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by Alex Palmer | August 29, 2014
While it is hardly news that the Millennial generation is creating waves in the workplace, new research looks specifically at what impact these up-and-comers may have on B2B companies -- and the ways these organizations can engage them. The new white paper, published by the Business Marketing Association (BMA) and its research arm, the FORUM, identifies a handful of attributes of this younger generation and what B2B managers can do to maximize their performance.

Titled "Engaging Millennials - Time for New Approaches in the Workforce and Marketplace," the white paper isolates eight specific behaviors that make Millennials a different type of worker to motivate. These include that they respond to frequent feedback and recognition, prefer flexible work environments, and expect to succeed using clear guidance.  

More general points of distinction for the generation are that they "view advertising and marketing very differently, both as participants and consumers," and they "prioritize relationships on all fronts." Their personal philosophies have also been shaped by the rapidly changing and diversifying world, with the additional behaviors that they "value authenticity and ethics," "are more socially tolerant and altruistic," and "are technological multitaskers."

"In today's hyper-competitive world with unrelenting technological advances, shifting markets and the war for talent raging, leaders must take advantage of every opportunity to attract and engage the best talent," stated FORUM researcher Dr. Frank Mulhern, of Northwestern University, who conducted the original research on which this white paper is based (titled "Millennials in the Workplace, and published in December 2013).

Mulhern added that as this generation is going to play a major role in business, it is essential for company leaders to understand how best to leverage their talents.

"With as many as 95 million Millennials about to dominate the American workforce, this research prepares B2B companies to understand the impact that they will have in transforming our world," said BMA Chairman Steve Liguori, in a statement. "These include vastly different expectations such as the pervasiveness of technology to how they integrate and behave within teams."

The white paper can be accessed at the BMA's website (login required).