Attracting Future Leaders: Lessons for the

Transcription

1 Attracting Future Leaders: Lessons for the from the Crowd Kids

2 The Cast Moderator: Suresh Parmachand, Stratovate Group/Uponor Panelists: Krystal McNaughton, Wolseley Canada Joanna Woo, Emco Corporation Ron Robinson, AtlasCare Heating & Cooling Jennifer Hall, Reliance Home Comfort Marc-André Gendron, Les Enterprises MLG et Fils Inc.

3 The Generation Identity Kool-Aid Kids Drinking the Kool-Aid is a term that is used in conjunction with the Post-war and Boomers generations. These generations stay with one company for most of their career. They choose to move up within a company, rather than look for a better opportunity at another company. They are proud to represent their organization. They identify with their company. They may not agree with everything their company does, but they understand that the grass isn t always greener on the other side.

4 The Generation Identity Red Bull Crowd Play Hard, work smart is the best summary of this generation. They require instant gratification because they require reward for their effort. Contributing to the greater good is part of their DNA, as is equality and open-mindedness. They speak their mind and will question authority. Some may consider them as having a sense of entitlement, but they believe it is a function of being misunderstood.

5 Canadian Demographic Breakdown 100 years and over 95 to 99 years 90 to 94 years 85 to 89 years 80 to 84 years 75 to 79 years 70 to 74 years 65 to 69 years 60 to 64 years 55 to 59 years 50 to 54 years 45 to 49 years 40 to 44 years 35 to 39 years 30 to 34 years 25 to 29 years 20 to 24 years 15 to 19 years 10 to 14 years 5 to 9 years 0 to 4 years Median Age 41 Placeholder 49% 51% -2,000,000-1,500,000-1,000, , ,000 1,000,000 1,500,000 2,000,000 source: Stats Canada

6 Are We Doing Enough To Attract Women To Our Industry?

7 Social Landscape Smartphone Audience 51% 49% 72% 2% 19% 35% 43% Play Work 76% 2% 13% 13% 21% 52% 4% 9% 11% Source: CMPX 2014 Survey/ipso lorum

8 The Power Of One Social media has changed the way we consume and share information. Technology has provided a conduit for individuals to share their stories, opinions, thoughts, content, images, videos, etc. to the masses, with few restrictions.

9 How Have Social Trends Changed in Business? How Can We Leverage These Trends To Build Awareness?

10 Zeitgeist I value work before pleasure and discipline in the workplace. I have strong family values and good manners and play by the rules. I believe that hard work and time will lead to leadership. 2% 27.9% I would be considered a workaholic. I will put in whatever time is required to get the job done. I am competitive with a strong work ethic. I believe strongly in personal development and I am loyal to my company. I value title and rank while working within teams and I like rules to follow the rules, but not be told what to do. I would not be considered loyal to a company and prefer a true work/life balance. I question authority if I don t believe they are correct and I will be cynical if leaders aren t trustworthy. I work well independently and I am familiar with technology. I multi-task effectively and I need to be kept challenged and stimulated in order to be productive. I believe that anything is possible. I am optimistic and highly social and have high expectations of myself and those around me. I am educated and tech savvy, and I am willing to wait for the right opportunity. I require flexibility in the workplace and I am always looking at ways to challenge the status quo. I will lose interest in menial tasks and I am okay with lateral moves within my organization. 56% 14.8% 23% 36.1% 19% 21.3% source: CMPX survey 2014

11 What Defines An Individual Belonging To A Generation?

12 A Generational Summary $2 400 $6 450 $ $ $4 600 War Child $ $ $ Baby Boom ME Generation Millennial 1940 s 1960 s 1980 s 2000 s 1950 s 1970 s 1990 s Post War Generation X Generation Y $ $4 130 $ $ $ $35 900

13 A Generational Summary Generations Greatest/Silent Boomers Gen X Millenials Gen Z 24% 12% 24% Greatest Generation ( ) Silent Generation ( ) Baby Boomers ( ) Generation X ( ) 24% 16% Millennials/Gen Y ( ) --Younger Millennials (18-27) --Older Millennials (28-36) Generation Z (1995-Present) Source: AC Neilsen

