Brit Mott

For the first time in history, the workforce is made up of four distinct generations: tie-wearing Traditionalists (1922–1943); loyal Baby Boomers (1944–1960); independent Xers (1961–1980); and tattooed, texting Millennials (1981–2000).

Sherri Elliott-Yeary, author of Ties to Tattoos: Turning Generational Differences into a Competitive Advantage, argues that understanding every generation’s goals, behaviors, and motivations is key to a business’ success.

“Traditionalists…grew up during the enormous upheavals of depression and war.… They value consistency and uniformity. Their spending is conservative,” writes Sherri in her book.

“Baby Boomers comprise a majority of today’s workers. This is the largest generation in human history, with approximately 76 million Boomers in the United States. They are overachievers, idealists, inspired, and often narcissistic.

“Generation Xers…are possibly the least understood. They value portable careers and are loyal to themselves and not organizations. They are looking for a leader and mentor, not necessarily their boss, and they are very techno-literate.

“Millennials, also known as ‘Generation WHY,’ or as I like to call them, ‘Trophy Babies,’ are multitaskers…and team-oriented. This is the generation that has been rewarded for showing up for soccer practice, nevermind winning. If you manage a group of this generation, get ready to provide constant daily feedback.”

Sherri is the CEO of Optimance Workforce Strategies, LLC, a leading human-resources consulting firm in Plano. She is also the founder of Gen InsYght (geninsyght.com). She and her husband Mason are both Plano business owners. (Mason owns his own dental practice, planosmiles.com).

In Ties to Tattoos, Sherri asserts that the “old one-size-fits-all recruiting, rewarding, and managing strategies no longer work.” She says, “Where Boomers are optimistic, Xers are reactive. Where Traditionalists preach patience, Xers preach fun. Where Boomers want personal gratification, Millennials want morality. Where Millennials strive for civic duty, Xers strive for self-reliance.”

In order for CEOs and managers to connect with their employees, they need to know what their employees want and what motivates them. The author suggests cultivating an “inclusive” work environment by holding regular staff meetings to lay out the realities of the company and to encourage feedback. Sherri proffers, “Involving everyone doesn’t mean acting on everyone’s opinions. Younger generations respect authority, but they just want to be heard.”

What about if your company is recruiting? Sherri suggests creating targeted recruiting messages that appeal to the generation you are seeking to hire. “When we did recruiting for WinStar World Casinos, we had a targeted message for Traditionalists, which was work for us and you’ll get benefits after 60 days. For younger generations, we focused on offering a fun work environment.”

One element of the campaign included printing employment and benefit information on the back of playing cards. The cards read, “At WinStar Casinos, having fun is just a part of the job.”

 One may argue that categorizing people into generational stereotypes is divisive, but Sherri attests that understanding these differences gives companies a competitive advantage. When every voice is heard, companies boost employee job satisfaction, and ultimately, they profit.

Excerpt from Ties to Tattoos
Xers are railing against Traditionalists for being resistant to change, for being unwilling to hand over the reigns. Boomers are begrudging Xers for finding it so easy to change jobs on a whim. Boomers are further miffed that Xers thought to demand balance in their work and personal lives. Traditionalists resent Millennials for their entitlement mentality, especially so when Traditionalists had to work for every penny they earned. Millennials resent Boomers for leaving the planet a mess. And on it goes. All of this anger and frustration comes to a head at work because each generation is competing for the same scarce resource—a way to earn a living.

The technological revolution has only made generational stereotyping worse. More than any other influence, the use and adaptability of technology has put a greater perceived divide between those who grew up without technology and those born into phones with virtual buttons and GPS mapping and Internet access anywhere anytime. …

The differences between Traditionalists, Boomers, Xers, and Millennials are about more than language, more than age, and more than the latent mistrust of one generation of another. Each group behaves differently, thinks differently, and is motivated differently. Each cohort has different goals, dreams, and desires. Make no mistake, the challenges are real. The opportunities for leveraging these differences are equally real. By shifting focus and zeroing in on the talents and strengths of your workforce, you can boost productivity, minimize conflicts, and create a shared culture of innovation, loyalty, and growth.

Follow @sherrielliot on Twitter or follow the author’s blog at sherrielliott-yeary.com. For more on the book, visit tiestotattoos.com.