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A PSFK post stopped me in my tracks earlier this week. In fact, at first glance, I really thought it was an sponsored Onion post on PSFK.
Really, I did.
But nope–this is very real. Grey Advertising, AdWeek’s 2014 Agency of the Year, has created a separate work environment–specifically for Millennials–within its New York office called “Basecamp.”
Grey representatives describe “Basecamp” as “an environment that gives structure, but creates self-sufficiency [and] encourages relationship building with key learnings more readily shared.”
And, according to the PSFK article, Michael Houston, CEO of Grey North America, says that Basecamp shows that “we’re learning from this group rather than showing them how we’ve previously worked. We’re working to understand their organic tendencies.”
So, essentially, Grey has cordoned off Millennials from the rest of the workforce in the interest of “understanding their organic tendencies”?
OK, so I’ll fully admit, I’m a huge skeptic when it comes to discussion that leads with “how do we adapt to working with Millennials in the workforce?” I know Millennials are a big demo. I know they have incredible power. I know they work differently.
But man, I think this is a horrible idea.
For starters, think about the message it sends to the rest of Grey Advertising.
Grey claims to have 1,000 employees–48% of which are Millennials.
OK, so what about the other 52%? What about the Gen Xers and Baby Boomers, who, by the way, are most likely the managers and leaders of the agency at this point? What message is this sending to those folks?
I’ll tell you what message it’s sending. It’s the same one we’ve been hearing non-stop from Millennials and those looking to accommodate them for the last few years: We need to coddle the Millennials in order to better work with them.
That’s it. Plain and simple.
Why else would they create a SEPARATE WORK ENVIRONMENT for these employees? Why would they go out of their way to talk to the media about it?
I mean, I get it from a business perspective. You need to attract the Millennial market. You need them more than they need you. Junior to mid-level talent is the engine that runs agencies, right?
I’m just not sure this is the right way to go about doing that.
Look, I’m sure Grey has done their due diligence. And who I am really? Just some consultant with a blog in Minnesota. I’m not running AdWeek’s 2014 Agency of the Year. So, clearly these people know more than I do.
I’m just sick of the coddling.
And I don’t think it’s doing the Millennials any favors either.
Think about the message they’re sending to Millennials now for a moment. We’re going to give you your own work space. We’re going to go well out of our way to make you happy. WE WANT YOU TO BE HAPPY!
I think this, too, is a horrible message to send. It says: People are going to go out of their way to accommodate you and your workstyles. So, don’t worry about it. We’ll work around you–don’t you worry about learning to work with other people. You’re Millennials, after all!
Also, think about this. If you put up a wall around these Millennials in the workplace, how will they find mentoring opportunities with more experienced staff? Aren’t you kinda telling them the opposite by doing this? Stay with people your own age/experience. Learn from them–not the older folks.
I don’t know. We’re now crossing an awfully dangerous line with all this coddling.
I mean, really, isn’t this taking it a bit too far?
In this latest episode of the Talking Points Podcast, Kevin Hunt and I talk about a very interesting (and very well written) article in HRB titled “Your Digital Strategy Shouldn’t Be About Attention” (see Show Notes below for link).
In the article, the author laments that digital strategy, as we know it, is essentially broken. That too many companies are focused on gaining attention through online channels, and not nearly focused enough on providing true value to customers and giving them YOUR attention instead.
It’s a very interesting read–Kevin and I agreed, the “must read” of the week. Hope you’ll take a listen to the rest of the show, too.
SHOW NOTES – January 22, 2015
“Your Digital Strategy Shouldn’t Be About Attention”
“Nike Sends 100k Customers Personalized Training Videos”
“To Boost PR Results, Look to Paid Channels”
“Storytelling in the Age of Social News Consumption”
“25 Disruptive Technology Trends for 2015 – 2016”
In case you missed it, Facebook rolled out “call to action” buttons last February.
It was hardly a revolutionary move. Advertisers wanted to bolster results. They needed clearer calls to action. More advertisers were joining the fray. It was time for something like this.
Since then, we’ve seen more and more companies using these buttons. And the results (of which we know) have been pretty decent.
In fact, according to AdRoll, brands are seeing a lift of 2.85X their normal lift when using these CTA buttons. Not bad, right?
What’s also interesting, according to AdRoll, is that the “Learn More” button is the top performer, but “Shop Now” is the most “popular.” Hmmm… Probably a result of apparel, consumer electronics and home goods companies being the most popular industries for CTA buttons.
“Shop Now” makes sense for apparel companies like Banana Republic:
And, “Sign Up” makes sense for the legion of subscription based services on the web (and in real-life) like Uber.
The “Download” button makes sense for tech and online companies encouraging folks to download e-books, white papers and other lead generation-type products.
“Book Now” is probably the button of choice for any company that deals in reservations (Zipcar, in this case):
But, isn’t it odd that the “Learn More” button, the one you thought would be the MOST popular, is the LEAST popular, according to the recent research (just 10 percent vs. 74 percent for the “Shop Now” button).
What’s more, the “Learn More” button is the TOP performer in terms of clicks, according to the research!
That’s odd, right?
Doesn’t it seem like the “Learn More” button would be far-and-away the most popular? There are so many uses. Here are just a couple from Toyota and Allina Health.
Part of what’s at play here is certainly the fact that the only way to add these buttons to your ads or organic posts (yep, you can use them on organic posts, too) is to create them in Power Editor (just follow the steps in this Jon Loomer post). I’m quite sure most people don’t work within Power Editor when creating posts/ads (would love to see the stats on that, by the way)–in fact, it probably scares off most folks.
But, I’m sure the CTA buttons will be added to the native Facebook advertising options soon. And, after that, I’m sure adoption rates will go up.
But, until then, this will probably be a feature reserved for only advanced Facebook users. Which is too bad, because clearly these CTA buttons are doing some heavy lifting. After all, what brand couldn’t use a little click-thru help when coordinating a Facebook ad campaign?
Might be time to learn Power Editor after all…