| The Few, The Proud, The Pierced, or Whatever
Howdy readers, TJ Wihera, Gen Why staff blogger here. Eric is devoting a considerable amount of time this month to preparing Generation Why’s new online tool for launch, so he asked me if I would take the reins on this month’s Whys News.
Eric and I recently ate at Tokyo Joe’s, a Colorado-based quick casual restaurant concept with a very unique approach to staffing, and an employer Eric frequently highlights when discussing creative employment practices. One glance around Tokyo Joe’s and you’d know why Tokyo Joe’s is so successful in attracting the young talent that is ideally suited for their brand, and this became the main topic of our lunchtime conversation.
Now regardless of the nature of your business, having a good, consistent stream of applications helps to keep a lot of potential problems at bay. When the jobs in your operation are in demand, young employees tend to play by your rules and perform much better. (After all, it’s hard to embrace feelings of ‘entitlement’ when you know there are a lot of people who want your job.)
Walk into any restaurant or retailer, and—even in this economy—odds are good that you will notice some kind of ‘Help Wanted’ sign. When it comes to keeping application flow high, this is a low-cost no-brainer. But there is no reason to rely on yesterday’s traditional, boring, ‘do nothing’ phraseology when trying to attract today’s young workers.
The cliché “Now Hiring” sign is more of a statement about you – it tells me what you are doing and nothing more. Your headline needs to call out to me and tell me what you have to offer people like me. Succinctly tell me that I have the possibility for a career, or for adding creditability to my resume, or that I can earn more with you than with the competition. If you don’t want to settle for just anyone my age, but rather someone who is a cut above, then your sign should clearly tell me why you are a cut above other employers who also want me. Sound self-centered? Sure it is – but I guarantee it will increase your application flow—especially among your targeted applicants—and that’s the goal, isn’t it?
Instead of the ‘one sign fits all’ approach, the verbiage on your sign should appeal to the young people you want to attract. There is a world of difference between “Help Wanted” and “Score Some Cash.” Simply put, what you’re trying to do is appeal to young people by letting them know that this is a place where they’re understood, wanted, and accepted.
Next, assuming that your sign catches my eye and makes me want to apply, your on-site signage must provide clear directions and tell me exactly what to do. And please don’t make me look or feel stupid before I even begin! The instructions on your sign should be straightforward, direct, and obvious. Most teens and young adults haven’t been coached by their parents about how the job application process works and they aren’t sure what to do in business situations. But they don’t want to look dumb, as appearances mean everything. So even though they may not know what to do, they won’t tell you they don’t know what to do.
Your posting should provide easy-to-follow directions. I’m not talking about traditional phraseology like “apply within.” (What does that mean to a teenager? Where is this black hole called ‘within’?) Spell it out.
Finally, your message should be transparent. Tell your potential employees what jobs are open and what those positions entail. Consider disclosing opening wage ranges for those positions, if they are above the norm. Your young candidates want this information, so why make us jump through hoops to get it? A great way to begin to earn our trust and get us to open up to you is to be open and transparent from the get go. Besides, if the job description or wage you’re offering doesn’t meet our needs, why clutter up your inbox with an application from someone who won’t ever work for you?
Abstract into Practice
Click here and we’ll now look at how Tokyo Joe's puts these concepts into practice for tremendous results.
Notice how Tokyo Joe’s uses bright, attractive table tent signage to catch the attention of young customers to get them to consider coming into the restaurant for more than just a bowl of noodles. See how their employment brand immediately distinguishes their concept from all competitors, screaming out to the growing legion of tattooed and pierced Gen Y’s to let them know they are accepted …and even preferred! While this might not seem as big of a job benefit as tuition reimbursement or a company car, it’s huge for young people who are tired of being asked to hide their body art and remove their metal adornments before they come to work.
After capturing the attention of a young prospect, the sign tells them exactly what they need to do next. “Be at a Tokyo Joe’s between 3 p.m. and 5 p.m. on a Tuesday, and you’ll get an interview.” No need to go consult mom or dad for further instructions. The message is very clear, simple, and easy-to-follow.
The second table tent sign illuminates the career paths that are possible at Tokyo Joe’s. This is the kind of transparency that builds immediate trust. By placing this information out there for all to see, Tokyo Joe’s eliminates the risk that potential employees will get bad information, which is far worse than getting no information. More importantly, when trying to build an employment brand among a generation that is always on guard against being scammed and manipulated, being 100% transparent again sets Tokyo Joe’s apart from the pack.
Moreover, Tokyo Joe’s up-front transparency shows the potential and promise within the organization. Young people that just want to ‘score some cash’ know exactly what kind of cash they can score. Those who are more inclined to look for a long-term home can actually see a future for themselves. The transferrable lesson here for you is to offer options for both the kid thinking ‘career’ and the other that’s thinking ‘car’. In spite of what you may think, you need both.
Summary – If you’re not in the restaurant or retail sector, don’t be hasty to dismiss the cool things Tokyo Joe’s is doing. As a recent university graduate with a degree in journalism, I can tell you that these ideas can be as effective for a consulting firm looking to attract freshly-minted MBAs as they are for a chain that relies on 16-year-olds with little or no work experience. Being fresh, relevant, unique, and transparent will help you attract and connect with your ideal young job applicants, even if they aren’t tattooed and pierced.
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Whys
Cracks
BECAUSE I SAID SO! – Andrew Mizsak Sr. of Bedford, Ohio, was fed up and called police on his son, Andrew Jr. His son wouldn't clean up his room, he said, and when told to, Andrew Jr. threw a plate of food across the room. The police report noted that the father told the responding officer "Andrew [Jr.] is 270 pounds and he can't fight him, that they do everything for Andrew and he doesn't even pay rent." However, the report continued, "Andrew ...was crying uncontrollably and stated he would comply" so the case was closed. Andrew Sr. is 63 years old. His son is 28 -- and is a member of the Bedford School Board and a freelance political consultant. Andrew Sr. refused to press charges because "I don't want to ruin his political career." Andrew Jr. commented: "I know this looks bad." (Cleveland Plain Dealer)
Looks bad? Nah. The way recent elections have been going, this is exactly the kind of press that will get you elected Mayor!
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In this month's Whys News:
Resources:
Pretend that every single person you meet has a sign around his or her neck that says, "Make me feel important." Not only will you succeed in sales, you will succeed in life.
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Mary Kay Ash |
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I saw a sign that read “left lane closed” so I went someplace else.
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When you come to the end of your rope, tie a knot and hang on.
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Franklin D. Roosevelt |
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Buy, buy, says the sign in the shop window; Why, why, says the junk in the yard.
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Paul McCartney |
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You can't do today's job with yesterday's methods and be in business tomorrow
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George Crane |
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Work and play are words used to describe the same thing under differing conditions. |
Mark Twain |
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We can't solve problems by using the same kind of thinking we used when we created them. |
Albert Einstein |
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Many people quit looking for work when they find a job. |
Author Unknown |
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The closest to perfection a person ever comes is when he fills out a job application form. |
Stanley J. Randall |
When you go in for a job interview, I think a good thing to ask is if they ever press charges. |
Jack Handey, Author, "Deep Thoughts" |
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Whys Website of the Month
Speaking of using creative means to post job openings to attract young talent, check out how a Gen Why has reversed the equation to creatively search for a boss. http://main.susanhiresaboss.com/
 Always on the cutting edge with new ideas, Eric will soon be launching a new resource for anyone who employs teens and young adults! Stay Tuned!
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Gen Why Perspective
See things through the eyes of Generation Why. Click here to read TJ Wihera's blog.
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