The Digital Native Generation December 14, 2011My CareerOff

There are generation gaps, and then there are generation canyons. Today’s technology-driven “digital natives” – immersed in Smartphones, social networks and the Internet – are taking over the workplace, one text at a time.

The key to working with this generation successfully? Understanding them.

“As [digital natives] become our dominant employee and consumer base, those in previous generations must learn to navigate a radically altered landscape to succeed in business,” says Michelle Manafy, author of Dancing With Digital Natives.

What do businesses need to know about this generation? Manafy says there are five key traits to keep in mind: they live publicly online, they share knowledge, they

believe transparency yields trust, they’re timely but not time managed and they’re all about interactions, not transactions.

“While most people are aware that the line between ‘at work’ and ‘off duty’ is increasingly blurred,” she explains, “the digital native moves beyond what previous generations called Life/Work balance to a new life/work integration.”

Harvard Law School’s Digital Natives blog tells how this generation navigates today’s new workplace opportunities and issues they face, such as online privacy being taken seriously.

For companies to successfully appeal to them, experts suggest taking advantage of social media, having some form of communication lines open 24/7 (through a customer service email or phone operator) and compete with other businesses through innovation rather than just price.

Bonus PINK Link: Learn more about digital natives in our online exclusive.

By Caroline Cox

“The things we fear most in organizations – fluctuations, disturbances,
imbalances – are the primary sources of creativity.” Margaret J. Wheatley

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