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The Millennial Playbook 2 THE MillennialPLAYBOOK A PLAYBOOK FOR MILLENNIALS, BY MILLENNIALS THE MILLENNIAL PLAYBOOK 2 Table of Contents INTRODUCTION A Playbook for Millennials, by Millennials Why We Created a Playbook for Millennials CHAPTER CHAPTER CHAPTER CHAPTER 1 2 3 4 A Millennial’s Millennials Taking How Millennials Millennials on Influence on the Workforce can Build Their the Move: by Storm Personal Brands Top Millennial on LinkedIn Influencers to Follow INTRODUCTION THE MILLENNIAL PLAYBOOK 3 A Playbook for Millennials, by Millennials Millennials are defined as the Despite all the positives we hear about our group, plenty of misconceptions abound. For example, some perceive generation born between 1980 and Millennials as lazy, overly sensitive, and even more entitled in the workplace. According to recent research conducted by the mid 2000s. And I’m one of them. Carat, Millennials are also perceived to be connected 24/7, love celebrity, be “over-educated,” and tend to overshare. We’re the largest, most diverse With insights backed by LinkedIn data, I’m here to dispel many generation around the globe. In fact, of those stereotypes and shine a light on all the positives of being a Millennial. research shows we are more I’m extremely proud to be a Millennial. We’re entrepreneurial, tech-savvy, creative, and career- independent, confident, and want to produce worthwhile work at companies we truly believe in. And above all, we believe in driven and have invested more authenticity. In that spirit, I created this eBook to genuinely in human capital than previous help my Millennial peers realize their full potential on LinkedIn. ALEX RYNNE In it, you’ll find tips and best practices meant to support your Associate Content Marketing Manager, success in the workplace. Many of these focus on thriving on generations. LinkedIn Marketing Solutions the LinkedIn platform. But you’ll also find inspiration aimed at marketers (and those who aspire to be one someday) sprinkled throughout because it’s a topic and career that I live and breathe every day. My hope is that you share the insights in this eBook to continue to inspire the Millennial movement taking place right now. But don’t just do it for the bigger purpose; adapt the tips and best practices that follow to elevate your personal brand and achieve your personal and professional goals. Source: “15 Economic Facts About Millennials,” The Counsel of Economic Advisors, Oct. 2014 INTRODUCTION THE MILLENNIAL PLAYBOOK 4 Why We Created a Playbook for Millennials Today’s top-performing Millennials are If you’re one of the 87 million Millennials social leaders. And here’s your chance on LinkedIn but you’re not sure if you’re to join their ranks. getting the most out of the LinkedIn platform, this playbook is for you. Our As a Millennial, you can take advantage goal is to help you build authority and of lots of opportunities to build your thought leadership by enabling more personal brand—and your company’s meaningful connections and earning brand—on LinkedIn. visibility in an increasingly noisy space. That’s why we’ve compiled LinkedIn’s first Millennial Playbook, filled with exclusive insights from top Millennial marketers and enriched by LinkedIn data. “We are not a generation of suits and ties, but rather creators and entrepreneurs.” PAGE WILLIAMS Senior Manager, Member Marketing & Communications, Social Media, LinkedIn CHAPTER 1 A Millennial’s Influence C H A P T E R 1 A MILLENNIAL’S INFLUENCE THE MILLENNIAL PLAYBOOK 6 A Millennial’s Influence 85 Million Millenials in the USA 2 Billion There are a grand total of 2 billion Our economic influence is nothing to Millennials out there in the world*; 85 sneeze at: We claim purchasing power million reside in the United States alone. of $1 trillion annually. With a predicted Millennials accounted for 24% of the 6.4 billion connected devices by the end adult population in the 28-member of 2016*, there is more opportunity than European Union in 2013. In comparison, ever for Millennials to influence purchase this generation represented about 27% decisions, influence each other, and be of the adult population in the United influenced. States in 2014, and this year they are expected to become the largest There’s also a ravenous appetite for generation, overtaking Baby Boomers. insight into this mysterious, yet increasingly connected generation. Companies and individuals clearly want to know what our deal is. A quick search on While we share plenty of common traits, it’s not realistic to group 85 million Americans Google and Twitter reveals: into a single persona. Clearly, all Millennials do not prefer to consume content in the same manner, with the same intent, on the same platform. In fact, research by Carat surfaced four distinct groups of Millennials. Which group do you most identify with? 16 million 43,764 searches on the articles written keyword “Millennial” about Millennials Sources: “Thematic Investing Generation Next – Millennials Primer,” Bank of America Merrill Lynch, July 2015; “Gartner Says 6.4 Billion Connected ‘Things’ Will Be in Use in 2016, Up 30 Percent From 2015,” Gartner, Nov. 2015; http://www.pewresearch.org/fact-tank/2015/02/09/who-are-europes-millennials/ C H A P T E R 1 A MILLENNIAL’S INFLUENCE THE MILLENNIAL PLAYBOOK 7 How Many Millennials are on LinkedIn? As of early 2016, there are 87 million Millennials on LinkedIn globally. 