THE generation GAME | Pocketmags.com

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THE generation GAME

I’ve been in the spa industry for a long time now, having worked for chains such as Macdonald Hotels, Mercure and International Hotels, so I understand it a little more than most. One of the most interesting trends of late is the idea that spas need to tailor their people strategy for millennials and generation Z in order to hire, engage, motivate and retain them.

I by no means disagree with this statement but I think it misses something. I’ve been to many seminars on attracting millennials and generation Z and it’s been enlightening to learn that these age groups communicate and interact differently in the workplace. However, the ethos of these presentations are always the same – that you have to treat employees from these generations differently to everyone else.

But what about the people who don’t fall into these age brackets, such as generation X and baby boomers? More people who sit outside the millennial and gen Z categories are now wanting to move into the spa industry, and they’re looking for job satisfaction, training and development just as much as remuneration.

At a time when the ability to recruit and retain team members has become the blueprint to success due to a shortage of entry-level therapists, spas need to revisit how we appeal to, retain and engage all age groups, not just millennials and generation Z.

Due to a shortage of entrylevel therapists, spas need to revisit how we appeal to, retain and engage all age groups, not just millennials and generation Z

Avoid tunnel vision

The theory is that millennials and generation Z are shaped most by their surroundings but that idea doesn’t take into account that everyone, regardless of their age, is constantly being affected by their environment; whether it’s my dad trying to get a badge for daily steps on his Fitbit or the fact that my smartphone has now become an extension of my arm.

Society has changed all of us and the principles we’re being taught now apply to all generations. A key example of this would be that job hunters are now interviewing their interviewers just as much as the employers are interviewing them. This “newness” applies just as much to baby boomers and those from generation X as millennials and generation Z.

Training and development is a form of remuneration for everyone now and this, for a lot of people, can be more important than rate of pay. Another thing that’s certain is that people want gamification regardless of their age. They want to be at the top of the leader board or wear the badge for their qualification because this is the way society has shaped us.

So remember, all team members will want to see a clear pathway to being promoted or getting increased responsibilities and will expect to see a road map for it. This is not an exclusive list but I suppose my key message is that when you’re thinking about recruitment strategies, don’t just focus on millennials and generation Z and forget everyone else.

Steve Ewing is spa director at The Spa at Carden, a multimillion-pound countryside resort spa opening in Cheshire on January 6, 2020.
This article appears in December 2019

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This article appears in...
December 2019
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