Tru Access Blog


By Tru Pettigrew
Oct. 17, 2013 | Comments

There is always a choice. You will hear people say from time to time that “I had no choice”, but the reality is, there is always a choice.

One of the biggest challenges that we face in life is making the right choice. Do you turn left or turn right? Should you date this guy or that guy? Carolina or Duke? Kobe or LeBron? Do I take this job or that job? Life is full of choices. Not all the decisions that you have to make are based on right or wrong. The most challenging decisions that you have to make are based on what you believe is actually best for you at the time.

When consulting with clients on how to best appeal to and resonate with millennial talent I use the same brand essence approach I used in advertising. I encourage organizations to consider both the emotional and rational benefits that they offer.

When developing campaigns to appeal to consumers, brands understand the importance of building a strong emotional connection with their audience. This emotional connection is obviously balanced with a rational benefit, often delivered in the form of product benefits and/or services. Why should this approach be any different for organizations when attracting and retaining talent?

Millennials seek the same emotional and rational benefits in the workplace that they seek in the marketplace.

Millennials have the same decision-making criteria as employees that they have as consumers. The difference with millennials compared to their older generation counterparts, is that the rational benefits don’t carry as much weight if the emotional benefits aren't right.

Millennials are much more inclined to make decisions on how they feel about a situation, person or opportunity. An opportunity can have all the rational benefits of good pay, great location and impressive title, but if it doesn't “feel right”, there’s immediate apprehension.

There is great risk involved in walking away from opportunities in your career and in life that has all the  rational benefits that you are looking for. But hey… millennials are risk-takers. They are willing to roll the dice on those gut feelings.

Intuition is defined as a direct perception of truth or fact independent of any reasoning process or rationale. So when you see millennials walk away from what appears to be a golden opportunity for no apparent reason at all, you may want to call it crazy, irrational, unwise or even outrageous. Crazy kids!

All of the above may be true. But I've seen it pay off more often than not. Next time you experience a millennial deciding to follow his or her heart and pursue their dream in spite of the rational benefits that suggest otherwise… maybe its not so crazy. Maybe it’s just millennial intuition.

"The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift." ― Albert Einstein

What Do YOU Think?