What Young Professionals Really Want From Your Association And How To Give It To Them On Social Media

To Not Be Called Millennials

Young professionals are so much more than just some generalized group with a catchy generational moniker. They are students, aspiring executives, current executives, fresh faces with a unique perspective and so much more. So stop calling them Millennials, on social media and everywhere else. Your association doesn’t refer to its older members by calling them Boomers or its other members as Generation X, Y or Z, so don’t make an exception for young professionals and lump them all together.

Instead, address them by catering to the needs and wants that this young demographic seeks from your association. For example, create and post content about transitioning from being a student to working in your association’s industry or how an aspiring executive can find a mentor in the business. These words and content will be much more likely to attract the attention and engagement of young professionals than slapping “Millennials” on everything.

To Be Recognized

Think for a second about what most young professionals want at this point in their career. The first answer that probably came to mind was that they want a way to move their careers forward and a big factor in achieving that goal is to connect with the right people in the industry. Most industries are large and young professionals will no doubt face heavy competition for promotions, so give your members a leg up by recognizing their achievements and helping them to stand out.

There are so many ways for associations to use their pre-existing, captive audience on social media to recognize young professionals. Use the various social media platforms to show off your young members. Write blog posts about recent achievements, ask young professionals on Facebook about their most innovative idea for the industry or just give someone a shout out on Twitter or Instagram. Ask an influential member and association champion to share these messages and increase the impact they have.

To Have A Seat At The Table

Young professionals are often forgotten when it comes to making an impact with associations and therefore the industry as a whole. Yes, many organizations offer opportunities to get involved by joining committees and other such volunteer initiatives, but these commitments can be intimidating or too time-consuming for young professionals and will therefore not be utilized or valued by this demographic. It may be up to your association itself to create better opportunities and invite young professionals.

Social media offers a surefire way to create these opportunities that give young professionals a say and thrust them into leadership roles. For example, have a brief roundtable discussion on ideas to improve the industry, either through a Twitter chat, a YouTube video or a live feed on Facebook, and invite one or several young professionals to join. You can also create a LinkedIn group, Facebook page or Twitter account specifically for young professionals at your association and pose questions and seek feedback from this specific demographic while posting ways in which your association is acting on these responses.

To Be Informed And Entertained

Let’s face it, it’s not enough to do one for the other in this day and age. Information is crucial for young professionals trying to build a successful career and access professional development opportunities, but with the depth and variety of sources out there, they also want to be entertained with this information. Finding new and innovative ways to capture the attention of young professionals while remaining informative and relevant is one critical way for associations to boost their value in the eyes of younger members and potential members.

With that being said, it might be time for your association to look at some out-of-the-box ideas to enliven the member experience on social media. Think about how you can combine visuals, information and interactive elements when creating content to make it more engaging and appealing to young professionals. For example, create your association’s version of Carpool Karaoke where you’re driving around with a member, board member or staff member talking about the value of the association while also jamming out to some tunes.

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