If Obama Can Do It, HR Can Do It

Recruiting "We Can Do" Millennials

This year’s presidential race has captivated me. As a Baby Boomer, I am wondering, “How does Barack Obama do it?”

Regardless of a person’s political leanings, no one can deny that his phenomenal rise to “rock star” status is shaking up the establishment.  Not only that; he attracts and inspires young voters like no one before him.

Never in my life have I seen a political candidate engage the young people (commonly referred to as Millennials or Generation Y) like he does.  In the April 2008 issue of Fast Company in an article titled, The Brand Called Obama, Ellen McGirt wrote:

"Barack Obama is three things you want in a brand," says Keith Reinhard, chairman emeritus of DDB Worldwide. "New, different, and attractive. That's as good as it gets." Obama has his greatest strength among the young, roughly 18 to 29 years old, that advertisers covet, the cohort known as millennials -- who will outnumber the baby boomers by 2010. They are black, white, yellow, and various shades of brown, but what they share -- new media, online social networks, a distaste for top-down sales pitches -- connects them more than traditional barriers, such as ethnicity, divide them.

Implications for the American Workplace

Also, according to McGirt, “Any forward-thinking business would be wise to examine the implications of his ascent, from marketing strategies and leadership styles to the future of the American workplace.”  Perhaps McGirt is onto something. Companies looking to attract and engage college graduates may gain an advantage by analyzing Obama’s campaign strategy, which is significantly Internet and technology focused.

Certainly, and indisputably, his campaign bubbles with marketing and technology wizards. They have mastered the digital campaign world to the point where they are changing the face of politics, particularly through the digital social networking world.

Take for example, their record-breaking campaign contribution amounts. In the month of February 2008, his campaign reported over $55 million in contributions. Estimates for March 2008 predict that his campaign raised more than $40 million. Much of the campaign fundraising is accomplished via the Internet. 

Their Birth May Have Been Captured with Interactive Technology

Obama’s campaign Web site has a “Welcome Generation Obama” section where young people can interact and actively participate anytime, day or night.  Remember, this generation is the first generation born into and brought up with this interactive technology. It is how they relate to one another and connect with the world.  Their fathers were probably in the delivery room capturing and reporting their birth by video camera.  My, how times have changed. I’ve heard fathers from my generation express gratitude that they were not even allowed in the delivery room.

On Obama’s campaign Web site, he reaches out on a 24/7 basis to this voting block of technologically-savvy 18-29 year olds. By the millions, they are taking the e-wheel and instantly becoming political activist e-drivers. 

Obama Web site users personally take control and connect (and reconnect) to him, his campaign and other followers by accessing these powerful digital technological tools, gadgets or programs:

• Blogging
• Social Networking (links to 21 groups, such as MySpace and Facebook)
• Wirelessly communicating (mobile gadget transmits their text messages)
• Linking to e-mails
• Developing their own e-page (make friends, host events, etc.)
• Viewing online videos
• Reporting e-problems
• Checking facts (interactive)
• Choosing volunteering opportunities
• Getting involved (by registering for daily e-mail reminders)
• Locating local campaign headquarters

Obama’s top campaign strategists probably have a copy of the third edition of The Millennials: Americans Born 1977 to 1994.  Here is a representative sampling of the generational and marketing-rich information it contains:

• Every generation of Americans is unique, shaped not only by its numbers but also by the historical moment. Millennials are no exception.
• Already, three distinct characteristics are emerging; characteristics that will reshape American society as Millennials mature.

Social Networking Sites Provide Insights to Business Recruiters

Ironically, business recruiters for Millennial candidates can also gain insights when accessing their social-networking pages. Many of these networking sites, such as Facebook and MySpace, serve as the epitome of the First Amendment rights and free expression often reigns. While business recruiters are charged with finding talented and qualified job prospects, companies also seek individuals who will represent their public image and who share compatible organizational values, ideals and goals. 

Remember: Regardless of information that potential job candidates freely and openly provide on these Internet sites, unlawful questions or comments relating to either state or federal Equal Employment Opportunity Commission (EEOC) regulations must be avoided during the screening, interviewing and employment process. 

This year’s presidential race has captivated me. As a Baby Boomer, I am wondering, “How does Barack Obama do it?”