectiveness Organized for learning, innovation, and customer impact
Company viewed as hierarchy, with hierarchical decision rights, structure, and leadership path
Company viewed as an agile network, empowered by team leaders and fueled by collaboration and knowledge-sharing
Structure based on business function with functional leaders and global functional groups
Structure based on work and projects, with teams focused on products, customers, and services
Advancement through promotion with many levels to progress through
Advancement through many assignments, diverse experiences, and multifunctional leadership jobs
People “become leaders” through promotion People “create followers” to grow in influence and authority
Lead by direction Lead by orchestration
Culture rules by fear of failure and perceptions of others Culture of safety, abundance, and importance of risk-taking and innovation
Rules-based, no tolerance for mistakes Playbook-based, learn from failing fast
Roles and job titles clearly defined Teams and responsibilities clearly defined, but roles and job title change regularly
Process-based Project-basedSource: Deloitte
Organized for efficiency and effectiveness
Organized for learning, inno-vation, and customer impact
OLD RULE NEW RULE
Cogs in the Machine Talent to be Managed
CHANGING THE RULES
Company viewed as hierarchy, with hierarchical decision rights, structure,
and leadership path
Company viewed as an agile network, empowered by team
leaders and fueled by collaboration and knowledge-sharing
OLD RULE NEW RULE
Organizational Chart Collaborative Hive
CHANGING THE RULES
People “become leaders” through
promotion
People “create followers” to grow in influence and
authority
OLD RULE NEW RULE
Bestowed Earned
CHANGING THE RULES
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 14
Culture rules by fear of failure and perceptions
of others
Culture of safety, abundance, and
importance of risk-taking and innovation
OLD RULE NEW RULE
Avoiding Negatives Seeking Positives
CHANGING THE RULES
Engaging Millennials
TODAY’S AGENDA
How to Win Tomorrow3
2
1 Why the War for Workers?
ENGAGINGMILLENNIALSIN GOVERNMENT
Matt Thornhill
10 WAYS MUNICIPALITIES CAN ENGAGE MILLENNIALS
1. PURPOSEFUL
2. STORY-ORIENTED
3. DIVERSE & INCLUSIVE
4. GENDER-NEUTRAL & AGELESS
5. COLLABORATIVE
6. CREATIVE
7. FLEXIBLE
8. OPEN & TRANSPARENT
9. LEARNING & SUPPORTIVE
10. SAFE & TRUSTWORTHY
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 15
PURPOSEFUL
1Winning municipalities of tomorrow
will realize their workers want to make a difference. Organizations will
promote their:
PURPOSE
INSIGHT
Bigger than who you are, what you do, how you do it.
It’s your “WHY.”
PURPOSE
MAKE ALIVING
BOOMERS/GEN X:
MAKE ADIFFERENCE
MILLENNIALS:
Work Goals:
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 16
By 2025:
Mission
Values
PURPOSE
Leaders reimagining healthcare
Students today (Millennials) are motivated by being associated with creativity.
The biggest gap between importance and expectation was with innovation.
Across qualitative and quantitative
research, we heard over and over again
the rising importance of being business-
savvy.
Leadership is the benefit of going to a graduate healthcare program. Also,
“leader” is a much broader term than “healthcare administrator.”
Healthcare is going through a major transformation. Students today want a sense of having a personal impact.
Students today value work that allows them to connect with people in a
meaningful way.
We’re creating the most innovative,
compassionate, and business-savvy
leaders to reimagine healthcare.
PROMISE STATEMENT“What’s in this for me?”
PERSONALITYHow you say it — the tone and manner
you project about your brand
Established
Successful
Leaders
Respected
Forward-thinking
Innovative
Business-minded
Professional
Rigorous
Competitive
Connected
Supportive
Compassionate
Inclusive
I will be prepared with the healthcare knowledge, business skills, and professional connections to be a leader who will reimagine healthcare.
