Baby Boomers are retiring, Millennials are taking over the workforce, and Generation Z will step into the picture soon. But that doesn’t mean you should forget about the forgotten generation—Generation X. In fact, you need employees from this generation.
Who They Are
Generation X consists of people born roughly between 1965 and 1980 and has between 40 million and 50 million members in the U.S. Right now they make up 19% of the workforce. They grew up with the spread of divorce, downsizing, and recessions, says xyzuniversity.com. And according to forbes.com, these employees aren’t interested in the fun-and-games benefits of Millennials; Generation Xers need flexibility while they help their kids through college and care for their elderly parents. Gen Xers weren’t raised in a digital-heavy world like the Millennials. Though 76% of them go to the web or social media to search for jobs, they want to build an individual relationship with someone face-to-face. These employees know where they’re going in life, and they want training and development to get them there. They value honesty and authenticity.
Why You Need Them
Your Baby Boomers are retiring, but your Millennials are young. Where can you find someone with experience who will still be able to work for years? In the middle with Generation X. Because they’re in the middle of two larger generations, Generation X employees can also understand both generations and serve as mediators between your staff members. Being “curious, educated, well-read, and well-traveled” (according to an article called “What Generation X and Mosquitoes Have in Common” on xyzuniversity.com) means Gen Xers can handle diversity in the workforce, a necessary skill today. They’ll solve problems, work well with others, and start things on their initiative because they’re independent and know how to work hard. You won’t have to spell out the details or hang over their shoulders to get something done.
How to Attract Them
If you target Millennials in your recruiting, that’s who you’ll get. Gen Xers won’t come where they think they’re not wanted. In your marketing, talk about the work-life balance, creativity, and training available in those positions—especially the leadership positions vacated by the Boomers. Make sure you’re showing a wide range of ages in photos. Respond quickly to interested candidates. Explain the long-term benefits available. Keep the process individualized and personal. They’ll add value to your company if you let them.
Want to attract a certain generation to your company? Widen your target advertising audience? Adjust your brand to reflect a new direction? Contact ASJ Partners today about your marketing and branding needs.
