Orman Guidance covered the topic of Millennials and co-creation in the context of marketing earlier in 2015. The key takeaway from our findings is that Millennials don’t just want to buy a brand, they want to be a part of it.
We continue to recommend that our clients utilize co-creation in their brand, but we’re not letting them have all the fun. Orman is implementing co-creation in our own best practices. We’ve begun integrating it into our internal consumer engagement process. We aren’t stopping there. We’re using co-creation to attract and retain our employees with uniquely tailored careers.
Orman Is Entering Its Fifth Decade of Employee Engagement
We began in 1975, and couldn’t have made it this far if it weren’t for our ability to retain talented employees through the years. But like most market research professionals know, times change, and human behavior changes even faster. What attracted Baby Boomers to certain job opportunities won’t necessarily attract Millennials. Promoting career co-creation between managers and employees is the best thing we can do to engage and retain our employees.
The Orman Difference
Long-term employee retention is a worthy goal for all companies. Problems arise when companies think that good pay and benefits are all that’s necessary to keep employees happy. Employee retention involves much more than good compensation. Companies need to create roles tailored to the skills and desires of each individual employee, maximizing productivity and morale. Earl Nightingale said it best:
“We are at our very best, and we are happiest, when we are fully engaged in work we enjoy on the journey toward the goal we’ve established for ourselves. It gives meaning to our time off and comfort to our sleep. It makes everything else in life so wonderful, so worthwhile.”
This simple truth is at the heart of Orman’s employee co-creation ambition.
No Job Title Lasts Forever…Nor Should It
Orman recognizes the need to challenge the old way of doing business to engage consumers. The new job descriptions at Orman are designed for next era for market research. In the past year, Orman Guidance co-created more than a dozen employment scenarios. Orman will continue to apply this employment model with the help employees who want to co-create our future.
The Future of Employment
Companies big and small are seeing the benefits of co-creating positions rather than pushing one size fits all job descriptions. The values of co-creation aren’t limited to marketing and branding. It’s a tool that can be applied to a variety of situations to create the best possible outcome for everyone.