Canadian Electrical Industry News Week

October 12, 2016

By Julie Kerr

Whether we are trying to engage them with relevant and interesting content, attract them to our workforce, or just understand what they want, the term “Millennial” is everywhere.

As a former account manager at an ad agency, the word Millennial is certainly not foreign to me. It appeared in almost every brief, strategy presentation, case study video, and pitch deck.

In my new position at Kerrwil, it stills come up every day whether it is on websites, social media, in newsletters, or peppered throughout articles (like this one).

 

But come on folks, I can’t be the only one who is so sick of the word ,  can I?

The reality is, we are a portion of the population that cannot be ignored:

“Millennials, whom we define as those ages 18–34 in 2015, now number 75.4 million, surpassing the 74.9 million Baby Boomers (ages 51–69).” — Pew Research Center, 2016

I completely understand the obsession, so it’s about time we learn how to communicate with this portion of the population  in a relevant, meaningful and engaging way. (And trust me, it doesn’t mean using hashtags on every other word).

1. Don’t call us Millennials

The term Millennial is just a way to segment a specific age group, nothing more. It was never meant to be outward facing language. We can’t assume that everyone in-between the ages of 18–34 are going to act the same, or share the same values and beliefs. Besides, Millennials would never call themselves a Millennial; nor will they ever think of themselves as one.

It is likely, that most Millennials who have heard the term have heard it being used in a negative light: “Millennials are entitled and selfish,” “Millennials jump around too much in their career,” “Millennials can’t focus,” “Millennials are always on their phones.”

And although in some cases that may be true, all that term does is leave a bad taste in our mouth as we recount the never-ending articles about the stereotypes put on our generation.

Just like generations before us, there have been a variety of events and experiences that have shaped our views, opinions, behaviours and attitudes toward the world; and not all of those are aligned with the neat little box that society has put around this generation.

If the only lens you are looking at us through, as an employer or marketer, is as just “another Millennial,” then you may be missing out.

2. Be authentic

Listen, in this day and age we know that everything is fake, constructed and almost “too” perfect. So, you know what we want to hear? The truth.

Being real will help you form meaningful relationships with us. We want to hear about your failures in life, at work, or with love and how you managed them. Trust me, we will listen because we are going through all the same things.

Let’s toss out clichés like: “Well, it was a good learning experience,” or “It was important so I could understand what I didn’t want.” You can’t seriously be saying that your summer job during university at the dump was an enriching experience?! Just be honest, and call it what it was: a job to help you pay the bills.

If you are honest, we will follow your lead and begin to open up as well. By getting to know us better, you will be able to understand what we are interested in, what engages us, and what we want to share. The biggest benefit of this will be in your social media communications.

3. Don’t be on social media just to be on social media

Each social media platform serves a particular purpose, if your brand or company doesn’t fit on a specific platform, that’s okay. Don’t force it. We can spot a poser, and that could create negative associations with your brand or company.

For example, on a typical day here is how I use my social media platforms:

  • Facebook —scroll through until I find a funny video clip and watch for 5 seconds, unfriend people from high-school that I don’t even recognize, create and respond to event invitations, share events or articles on current events that mean something to me
  • Twitter —look for TTC delays, and browse news headlines so I can sound smart and current in my daily conversations
  • Instagram —cruise photos and feel bad about my seemingly boring life compared to everyone else’s
  • Snapchat —take selfies and use fun filters
  • LinkedIn — network with professionals in my industry, and read about how to network with professionals in my industry

So, before posting or engaging with us on any of these channels ask yourself how your brand and company can contribute positively to and seamlessly within these experiences? Say you have a really beautiful photo, or a current story, then by all means share. But, if you’re going to just brazenly promote your brand/company using the same content and verbiage across all mediums, then chances are we’re going to ignore it.

Now, all of these tips are just the opinion of one person, who happens to fit within the millennial age group. This is not intended to be a quick add-on to your business’ communications strategy. These are just a few suggestions that may help to strengthen your relationship with this particular segment of your audience.

As I said, we are all different ,  so just take the time to get to know us. We’re not trying to make it difficult for brands and companies to relate to or engage with us, it’s just hard when your entire generation becomes generalized under one label.

The best answer I can give on how to communicate with us is to stop trying so hard. Don’t write us off as just another Millennial. Get to know us. Who knows, we may become your best customers.

Watch for the first in a series of articles on how to use social media to build your business in the November 1 issue of EIN.

Julie Kerr is Associate Editor / Research Associate, Electrical Market.

 


 

The EPLAN AdvantageWhat is EPLAN?

One platform, multiple solutions – the Eplan Platform offers engineering software such as Preplanning for systematic preliminary planning, Electric P8 for preparing circuit diagrams and Pro Panel for 3D enclosure planning, all from a single source. Standardised interfaces and integration processes enable continuous data flows throughout the value chain, with additional links to various system solutions from Rittal.

