A study from the Kenan-Flagler Business School gives us extensive insight about millennials along with some analysis by Matt Miller, a Forbes contributor (“Why You Should Be Hiring Millennials [Infographic]” 7/3/12). From that study, we learn companies should revel in their millennials’ Facebook affinity, and for good reason. Simply having employees active on Facebook directly and indirectly increases your company’s digital reach. The reason is friends of fans represent a consumer group 34 times larger than the fans themselves. Do the math.
In the old days, it was word of mouth that gave people the scoop on a company. People talked about where they worked and what it was like. These days that word of mouth is just as much virtual as real. Therefore, the smart companies will delight in their employees’ social-media presence. Smart companies are increasingly realizing each employee, customer, or stakeholder—like it or not—is a company PR spokesperson. The only difference today is that PR is much more powerful than it ever used to be, given our 24/7 news cycle.
The implications are staggering. The messages we give to a millennial today will affect more than just that one millennial. In fact, the messages will affect about 34 other people. Depending on what kind of a business leader you are, that will either scare you or invigorate you.
I hope it invigorates you.