{"id":13087,"date":"2025-05-28T07:00:15","date_gmt":"2025-05-28T07:00:15","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13087"},"modified":"2025-06-24T16:56:40","modified_gmt":"2025-06-24T16:56:40","slug":"how-to-engage-a-multigenerational-workforce-with-a-smart-association-career-center-strategy","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/how-to-engage-a-multigenerational-workforce-with-a-smart-association-career-center-strategy\/","title":{"rendered":"How to Engage a Multigenerational Workforce with a Smart Association Career Center Strategy"},"content":{"rendered":"<p><span data-contrast=\"auto\">For over 25 years, I\u2019ve been fascinated by generational dynamics in the workplace. That fascination grew into a research focus\u2014specifically, how Baby Boomer and Millennial professionals experienced shifts in communication, productivity, and workplace satisfaction during the pandemic. But one theme keeps surfacing in both my academic work and my career services role: associations are missing the mark when it comes to delivering career strategies that resonate across generations.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">And that disconnect is costing them engagement.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If your association\u2019s career strategy feels stagnant\u2014or if your younger members just aren\u2019t responding\u2014it\u2019s likely because you\u2019re using a one-size-fits-all approach to serve a multigenerational membership. From communication preferences to learning styles to career motivations, each generation is different. Ignoring those differences leads to disengagement, underutilized resources, and members who go elsewhere for career support.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">You Can\u2019t Reach Five Generations with One Strategy<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">For the first time in history, there are five generations in the workplace. Most associations today serve at least five distinct generations: Traditionalists, Baby Boomers, Gen X, Millennials, and Gen Z. Each comes with unique experiences and expectations.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Traditionalists<\/span><\/b><span data-contrast=\"auto\"> tend to value loyalty, discipline, and a strong work ethic. They often prefer formal communication, handwritten notes, and in-person meetings. Their expectations around professional development are grounded in respect for hierarchy and experience-based learning.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Baby Boomers<\/span><\/b><span data-contrast=\"auto\"> often prefer phone calls and face-to-face interaction. They expect formality and structure in professional development.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Gen X<\/span><\/b><span data-contrast=\"auto\">, known for independence and efficiency, values clear, actionable content and a no-nonsense approach to career advancement.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Millennials<\/span><\/b><span data-contrast=\"auto\"> grew up with instant access to information. They want feedback, flexibility, and career paths that evolve quickly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Gen Z<\/span><\/b><span data-contrast=\"auto\">, many of whom entered the workforce during the pandemic, often lack in-person experience and essential soft skills. They\u2019re digital natives, but many are struggling with communication norms and job security.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">These generational preferences impact how members learn, connect, and grow in their careers. Delivering the same type of content to everyone just doesn\u2019t work.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here\u2019s how to engage your association\u2019s multigenerational workforce with a smart career center strategy.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">You Have the Data\u2014Start Using It<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">One of the biggest missed opportunities in association career strategy is the underutilization of data. Many associations with job boards collect age or career stage information, but few are segmenting their content or outreach accordingly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If a member is just starting their career, they should be served resources on resume writing, workplace etiquette, and soft skills. If they\u2019re mid-career, highlight leadership development and upskilling. For late-career professionals, showcase mentorship opportunities and ways to give back.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Many associations are sitting on untapped insights. With the right strategy, that data can fuel a segmented approach that connects meaningfully with today\u2019s multigenerational workforce.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Technology can make this type of personalization scalable. AI-powered communication tools are helping associations turn user engagement into actionable insights. For instance, CareerBrief is a newsletter that adapts based on a member\u2019s content preferences and interaction history. The more a user clicks, reads, or shares, the more tailored their future content becomes. Because it&#8217;s focused on career development, a Baby Boomer might see leadership and mentoring content, while a Gen Z member might receive early-career advice and digital networking tips.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Go Beyond the Job Board<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Career centers that only offer job postings are missing the bigger opportunity: to be true workforce development hubs.