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Networking has been and will continue to be a critical component to business and social communications. Certainly we have all relied on networking at some point in our career. What's interesting is how networking has changed and evolved with each generation.

Today, four generations of employees co-exist in the workplace. Their communication styles are all different and the way they utilize networks vary. Regardless of these differences, there is much to be learned and shared across generations around networking and relationship building.

Traditionalist (currently age 66 and above) prefer a more formal networking structure. They tend to build their network through existing business and personal relationships. They make introductions through others with whom they have established respect and trust. They prefer to network and communicate face-to-face. Traditionalists pride themselves on customer focus, dedication and loyalty. By achieving this, they are able to form long-standing relationships. They are also philanthropic and expand their network through participation in various voluntary capacities such as: religious affiliations, country clubs, non-profit organizations, etc. Traditionalist will network mostly within their own generation or the generation below them.

Baby Boomers (currently ages 48-65) are very relationship-oriented individuals. They utilize business and social networks for many reasons including the opportunity to meet and mentor others. This generation has seen the power of networking through cultural change that they were able to drive during their lifetime. In business, they are team oriented and use networks to establish and further relationships. Their emphasis on relationship building can cause frustration with younger generations who feel it takes too long to make decisions due to involving too many in the process.

Generation X (currently ages 30-47) use of networks is more inwardly focused. This generation is more likely to utilize networks for business opportunity and personal growth rather than socializing. That is not to say that all Gen Xers are self-centered or anti-social but research has shown that they have a smaller, tighter group of friends and networks. They focus more on internal networking within the company they are working, and then move onto external networking. They also favor more on-line networking resources.

Generation Y (currently ages 11-29) have embraced the concept of networking early on. Their use of networks starts for social purposes at an early age with the use of on-line resources such as My Space and Facebook. They are the first generation that will be able to maintain and keep a relationship network via the internet from the time they are young through their adult years. They have also been engaged in other forms of networking through extracurricular activities and volunteer opportunities. They really have brought a whole new light to networking and will continue to shape it well into the future. Gen Y has no problem including all generations in their network and can see the value from a diversity perspective.

Networking Tips to Share Across the Generations

The bottom line is that each generation networks in different ways, and for different reasons, but all four generations understand its importance and value. Following are some key networking tips that are beneficial across generations:

Leverage existing relationships

Value the power of diversity

Be willing to experience new ways of networking

Get involved in a variety of networks

Be an active listener

Pay it forward

Years ago, companies had a general script they used for recruiting purposes, to tell prospective employees why they should want to work for the company and the benefits that the company provided. In today’s workplace those scripts no longer work because each generation wants something different in an employer. Providing an identical script to everyone is certain to alienate someone.

In order to get great employees to value your company, vary your recruiting message to appeal to what each generation would find desirable in an employer.

Here are some tips for each generation:

Traditionalists value:
• Respect for experience
• Clear roles and responsibilities
• A reputable organization
• Organizational structure

Baby Boomers value:
• Ethical practices
• Leadership opportunities
• A warm, caring culture
• An emphasis on quality and means

Generation X values:
• Flexibility
• Opportunities to grow and develop
• Quality products or services
• Efficient processes
• Competent people

Generation Y values:
• Fun and flexibility
• Opportunities to continue learning
• Corporate responsibility
• Up-to-date technology
• Collaboration

Tailor your recruiting message to recognize what people value and how they express that value. When you can present a potential employee with what they value in a way that they will understand and receive they are all the more likely to select your company for their next opportunity.

Generation X was born between 1965 and 1980. A population of 55 million, Generation X is a much smaller group than the Baby Boomer generation which came before them.

Gen Xers grew up in a time of economic insecurity, corporate layoffs and downsizing. They saw the fall of the Berlin Wall, the hostage crisis in Iran, the Gulf War and the rise of AIDS. They were often called the MTV Generation. They played Atari and were the first to move from typewriters to computers.

Gen X children were also the first generation to see the divorce of their own parents or their friends’ parents. Gen Xers are the first generation to be independent from a young age, often due to living in a single parent household or having two working parents.

As a result of their experience growing up, Gen Xers are independent in the workplace as well. While they are committed to doing a great job at work, they do not want to be micromanaged. They are creative yet strategic thinkers. They are more informal, more flexible and more computer savvy than the generations before them. Gen Xers are used to change so they tend to embrace it more easily.

Here are a few tips for communicating with Gen X:

• Be direct and straightforward:
• Show respect for their time; avoid too much small talk
• When presenting, start with the bottom line
• Tell them upfront what you need or expect from them
• Do your homework and be prepared to be challenged
• Determine the next steps prior to the meeting’s conclusion
• Ask for their preference on moving forward

Once Gen Xers understand the need for change and the reason behind it, they will be your number one driver of that change and be a prime resource in overcoming obstacles along the way.

Gen Xers have several strengths they can offer in today’s workplace. Show them they are respected and valued.