12% 38% 30% Millennials make up 38% of Not only are Millennials on LinkedIn actively For the marketing mavens out there, more than 2 million LinkedIn’s user base globally. engaging on the platform, but over 11 million Millennials on LinkedIn hold marketing roles, and about global Millennial decision makers are on LinkedIn. 30% of these are decision makers. (That’s about 12% of total Millennials!) 677,000 Millennial marketing decision makers on LinkedIn Source: ComScore, March 2016 C H A P T E R 1 A MILLENNIAL’S INFLUENCE THE MILLENNIAL PLAYBOOK 8 Ask the Expert with Page Williams, Senior Manager, Member Marketing & Communications, Social Media, LinkedIn What is your top tip for Millennials Millennials are an entrepreneurial In your opinion, which company or brand is trying to get ahead? generation. Where do you see the biggest killing it with Millennials right now and why opportunity for Millennials to build their is that? Nothing is going to be handed to you; it’s personal brands on LinkedIn? really up to each person to make things Nike. They’re coming out strong with their happen. To do so, you’ve got to hustle, Publishing. This is where Millennials have women’s apparel line and global strategy. take risks, and hold yourself (and your an opportunity to really showcase who And with the launch of their first YouTube work) to the highest standard. they are, what they believe in, and how series, they are reimagining how to reach they can add value. It’s also a way to this audience in a way that aligns with the showcase personality: We are not a audience’s lifestyle. generation of suits and ties, but rather creators and entrepreneurs. C H A P T E R 1 A MILLENNIAL’S INFLUENCE THE MILLENNIAL PLAYBOOK 9 The 4 Types of Millennials, According to Carat Research At Advertising Week 2015 in NYC, Michelle Lynn, EVP, Managing Director, Carat Consumer Insights, and Doug Ray, Carat’s US CEO & Global President, presented new research revealing that Millennials are not a homogenous audience (surpriiiise!). Carat’s actionable findings outline four main types of Millennials. #TrendNetters #AlterNatives #LYFPreneurs #BetaBlazers C H A P T E R 1 A MILLENNIAL’S INFLUENCE THE MILLENNIAL PLAYBOOK 10 #TrendNetters MEDIAN AGE MINDSET • Over-educated, impulsive, and likely 27 to carry debt SOCIAL CHANNELS OF CHOICE • Cannot always afford to live their ideal lifestyle but find ways to do so regardless (e.g., are paying customers for online companies such as Rent The Runway or BagBorroworSteal.com Extroverts CONTENT CONSUMPTION HABITS Introverts Extremely elusive • Share and curate a lot, but don’t create a lot Ambitious • Want to be seen as trendsetters by Forward-thinking being the first to share something • Addicted to feedback and thrive on peer recognition 42% Make up 42% of all Millennials and align most closely to how marketers tend to overgeneralize them: Digital extroverts who are easy to find and market to because they live their lives online C H A P T E R 1 A MILLENNIAL’S INFLUENCE THE MILLENNIAL PLAYBOOK 11 #AlterNatives MEDIAN AGE MINDSET • Most digitally savvy of all of the groups 24 but don’t necessarily have access to SOCIAL CHANNELS OF CHOICE the best technology • Skew toward middle America and likely come from lower-income families • Non-conformist and not overly optimistic • Tend to have more friends online than in real life, and they like it that way Extroverts CONTENT CONSUMPTION HABITS Introverts Extremely elusive • Actively seek out tech and entertainment; consume exponentially Ambitious more video content than the other Forward-thinking 23% Millennial types • Hardest Millennial type to understand because of desire for extreme privacy • Constantly clearing their cookies and using private browsers, making it difficult to determine what content appeals to this group Make up 23% of all Millennials (consisting mostly of males), are introverts and extremely elusive C H A P T E R 1 A MILLENNIAL’S INFLUENCE THE MILLENNIAL PLAYBOOK 12 #LYFPreneurs MEDIAN AGE MINDSET • Tend to have traditional values 28 • Enjoy a balanced “work hard, SOCIAL CHANNELS OF CHOICE play hard” lifestyle CONTENT CONSUMPTION HABITS Extroverts • Just as digital
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