Millennials love to travel. Timing (having less responsibilities) and adventure-seeking are the two biggest motivators, but their tendencies shed light on how Corporate America should market to them.
Here are 3 ways:
Culture – When Millennials travel they want to immerse themselves in the local culture. Touristy spots aren’t a given, instead planning ahead and leaving room for exploration is the preferred method. In the workplace, diversity and the ability to connect with co-workers matters. Entrepreneurship is down amongst Millennials because it’s riskier than working for an established company. Travel destinations are usually known for at least one thing, what is your company known for? The answer defines your culture which is your brand.
Peer Recommendations – Travel sites are only appealing to Millennials if they contain reviews. Want to know where Millennials vacation? Ask their friends. Travel agents are basically instinct because part of going on an adventure is planning it yourself. Millennials are strong brand influencers, so if your company is labeled as a “cool place to work” applicants will come knocking on your door (not a bad recruiting strategy right?) The purpose of offering perks shouldn’t just be to attract Millennials, but at a deeper level tie into their desired lifestyle. For example, providing yoga classes and organic food on-site is a wellness perk. Millennials who desire that type of lifestyle become your company’s brand ambassadors to prospective candidates. Get your younger worker’s buy-in because Millennials trust their friend’s recommendations over expert’s.
Shareable Experiences – Where social media thrives visually is through beautifully taken photos and videos. Great design is not only aesthetically pleasing, but also shareable. Instagram and Snapchat have exploded with Millennials because of sharing. Forward-thinking companies take photos/videos of everyday life at work. Not stock images that are orchestrated, but a peek into a day in the life at your company. Similar to hotel websites, Millennials check your company’s digital footprint across different platforms to get a feel for your brand. We spend more than 50% of our waking hours at work, so hopefully it’s share-worthy. User-generated content can be one of your company’s biggest recruiting tools, but only if you’re intentional about it.
Retaining Millennials starts with understanding Millennials. Since work-life integration has become the norm questioning “why” Millennials make specific decisions matters. Use travel trends as insight into engaging your Millennial workforce. Companies are starting to offer unlimited vacation (hmm, I wonder why) for increased customization of schedule. Smart companies will use market research such as travel trends to recruit, retain and optimize the best Millennial workers out there. Will you?
Scott Asai is a speaker/coach that has been developing leaders for 20+ years – athletes, companies and individuals. His focus is helping people develop leadership skills to advance in their careers. Scott tends to attract a large audience of Millennials and Introverts to his programs/events. His professional background consists of: B.A. in Psychology, M.A. in Organizational Leadership, Certified Professional Coach and Certified Strengths Coach.