The American workforce today has an almost even split between three generations: Baby Boomers, Gen Xers, and Millennials. In law firms, you will encounter all three; it is not uncommon to see a board or executive committee that runs the gamut between partners in their 60s and partners in their mid-30s. In such a diverse work atmosphere, understanding the differences between generations can be the difference in winning attorney buy-in for your next big marketing initiative.
Baby Boomers: 29 percent of the workforce nationwide, but 95 percent of BigLaw leadership
According to a September 2015 American Lawyer survey, the majority of law firms are still governed by Baby Boomers (those born from1946-1964). Boomers have been found to value loyalty, often starting out at one company and climbing the corporate ladder to the top. They often expect to be rewarded for their loyalty – gifts and special rates will go far with this demographic. Coming of age before technology saturated the workplace, Boomers value face-to-face communication and word of mouth more than any other demographic. However, Boomers have also been described as slow to embrace innovative practices including legal technology and non-hourly rates.
To best support a Boomer:
- Pick up the phone or visit their office rather than sending an email.
- Be patient, particularly when dealing with technology.
- Err on the side of formality; Boomers demand the respect and professional they have earned.
Generation X: 33 percent of today’s law firm workforce and ready to lead
Born between 1965 and 1980, Gen X is described as a generation of “latch-key kids” who value independence, efficiency, and creativity. With 20 percent of Fortune 100 and 30 percent of Nasdaq companies led by Gen X-ers, this generation of lawyers is well-poised to take over for aging leadership. Research by ThomsonReuters found that Gen X attorneys value flexibility and are “planning to make some drastic changes to how law firms have been run in the past.”
To best support a Gen X-er:
- Appeal to their desires for efficiency through the use of email.
- Give them time to figure things out on their own and support their creative approaches.
- Be responsive; Gen X-ers want things done quickly and on their schedules.
Millennials: Fast, Innovative, and Disillusioned
Born between 1981 and 1997, Millennials (also known as Generation Y), account for 34 percent of the American workforce. Despite low-ranking roles in law firms, Millennials are already having an impact on workplace culture, driving collaboration and expectations for meaningful work. Digital natives in a hyper-competitive, globalized world, Millennials are more likely to be tech-savvy and multi-lingual than any other age group. Millennials value opportunity, flexibility and praise in the workforce. Despite their skills, Millennials have become disillusioned and “struggle to keep up with Baby Boomer ideals.” They are also less likely than any previous generation to stay with one company if it does not meet their needs for growth and flexibility, leading to alternative legal practices that are thriving.
To best support a Millennial:
- Offer positive reinforcement for good work and constructive criticism in areas where growth is needed.
- Respect work-life balance.
- Embrace technology; communication via email or even texting is the preferred form of communication.
Cross-Generational Customer Service
An age gap of 50 years or more may seem daunting, but some tenets of good customer service stand the test of time.
- Be a good listener. Make people feel like their opinions and ideas are valued.
- Be knowledgeable. No matter a customer or client’s preferred method of communication, be sure the information you provide is accurate, up-to-date, and presented in a clear manner.
- Be polite. Dress codes and salutations aside, professional dress, punctuality, “please,” and “thank you” are signs of respect that all ages embrace in the workplace.
Click here to view a helpful chart provided by Thomson Reuters that illustrates the motivations of and preferred communication method for each generation, which can be a good tool to use when educating leaders of your firm.
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By Ashley Stockwell, Communications Coordinator, BuckleySandler LLP for the September/October 2015 issue of the Capital Ideas Newsletter.