14 What Are You Seeing As The Hurdles For Engaging New Generations?

15 Industry 2020 Average age of skilled trades : 61 Age impacts the ability to capitalize on market opportunities Labour rate on skilled trades increases by ~30% Unskilled workers enter market to fill market needs Problems are created within marketplace due to poor installation Skilled workers are called into fix problems Problem perpetuates Skilled Trades Become Firefighters

16 What Are The Pitfalls Of This Scenario Playing Out?

17 New Leadership Paradigm Traditional Leadership is influence, nothing more, nothing less. -John Maxwell Hierarchical Goal-oriented Manage resources Knowledge Extroversion Experience Egotism Empowering Intelligence Success Influence Effectiveness (myopic) Drives Consistency Meet business objectives Source: Actionpointe, Journal of Applied Psychology New Age Leadership is the process of influencing others to work towards a mutually desired vision. -David Burkus Holistic People-oriented Liberate resources Situational impact Self-motivated Intellectual Capital Management Self confident Without Boundaries Selfless Trust Effectiveness (peripheral) Collaborator Enabler Creating an environment where individuals will be allowed to foster positive change

18 Management causes 85% of problems in an organization. -Dr. Demmings The cost of losing an employee in the first year of hire is projected at 3 times their annual salary. -Wynhurst Group

19 How Is This New Leadership Paradigm Going To Impact Industry?

20 Media Drives Perception

21 High Schools have become incubators for College and University * Employment changes in thousands 6 Million Boomers In 2 Decades Source: Association od University and Colleges of Canada (AUCC) 1 in 3 Parents would encourage children to work in trade 3 Generations of Change

22 The Hierarchy of Trades Perception Drives Decisions Electricians Mechanics Welders Machinists Carpenters HVAC Technicians Plumbers

23 Stories Are Being Told

24 How Can We Improve Perception of the Trade?

25 Canadian Immigration (Permanent Residents) Economic 58% Family Class 25% Refugees 15% Other 2% Placeholder 49% 51% -200, , ,000-50, , , , ,000 Source: Stats Canada

26 How Can The Industry Leverage Immigration?

27 Canadian Demographic Breakdown 100 years and over 95 to 99 years 90 to 94 years 85 to 89 years 80 to 84 years 75 to 79 years 70 to 74 years 65 to 69 years 60 to 64 years 55 to 59 years 50 to 54 years 45 to 49 years 40 to 44 years 35 to 39 years 30 to 34 years 25 to 29 years 20 to 24 years 15 to 19 years 10 to 14 years 5 to 9 years 0 to 4 years Median Age 41 Placeholder 49% 51% -2,000,000-1,500,000-1,000, , ,000 1,000,000 1,500,000 2,000,000 Source: Stats Canada

28 What Age Group Do You Feel Can Drive Change? Why?

29 Government Programs Source: Source:

30 Association Programs Insert HRAI program Source: Source:

31 Governments & Associations are Trying, But Can They Do It Alone? How Can We Help?

32 It Takes A Village To Raise A Child

33 It Takes A Community To Develop A Tradesperson

34 The Community Schools Government Associations Tradesperson Media Manufacturers Contractors

35 How Do You Feel The Community Can Work Together?

36 We will need to rethink where our leaders are from

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38 What Are Others Doing? ATS Advanced Technology Services Inc., a Peoria, Ill., factory-maintenance company that employs 2,300 workers In the classroom hands on secondary school training for highschool graduates at a cost of $1,500 per student War veterans transition program Source: lorum

39 What Are Others Doing? Government Of Canada The Government of Canada launched the Federal Skilled Trades Program in January 2013 to facilitate the immigration of skilled tradespeople who meet Canada s current and evolving economic needs. Skilled tradespeople are assessed on relevant criteria, such as language ability, practical training and work experience rather than formal academic education. Source: lorum

40 What Are Others Doing? Government Of Canada Canadian Apprenticeship Forum-Forum About Skills/Compétences Canada About the Campaign In 2006, the two organizations partnered to develop and launch the Skilled Trades: A Career you can Build On campaign. The campaign reached across Canada through various resources, marketing materials, a new website and even some theatre ads. Source:

