Deloitte’s report this week on Millennials reconfirmed an important priority of our largest generation: Mentors. Millennials want mentors and understand that good mentoring can be crucial to their career development and long-term success. This reinforces results from a recent survey of young managers published in the Harvard Business Review that found that mentorship was one of the highest-ranking items "important" to them.
Millennials’ desire to be mentored impacts every functional group in your business, but seems an especially important trend to keep in mind for those of us trying to meet the challenge of creating ever more high quality, sophisticated content to reach and engage audiences that already have too much choice and too many distractions.
One solution we have been developing is Content Team Mentoring, a strategy that can increase both your content creation bandwidth and quality, while forging new connections inside your organization. The goal is simple: You need to try to ensure that expertise and experience are shared among members of your content team to develop talent and skills in all the functional specialties that touch content and communications across your organization. This is particularly important because your content team is often an amalgamation of internal staff groups who have never before worked together closely—from media relations to digital marketing to customer service and human resources. A content mentoring team pulls them together, enables them to collaborate to solve problems and integrate solutions while they share knowledge and skills needed to excel in their jobs, even as the communications landscape morphs at lightening speed before us.
Mentoring members of your content team has important, practical benefits.
Content creation is consuming more and more of our resources even as we face dire predictions of "saturation." Content Team Mentoring programs may be an important tool to nurture and keep the talent you will need to produce the high quality content that captures your audience's imagination in the era of the (well-documented) eight-second attention span.
Amy Wolfcale is the CEO of Falcon + Wolf, a partner at Thought Leadership Strategies, and a Professor in the New York University Graduate School of Professional Studies, School of Strategic Communication, Marketing, and Media Management. She is also a writer and an actual (as opposed to demographically identifying) soccer mom. And she loves elephants.