Motivating Gen Y's In Your Radio Station

I’m a Baby Boomer, a child of the 50’s, with my feet firmly planted about halfway into that cycle. My wife and I have two sons, spanning two generations, with the older being in Gen X and the younger one Gen Y. Generation Y is generally acknowledged to include young people born between 1980-1994. Watching our sons grow up and trying…trying, to figure them out, I do see some interesting items that may be helpful for you in a radio station setting.

Working with contemporary stations, I see a lot of hand wringing by managers over “how to handle that new young kid we just hired.” This article is about giving you some ways to help your young Generation Y employees so that they will do a better job for you.

Perhaps you've seen the story in USA Today or other media, The Young Labeled “Entitlement Generation.” The story featured Evan, a 24-year-old radio sales rep, who revealed that the middle-aged manager who interviewed him for his current job said during the interview that young employees arrive to the job displaying an attitude of 'entitlement.' Evan's reply? “Do we think we're deserving if we're going to go out there and bust our ass for you? Yes.” And, of course, this was a prospective radio sales rep!

That word “entitlement” sure stirs up emotions in a lot of people. Certainly me, and maybe even you. Baby Boomers carry a different set of values from Gen X and Gen Y. Webster's defines entitled as "qualified for by right according to law." So, when it comes to a Gen Y entering the workforce, is 'entitled' a fitting term to describe their attitude? It depends on who's doing the entering and who's doing the describing. But the 'entitled' label raises two much larger questions that managers and execs everywhere are wrestling with.

First, what would drive a young Gen Y employee to act as if he/she is entitled to a job? (and expecting rapid advancement, frequent raises, time off, special treatment, etc.)

Answer? You would too if you had always been on the demand side of the employment equation. As difficult as it may have been for you and I to find our first job and to get settled in this radio career, the boom in the service sector over the past 15 years has meant that Gen Y’s have always been able to find a job, quit it, and have another one the next day. How often we have “joked” about a Gen Y working at a radio station one day and McDonald’s the next because the money was about the same?

Plus, we’re talking about children of workaholic boomer parents who've worked overtime to provide an endless stream of brand name clothing, toys, and electronics, so they think they can apply their techno-savvy skills and "Apprentice" roadmap to get to the top and reap the payoff in much less time. (Just re-read Evan's statement above.) Besides, it's tragically un-hip to come across as if you are a rookie seeking wisdom. It’s much cooler to play the part of a young aggressive “Donald” who's got it all figured out. I personally liked the “Apprentice” TV show, but now I’m not so sure…

Second, how is a Radio manager supposed to relate to or connect with a young Gen Y employee who demonstrates an entitlement mentality? Gosh, we’ve never heard of this in RADIO, right? J

Answer? Expect it. If you anticipate an entitlement mentality and understand the social conditions that created it, you won't be thrown into a rage when they display that behavior. And, you'll feel like you hit the lottery when you encounter a Gen Y employee who is genuinely grateful for the opportunity to work for you, and is willing to accept your direction without question.

Further, face time is important and you should make time for it. The best way to diffuse an attitude of entitlement—without actually saying “you're fired!”, is by forming a relationship where each party trusts the other to help them reach desired goals and objectives. In short, learn why they have a job in Radio, why they chose to work for you and your Radio Station, and what their short-term and long-term objectives are.

Resist the temptation to be like your first employers and 'lay down the law' or tell them your company history and mission statement. Instead, do the opposite in the beginning and first discover their mission statement. You'll be amazed at how quickly they'll shed their shell of entitlement and come over to doing things your way.

Never forget that regardless of what kind of first impression they make when they walk into your radio station (think of the outrage about the teens-Gen Y’s wearing open toed sandals to the White House), underneath lies a kid who desperately wants to succeed, possesses the talent and skills to help your business grow, and is searching for direction, leadership, and a caring adult mentor. Rise to the occasion.