In many respects, millennials are like their older, more experienced engineering colleagues: smart, hardworking, ambitious problem-solvers. But in other ways, millennials set themselves apart, and not just in the ways you may have read about previously.
New research from GlobalSpec Media Solutions—“The Pulse of Engineering”—included exclusive analysis about millennials, which are generally considered born in the time period between the early 1980s and 2000, and for this report have less than ten years of engineering experience.
The results of the survey provide insight into work styles, engineer’s motivations, and their desired career path. A few things stand out about millennials that can help shape how you market to and communicate with them.
1. Millennials are more optimistic than more seasoned engineers.
Engineers of all ages report that the pace of engineering is constantly increasing and that lack of time and resources are their most significant challenges. However, millennials are more likely to believe that technology is improving productivity and they are not as concerned that their companies are losing senior expertise faster than they are gaining it.
Millennials are also more likely to report increasing budgets and new hires in their companies, growth in their engineering workforce, and are less likely to report that cost-cutting pressure is affecting their products.
Millennials may be more responsive to messages about the benefits of new technology. At the same time, they may not be moved by dark or dire FUD (fear, uncertainty, and doubt) marketing tactics that some manufacturers employ. They’re more optimistic—you should be too when communicating with them.
2. Millennials are eager to learn and find new opportunities.
When reporting on factors important to their careers, millennials are driven less by compensation and more by learning opportunity, growth potential and by good work/life balance.
The number one reason millennials would leave their current role is to move to another company to pursue new opportunities, followed by promotion to a more senior role.
For millennials that change jobs, many report they would need to upgrade their current skills by learning programming languages, software development, data science, business skills, and communication and presentation skills. The top four ways they maintain and advance their skills and become educated are colleagues, books, online training courses and webinars (true across all age groups), but millennials are much more likely to use online video and less likely to use technical white papers by vendors.
Younger engineers are also more likely to use datasheets, coding resources, and design kits to help complete projects they are working on.
Create and deliver technical content that helps educate millennials and improve their skillsets. Plan online training courses for your audience, host webinars, and create instructional videos. Produce detailed datasheets. Offer comprehensive design kits. If you can become a millennial engineer’s trusted resource now, they are much more likely to remember your company and stick with you as they move up the ladder or change jobs.
3. Millennials want open access to information
Millennials are less willing than other engineers to register on a website for access to specific documents. They are also more likely to believe all content should be free and open access.
These findings have important implications for your marketing programs. If you have gated content that requires user registration, millennials are less likely to fill out a form. It’s not that surprising they believe content should be free and open access—they grew up with the internet and a constant flow of freely available information at their fingertips.
This doesn’t mean you shouldn’t have registration forms on your website to collect prospect information, but you may need to consider other ways to distribute content, such as through social media and email. Or make an executive summary of important content open access and require registration only after you’ve demonstrated your content’s exceptional value. You may also want to consider progressive forms that only require the bare minimum from prospects initially. Millenials may be more likely to fill out a form if it takes only seconds to do and doesn’t compromise too much of their privacy.