Interesting Place To Find Information

I always find it interesting where I find information that I can relate to associations.  I was recently skimming through the October 2011 issue of The Costco Connection when a headline caught my eye:  Five Trends Shaping the Future of Work.  Of course, my first thought was about my own work, but when I read the five major trends as outlined by Dr. Bob Nelson, president of Nelson Motivation Inc. (www.nelson-motivation.com), I began to think about their relevance to associations.

1.       The Growing Shortage of Skilled Workers.
The reference here was not to a labor shortage, but stressed that there will be (according to current demographic trends) a shortage of skilled workers. This will impact associations whose membership is based on skill or training.  Does this mean that associations should be promoting educational opportunities so that individuals can become skilled? How about more student chapters or scholarships to become a skilled worker? Are there opportunities for associations right now to address this issue before it leads to a decline in membership for these associations? Remember that this change affects staff as well (thanks to Valerie Fries Wade, MM, CAE for the reminder!) This might mean that we need to offer staff more frequent "smaller" promotions or recognitions.

 

2.       The Rise of the Millennials.Who are Millennials? Millennials are generally defined as those born between 1980 and 2000.  What makes them of particular interest to associations? Their size (90 million prospective workers) and how they are motivated.  Millennials are ethnically and racially diverse according to PEW RESEARCH, and they expect work to be a part of their life, but not the defining factor. Some studies also indicate that they will change jobs/professions more frequently. They expect meaning from their work, but are not necessarily willing to “pay their dues.” Associations need to find ways to engage them early and keep them engaged if they want them to remain members.  The 8 or 10 year track to become the President of the association might seem too long to them.

 

3.       The Rise of the Temp.With the uncertainty of the economy and the rising cost of employee benefits, companies are looking for alternative ways to meet work demands while keeping a watchful eye on the bottom line.  According to Dr. Nelson, there are “22 million companies that do not have a payroll.”  He also identifies a shift from “lifetime employment” to “lifetime employability.”  How will associations respond to this changing dynamic?  If a member is paying their own dues versus their employer paying the dues, the return on investment will have to be shown to the individual. Should an association offer a payment plan for dues or conference fees? Concerning professional development offered by an association or the association annual conference, what happens to attendance if the member has to take vacation or personal time to attend?

 

4.       The Evolving Role of Virtual Employees.Flex time, telecommuting, job sharing – we all have heard these terms, and some of us are even doing it right now.  Thanks to technology, there are many options that can be used in order to get the work done.  But when we are not around co-workers, do we become less connected, less invested in that company? And is that alright if we become connected in other ways, for instance, on a social network or with our association? This presents a challenge to the employer, but also an opportunity for associations to provide a place to connect with others in a profession or industry or involved with a cause.  How about offering a new membership type for the remote member so they can attend webinars and other professional offerings? Associations need to stay alert to the technology affecting their members and potential members, and to be ready to address those changes.

 

5.       The Globalization of the Labor Market.Companies are utilizing workers from around the globe.  For associations, this globalization presents many challenges. Among the first ones that come to mind: language differences, time zone differences, ability to get information to the member in a timely fashion (do we mail it, fax it, email it), differences in legal requirements, and many more.  Can one association offer enough to meet the needs of all the members around the world?

I definitely have raised more questions than answers – but isn’t it better to think of these issues before they become an issue for your association? Whether you are reading a magazine, watching a television news show, or listening to the radio, you can always learn something that can help make you a better association professional – just be alert to the opportunities around you!

Thanks for reading my blog – I appreciate any and all comments and suggestions. You can reach me at lchreno@marketinggeneral.com, @lindachreno, or 510.352.8197. Feel free to tweet, forward, or share this post.