Ask Us! Developing a Recent Graduate Resource Guide on your VMA website

1. Ask Us!Developing a Recent Graduate Resource Guide on your VMA website Ralph Johnson Executive Director

2. Title Mania • Ask Us! Developing a Recent Graduate Resource Guide on your VMA Website • Engaging Recent Graduates • Helping Young Professionals Flourish!

3. What we’ll cover • Why we need to think about this issue • Generational characteristics of today’s young professionals • Understanding their needs and preferences • Some strategies to help them flourish

4. Why me? • Peter knew something • ASVMAE rocks • I am credential-less • But I’m intrigued!

5. Why do we need to think about this issue?

6. Why should a VMA care? • It’s self preservation • Membership demographics are skewed • The decision to join is changing • Generational convergence is a challenge • YVPs are a strategic opportunity

7. Generational change • What’s a generation? In short, a group born about the same time, in about the same area, with similar experiences. • VMA membership is not homogenous • Macro trends drive generational change

8. The four generations • Generation Y Born 1977 – 1995 • Generation X Born 1965 – 1976 • Baby Boomers Born 1946 – 1964 • Matures Born pre-1946

9. Generation Y • Fastest growing demographic • Shaped by formative events • They’re learners • They can feel entitled • They want to make an impact

10. Generation Y (more) • Don’t expect lifetime employment – but they are loyal • Tech dependent • Value lifestyle and relationships above work

11. Generation Y (even more) • Event driven • Individuals but drawn to groups • Want to be part of the solution

12. Generation X • Skeptical • Non-traditional family units • Loyal to individuals

13. Baby Boomers • Work ethic • “Pay your dues” • High level of education

14. Matures • Strong military connection • Believe in delayed gratification • Large families • Most trusted by _________?

17. Understanding their needs and preferences

18. ASVMAE initiative goals • To become more relevant and attractive to the younger segment of the veterinary profession • To be considerate of the sensitivities of current members • To encourage collegiality and communication between younger and older members

19. ASVMAE survey findings • 79% invite recent graduates to meetings – 49% with a $ incentive • 82% offer free or discounted dues • <21% asked recent graduates • >70% believed competing interests or not seeing value were key barriers

20. Recent graduate response • Actual barriers • Not knowing: about VMA or how to join • Little discretionary money • Not feeling welcome • Not relevant • No time off from employers

21. Recent graduate response (more) • Challenges and stresses • Practicing medicine in real life immediately post graduation • Working for a private employer and effectively meeting his/her practice’s needs • Learning how to communicate with clients and staff

22. Recent graduate response (more) • Challenges and stresses • Moving to a new location and the social issues that entails • Dealing with high debt loads and other financial challenges • Integrating home/social life with practice life • Considering business decisions (e.g. practice ownership)

23. ASVMAE identified challenges • VMAs struggle with relevancy • VMAs not familiar to recent graduates • Outreach must be a strategic priority with funding

24. The content’s the same … Gen Y big-picture priorities • Outcome-driven actions • Relevance for swift career advancement • Interesting people or information Sounds like …

25. The content’s the same … • The Veterinary Leadership Experience vimeo.com/12370745

26. The content’s the same … • What’s your VMA’s video? • Do we focus on price – or on value?

27. Listening through a focus group • What is a focus group? • Why conduct one? • What planning is required? • Who should participate? • Who leads the discussion? • What location and format?

28. Focus group (more) • Conducting the focus group • Establish a comfortable environment • Honest feedback • One question at a time • Remain neutral • Ensure even participation • Keep focused

29. Focus group (more) • About the questions • Open ended • Neutral tone • Limit to 5-8 • Be careful with “why”

30. Focus group (more) Sample questions: • When you think of our VMA what reactions or perceptions do you have? • What are the specific things that our VMA needs to offer in order to be relevant and valuable to you? • In regard to your development as a veterinary professional, what needs do you have and how can our VMA be of value?

31. Focus group (more) Sample questions: • How would you describe your professional community – who is it, what do you get from it, how do you cultivate it, and how does our VMA fit? • What issues are you facing, or what concerns do you have, that our VMA might be able to help you with? • We appreciate the opportunity to learn about you – but what would you like to know about us?

32. Focus groups (more) • Closing the session • Making use of the information • Detailed guidelines on the ASVMAE website

33. Some strategies to help them flourish

34. Principles of engaging Gen Y • Similar others • Authentic and unscripted • Immediately actionable • Trusted channels

35. Principles of engaging Gen Y (more) • Unexpected teasers • Lifestyle oriented • Things to bring • Unofficial handbook

36. Practical ideas • Conduct a focus group • Create the website section • Involve them in work groups • Develop plans for marketing and communications • Review association examples

37. Practical ideas (more) • Ban “First-time Attendee” ribbons • Mix up the seating • Put cell numbers on business cards • Add a video auto-reply • Consider economic incentives • Articulate specific benefits

38. Summing up • Young professionals can benefit from the core offerings of VMAs • The content may be the same but the format and voice must be different • Young professionals deserve our attention – and they are a strategic opportunity for VMAs to remain valued and relevant

39. Questions? • Thank you!