This year, EPLAN has introduced its new EPLAN Platform 2022 to help address challenges in the design, engineering and manufacturing phases of the panel building process...

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Changing Scene

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The Ontario Electrical League (OEL) is celebrating 100 years of reliability within the electrical ...
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EIN NECA ECAO 400ECAO and NECA have announced that on January 1 ECAO officially joined NECA as their 119th Chapter. Executive Director Graeme Aitken joined NECA CEO David Long on LinkedIn Live to announce the partnership.

Given the similarities between the two organizations, ECAO is looking to create more opportunities for its electrical contractor members and this further collaboration will allow them to facilitate that. As well as drawing on the educational opportunities that NECA can offer.

“What we’re looking for is integration, professionalism, but most importantly to expand our community."

Read more


 

Canadian Electrical Contractor Discussion Group: Can You Count the Deficiencies?

EIN CECD 400Have you ever been called to fix the work of a 'handyman'?

"Was supposedly done by a"certified ' electrician....told the homeowner that he got a $266 permit....no record at TSBC. Can you count the deficiencies?"

"There is a second panel change in the triplex also.......even more deficiencies. Think the guy was a glorified handyman. Ones not obvious: 240 BB heat hooked up 120....drier on 2p20....range on 2p50....water heater fed with 2c14 Bx on 2p15."

Go HERE to join the discussion

 


 



 

 ESABy Blake Marchand

This technical Q&A was done as part of ESA’s annual Licence Holder Meeting on November 18th. A recording of the entire meeting is available online. The technical Q&A began with a general overview of ESA’s top 5 changes provided to the 2021 Canadian Electrical Code by Malcom Brown. 

Following that, Brown goes through a number of questions submitted by LECs (Licenced Electrical Contractors), covering several topics, including EV energy management systems, GCFI and AFCI protection, nuisance tripping for washing machines and microwaves, smoke alarm requirements, and common inspection defects.

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Product News

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Mercmaster™ LED Luminaires deliver exceptional efficiency, performance and advanced engineering. ...
The SSW Series of Sealed Screwless Wall Plates from SensorSwitch™ is designed to protect wall ...
The Fluke TiS75+ thermal camera offers features to help tackle almost anything teams face in the ...
The M18 FUEL™ 1/2" Hammer Drill is one of the industry's most powerful brushless battery powered ...
Klein Tools introduces the KTB1000 Portable Power Station, providing up to 1500W of continuous ...
Eureka announced the release of its Billie large-scale architectural luminaire. With its ...
The Amprobe BT-250 Circuit Breaker Tester works on powered systems from 90 to 250 V AC and is ...


Gator Hard CutterGreenlee, part of Emerson’s professional tools portfolio, introduces the new ESG45LX Gator Hard Metal Cutter, a tool solution for the high-voltage industry, featuring an industry-first shock-load damping system that minimizes released energy while making cuts.

The ESG45LX is ideal for overhead one-handed operation and cuts up to 1/2-inch Rebar (Schedule 60) and EHS Guy Strand and 5/8-inch Ground Rod and Standard Guy Strand. It has a compact, lightweight design, weighing less than eight pounds with battery, and is 33 percent lighter than an earlier model thanks to a redesigned flip-top style latch that reduces overall weight.

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Peers & Profiles

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As the head of ABB Canada's electrification business unit, Éric Deschênes is no newcomer to the ...
Karen Pullen knows what it’s like to be the only woman on a construction site, and as a proud ...
As of February 2021, Martin Stephenson is the new President and CEO of Signify Canada.   ...
This past July, Kerith Richards, who has worked for Service Wire Company for the last seven years, ...
EngWorks was formed in 2004 as an electrical engineering and consulting firm by Allan Bozek, “After ...
Headquartered in Concord, Ontario, Mercury Lighting services national retail, ...
Among the recipients of the 2021 Clean50 Awards announced last month is Carolina Gallo, Vice ...
Sarah Silverstein is a principal with Liteline along side her two brothers Mark and Daniel. ...


Watt's The WordBy Blake Marchand

Watt’s the Word is a recently launched Electrical Industry Podcast hosted by Zack Hartle and Jason Cox, who are Electricians and Electrical Trade Instructors at SAIT (Southern Alberta Institute of Technology).

Cox is a Calgary based Alberta Master Electrician; he’s been an instructor for the past 15-years with a Master of Education, specializing in adult education. He also gets on the tools volunteering every year for the Calgary Folk Festival electrical crew. “I’m interested in education obviously, and we’re hoping to connect our industry, its such a large vast industry,” he said about the podcast.

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