Millennials Strategist Interview: How to manage Gen Y

Just recently after handing in my PhD thesis, which focuses on the job market entry of Academic Millennials and the question how we can make this phase easier, faster - in short: less problematic, I asked myself: "And now?"

I do believe that if you pay it forward, good things will happen to you. I assume that this is why a higher force brought Gabrielle Bosché (thank you Paul Boudrye, for the introduction) into my life.

Gabrielle is an author of three books and the founder and CEO of The Millennial Solution. Her company is the leading American Generation Y expert who focuses on attracting, retaining and marketing to a new and emerging generation. Gabrielle has developed Millennial engagement strategies for presidential campaigns and Fortune 500 CEOs and has been featured in The Washington Post, Business Insider and Fast Company.

I had to interview this woman in order to find out how she makes this world a better place. I also wanted to compare my study results with her lessons learned so far and explore if - and if yes - how we can collaborate.

Natalia: Gabrielle, what is your story?

Gabrielle: I studied politics and religion in university because I wanted to change the world. It only took a few years working for the government when I realized I was the problem… not solving it. I moved across the U.S. to join a startup that never started. That was my first lesson in entrepreneurship—totally failing. I slept on the floor of an apartment for a few months while I finished my Masters. I bought the thought that with more education I would make more money. It turns out I was the only one who would be able to determine my price points. It felt like eternity but I finally got a job as a fundraiser for a non-profit. Another failed venture for me. My boss asked what I wanted to do. Without blinking I said: "Travel more and speak more". Two years later, I was quitting and starting my international speaking businesses.

Natalia: When did you realize that Millennials are your passion and core competency? Was there a specific moment when it made "click"?

Gabrielle: I have loved my generation forever. I started studying us as a hobby in high school—very fascinated with how we make decisions and why we purchase the things we do. I wrote my first book about Millennials and faith when I was 17. Five years later, I realized that our workplaces were divided along generations so I wrote my second book 5 Millennial Myths: The Handbook For Managing and Motivating Millennials. I never thought my passion would become my career. But when I doubled my income in one year, I realized that I could pursue my dream job and get paid to bring value to others.

The one moment happened in an elevator. I met someone who asked me what one word makes me smile. Without thinking I said: "Generations". It’s a weird thing to say, but I knew then that I needed to throw myself into the study of how generations can work together.

Natalia: What was the toughest part of setting up your business?

Gabrielle: I had no idea where to start. I literally Googled my way into entrepreneurship. I come from a long line of entrepreneurs so it was in my blood all along. Asking my family for advice only exasperated how much business has changed (my dad has a roofing business and my mom started restaurants). I realized I needed a group of my peers to help navigate technology, regulations and failure. I started a group of "friends Thursday mornings" who all had full time jobs but wanted to start their own thing. We were the Sidehustlers Breakfast Club. It was only in community of my peers when I was able to realize how badly entrepreneurs need each other. It’s not a competition with each other. It’s a competition with yourself.

Natalia: In your opinion, why are Millennial less and less interested in working for big corporates?

Gabrielle: There is no more trust between employees and big companies. As Millennials, we saw our parents and friends get laid off during the recession. We remember the housing crisis and how hard it was to find good work. There is no reason for us to trust our future to a company that barely knows our names. We are seeing Millennials joining these big companies for 12 months, getting the experience and the name ID, then leaving to join more boutique firms.

Natalia: How can we solve this challenge? And is this how you make a difference?

Gabrielle: Companies have to show that they are invested in the personal and professional growth of their employees. Just giving a paycheck isn’t going to cut it anymore. We want more from our managers, coaches and executives.

My company helps corporate leadership understand Millennial motivators—from what makes us quit to what makes us buy.

Natalia: You wrote three books, which is your favorite one and why?

Gabrielle: The Millennial Entrepreneur: Side-hustlers, Startups and Disrupters Restarting America. I wrote it for myself more than anything else. I needed to know what other Millennial startups were doing. So I spent two years interviewing Millennial CEO to learn how they started, why they jumped and the biggest lessons they’ve learned on the entrepreneurial roller coaster. I am all about the practical, so every chapter has a free course or business download to help other Millennial entrepreneurs navigate life.

Natalia: People say that Millennials have enormous power on the job market, why?

Gabrielle: We are the largest generation on the planet. If companies don’t change to embrace us, they won’t exist. We’ve already seen corporate leaders fall away because they don’t adjust to Millennials. And we aren’t a patient generation. But that doesn’t mean you have to guess what Millennials want. We want to be a part of changing the organization—which is one of the biggest shocks for our clients to discover.

Natalia: What are the three core values of a Millennial, which are important to him/her in business and private life?

Gabrielle: We want authenticity, accessibility and significance. If we don’t have these at work or with our technology, we’re moving on.

Natalia: How does the "ideal" line manager look like for a Millennial?

Gabrielle: Someone who is open to feedback, while also giving real time feedback on how they can improve. They ask their opinions on projects, celebrate failures and aren’t afraid to be their employees’ friend.

Natalia: What can companies do to become more "Millennial-friendly"?

Gabrielle: Ask what their Millennials want. So many companies assume they need to do all of these things for Millennials—when they should start involving their young employees in transforming the culture. That’s the only way to get buy-in.

Natalia: What is that one advice you want to share with employers who want to hire Millennials?

Gabrielle: Don’t overlook a new hire because they have a short resume or have moved around a lot in the past. We are seeing incredible employees who move around for a million reasons. Discriminating against them because they stayed at their last job two years will hurt you. Longevity does not mean commitment.

Natalia: What is your advice for Millennials, when it comes to business?

Gabrielle: Don’t be afraid to fail. No matter what, it’s a good story. Too many young people overthink the next step because they don’t want to look dumb. We love comeback stories, you still have time to write yours.