Building on our remarkable environment, our extraordinary networks, and our legacy of excellence, we provide the knowledge, skills, and connections for tomorrow’s
healthcare leaders through our innovative and business-focused approach.
BRAND POSITION
“Reimagine Healthcare”
STORY-ORIENTED
2
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 17
Winning municipalities of tomorrow will enable workers to
SHARE THEIR EXPERIENCES
INSIGHT
STATEofINBOUND
State
of In
boun
d 201
7PA
GE 68
HOW DO YOU PREFER TO COMMUNICATE FOR BUSINESS PURPOSES? (BY GEOGRAPHY)
0
20
40
60
80
100
Messenger appsSocial media
Video conferencingPhoneFace-to-faceE-mail
The adoption of social media has further blurred the line between personal and professional. Today, the majority of our respondents use what we think of as traditionally “personal” social networks such as Facebook and Twitter for professional purposes. 74% of respondents use Facebook professionally, just shy of the 78% who use LinkedIn, a network designed for pro-fessional use. Indeed, more people are using Twitter for professional purposes over personal purposes (59% versus 56%). In contrast, many use Instagram for personal reasons, but fewer leverage the network for professional purposes.
WHICH SOCIAL MEDIA CHANNELS DO YOU USE FOR PROFESSIONAL AND/OR PERSONAL USE?
0
20
40
60
80
100ProfessionalPersonal
NAM ANZ ASIA LATAM EMEA
91%
62%57%
33%29%
15%
89%
69%
61%
34%34%
16%
89%
60%61%
42%39%37%
80%
66%52%
39%
46%45%
88%
62%
57%
37%38%
22%
Facebook Instagram LinkedIn Twitter Pinterest Google+ Snapchat Quora WeChat Weibo RenRen
91%
74%
63%
38%
58%
78%
56%59%
45%
20%
37%
46%
29%
6%
15%
10%6% 4% 3% 2% 2% 1%
Outside of North America, there’s higher use of newer communication channels such as social media and messaging apps. While only 15% of North America respondents use mes-saging apps for business purposes, 45% of Latin American and 37% of Asian respondents do. Latin American-, Asian-, and EMEA-based respondents also more actively use social media for business communications compared to North America.
Face-to-face
Phone
Social media
Messenger apps
Video conferencingPersonal Professional
FACEBOOK 74%LINKEDIN 78%
TWITTER 59%
Source: HubSpot, State of Inbound 2017
Disney Corporation
• Sophisticated social media strategy being deployed.
• Extensive communications training for every Disney employee, including Disney World cast members and crew.
• Employees share the story.
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 18
DIVERSE & INCLUSIVE
3 Winning municipalities of tomorrow will realize that
EVERYONEhas value
INSIGHT
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 19
2020The minority will become the majority of children
(18 & Under)
Source: U.S. Census
2044The minority will become
the majority
Source: U.S. Census
U.S. HISPANIC POPULATION IS PROJECTED TO DOUBLE BY 2050
% SHARE
TOTAL
55M+ TO 110M+ ….TO 25% OF U.S. POPULATION
DIVERSITY ISN’T BLACK VS. WHITE, IT’S OLD VS.YOUNG
SOURCE: Pew Research: http://www.pewresearch.org/fact-tank/2018/03/16/how-millennials-compare-with-their-grandparents/
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 20
DIVERSITY IS GETTING ASKED TO THE PARTYINCLUSION IS BEING
ASKED TO DANCE
WINNING ORGANIZATIONSOF TOMORROW:
Places for
EVERYONE of every race, age, economic class,
gender, and mindset
NO LONGER EITHER/OR
NOW IT’S BOTH/AND
OLD WAY NEW WAY
Shift to DIVERSE INPUTS
Ideas and initiatives come from the top or dominant culture
Ideas come from anyone and anywhere. Everyone’s
opinion is valued
Top-down
Bottom-up
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 21
“WE, US, TOGETHER!”MILLENNIAL MANTRA
DEMOCRAT vs. REPUBLICANMILLENNIAL MANTRA
WOULD YOU VOTE FOR A SOCIALIST FOR PRESIDENT?
