"Social media is changing the way we communicate and the way we are perceived, both positively and negatively. Every time you post a photo, or update your status, you are contributing to your own digital footprint and personal brand." -Amy Jo Martin
Our team specifically focused on how digital communications and technology impact American and British millennials in Public Relations and Advertising Agencies. Along with our group survey, we conducted a series of in-depth interviews with millennial employees abroad and stateside to gather insights. We set out to study digital agencies particularly, but discovered throughout our research that almost every agency works with digital in one way or another. So, our certain aspect of research was more difficult to distinguish than other groups.
The Methodology
Non-Probability Qualtrics Survey
22 question online survey
Sent out February 27, 2017
79 usable participants after screener questions
Incentive
$25 Amazon gift card
Depth Interviews
5 interviews in the United States
5 interviews in the United Kingdom
The Findings
This video is a compilation of our key findings, supported by interviews with a number of public relations and advertising professionals in the U.S. and U.K. It covers work environments (0:10), communication with managers (1:14), millennials' preferred methods of internal communication (2:32), work-life balance (4:14), the importance of a relaxed culture (5:01), why millennials' value honest feedback and trust (6:31), differences in development programs (8:21), the role of technology in today's agency work (9:25), millennials' big career goals (10:41) and how to retain millennials (12:21).
Career levels are more distinct in the U.S. than in the U.K.
The U.S. seem to prefer cubicles in their workspace, whereas open tables are used in the U.K.
U.K. supervisors sit with employees
U.S. supervisors have separate offices
At Four Communications in London, there is no visible separation of power between supervisors and employees.
The CEO sits in a normal chair with the rest of the employees.
Despite the separation, some U.S. associates voiced their concerns about micromanaging from their supervisors.
Training and education vary by location.
All of our American interviewees studied public relations, communications, journalism or a related field.
Areas of study were far more diverse in the U.K.
Photography majors, business majors, psychology majors, English literature majors, etc.
Knowledge of a second or third language is common in the U.K., possibly due to its diversity and proximity to other countries.
Millennials value work-life balance.
Our survey asked if millennials were content with the work-life balance at their current work place, but results were mixed.
The survey also asked, “If given the opportunity, what would you change about the company if you could?”
Responses included statements like:
“Not having them expect us to work 55+ hours”
“True work life balance”
Breaks for lunch
“I interact every day with my boss. We sit together as a team.” -UK Professional
“Respect is always important, not only with clients, but internally as well.” -US Professional
“I like an environment where people can call you out. No one is walking on eggshells.” -UK Professional
Additional Findings and Research Information
Our Recommendations
Actively seek employee feedback and act on it
Survey participants said they would stay with a company if it responded to their needs.
Offer opportunities for professional and educational growth
Could be a structured mentorship program.
Millennials want to grow and learn, or they’ll look for other opportunities.
Communicate project goals clearly and up front
Provide genuine, constructive feedback with clear steps for improvement.
Keep supervisors open minded about technology
The millennials they are hiring are already digital natives and can provide insight on digital platforms.
Use digital tools to improve internal communication in the organization (ex: Slack).