Have you been "duded" yet?

by Janet Ellen Raasch

Janet Ellen Raasch is a writer and ghostwriter who works closely with lawyers, law firms and other professional service providers – to help them achieve name recognition and new business through publication of article and books for print and keyword-rich content for the Internet.  She can be reached at (303) 399-5041 or jeraasch@msn.com.

Just 100 years ago, law firms were composed mostly of members of a single generation.  Why?  Lawyers were all men, and the average life expectancy for a man was just 47.  The attitudes, values and outlook of all members of the firm were influenced by the same key lifetime events.  As a result, there was no generation gap.

Thanks to great improvements in health care, today’s average person lives to be almost 80.  As a result, law firms can include members of as many as four different generations – Traditionalists in their 60s and older, Boomers in their late 40s and 50s, Gen Xs in their 30s and early 40s, and, in the most recent associate classes, Generation NEXT.

The key events shaping the attitudes, values and outlook of each of these generations are vastly different.  As a result, there can be wide gaps that affect the ability of members of a law firm to communicate effectively and achieve common goals.

“In order to succeed in this multi-generational environment, law firms and other businesses must learn how to understand these gaps – and bridge them,” said Mary Crane.

Crane discussed understanding and bridging generation gaps at an educational meeting of the Rocky Mountain Chapter of the Legal Marketing Association (www.rockymountainlma.com), held in Denver Jan. 8 at The Oxford Hotel.

Crane is a former lawyer and White House chef who speaks and coaches at law firms and businesses across North America on business life, communication skills, diversity and ethical issues.  Mary Crane & Associates (www.marycrane.com) is based in Denver.

Generational characteristics

“Generally speaking, older generations expect Gen X and Gen Y to stay quiet and learn while they earn their stripes,” said Crane.  “Gen X and Gen Y, on the other hand, expect immediate involvement as equals.  This can lead to conflict.”

Traditionalists were formed by hard times – the Great Depression, the New Deal, World War II and the Korean War.  In their formative years, they got their information from the radio.  “In the opinion of traditionalists, Boomers are too willing to talk about private matters and are too self-absorbed,” said Crane.  “They consider Gen X to be poorly educated, not respectful of experience, unwilling to follow procedures and lacking a solid work ethic.”

Boomers were formed by Vietnam, the civil rights and women’s liberation movements, and the space race.  In their formative years, they got their information from the television.  “When I say television, I mean one black and white television,” said Crane.  “Family members had to negotiate over what they would watch.  Gen X and NEXTers had televisions in their own bedrooms and had no need to negotiate.”

In the opinion of Boomers, Gen X is rude, lazy and lacking in social skills.  Boomers believe that members of Gen X always want to do things their own way and do not want to “wait their turn” to ascend the traditional law firm ladder.  They feel that Gen Xers spend far too much time on email and the Internet.

Generation X was shaped by Watergate, Iron-Contra, Desert Storm and the energy crisis.  “It is the first generation to face rampant divorce and restructured families – which Gen X blames in large part on the workaholic lifestyles of their parents,” said Crane.  “They want work/life balance, which is why their elders have been known to call them slackers.  They are tech savvy and grew up with home computers.”

What does Gen X think of its elders?  Common descriptors are self-righteous, workaholic, talk the talk (but don’t walk the walk) and clueless.  They think that the previous generations should “lighten up, it’s only a job” and “get out of my face.”

“When it comes to Generation NEXT, no one knows exactly what to think,” said Crane.  “Let’s try to explain it.”

Generation NEXT

Generation NEXT has many names, including Millennials, Generation Y or Echo Boomers.  With more than 100 million members – a full 30 percent of the population – it is the largest, healthiest and most cared-for generation in this country’s history.

“The critical events of their lifetime (so far) are 911 and the Iraq War,” said Crane.  “Like Gen Xers, half of these individual have been affected by the dissolution of their parents’ marriages.  They turn to friends and peers for much of their social structure.”

NEXTers are culturally aware and their peer groups are culturally diverse.  “Just look at the overwhelming support this generation has provided for Barack Obama’s campaign for president,” said Crane.  “They are volunteering and voting in unprecedented numbers.”

In addition, this generation of new associates is environmentally ‘green’ and 100 percent comfortable with all aspects of diversity.  “In order to bond with your new associates,” said Crane, “be prepared to respect their opinions – even if these are not your own opinions.  It is possible to respectfully disagree.”

The electronic device of the NEXTer is the cell phone – which is used more for text-messaging than calling.  They grew up on the Internet.  They have personal profiles on Facebook and expect to listen to their iPods while working.  “If these activities are not allowed at your firm, be sure to make this very clear,” said Crane.

NEXTers bring some real assets to the workplace.  They are smart, natural multi-taskers, technologically savvy and collaborative.

In the workplace, they understand the need to perform.  “After all, they were pushed by their parents to attend the best schools and take the most accelerated classes,” said Crane.  “However, many of them have never held a ‘real’ job before.  Their parents told them to study and do high-profile volunteer activities instead.”  They need and want to know what the rules of the workplace are.

Special considerations

“I like to call them the ‘T-ball’ generation,” said Crane.  “In T-ball, which most NEXTers played as young children, there are no runs and no outs and no losses.  At the end of the season, everyone wins a prize – just for showing up.  All of their lives, they were told they were special.  They feel empowered and confident.”

They want to hear “please” and “thank you” and they want constant feedback regarding their performance on work assignments.  What did they do well?  How could they improve?  They want continuous learning opportunities and flexible working options.

“If they are not happy, they will soon leave,” said Crane.  “You must understand that NEXTers are absolutely repelled by the idea of a job for life.  As a result, job security is not a big deal like it was for previous generations.  They are secure with being insecure.”

As strange as it may seem, law firms will want to keep their eyes open for ‘helicopter’ parents.  Helicopter parents are hovering in college and professional schools, and starting to show up in the corporate and law firm worlds as well.

“NEXTers remain very close to their parents – who have coached them from birth to achieve success,” said Crane.  “Eight out of ten of them speak with their parents daily.

“I have heard reports of helicopter parents accompanying their offspring to job interviews at law firms and calling to complain about performance reviews,” said Crane.  “Brace yourselves for their continued involvement.”

When it comes to working with NEXTers, be T-ball coaches – not drill sergeants.  “Teach them the rules,” said Crane.  “Be respectful.   Be flexible with some rules in order to leverage their natural skills.  Show them how to win.  Praise them – in person and publicly – when they win.  Reward them with good salaries.”

By building on cross-generational values like family, integrity and love – and by understanding the key events that shape the attitudes, values and outlook of each generation – law firms can bridge gaps and achieve common goals.