70%
Source: CATO Institute in Washington Post
33%
MILLENNIALS BOOMERS
GENDER-NEUTRAL & AGELESS
4Winning municipalities of tomorrow
will operate workplaces that are
GENDER-NEUTRAL & AGELESS WORKFORCES
INSIGHT
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 22
1970
40%
Source: Dept. Of Education
1980 1990 2000 2010 2020
44%
48%
52%
56%
36%
60%
64%
PERCENTAGE OF COLLEGE DEGREESWomen vs. Men, 1971-2017
40%
60%
MEN
60%
40%
WOMEN
Today, women are MORE LIKELY to have college degrees than Men
Men Women
76% 68%
24%
Source: 2014 BLS Study of 27 Year Olds
32%
52% of today’s
PROFESSIONAL WORKFORCEare women
Source: Bureau of Labor Statistics, 2013 Women in the Labor Force: A Databook
WE’VE REACHED THE END OF MEN
#NeverAgain
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 23
Google it, read it, give it to your sons
HOW ABOUT AGELESS?
The Population Age Pyramid 1960 vs. 2030
Source: U.S. Census Bureau
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 24
The Changing RatioUnder age 18 Age 65+
1960
TODAY
2030 FEWER MORE
DO YOU HAVE AN AGELESS
WORKFORCE?COLLABORATIVE
5
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 25
Winning municipalities of tomorrow will be highly
COLLABORATIVE PLACESwhere everyone works together
INSIGHT
HYPER-COLLABORATIVE
Wisdom of the crowd tops the
thoughts of the few
HYPER-CONNECTED
To each other, and anyone on the
planet with a device
OLD WAY NEW WAY
Shift to New Form of LEADERSHIP
Look UP for information
Look OUT for information
Boss is da boss The Collective is da boss
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 26
Organization and discipline rule
Consensus building and collaboration rule
OLD WAY NEW WAYDictatorship Democracy
Shift to CONSENSUS BUILDING
CREATIVE
6
Winning municipalities of tomorrow will cultivate our
CREATIVE & ENTREPRENURIAL
SPIRIT
INSIGHT
OLD WAY NEW WAY
SHIFT TO CULTIVATING CREATIVITY
Shun different, eccentric voices and thinking
Encourage different “out of the box” thinking
Limited Creativity Maximum Creativity
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 27
Source: VCU
51%MILLENNIALS WANT TO START A BUSINESS OR PLAN TO DO SO
I knew since I was a kid I wanted to work in a start-up like environment. It’s really about wanting to solve a problem. I have always enjoyed creating stuff.Millennial
FLEXIBLE
7
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 28
Winning municipalities of tomorrow will understand
LIFE & WORK ARE INTEGRATED
INSIGHT
LIFE
WORK/LIFE BALANCE MATTERS
Source: Future Workplace
91%of young people (18-35) expect to stay in a job for
less than three years.
Source: Future Workplace
15-20JOBS ACROSS THEIR
WORKING LIFE
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 29
The GIG Economy by the numbers
55 80
34% 1of3
million millionUS workers are 1099
projected by 2020
of the workforce has a second job
Millennials freelance
https://www.upwork.com/i/freelancing-in-america/2016/
OLD WAY NEW WAY
SHIFT TO FLEXIBLE POLICIES
Fixed rules, regulations, and policies
Flexible, customizablepolicies
About US: What we say goes
About ME: What I need goes
OPEN & TRANSPARENT
8Winning municipalities of
tomorrow realize must always be
OPEN & TRANSPARENT
INSIGHT
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 30
WHAT ONCE WAS
Resume, career path, business associates
Likes, dislikes, friends, social circles, interest areas, and so on
Price paid, mortgage, taxes paid, current value
IS NOW VERY PARALLEL PATHS
As individuals moved down this path…
…Organizations followed
Privately-held Beliefs, Values,
Purpose
Publically-declared Beliefs, Values,
Purpose
LEARNING & SUPPORTIVE
9Winning municipalities of
tomorrow will operate work environments that are
LEARNING & SUPPORTIVE
INSIGHT
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 31
OLD WAY NEW WAY
SHIFT TO REWARDING CONTRIBUTION NOT SENIORITY
Commitmentrewarded
Contribution rewarded
Tenure Competency
“You will be VALUED IMMEDIATELY
here.”
