Certified Career and Executive Coach Marshall Brown moderated a panel on multi-generational communication strategies at the PCMA Capital Chapter’s June education program. Panelists and audience members analyzed various marketing pieces and how they were viewed by the four generations currently in the workplace.
The veteran generation was represented by Ed Able CAE, former executive director of National Association of Museums. Rounding out the panel were baby boomer Shelly Renn CMP, director, American Association of Blood Banks; Generation X-er Malene Ward CMP, National Assn for College Admission Counseling; and Linda Suarez, American Society of Civil Engineers, from Generation Y.
While the panelists demonstrated how the key elements of marketing pieces needed to be engaging, informative and clear, many believed that the marketing pieces could only go so far. “Location still sells,” said Able.
Shelly Renn agreed and spoke about partnering with CVB’s on marketing efforts.
Marshall Brown opened the session with characteristics of each of the four generations in the workplace, including communication preferences and what messages motivate each group. The consensus at the session was that close attention should be paid to each group’s particular audience, with a focus on how the generations like to receive information. Consistent branding, it was noted, is critical.