Millennials & Digital

Keeping advertising and public relations agencies

in the U.S. and the U.K. current.
 Our Team
Angela Radesic - Interviewed at Dialogue London and WhiteSpace Akron
Becca McCarthy - Interviewed at Gravity London and Razorfish Cleveland
Tessa Leali - Interviewed at Four Communications and Marcus Thomas
Shane Beneke - Interviewed at Gravity London and Falls Communications
Elise Kogelnik - Interviewed at Four Communications and Falls Communications
Table of Contents
Objectives
Methodology
Demographics
Findings
Recommendations
Objectives
Objectives
To gain a better understanding of how digital communications and
technology affect millennials in public relations and advertising
agencies.

To learn what digital developments or changes take place as well as

what digital developments and changes millennials seek in their public
relations and advertising workplaces.
Methodology
 Methodology
Secondary research on millennials and their work habits
Non-probability Qualtrics survey
22 question online survey
Sent out Feb. 27, 2017
79 usable participants
$25 Amazon gift card incentive

10 interviews
5 at ad and PR agencies in the U.S.
5 at ad and PR agencies in the U.K.
Same discussion guide used throughout
Demographics
Survey Demographics
Ethnicity
91.14% Caucasian
8.87% Other ethnic background

Gender
32.97% of participants were male
67.03% of participants were female
 Survey Demographics

Age
The majority of survey
participants were between ages
25-30
The 7.53% who were 41 and older
were cut off at the screener
question
Survey Demographics
Location
Most survey participants work in the
United States.

Industry
Most participants work in the advertising
or public relations industries
About 8% of participants described
their field as digital media
 Interview Demographics
Conducted 10 interviews
with millennials at ad & PR
agencies
5 in the U.S.
5 in the U.K.
Findings
Workspaces are more open in the U.K.

U.S. U.K.
 Email and interpersonal communication reign
Email was the most frequent
survey answer (81 responses)
In-person from a
supervisor (54 responses)
Group meetings (49
responses)
Interviewees agreed email and
in-person communication are
most used and most valuable
 Millennials dislike micromanaging
Millennials in U.S. and U.K. said
they feel most comfortable
working without constant
supervisor intervention
Supervisors are more involved in the U.S.
Clearer separation of power
between employees and
supervisors in the U.S.
Employees sit right next to
CEO and supervisors in the
U.K.
 Millennials want clear objectives
Some interviewees in the U.K. were
unsure of how they could advance in their
careers
Millennials in the U.K. and U.S.
agreed clear objectives are
important to making them feel
successful and comfortable
Without a clear path forward and room
for growth, millennials may look for other
employment opportunities
89% of participants were satisfied or very
satisfied, only 34% plan to stay at their job
longer than two years.
 Millennials value work-life balance
Millennials value work-life
balance, but companies do not
always provide this
83% of survey respondents
strongly agree that work-life
balance is important
49% disagreed with the
statement: There's a good
work/life balance at my
workplace
Millennials want to move up.

I want to be in a position
where I can help younger
employees grow.

- PR professional, U.S.
 Education & training vary
Education is linear in the U.S.
To work in the PR or advertising industry, you will obtain a degree in PR or
advertising
Areas of study are far more diverse in the U.K.
Photography majors, business majors, psychology majors, English Literature
majors, etc.
Knowledge of a second or third language is common in the U.K.
Possibly due to Londons diversity and proximity to other countries
Millennials feel their supervisors are willing and excited to learn
from them
 Technology affects everyone
All ad and PR professionals use technology in some capacity
 Barriers &
Recommendations
Barriers
The majority of our interviews came from one agency (Gravity
London)
Nearly every agency works with digital
It was hard distinguish our initiative from other groups
Team encountered difficulties contacting young professionals in
London
Recommendations
Actively seek employee feedback and act on it
Survey participants said they would stay with a company if it responded
to their needs
Offer opportunities for professional and educational growth
Could be a structured mentorship program
Millennials want to grow and learn, or theyll look for other opportunities
Communicate project goals clearly and up front
Provide genuine, constructive feedback with clear steps for improvement
 Visit
kentstateinlondon.weebly.com/digital.html
for more.