BIG DATA
THE CLOUD
ARTIFICIAL INTELLIGENCE
MANUALMINIMUM
WAGE JOBS
A big job shift is coming
“Manage the exception”Innovators …Creative
COGNITIVE ROUTINE
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 32
Source: Oxford University
47%of all jobs eliminated within next 20 years
WILLROBOTSTAKEMYJOB.COM
THE FUTURE:
The most important skill is the ability to acquire
NEW SKILLS
SAFE &TRUSTWORTHY
10
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 33
Winning municipalities of tomorrow must be a
SAFE PLACE & TRUSTWORTHY
INSIGHT
GROWING POWER OF INDIVIDUALS
Source: Gallup
Great deal/Fair amount
Not much trust/None
TRUST IN MASS MEDIA
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 34
The wisdom of
MANYis better than
the thoughts of
FEW
ATLANTA REGIONAL COMMISSION
MILLENNIAL ADVISORY PANEL
135 MEMBERS
Millennial Advisory Panel Action Teams Millennial Advisory Panel Action Teams
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 35
Engaging Millennials
TODAY’S AGENDA
How to Win Tomorrow3
2
1 Why the War for Workers?
“FUTURE-PROOF” YOUR ORGANIZAITON
CREATE YOUR TOMORROW MAPSM
TOMORROW MAPSM
Consumers will choose and support green businesses.
Sustainable business practices indicate com-munity focus. Be green
or be gone.
IMPACT
SUSTAINABILITY STICKS
Find ways to demonstrate and differentiate your com-
mitment to being green. Whatever you do, don’t
“greenwash.”
IMPLICATIONPOPULATION EXPANDS
AGE SHIFTS
COMMUNITY EVOLVES
DIVERSITY RULES
HOUSEHOLDS CHANGE
MILLENNIALS DOMINATE
FRUGALITY PREVAILS
EVERYONE CONNECTS
PURPOSE REIGNS
Millennials will reshape work and the marketplace.
Those who shift to meet their needs will succeed.
React slowly and you won’t see 2030.
IMPACT
It is no longer enough to have a mission or vision. Now
you need a stated purpose, which explains your “why”
in meaningful terms for Millennials.
IMPACT
Digital social connections will rule, and an anonymous reviewer’s post delivers the same impact as a TV news report. This trust shift is
permanent.
IMPACT
Buying on “sale,” shopping via eBay and craigslist, shar-ing bikes, rides, bedrooms will transform many sectors
of the economy for years to come.
IMPACT
Each state will have pockets of growth and vast expanses
of declining populations. Most opportunities will be around a growing number
of “activity centers.”
IMPACT
Healthcare will keep boom-ing, but how we provide care and services for this big part of our population will create
problems and oppor-tunities for all.
IMPACT
All organizations, public and private, need to reflect the diversity of their com-munity. This is an expecta-
tion that is guaranteed to increase.
IMPACT
The key decision-maker is harder to identify, with such different household types.
Organizations must connect with all households, espe-
cially those headed by women.
IMPACT
Ideas on “trust” will shift from institutions to the crowd, through reviews available online. Price matters and will grow
in importance.
IMPLICATION
Monitor the prevailing sen-timent online and actively
engage. Strengthen loyalty programs and recruit
your own onlineadvocates.
IMPLICATION
Engage Millennials now, at work and in the market.
Understand their collabor-ative mindset and what
it means for your organization.
IMPLICATION
Craft a compelling and be-lievable purpose statement. The best are crowdsourcedfrom within, not dictated
from the top.
