A Panel Discussion with the "Net Generation"   At the Accenture Global Convergence Forum, a panel of teenagers shared their preferences for using communications technologies to communicate, learn and collaborate. They also discussed what would be important for them when it comes to identifying careers and employers that would deliver job satisfaction for them – interesting insight for employers as we face a war for talent.
Email is Yesterday’s Technology With virtual assistants, private Wikis, blogs, Facebook, Flickr, instant messenger and Skype, the net generation uses technology for everything and in a way that is perhaps alien to today’s adult generation. Moreover, it is at odds with how the communications industry might typically pitch products and services to consumers. To the panelists, the cell phone is not a vehicle for making voice calls. Rather, they see it as a device that allows them to connect with peers or collaborative networks and access to data on demand. The Net Generation effectively and efficiently filters information. Few watch television—at least not in the way we might consider to be the norm. Television programming is often accessed through devices such as Tivo and advertising is avoided, particularly online. The advertising industry needs to be highly targeted and personalized if it is to engage with this younger audience that prefers a push to pull approach. They want to use their networks to get peer reviews about available products and services, and then search out providers. They believe that organisations need to make it easy for customers to find them and for advertising to be unobtrusive, targeted and relevant. Indeed, this presents difficult challenges balance for the businesses. This generation has open access to data and doesn’t want to pay for it. Why would they do that, asked one panel member? They are informed and connected, but they don’t receive or search for information in “old” media such as newspapers. The contents of a newspaper are yesterday’s news to them, and biased. The Net Generation engages with new media and technologies to gather “live” knowledge and insight. Information is a fluid stream to them. And they cobble together the truth from multiple sources and opinions. Work Should be Something We Do, not Somewhere We Go When asked about their career aspirations, the panelists agreed that freedom and choice their clear priorities. Perks are helpful but not a deal maker (or breaker). Tomorrow’s employees are looking for adventure. They want to have control and ownership of their futures. To this group, job descriptions offer no flexibility and are stifling. Roles need to be customized to the skills they want to learn and the people they work with. The Net Generation will sacrifice compensation goals if they can set their own agenda in a non-bureaucratic environment while having fun. They also have a strong social conscience and want to make a difference and positively impact their peers. Is it time for the communications providers to review how they increase Average Revenue per User (ARPU) with this customer base? Do employers need to revise their talent strategies to embrace this generation? Perhaps we should start a Wiki or a blog, or how about a group on Facebook so we can all become as informed as they are and gather opinion on the subject. Return to overview page |