Module 7 - Assignment 1: Communicating with the Millennials Case Study

Organizational Behaviour
Module 7 - Assignment 1
Case study: Communicating with the Millennials
Due Date: February 28, 2016
Word Count: 1040

Prepared for: Laurentian University- COMM 2045E Organizational Behaviour

Module 7 - Assignment 1: Communicating with the Millennials Case Study

Contents
Executive Summary.................................................................................................... 3
Background................................................................................................................ 4
Problem Statement..................................................................................................... 5
Analysis...................................................................................................................... 5
Alternatives................................................................................................................ 6
Recommendation and Action Plan..............................................................................7
Bibliography............................................................................................................... 8

Module 7 - Assignment 1: Communicating with the Millennials Case Study

Executive Summary
Millennials (including Generation Y) introduced a new ways of communicating in the workplace
and corporate community. They have a significant reliance to communicate using information
technologies and social media sites than Generation X. Both also have different preferences in
communication channels and communication styles that create a gap between corporate and
personal communication that leads to dysfunctional conflict and inability of a company to attract
future talents. Additionally, some argue that millennial communication styles undermine
productivity and post security risks; however, some are advising companys the need to adapt
this.
In fact, organizations must find a ways to incorporate Generation Ys communication methods in
its operations in order to survive in this growing technology community. They should encourage
the use of these technological tools for effective communication and improved overall
performance. Consequently, Generation Y also needs to learn a various old methods of
communication that is essential communication methods for organizational needs.

Module 7 - Assignment 1: Communicating with the Millennials Case Study

Background
Millennials, people who were born between 1980 and 1995 including Generation Y, have
arrived in the workplace bringing new ways to communicate. Cell phones, particularly smart
phones, have become the main choice for communicating among millennials. The sending of text
messages, accessing the internet, sending and receiving emails by millennials cell phone users
have significantly out-numbered that of cell phone owners age over 50 years old. Millennials
relies more on social media sites such as Facebook, LinkedIn and Twitter than the older
generation.
These communication channels (cell phones, social media) and communication styles (short,
informal messages) are different from most organizations but preferred by millennials which
creates a gap between corporate and personal communication preferences. The gap produces
dysfunctional conflict and frustration, also undermines the companys ability to attract future
talent.
Most companies are not bothered by this different medium of communication, arguing that these
practices undermines productivity and are security risks although experts are advising companies
to adapt to the communication styles of Millennials.
Millennials communication skills should be put into better use by companies; managing a
network of 1,000 facebook friends is a great skill in a sales organization while texting among
younger medical staff have proven to be more efficient that phoning and paging people within St.
Lukes Medical Center environment.
On the flip side, millennials need to spruce up their skills using older technology. In business
deals where personal rapport and quick understanding of clients needs are critical, emails are not
effective. Phone calls are preferred in this instance which tends to result in fewer communication
errors. Millennials often suffer from phone phobia due to the lack of confidence to say the right
words in the right order in the right time.

Module 7 - Assignment 1: Communicating with the Millennials Case Study

Problem Statement
As more and more Millennials (Generation Y) enter the workforce they face the common
problem of not being able to communicate effectively with management (typically Generation
X). Senior staff within the Baby Boomer category are not willing to accept different
communication styles that are otherwise familiar to the majority of Millennials. The lack of
social acceptance of popular and trending communication channels limits organizational learning
and can restrict a companys level of success in the marketplace.

Analysis
Effective communication plays an important role in running business operations and making
business decisions. The technological innovations have provided businesses with various
effective and efficient communication methods, but the use of specific communication channels
depends on organizational needs.
According to media richness theory, the selection of an incorrect communication medium
decreases its effectiveness. Social acceptance and media richness affect the preferred method of
communication used by businesses. ( McSheen, Steen & Tasa, 2015).
Millennials have arrived in a new workplace with variety of communicating tools different from
what the Baby Boomers had. With the increase of Millennials in the workforce, the desire to use
modern technologies that improve the ease and efficiency of communication is apparent
compared to a workforce dominated by baby boomers. Organizations that encourage use of
advanced tools for better communication are better off in this era of globalization. Millennials
prefer authentic, informal conversation; however, the use of new technological mediums may not
be embraced to the same extent with older employees.
Implementation of advanced technological communication tools would help enhance
communicating effectively and efficiently. Every organization should assess its needs and select
communication tools to facilitate effective and efficient overall communication required in their
specific type of business, since not all technological solutions are applicable to every business.

Module 7 - Assignment 1: Communicating with the Millennials Case Study

Adequate training should be provided to all employees in the use of these modern
communication technologies. To make the change / transition smooth, the benefits of the
technological solution should be communicated to the employees. Timelines and expectations
from the employees should be clearly communicated to them. Employees should be provided an
opportunity to share their experience. Usage Policies and Code of Conduct guidelines should be
established to avoid any abusive usage of the technological solution implemented.

Alternatives
Alternative 1:
The companies must begin to recognize and incorporate different medium of communication
(cell phones, social media) that can be harnessed to best support of the organization.
Pros:

Ability to keep and retain great talents

Easy access to information

Saves time

Low cost: text messaging is cheaper than traditional letter

Global operation can be easily controlled and managed with electronic media
Cons:

Higher resistant among Baby Boomers adopt to new communication channels

Time consuming and costly

Increased information overload

Affects workplace relationships

Alternative 2:
The companies need to encourage Millennials to use where it is necessary an older technologies
such as telephone.
Pros:
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Module 7 - Assignment 1: Communicating with the Millennials Case Study

Improves verbal/phone skills by keeping in contact on a more regular basis

Information easily conveyed especially in a emergency situations

Cons:

Difficult to make a record of what is said during the call; therefore, information might
be forgotten or miss-interpreted.

Only spoken information can be exchanged

Recommendation and Action Plan

Generation X must integrate Generation Ys communication routines into their business, from
marketing to operations to finance. At the same time, Generation Y must be introduced to the
timeless methods of communication ingrained in business that should not be lost in transition to
Generation Y. For example, voice and face to face communication, documenting contracts and
handshakes have a place in business and society and should survive the transition from
Generation X to Generation Y.
At the same time Generation X should be prepared to abandon less efficient procedures that are
no longer necessary and will not likely be embraced by Generation Y. For example, many
Generation X businesses continue to print and mail documents; an inefficient form of
communication.
As communication evolves as a result of technological advances and as society adopts and
embraces these evolving forms of communication, business should recognize the impact this
evolving form of communication will have on their business. The market place has changed how
and where it looks to make consumer decisions. The business that does not evolve to embrace
how and where consumers make buying decisions may not survive.
Today and tomorrows business owners and decision makers, Generation Y, have already
embraced the new way to communicate and make buying decisions. Generation Y is already a
consumer and a business owner and an employee. Businesses that do not find ways to integrate
Generation Ys communication methods may not survive.

Module 7 - Assignment 1: Communicating with the Millennials Case Study

Bibliography
McShane, S. L., Steen, S. L. & Tasa, K. (2015). Canadian Organizational Behaviour Ninth
Edition. McGraw-Hill Ryerson Limited.