41 Notable Quotes: "What the industry needs is to be much more aggressive in marketing and creating visibility. -Jim Ryan, Chief Executive Grainger "We've made work the enemy," -Mike Rowe, TV Personality

42 What Can you Do? Leverage government apprenticeship programs Work with Associations at the local chapter level to improve circumstance Elevate the trade tell your stories

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44 Suresh Linkedin.com/marketingjunky marketingjunky.wordpress.com

45 Appendix: Information and insights

46 Conversation Starters

47 Membership Profile 81% Male membership 9% Female membership 3% Less than 2 years 5% 2-5 years 6-10 years years Years in Industry 10% 26% 57% 20+ years source: CMPX survey 2014

48 Young People and Women Are Not Joining the Associations. Where are they getting their information from?

49 Social Landscape Smartphone Audience 51% 49% 72% 2% 19% 35% 43% Play Work 76% 2% 13% 13% 21% 52% 4% 9% 11% source: CMPX survey 2014

50 LinkedIn, Facebook and YouTube are the main social media platforms used by the trade. Which of these tools are you using?

51 Membership Profile How frequently do you use the following devices? Always (6 hrs+) 54% 26% 8% 42% 28% 4% 6% Often (3-5 hrs) 27% 10% 21% 21% 17% 16% 19% Sometimes (1-2 hrs) 14% 17% 33% 25% 9% 45% 35% Rarely (< 2hrs) 3% 10% 17% 7% 6% 29% 35% Never 2% 38% 21% 5% 40% 7% 27% source: CMPX survey 2014 Smartphone Cellphone Tablet Laptop Desktop Television Radio

52 What kind of online experience are you providing your visitors?

53 Membership Profile 7. How often do you use the following tools to conduct research? Always (6 hrs+) 60% 4% 3% 4% 12% Often (3-5 hrs) 33% 20% 12% 18% 50% Sometimes (1-2 hrs) 3% 32% 17% 36% 32% Rarely (< 2hrs) 0% 36% 40% 29% 2% Never 3% 9% 16% 14% 5% Online Tools Magazines Newspapers Your Family Your Peers source: CMPX survey What is the average number of hours you spend online each week? 48% 2% 18% 32% < 2 hrs 2-4 hrs > 10 hrs 5-10 hrs

54 The industry is searching for information online. Where are you providing information?

55 Work/Life Balance 11. How strongly do you identify with this statement? Strongly do not identify Somewhat do not identify Neutral Somewhat Identify Strongly Identify I live to work 20.7% 15.5% 29.3% 25.9% 8.6% I work to live 10.0% 11.7% 25.0% 31.7% 21.7% My work defines who l am 17.2% 12.1% 29.3% 36.2% 5.2% I define who l am 1.7% 5.2% 12.1% 25.9% 55.2% source: CMPX survey 2014

56 Work/Life Balance 15. Do you agree or disagree with the following statements? Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree I expect to have a similar work-life balance and social life as my parents. Time off is more important to me than paid overtime. I highly value a position that offers flexible hours. I am motivated by work, regardless of pay and time off/vacation time. I feel l have a good work-life balance. source: CMPX survey % 31.1% 16.4% 31.1% 3.3% 4.9% 6.6% 18.0% 27.9% 42.6% 3.3% 1.6% 9.8% 44.3% 41.0% 3.3% 13.1% 16.4% 39.3% 27.9% 5.0% 18.3% 11.7% 46.7% 18.3% Average Rating 2.70 Average Rating 3.97 Average Rating 4.18 Average Rating 3.75 Average Rating 3.55

57 How are you using technology to help your employees work smarter and more efficiently?

58 Managing Business 21. How do you find leads? (List percentages) 63.6% 69.7% 72.7% 80% 60% 54.5% 51.5% 36.4% 33.3% 40% 20% 0% Advertising (Print) Advertising (online) Radio Television Tradeshows Website Other source: CMPX survey 2014

59 How effective are your lead generation strategies?