Next-Gen Marketing: Businesses Thrive With Millennial and On-Demand Employees

Allison Mandel
March 8, 2017

In today’s constantly evolving marketing landscape, it can be tough to stay ahead of the latest trends. As younger generations evolve, enterprises have noticed a shift in behavior demonstrating that technology and next-gen preferences are driving brand success. Millennials will spend more than $200 billion annually in the United States starting in 2017—but millennials aren’t just consumers.

Expected to account for more than half of the US workforce by 2020 and three-quarters of the workforce by 2025, as Brookings data shows, millennials are also a part of today's growing workforce. Reaching your business goals means tapping into this massive demographic of recruitable millennial talent.

The Millennial Profile

With a sense of optimism about the future, millennials—a group of roughly 80 million people in the United States born between 1980–1995—want to work for companies that have a positive impact on society. They place high value on education and opportunity, yearn for emotional connection, and respect purpose over profit and authenticity over professional recognition. They strive to add value to people’s lives, solve problems in meaningful ways, and leave behind moral legacies.

Because this generation is made up of social entrepreneurs who prefer flexibility and freedom over rigidity and mundanity, top-tier millennials can be found trending towards the gig economy: a growing community of contingent workers who approach their careers as independent contractors rather than traditional employees. Interestingly, Deloitte research shows that independence and flexible work environments are directly correlated to better performance, greater productivity, higher levels of engagement, and overall loyalty, trust, well-being, and happiness within this workforce demographic.

Talent Marketplaces

But how can your company tap into all this potential? First, businesses must be smart, authentic, and tell good stories. They can move away from product advertisements and into experiential marketing. Enterprises should have a socially impactful purpose, and, perhaps most important, they should be able to back up their promises with proof and evidence.

Considering today’s advanced technology landscape, businesses must interact with their audiences via social media, networking, and other innovative technology-based human capital solutions. Leveraging on-demand workforce management systems, for example, will allow companies to create partnerships and integral alliances among an entrepreneurial audience. Finding entrepreneurial talent to help you market isn’t difficult if you do it right.

As the workforce landscape continues to evolve, enterprises that remain on the cutting edge of technology will be the ones that thrive. The best way to optimize your messages, reach your target audience, and access top talent is to stay ahead of the innovation curve. Don’t just be a witness to the changes; instead, become a part of today’s marketing revolution.

Interested in learning more about experiential marketing and how on-demand talent can play a role in business success? Check out Afdhel Aziz and Bobby Jones’ tips on marketing to millennials.

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Featured in: Workforce Flexibility

About the Author

Allison Mandel

Allison Mandel is a Boston-based freelance writer, and contributing content producer and editor to the Catalant blog. Her writing can be found in both digital and print contexts, and includes articles, blog posts, creative nonfiction, and school rankings. From storytelling tips and tricks to news reports in the digital marketing space, Allison creates engaging content across varying strategies. A 200-hour certified yoga instructor, Allison is also deeply committed to healthy living, mindfulness, and personal development.

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