How to Unlock the Value of Your Boomer Associates
Every seven seconds, a Baby Boomer turns 50. Boomers represent a substantial and critical employee demographic for retailers. The retail trade industry in the U.S. employs 15 million people, or nearly 10% of the workforce, and approximately 38% of this workforce is over the age of 50.
Unfortunately, many employers seem to be more focused on younger, Millennial employees, rather than their older counterparts. Younger workers are treated as the exciting future, while the term “boomer” has become synonymous with “retiree” and associated with negative misconceptions, such as being out-of-touch, lazy and slow. Yet, studies have shown that nearly half of this population plans to work until they are 66 or older.
So in today’s omnichannel, high-stakes retail environment, how do retailers ensure they’re maximizing the value of older associates, training them on the latest techniques and information, and turning them into the powerhouse employees they can be? Here are some suggestions:
Kill the Classroom — Invest in “Microlearning”
Excelling in today’s retail environment is hard work, requiring a constant commitment to learning, revising and improving. Associates of all ages are faced with a ubiquitous, always-on, omnichannel world, where their customers are more educated and more demanding than ever before. They must be up to speed on retailers’ products, while also knowing what is happening in the market.
For Boomers, who were used to “owning” the information and sharing it with a mostly inexpert customer, this democratic, ever-changing world can be a lot to process. And being flooded by information doesn’t equip them with the knowledge they need to provide the top-notch customer service expected in today’s cutthroat retail environment.
To give Boomers (and their younger counterparts) the information they need to do their jobs well, many retailers are ditching classroom style training in favor of microlearning — an approach that is generally used to describe training delivered in bite-sized chunks. The training is much faster and more effective than classroom sessions because it happens during every shift. And because training can be accessed on a POS or mobile app, associates can learn about products, policies, procedures, promotions without having to leave the floor. This means associates get training continually to stay on top of the constant change.
Some argue that this kind of tech doesn’t appeal to an older age group, but while Boomers didn’t grow up on the Internet and are long-accustomed to more traditional learning styles, they’re quick to embrace learning on the fly. It’s as simple as using a smartphone. So, once they’re educated, they’re quick to jump on board.
Start Them Where They Are
The fastest way to disengage Boomer associates is to make them endure training on the same content they already know inside and out. The key is to personalize learning instead of making everyone learn the same generic material. If you think about this, it just makes sense. For example, younger generations may not know much about inventory management, while older generations may have spent years managing stock. Or, you may have a 50+ worker who spent his career in sales and so doesn’t need the same amount of sales training as a 20-something at her first retail job. Or, conversely, a Boomer might not know about online channels young shoppers are using to find deals and purchasing ideas, while a Millennial is using those channels themselves.
It’s all about personalizing the learning experience so associates only receive training on areas where they don’t have expertise. By helping each associate move towards subject mastery along their own unique learning path, retailers can deliver learning content that recognizes what is already known and identifies gaps. Better, more specific, and faster training is the result. And, Boomers, in particular, feel more challenged and engaged.
Crush Boredom, Engage Them
Too many associates view training as a lackluster task, and Boomers aren’t immune to this thinking. But, when learning and training are tied to career achievement and recognition, those workhorse Boomers tune in. By combining microlearning with things like recognition and rewards, engagement gets a big boost. Tapping into both intrinsic and extrinsic motivation factors ensure retailers engage Boomers in a way that matters to them — they don’t want to feel left behind or overlooked in the workforce.
Leaderboards and public kudos are great for intrinsic motivation, while tangible rewards are useful as extrinsic incentives. Boomers get a chance to showcase the decades of workplace knowledge they’ve amassed, while giving others a chance to learn as well. Plus, cross-generational interactions enrich the knowledge, skills and morale of everyone involved.
Integrate. Don’t Isolate.
By leveraging these learning techniques, as well as flexible learning systems that are accessible to employees of all ages, retail organizations can build powerhouse workforces with employees from across the generations who are able to work successfully together.