Leading times in changing times: Recruiting, retaining & motivating diverse generations In a world of flat structures and consultative practices, coaching and mentoring has replaced commanding and controlling. This session delivers the latest findings on how to effectively motivate and lead teams in these 21st Century times. It provides an overview of the world’s best HR practices for today: from attracting and engaging with the globally-minded millennials to management practices that connect with an intergenerational workforce.

1. Mark McCrindle
LEADING TEAMS IN
CHANGING TIMES
California Transit Association’s 49th Annual Fall Conference and Expo
Thursday 13 November 2014

2. DIVERSITY

3. GENDER

4. GENERATIONAL

5. CULTURAL

6. DEMOGRAPHICS
62% 38%
0% 20% 40% 60% 80% 100%
Q. What is your gender?
Male Female

7. DEMOGRAPHICS
0%
7%
32%
61%
1%
0%
10%
20%
30%
40%
50%
60%
70%
Under 20 20 - 34 35 - 49 50 - 68 69+
Q. What age will you be in 2014?

8. DEMOGRAPHICS
64%
27%
6%
3%
0%
10%
20%
30%
40%
50%
60%
70%
Public Transport
System
Business Member Transit Support Commuter Rail
Agency
Q. Which best describes the organization you are a part of?

9. GENERATIONAL CHALLENGES
Q. Which of the following generations create the biggest communication and
engagement challenge for you currently as:
Staff Members?
#1 80%
#2 65%

10. Q. Which of the following generations create the biggest communication and
engagement challenge for you currently as:
Staff Members?
#1 80%
#2 65%
End Customers / Users?
#1 #1
GENERATIONAL CHALLENGES

11. EFFECTIVE ENGAGEMENT

12. EFFECTIVE ENGAGEMENT

13. EFFECTIVE ENGAGEMENT

14. EFFECTIVE ENGAGEMENT

15. EFFECTIVE ENGAGEMENT

16. EFFECTIVE ENGAGEMENT

17. EFFECTIVE ENGAGEMENT

18. MOBILITY

20. TIMELINE

22. MARKETING AND COMMUNICATION: 2020
43%
39%
11%
5%
1%
1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Something we have not yet heard of
Social media advertising and recommendations
Online (such as banner ads)
Broadcast advertising on radio and television
Print ads and brochures
Outdoor advertising (such as billboards and posters)
Q. Finally, in thinking about communicating with the community, advertising
and trends, which of the following marketing and communication platforms
do you think will be the most dominant in 2024?

23. TRANSIT: 2020
*rate of 9 or 10
24%
28%
33%
40%
41%
46%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Mobility & shorter tenure (both…
Cultural change & diversity
Environmental policy & considerations
Population growth & density
Ageing & generational change
Technology, change & innovation
Economic changes & funding challenges
Q. Please rate on a scale of 1-10 how significantly each of
the following will be in transforming transit by 2020?

24. STAFF TODAY
44%
33%
18%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I find both their skills
and attitude better
I find their skills
better but their
attitude worse
I find their skills
worse but their
attitude is better
I find both their skills
and attitudes worse
Q. How do new staff today compare to those you interacted
with five to ten years ago?

25. CHALLENGES
79%
78%
74%
72%
68%
70%
72%
74%
76%
78%
80%
Attracting & recruiting Retaining & motivating Training & developing Leading & managing
Q. Thinking about the emerging generations of staff members, employees and
contractors to what extent do the following issues create a challenge for you?
*Significant or somewhat

26. COMMUNITY

39. Mark McCrindle
mark@markmccrindle.com