Tactics for Recruiting and Retaining Young Professionals

Who are the Young Professionals (YPs) who are entering the workforce and what do they want? Brat Summer? The death of the skinny jean? TikTok dances?

The home building industry is focusing on YPs more and more as they continue to enter the workforce. These individuals, born between 1981 and 2012, span Millennials and Generation Z who bring fresh perspectives, needs and expectations to the professional landscape – and their presence is growing.

According to Johns Hopkins University, by 2030, Gen Z will make up 30% of the U.S. workforce, it’s vital for your business and association to understand what is important to Gen Z and Millennials so you can effectively recruit, retain and engage with them.

Before we examine what matters to these generations, it is important to remember that individuals are unique. That said, let’s examine some macro trends across the younger generations that can help you better serve YPs.

Millennial Trends: Millennials, born between 1981 and 1996, have distinct preferences when it comes to how they engage with professional associations. They appreciate direct and personalized communication that makes them feel valued and acknowledged. Short-term, flexible volunteering opportunities, known as micro-volunteering, appeal to their busy schedules and desire for meaningful work. Additionally, Millennials want to be seen as contributors from the start, seeking roles where they can quickly make an impact and be recognized for their efforts.

Gen Z Trends: Gen Z, born between 1997 and 2012, is driven strongly by social impact. They value opportunities to make a positive difference in the world and are drawn to communities where they feel included and valued. Holistic support, encompassing both mental and physical wellbeing, is crucial for this generation. They also highly value personalized experiences that cater to their individual needs and preferences, seeking tailored interactions that resonate with their identities. Individualized member onboarding that includes one-on-one meetings to understand the specific aspirations and pain points of a Gen Z member would start them on the path of personalized engagement.

To dive deeper into Millennial and Gen Z trends, I recommend Sarah Sladek’s Book MemberShift: Why Members Leave Associations and the Strategies Proven to Bring Them Back.Why It’s Important to Engage YPs

The National Association of Home Builders (NAHB) Member Census highlights a significant age gap among members, with the median age of Associate and Builder members being 56 and 57, respectively.

To bridge this gap, our association and our industry need to attract younger members.

The 2024 Membership Marketing Benchmarking Report by Marketing General underscores this need across all associations. The report reveals that 32% of association members are Gen Z and Millennials, while higher engagement from these groups correlates with overall membership growth. Notably, 56% of associations report increased participation in young professional programs, up from 52% in 2023.

Strategies for Recruiting and Retaining YPs

NAHB recently contracted with marketing firm mdg to research strategies that will resonate with YPs in the home building industry. Researchers spoke with several focus groups to better understand what YPs would like to see from NAHB and how they perceive the association.

After collecting feedback, researchers recommended the following:

– Networking and Community Building – Creating opportunities for YPs to network with local political figures, other business groups and their peers is essential. Events tailored to fostering connections and community can significantly enhance engagement.

– Education and Training – Providing relevant education and training opportunities helps YPs stay updated on industry trends and develop their skills. We can position ourselves as the go-to source for industry information by offering regular updates on trends, legal issues and advocacy efforts.

– Support for Diverse Leadership – Promoting diversity in leadership roles and addressing labor shortages through advocacy can attract YPs who value inclusivity and long-term career opportunities.

– Addressing Price Sensitivity – Gen Z, having grown up during the Great Recession, is particularly price-sensitive. Associations need to offer value-driven membership packages and demonstrate transparency in their pricing structures.

– Creating a Welcoming Environment – YP feedback indicates that NAHB at times feels exclusive toward younger members. To counter this perception, associations should:

Regularly solicit input from YPs to understand their needs and preferences.
Foster a sense of community from the very beginning and encourage their active participation.
Emphasize the unique benefits of building their local networks and professional connections.

Recruiting and retaining YPs requires a nuanced understanding of their needs and preferences. By focusing on personalized communication, social impact, holistic support and community building, associations can successfully engage their Millennials and Gen Z members. This engagement is not only beneficial for your association but is also vital for the future of our industry. As these generations continue to become more influential in the industry, their active participation in their associations will drive innovation and growth, ensuring the long-term success of the organizations that adapt to meet their needs.