Appealing to the newest, largest workforce

Although the exact age range for Millennials varies, it is common knowledge that this demographic is a force to be reckoned with. Emphasis on this demographic can be attributed to a recent report published by the Census Bureau stating Americans born between 1982 and 2000 now represent more than one quarter of the nation's population.

What does this mean and why does it matter?

As this group continues to make their mark in the world, products will evolve and marketing techniques will need to adapt. It is crucial that a business's strategy reflects these changes. Whether the goal is to increase the bottom line or improve employee satisfaction, when targeting the young adult demographic, companies should be cognizant of their brand message and follow these tips:

• Advocate Equality: Overall, Millennials are an educated demographic who genuinely support equality for all groups. When engaging with them, refrain from patronizing comments regarding their age or lack of experience. Instead, simply recognize their efforts and contributions to the organization. Your consideration will be returned twofold.

• Be Flexible: This is difficult for many business professionals as it requires them to loosen the reins and be open to new, unfamiliar ideas. Make a conscious effort to think beyond your current strategy. Traditional marketing and business tactics aren't always the best option. With new social media channels, video outlets, and marketing buzzwords developing daily, being agile is a necessity.

• Keep it Short: Be sure your message is concise and factual. With the help of social media, conveying a message within 140 characters is second nature for most millennials. Eliminating the "fluff" from messages does not presume the reader is incapable or unwilling to understand. To the contrary, most consumers are constantly absorbing information and have consequently become expert scanners; they are breezing through articles while searching for trigger words, bolded sentences, and calls to action.

• Social Responsibility: What is your business contributing to the community and how can others get involved? Millennials are passionate about authenticity and are aware of their ability to make a positive impact in their community. Thankfully, most businesses have a charitable program in place. Now is the time to take those efforts to the next level. Make it a priority to connect with your audience and offer them the opportunity to get involved with your cause.

• Donna Beltran is the community relations manager for Great Lakes Credit Union. Headquartered in Bannockburn, the not‐for‐profit credit union prides itself in building lifelong relationships and providing financial education and counseling for all life stages. She can be reached at donnab@glcu.org.