IMPLICATION
Reflect more diversity now, internally—in how you staff
and operate, from your board down—and extern-
ally—in how you communicate.
IMPLICATION
Learn what this lasting shift means for your category.
The wave of older adults is important, but the critical
change is the ratio of old to young.
IMPLICATION
Make sure your operations are located in these centers
if you’re trying to attract young, creative, skilled
workers. Focus sales efforts there, too.
IMPLICATION
The new model is that there isn’t a model household
definition any more. Look for older Boomer women to
establish new modelsby 2030.
IMPLICATION
DEMOGRAPHIC CULTURAL
To successfully navigate to 2030 and beyond, you’ll need to understand the key trends shaping the future for your organization and industry. This Tomorrow Map identifies
important demographic and cultural trends, how they impact your category, and some ideas about what you can do now to ensure success tomorrow.
More people mean more opportunity. But growth will
be uneven across states, counties, and regions. Scale
your operation to match the population.
IMPACT
A growing population doesn’t guarantee success in the marketplace. You’ll
have to determine how growth can be
leveraged.
IMPLICATIONThe U.S. population is expected to
grow from 321 million today to 358 million by 2030. Virginia’s population will grow 15%,
reaching 9.6 millionby 2030. Cities and urban areas are growing as
small towns and rural areas shrink. Future growth will concentrate in “activity centers,” which appeal to
Millennials.
Between now and 2030, the 65+ population will explode, reaching 72 million—1 in 5 Americans will be over 65. At the same time, the ratio of old to young will shift forever, changing
almost everything.
Around 2040 the combined minor-ity populations will become the
majority as America’s melting pot reaches a paradigm shift. Already,
minority births exceed majority births. The future is coming in a
rainbow of colors.
Traditional families are the minority. More adults (51%) are unmarried. Now
27% live alone. Today 41% of births are to unmarried women. The compo-
sition of America’s households will continue evolving for
years to come.OPPORTUNITY?
Across each customized map, we will identify opportunities for your
industry or organization.
© 2017 SIR, Inc. All rights reserved.Tomorrow Map is a registered trademark of SIR.
To get a customized Tomorrow Map for your organization, contact [email protected]
OPPORTUNITY?Across each customized
map, we will identify opportunities for your
industry or organization.
OPPORTUNITY?Across each customized
map, we will identify opportunities for your
industry or organization.
OPPORTUNITY?Across each customized
map, we will identify opportunities for your
industry or organization.
OPPORTUNITY?Across each customized
map, we will identify opportunities for your
industry or organization.
OPPORTUNITY?Across each customized
map, we will identify opportunities for your
industry or organization.
Eight out of 10 people now think or act “green.” This sustainability mind-
set now brings more scrutiny and pressure on organizations to
embrace sustainable practices.
The Great Recession has brought a new normal—spending less, saving more, reducing personal footprints. Con-
sumption patterns will change, bartering will bloom, and the
sharing economy will boom.
The largest demo in U.S. history, their view of what’s important, what’s fair,
and who is responsible differ from the mindsets of prior generations. It is
they who will shape culture going forward.
Social media has birthed a new colla-borative consumption ecosystem,
embraced by all ages. The collective makes decisions and recommenda-tions, not the expert or authority.
Power rests in the hands of everyone.
With answers to everything in the de-vice you’re holding, the role for organ-izations is changing. In our wide open
society, the answer to anything is a click away, fueling a growing
need to know “why” an organization exists.
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 36
MCVFoundation’sCommunicationsCompass
BRANDPROMISE(WIIFM- What’sinitforme?)
SupportingVCUHealththroughMCVFoundationwillensurethattheverybest,mostadvancedhealthcareandmedicaltreatmentswillalwaysbeavailablerighthereinmycommunityforme,myfamily,myfriends andneighbors.
