The 2015 Workforce: Baby Boomers

Experienced teamThe workforce of 2015 is more culturally, gender and age diverse than ever before. With many businesses now employing around four generations of workers, it is important to cater to many expectations.

Fresh faced Millennial’s are working alongside soon to retire Baby Boomers. By understanding what motivates your employees, you hold the key to providing a working environment and suitable benefits that are of most interest to the differing demographics in your workforce.

In this four part series, we’ll explore each generation populating the workforce. What makes them tick? Understand their youth, their working lives and how to motivate and communicate with them.


Baby Boomers 1946 – 1964

Growing up as a Baby Boomer

Born in the aftermath of the Second World War, this generation was the first to reject many traditional values of previous generations. Birth rates increased significantly in the 40’s and as the country settled down into a calmer period, many people were able to build their lives back together.

Though they probably had parents who fought in the war, as Baby Boomers reached adulthood they wanted peace and equality. As youths during the Woodstock era they were surrounded by demonstrations for change.

The birth of the Teenager played a key role in their upbringing with new music and fashion styles aimed specifically at the youth of the 1960’s. The young Baby Boomers were the first generation to have a disposable income and were able to afford a more lavish lifestyle than generations before.


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The Changing Workplace

In the workplace, Baby Boomers were willing to work hard and struggle to achieve what they wanted. Office culture was vastly different from today. Women were still predominantly housewives and those who were in the workplace were in nursing, teaching and secretary roles. Bosses were still ‘Sir’ and an office hierarchy was followed to the letter. People aspired to secure the corner office with the large window and considered their working life a success if they ended their career with the presentation of a clock for years of service.

Due to this, Baby Boomers have experienced the biggest changes in office environments and culture as the office of today has changed so much in 50 years that it is nearly unrecognisable. The office of 2015 is typically a much more relaxed atmosphere, not just in terms of dress sense; though it’s unusual to see men arriving to work in a full suit, tie and hat these days. The overall restructure of workplace authority and environment is clear to see. This year, even the youngest baby boomers have now entered their 50s and although they may not have already retired, they will certainly be starting to hit the twilight of their career.
senior businessman holding a smart phoneMany Baby Boomers have had to adapt to the rapid introduction of technology into the workplace and then filtering into everyday life. With the dawn of desktop computers and the phasing out of typing pools, to the beginning of internal emails in the 1980’s and the smart phone’s of the late 2000’s; Baby Boomers have been bombarded with ever evolving technology. The office is a dramatically different place to the one they first entered.


Probably in a position of authority at work, Baby Boomers have been taught to give and expect respect and desire recognition for the time put in during their youth. Baby Boomers are more likely to have been with their employer for a long period of time, unlike their younger contemporaries, some of whom will have had as many as 10 employers by the time they are 30.



Motivation and Communication

The right type of communication is vital for every generation, particularly Baby Boomers, who are used to a much more formal style of language than later generations. While some may use social media personally, not all of this generation is comfortable with technology. However, open and honest communication through direct mail, face to face meetings and PowerPoint presentations is likely to be successful. Be careful that you don’t use slang or overly casual language with Baby Boomers, as this unfamiliar turn of phrase is likely to make them tune out your message.

In terms of motivation, most Baby Boomers are likely to be financially ‘well off’ and enjoying the rewards of their earlier career. Many companies make the mistake of sending the same rewards and benefits email to all their employees, resulting in some cases in offering wildly inappropriate or even insulting rewards. Baby Boomers are less likely to have need for a childcare voucher, and although there are a few silver surfers out there, an ‘extreme’ experience such as zorbing or driving a supercar is less likely to appeal.

Offering benefits such as pensions, additional holiday, travel vouchers and health benefits; as well as other opportunities to ease the stresses of work life will go down well with Baby Boomers. You might also consider offering development and learning classes, for example tutoring in new software on company computers or even a beginner’s guide to social media. People of every generation appreciate when employers try to make the work experience as comfortable as possible.

Another thing to consider is that your Baby Boomers may have significant work anniversaries approaching. 20, 30 or even 50 years service, are milestones which deserve to be celebrated. When an employer recognises this, it not only thanks the individual for their dedication, loyalty and continued contribution; but if the presentation is public, also has the added benefit of inspiring younger workers within the company.


A Valuable Asset

Most Baby Boomers are more than willing to offer their input and advice across various aspects of the business. They are likely to have an unbeatable knowledge of the ins and outs of the company and so are often some of the most effective mentors. Although initially placing a Millennial with a Baby Boomer as a mentor may seem counter intuitive; evidence suggests that young people respond better to positions of authority and in the long run will learn quicker than being left to their own devices.

The important thing to remember is that although Baby Boomers may be thinking about retirement, they are still integral to the success your company. Their experience and knowledge is invaluable and you should always strive to respect their contribution.


Read on to find out more about Generation X >>

John Sylvester

John is responsible for the motivation division of p&mm ltd and a Director on the board of the IPM. Specialising in developing, implementing and directing many large scale staff motivation, recognition and employee communications programmes.
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