Millennials, in particular, seem to be a particular source of heartburn for agency owners. 55% of the respondents are millennials (under the age of 35). To read more about the survey and get a much deeper dive on the results, you can download the full research report here. Are Millennials Really Different? 56% of our respondents feel that millennials are fundamentally different than older employees when it comes to their priorities and attitudes about work. They are less likely to feel that employers have an obligation to help their employees become more successful, or are responsible for helping employees build their own networks. Segment 3: Millennial Mindset (32% of total) The final segment, which we have termed the "Millennial Mindset", are much more likely than other respondents to feel that younger workers are both more talented and less valued than older employees. They are more likely to credit younger workers with being more innovative than older workers, and better at understanding today’s marketing environment. In fact, while there are many more millennials in this segment than there are older respondents, 28% are not millennials at all. So while a millennial is more likely to be in this segment than are older respondents, they are still more likely to be either an Agency Advocate or a Prosperity Partner than a "Millennial Mindset" member.
It goes without saying that employees are the lifeblood of any marketing agency.
They bring the talent needed to fulfill your agency’s strategic and creative commitments to clients, and they represent the first line both in new business development and in client service and satisfaction.
They also — of course — represent the largest financial commitment in an agency’s budget.
Attracting and retaining the best talent is high on the list of priorities for any agency owner. Leaders today faces complex decisions about how best to source, develop and reward the right mix of talents and temperaments to fit the agency’s mission and its client base.
Millennials, in particular, seem to be a particular source of heartburn for agency owners. These 18- to 34-year-olds represent the greatest source of new agency employees, and agency owners worry that they are ineffective at motivating these workers and concerned that their investment in their education and training will be for naught if they choose to move elsewhere prematurely.
The Research
Agency Management Institute and Audience Audit decided to tackle this question head-on, by surveying agency employees of all ages and gaining insight into their opinions, attitudes and influences, and the extent to which these differ between millennials and older employees — or if there’s another explanation for the behavior that agency owners highlight in their complaints.
With the help of HubSpot and Research Now, the survey received over 950 responses from full-time agency employees. 55% of the respondents are millennials (under the age of 35). 40% are younger millennials (26 or younger) and the remaining 60% are 27-34.
45% are older employees — about half of whom are 35-44.
In this article, we’ll examine some of the key takeaways from the report. To read more about the survey and get a much deeper dive on the results, you can download the full research report here. You can also sign up for a free webinar (December 1st at 1 PM eastern) where we’ll walk you through all of the results of the study and there will be a live Q&A.
Are Millennials Really Different?
56% of our respondents feel that millennials are fundamentally different than older employees when it comes to their priorities and attitudes about work. Both millennials and non-millennials feel similarly with regard to this question. 24% say they aren’t sure.
But our research revealed that assumptions that lump all millennials into one set of attitudes are missing the real story.
The Real Story: Attitudinal Segments
While our research revealed some differences by age, we found much greater divides between agency employees when it comes to their attitudes about work, and what they expect of their employer — and themselves.
The results were fascinating.
Segment 1: Agency Advocates (37% of respondents)
Agency Advocates love…
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