Five generations, one workforce: The pest control leadership challenge

For the first time in history, we have up to five generations working side by side: Traditionalists (Silent), Boomers, Gen X, Millennials and Gen Z. Each group came of age in a totally different world, so they normally show up at work with different expectations.

Their perspectives on globalization, social values, communication styles and employment relationships vary within each group — despite sometimes working under the same roof. Most notably, the technology boom is widely discussed, as well as felt across nearly all industries — and more recently, artificial intelligence (AI) is magnifying the gap. As a pest control operator, I am continuously thinking about generational needs, not only as an employer but also as a provider for our customers’ needs.

For example, investing in technology for efficiency and the online shopper is in conflict with the consumer who requires a personal, high-touch experience. Paper contracts vs. electronic processes — these are just a few strategic decisions that may vary depending on the needs of your audience.

I recently attended a lecture by Dr. Gustavo Grodnitzky, a speaker and consultant who talks about “magnet factors” that attract different generations. Dr. Grodnitzky referenced the book The Fourth Turning (Neil Howe & William Strauss), explaining why every generation is shaped by the era they grow up in — the “turning” — and that shapes what they value at work today. Understanding a generation’s values helps anticipate priority: stability, meaning, flexibility, collaboration, etc.

A generalization of the wants that each generation has, per the research, suggests:
• Traditionalists / Silent – structure, stability and respect for experience
• Boomers – hard work, team involvement, clear recognition
• Gen X – independence, work-life balance, autonomy
• Millennials – purpose, feedback, collaboration, flexibility
• Gen Z – diversity, inclusion, mental-health support, fast feedback, tech-enabled everything

Finding the “magnet factor” can be challenging in this highly competitive work environment. A starting point is to focus on millennials, as they are the largest group in the workforce and possess tremendous purchasing power. Dr. Grodnitzky observes that millennials are not job hoppers, but culture shoppers.

At Truly Nolen, we are constantly investing in our culture and evolving as we grow. One of my missions in my tenure as president is to improve our collaboration efforts to yield the best results and create a bottom-up organization — no small feat for an 87-year-old company. Over the past few years, we re-structured the company, allowing for more promotions and specialization, all through a feedback loop from the frontline to management to the executive team. Our best ideas come from those in the field interacting directly with our customers.

Speaking of best ideas, I hope to see you at PestWorld in Orlando, Fla., taking place Oct. 21-24. I look forward to sharing ideas and hearing your industry perspectives, too!