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Today\u2019s members want more than a list of open positions. They\u2019re looking for resources that support their career growth at every stage. That includes:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Certification and credentialing information<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Articles and videos from peers and industry leaders<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Soft skills development content for early-career professionals<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Reverse mentoring programs for cross-generational learning<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">Personalized guidance tied to industry trends<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">These are the kinds of resources that build long-term engagement\u2014not just short-term clicks.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Speak Their Language\u2014And Meet Them Where They Are<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">How you communicate is just as important as what you communicate. Generational preferences vary widely when it comes to platforms and formats.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Baby Boomers may still value email newsletters or printed guides. Gen X responds well to clear, concise content delivered via email or social media. Millennials and Gen Z expect mobile-friendly content, visual storytelling, and video-based education. Many are already learning career skills from creators on TikTok and Instagram.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Associations need to embrace these platforms if they want to reach younger members. Share career tips, resume dos and don\u2019ts, or industry insights in short, engaging videos. Position your association as a go-to resource not only for jobs\u2014but for career inspiration and credibility.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Stop Being the Best-Kept Secret<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Another reason many associations fail to engage members across generations? Their audience doesn\u2019t realize how valuable their career center truly is.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Platforms like LinkedIn and Indeed are easy to access, but they\u2019re also generic. Associations offer something far more relevant: a curated, industry-specific resource tailored to their members\u2019 needs. But if you don\u2019t consistently remind members of that, they\u2019ll overlook it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Reinforce your value often. Use newsletters, social posts, webinars, and event signage to position your career center as the first stop for job seekers and career-minded members. Repetition matters. Marketing research shows that people need to hear a message multiple times before they act on it. Make sure your members don\u2019t forget where to turn.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Build a Career Strategy That Builds Loyalty<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">The true goal of an association\u2019s career strategy shouldn\u2019t be just helping members get jobs\u2014it should be helping them grow. And that means offering support that\u2019s personalized, generationally aware, and consistently delivered.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This doesn\u2019t require a massive overhaul. Start by segmenting your audience, aligning content with career stages, and using platforms that match how each generation consumes information. Don\u2019t assume\u2014ask. Talk to members across generations to understand what resonates. Highlight real member stories. Facilitate mentorship. Create content that feels relevant and timely.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">By adapting your strategy, you won\u2019t just close the engagement gap\u2014you\u2019ll show your members that you understand who they are, what they need, and how to help them thrive.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">And that\u2019s the foundation of long-term loyalty.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><strong><em><b><i><span data-contrast=\"auto\"><div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2024\/08\/Hastings-rotated.jpg\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\t <\/span><\/i><\/b><\/em>Destiny Hastings<\/strong> <em>is a Director, Partner Development with Naylor Association Solutions. Reach her at <a href=\"mailto:destiny.hastings@naylor.com\">destiny.hastings@naylor.com<\/a>.\n\t\t\t<\/div><\/div><\/div><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For over 25 years, I\u2019ve been fascinated by generational dynamics in the workplace. That fascination grew into a research focus\u2014specifically, how Baby Boomer and Millennial professionals experienced shifts in communication, productivity, and workplace satisfaction during the pandemic. But one theme keeps surfacing in both my academic work and my career services role: associations are missing [&hellip;]<\/p>\n","protected":false},"author":303,"featured_media":13088,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45,31,4,1461],"tags":[1496,1603,784,1063,177,1833],"class_list":["post-13087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-careers","category-features","category-membership","category-most-viewed-articles","tag-association-career-center","tag-association-job-board","tag-career-center","tag-job-board","tag-member-engagement","tag-workforce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Engage a Multigenerational Workforce with a Smart Association Career Center Strategy - Association Adviser<\/title>\n<meta name=\"description\" content=\"For over 25 years, I\u2019ve been fascinated by generational dynamics in the workplace. 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