BRANDPERSONALITY
ProfessionalInnovativeInvitingActiveTrustedWarm
CelebratoryCollaborativeGratefulInspired
FOURMAJORREASONSTOBELIEVE
2.PATIENTCARE
• WehavetheonlyLevel1traumacenterinCentralVirginia,supportingallotherhealthcareprovidersacrosstheregion.
• Wehavethousandsofhealthcareprofessionalswithmorethan750physiciansin200specialties,servingalmost112,000peopleinouremergencydepartments,640,000throughouroutpatientclinics,andnearly50,000peopleininpatientadmissions.
• WhiletheMCVCampusindowntownRichmondiscentraltoouracademichealthcenter,VCUHealthisalsotakingpatientcareoutintothecommunitywithlocationsacrossVirginia,includingStonyPoint,GlenAllen,WilliamsburgandSouthHill.
3.RESEARCH
• VCUHealthSciencesresearchawardsamountedto $155.5millioninFY2016,representing57%oftheuniversity’stotalresearchawards.
• VCUMasseyCancerCenterisamongthetop4percentofcancercentersinthecountryandisoneoftwointheCommonwealthdesignatedbytheNationalCancerInstitutetoleadandshapeAmerica’scancerresearchefforts.
4.EDUCATION
• VCUHealthScienceseducatesstudentsthroughfivehealthschools–AlliedHealthProfessions,Dentistry,Medicine,NursingandPharmacy– aswellastheMasseyCancerCenter.
• Morethan4,200studentseachyearparticipateinmorethan50degreeprogramsofferedatundergraduate,graduateandfirst-professionallevelsaswellaspost-baccalaureateandpost-master’scertificateprograms.
1.MCVFOUNDATION
•WehaveservedtheMCVCampussince1949.Todaywemanage$500millioninassets.
• Throughmorethan1,500funds,weprovidescholarships,professorships,researchandprogramfundstosupportthelife-savingworkoccurringontheMCVCampuseveryday.
•Wearegovernedbyavolunteerboardoftrusteeswhere100%ofourmembersgive.
BRANDMESSAGE
Ourbrandmessageisbuiltaroundthecreativecalltoaction“DiscoverGreatness.”
Thisthemewillbereinforcedinallofourcommunicationmaterialsthroughvariousexpressions:
• Discovergreatcare• Discovergreathope• Discovergreatcompassion• Discovergreatbreakthroughs• Discovergreateducation• Discovergreatcommunity• Discovergreathealth• Discovergreatphilanthropy• Discoveryourgreatplacein
theVCUHealthcommunity
MCVFOUNDATION:Thename“MCV”remainsimportanttomanyandmustbereferenced.MCV Foundation…MCV Campus.
INDEPENDENT:Stakeholdersvalueourindependence.
MISSIONOFVCUHEALTH:WesupportthemissionofVCUHealth- patientcare,researchandeducation.
INSPIREPHILANTHROPICSUPPORT:Fundraisingisamajorcomponentofourstrategicfocusandoverallbrand.WehelpmakethecaseforprivatesupportandadvancefundraisingeffortsacrossVCUHealth.
SHAREVCUHEALTH’SSTORY:PromotingtheworkandimpactofVCUHealththroughcommunicationsoutreachisanothermajorcomponentofourstrategicfocusandoverallbrand.
AVAILABLERIGHTHERE:WithVCUHealth, themostadvancedhealthcareandmedicaltreatmentswillalwaysbeavailablerighthereinourcommunity.
POSITIONINGSTATEMENT
TheMCVFoundationistheindependentfoundationcommittedtoservingthemissionofVCUHealth.WeinspirephilanthropicsupportandshareVCUHealth’sstoryofworld-classpatientcare,researchandeducationthat’savailablerighthereinourcommunity.
OurStakeholders’CurrentPerceptionsoftheMCVFoundation– What3WordsDescribetheMCVFoundation?
OURCOREVALUES
Donor-centric:Weserveourdo
nors,
buildmeaningfulrelationshipsand
ensure
thattheirphilanthropicwis
hesare
fulfilled.
