When was the last time you heard someone in your business say \u201cMillennials, they just don\u2019t know how to communicate\u201d? Or, \u201cthe young generation are just lazy, they don\u2019t have a winning mentality\u201d? When was the last time you said something like that? Is it really a condition of the younger generations to appear lazy and lacklustre, or are we guilty of not engaging with them in a way that they understand and that keeps them engaged? And most importantly, why should you care?<\/p>\n
Dealerships today are on the cusp of a serious transition and face a new and totally unique challenge. For the first time Dealers staff consists of people spanning four very different generations, from 70-year-old Baby Boomers to 18-year-old Generation Z\u2019s. And while Dealers have always employed people with large age gaps, these generations are so very different from one another that employing them under one roof is proving a challenge right across our industry. They have different interests, different hobbies, different languages and very different outlooks and expectations, that are much wider apart than their simple ages would suggest.<\/p>\n
When you look at the generational divide and try to work out why you should really care about it, keep in mind these additional facts; today our industry has a staff turnover rate of 46%* (almost 70% for sales people), and that by 2025, Millennials and Generation Z\u2019s will make up 75% of your workforce! So, if you can\u2019t keep Millennials and Generation Z\u2019s at your business today, who is going to sell cars from your showroom or turn a wrench in your workshops in 5 years time?<\/p>\n
However, it\u2019s not time to despair quite yet as where we have challenges, we also have great opportunities!<\/p>\n
According to the *2019 Cox Automotive Dealership Staffing Study, \u201ca whopping 32% of Gen Z and 36% of Young Millennials are interested in working for a dealership. That figure is even higher when including roles outside of sales. This surge in interest in working at a dealership surpasses previous generations by leaps and bounds.\u201d But, remember, we are an industry with employment protocols that suit the Baby Boomer and not the younger Millennials and Generations Z\u2019s, so we need to adapt to the needs of these younger generations to keep their interest high and keep them at your stores.<\/p>\n
Let\u2019s take a deeper look at each of the generations, you should recognize all of these people in your business today.<\/p>\n
BABY BOOMERS (1946 \u2013 1964)<\/strong><\/p>\n Being born in a crowded generation, the baby boomers had to compete and work hard to succeed. Long work hours and evenings or weekend shifts didn\u2019t scare them if it meant reaching high positions and status. They appreciate hierarchical structures, authority and tradition and deem the next generations should also pay their dues.<\/p>\n GENERATION X (1965 \u2013 1976)<\/strong><\/p>\n The later born Generation X grew up mostly in two-income-earning families and in an era with a high divorce rate. This made them extremely independently motivated, self-reliant, skeptical and unimpressed with authority. They initiated the trends of diversity and leveraging technology in the workplace which the Millennials and now Gen Z are taking to a whole other level.<\/p>\n MILLENNIALS (1977 \u2013 1995)<\/strong><\/p>\n Also known as the Internet generation, Millennials are defined by the rise of computer technologies and innovations, they always strive to find efficiencies and love multi-tasking. They focus on life outside of work and have created the conversation of \u201cwork-life-balance\u201d. Also, as they were raised in supportive environments where parents valued their self-expression, they became confident individuals who don\u2019t always adhere well to hierarchy organizations.<\/p>\n GENERATION Z (1996 to Present)<\/strong><\/p>\n Millennials\u2019 attributes are even more prominent in the youngest Generation Z who grew up with the instant gratification offered by connected technologies and social media. Now joining the workforce, they challenge the traditional \u201ctop-down\u201d structure and demand even more flexible work arrangements, diversity, competitive compensations and efficient tools and technology to complete their work.<\/p>\n Contrary to previous generations who valued long-term loyalty to their employer and hierarchal systems, these four generations are increasingly more devoted to their personal careers first, rather than their employer.<\/p>\n So, what should you be doing now to ensure you can make the most of this desire to work in our industry? Here are our suggestions:<\/p>\n 2. Listen and value employees<\/strong>\n
\nDefinite leaps have been made by dealers to respond to the younger generations needs for smart technologies. From integrated consumer credit applications to innovative alerting technologies bridging communications gaps across departments, we see dealers investing in tools to satisfy those needs. As technologies develop, it is important for dealers to continually integrate new, simple and intuitive systems for employees to perform their tasks efficiently.<\/li>\n<\/ol>\n
\nThe \u201clisten and obey\u201d mentality is definitely a thing of the past. Younger generations need to feel heard and valued. They need to feel in charge of their own path. Offering career growth potential and diverse responsibilities is key to keep employees engaged. Allowing them to constantly develop new skills, accommodating schedule requests and offering flexible work arrangements will also be sure to give them great purpose and motivation.<\/p>\n