We can’t help but notice a pattern in the way that companies are learning to approach their employees, their customers and their values. What we see is that they are taking a human approach. Funny that it’s taken so long to bubble up the surface, but we’re glad it’s finally happening… thanks to millennials.
Marketing and Advertising professionals have done the research and the results are in: Millennials know authenticity like the back of their smartphones. They aren’t falling for cheap gimmicks or traditional marketing tactics. They’re smart, they’ve done the research and they know what they deserve. They understand the big picture and they have a birds eye view of the world. This mindset is blossoming throughout different industries and rearranging things for the better.
Clinton Wingrove, EVP and principal consultant at Pilat HR solutions, has a strong insight into how millennials see themselves in the healthcare work place: “I do believe the younger generation coming in wants to have a broader say in the business. If you bring someone in as a programmer, you shouldn’t assume they just want to be a programmer – they want to take an interest in why what they’re doing matters.” The newer generation doesn’t view their positions purely as jobs, continued Wingrove. Instead, they want to feel they’re part of the business, and therefore need to be encouraged to view themselves as part of a bigger team. “They’re not merely a programmer, an analyst or a clinician,” he said. “They’re part of a healthcare system, and that’s one of the things that’s going to differentiate between the organizations that are successful at attracting and keeping people versus those with a constant churn of people.” Read more, here.
Furthermore, on the other side of healthcare, doctors and nurses aren’t blindly being trusted by this new generation of human. Millennials know their treatment options before they come in to the office, they’ve shopped around online for clinics to find one that is respected, and they may have even done their research on a specific doctor. What this means is that doctors aren’t the top of the food chain anymore. Yes, each individual needs a doctor to help them because we all know what happens when you spend too long on WebMD looking up your symptoms – You find out that you have about 37 disorders and diseases which are all detrimental to your health and death is a side effect for all of them. It’s a dangerous world out there in internet land.
“When it comes to healthcare decisions, women hold the reigns. A report last year revealed that 94% of women make decisions for themselves, 59% make decisions for others, and 94% of working moms make decisions for others. These decision-makers comprise the industry’s core consumer segment. Women are doing the research, choosing treatments, and selecting the provider.” – Grey Matter Marketing
Read more, here.
But, if doctors and nurses aren’t blindly being trusted anymore, how can they earn the trust of their patients? They have to build relationships – making authentic connections. They have to do it by being human. Long gone are the days of “Take two and call me in the morning”. We’re moving quickly into the days of “Take two. I’ll call you tomorrow to check up and see how you are.” Now, doesn’t that sound nice? Doesn’t that sound human?
This human approach is bubbling up in the corporate and start-up work world as well. Liz Ryan, a LinkedIn Influencer and founder of The Human Workplace, is on the front line of this approach working with these businesses in order to help them retain their top talent and become a place where people actually want to go to work.
Liz and her team take the boring-old-stale approach to HR, turns them upside down and reveals the real life issues underneath. She helps to bring each person’s “real life” (You know, the one you’re supposed to leave at the door when you walk into work) into their “work life” by helping companies and individuals to be comfortable accepting that these two “worlds” go hand-in-hand.
As you can imagine, start-ups can implement these techniques much faster and with more enthusiasm then larger, more established corporations. Verizon is a great example. Thousands of workers took to the streets of New York City on strike against Verizon’s labor problems (Removing benefits, odd work hours, no job security, etc). Since this strike began in April of 2016, Verizon’s stock share values have gone down by nearly 5% and sources are saying that Wall Street has completely lost hope for them. Learn more, here.
For Verizon to implement better workplace habits, it would be expensive and time consuming. For this reason, millennials are choosing to work for companies who treat their employees right from the beginning.
Meet some companies who take real pride in treating their employees right, here.
Aside from that, there is now a focus on brand Storytelling. People want to have an emotional connection with what they buy and who they buy from. More importantly, they want the decision they make to have an impact on the greater good. The more informed buyer is now informed on how much harm they could be doing and they don’t want that information on their conscience. So, brands need to have a story to tell consumers about their mission and it better be authentic, have meaning and have proof to support it.
The best way to tell whether or not a company has an authentic story is to look at how it treats its employees. Have you ever come in contact with a brand who calls itself sustainable and environmentally friendly that exploits workers in a third world country? Yep, it happens all the time. Fortunately, companies are realizing they can’t play this game anymore. They have to tell the truth and be authentic in order to reach the millennial generation. That is the core of the human approach.
This human approach is better for people, the environment and the world. After all, companies are just small communities within a larger community. They should play by the same rules. “Treat others how you want to be treated” being the golden rule, of course. That hasn’t changed.
Is your company taking a human approach to business? If so, let us know what they are doing to make the workplace more approachable and livable in the comments below.
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