Integrity:Weadheretothehighest
standardsofhonesty,integr
ityand
professionalethics,treatall
individuals
withdignity,respectandfa
irness,andare
inclusiveinallactivitiesand
endeavors.
Excellence:Wearededicatedto
excellenceinallthatwedo
andmodel
bestphilanthropicpractice
s.
Collaborative:Weareacollab
orative,
collegialandcaringcommunity.
Accountability:Wearecommittedto
exemplarystewardshipandacco
untability
toourdonors,ourMCVCampuspartners
andthecommunity.
MCVFoundation’sPurpose,Visio
n,MissionandCoreValues
DOCUMENT PURPOSE: The MCV Foundation has the extra
ordinary potential to advance the w
ork of VCU Health, the pioneer and
home to the Richmond region’s most advancedhealthcare-re
lated treatments, researchand education. In
order to maximize our
impact on VCU Health, MCV Foundation’score values, m
ission, vision,purpose and communications ou
treach efforts must all be
aligned. Thisdocument provides
a research-inspired roadmap for this important coord
ination. On this side of the page are MCV
Foundation’score values, mission, vision
and purpose. Onthe other side is our new “Communications Compass,” a strategic
narrative on how to package an
d share MCV Foundation’sstory – why a
nd how we support the mission of VCU
Health.
3.
Stewardship2.
Communication1.
Fundraising
4.Leadership
Board,StaffandOperations
CoreValues:Whatguidesal
lofouractions– seelistt
otheright.
Vision:Toberecognizednat
ionallyasoneofthepreem
inenthealthcare
foundationssupportinga
nacademichealthcenter.
Mission:TheMCVFoundationinspiresan
dstewardsphilanthropic
resourcesforourMCVCampuspartners
atVCUHealth.
Purpose:
Tosupportinnovationand
excellenceatVCUHealth
thatimprovesandsaveslives.
ARTICULATE YOUR PURPOSE AND “STORY”
TEACH LEADERS HOW TO APPLY A
GENERATIONAL LENS
ENGAGING MILLENNIALS
COMMUNITY COMMUNITY COMMUNITY
TALK DAILYABOUT THE
DIFFERENCE THEY MAKE
IT’S A CALLING, NOT A CAREER
THEY ARE NEIGHBORS,
NOT TAXPAYERS
EVERY DAY YOU MAKE A
DIFFERENCE IN OUR COMMUNITY
Matt Thornhill Maryland Municipal League “Engaging Millennials” Break Out Session
June 12, 2018
© Institute for Tomorrow®, LLC. All rights reserved. 37
Doris Hensley
AUG 20, 7 PMAUG 21, 3 PMUCHS DRAMA DEPARTMENT Mary’s Story: 100 Years Later$5 adults/$3 students
AUG 19-AUG 26#SEEKMARY SCAVENGER HUNT Explore Unicoi County with a chance to win prizes
AUG 25, 6-8 PMTRUNK SHOW WITH ANTIQUE CARS & BLUEGRASS MUSICDowntown Erwin on Main Avenue
AUG 26, 7 PMLOW COUNTRY BOIL CHARITY DINNER AND LIVE CAJUN BANDThe Bramble
AUG 27, 6 PMELEPHANT MAGIC & PROUD MARY GLOW PARADEDowntown Erwin• Food trucks, street performers
and hoolahoop troup• Hands on Museum Sensory
Kid Zone, 6-8:45 p.m.• Paint drum circle sponsored
by Kindermusic (old clothing recommended)
• Glow parade, 9:30 p.m. • All kids welcome!
PROUD SUPPORTER
To purchase dinner tickets and merchandise, visit riseerwin.bigcartel.com. For more information about the Erwin Elephant Revival and how you can support the project, please contact us at [email protected] or call 423-220-7624.
Events are organized by the R.I.S.E Erwin Initiative
All proceeds from these events benefit the Elephant Santuary in Hohenwald, Tenn.
ENGAGINGMILLENNIALSIN GOVERNMENT
Matt [email protected]