Did you know that Millennials (or members of Generation Y - those born between 1982 and 2000) are set to become the dominant part of the workforce this year, making up over 50% of it.

As a result, companies are having to place an ever-growing focus on ways to increase engagement with this generation and keep these workers happy and productive – this is where live events can be useful. Millennials have generally come to be defined by a set of characteristics formed by the world and culture they grew up in and therefore before you can look at ways to encourage them connect, the facts need to be understood.

It's a fact. Millennials are:

• Tech Savy - Armed with smartphones, laptops, and other gadgets, this generation is plugged in 24/7. They like to communicate through email, text messaging, and whatever new social media platform friends and colleagues are using. This is a generation that can't even imagine a world without the internet or mobile phones - they've never had it.
• Family Centric - Millennials usually prioritise family over work and are willing to trade higher pay for fewer billable hours, flexible schedules, and a better work/life balance.
• Achievement Orientated - millennials are confident, ambitious, and achievement-oriented. They have high expectations of their employers, tend to seek new challenges at work, and aren't afraid to question authority.
• Team Orientated – They want to be included and involved and not have all the decisions made for them.
• Attention cravers - They appreciate being kept in the loop and often need frequent praise and reassurance. They may benefit greatly from mentors who can help guide and develop their talents.
• Motivated by new experiences - which means they're prone to job-hopping . They're always looking for something new and better, whether it's with the same company or on to pastures new.

Often unfairly criticised, there's much that can be done to keep the fires lit for this generation of workers. Here are the top four must haves when looking to improve engagement for this audience with your events programs:

1) On-demand: They need the solution at the point of pain.

Millennials want the answer here and now, because it’s all they’ve ever really known - they don’t want to wait. At your events use tools that allow them access ‘knowledge’ instantly. This can be human or digital, but think of their experience and how they can opt in to gain this information. For example researching the right technology to add to your event can be a minefield as there are so many options in the marketplace, to name a few...mobile event app, welcome robot, digital information screens. Take qualified advice and stick to your objectives for the purpose.

2) Anything you communicate needs to be authentic.

If they’re connecting to a real life situation, it needs to be real; no fake green screens, no actor reading from a script. It needs to be localised and culturally relevant so they can see HOW they would apply it to their lives. Strip back the theatrics, bring the real story to life and make it ‘human’.

Read our Brighton Business Update case study here to see how one of our London clients brought their teams to the beach to bring the seaside to life.

3)They need to have a voice.

Millennials have voices and they want to be heard. Create environments that allow them to freely debate/exchange and have a conversation. Eventbrite feature 11 examples of tools to help audience interaction here. Engaging event attendees is integral to holding their attention. It can also make a big difference to their satisfaction levels – if an attendee has been actively involved in the proceedings they’re far more likely to feel the event was worthwhile.

Read our global conference case study here to see how one of our clients shared the 'bigger picture' with their audience.

4) Tell them why they are taking part.

Millennials crave the ability to develop. But that said they’re interested in what the business stands for and what it is working toward. Any messaging needs to have depth and this is achieved through always relating to the bigger picture of culture, value and vision. Sharing shows you care.

Read our Collective Working case study here to see how one of our clients engaged their employees with CSR.

Are you really thinking about how you're connecting with your audiences and tailoring the experience to fit?

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References: HR Grapevine, Career Cake, The Balance Careers, Eventbrite

Images: Unsplash