Don’t Let Millennials Kill Your Training Programs, Too


Have you read the news that apparently Millennials are killing just about every product category we’ve held sacred for decades? It would be easy to dismiss this phenomenon as just one more way the so-called “entitled generation” is changing society as we know it.  But this would not only be a gross over-simplification, it misses the mark on a larger—and perhaps more important—theme: status quo doesn’t exist anymore, especially when it comes to your training programs. Even the most steadfast products and processes can become obsolete through a simple change in perspective.

There are numerous articles that have been published on the subject, all providing slight variances on the Millennial “hit list.” Here is a quick summary.

  • Ironing: an unnecessary skill in today’s world thanks to business-casual work environments coupled with improvements to fabrics
  • Napkins: the more versatile paper towel is a perfectly good substitute, so why spend money on both
  • Casual dining chains: faced with an abundance of convenient options that are also higher-quality, such as third-party delivery service and meal kits, “good enough” food doesn’t have to be good enough
  • Department stores: many failed to provide neither the convenience of online shopping nor the visual appeal and interactivity of popular bricks-and-mortar stores such as Apple and Ulta
  • Wine corks: a case where function and simplicity wins
  • Doorbells: replaced by the simple (and quieter) “I’m here” text
  • Fabric softener: a quick cost-benefit analysis has this product providing little perceived value

While the items on this list are all very different from each other, their slide into obsolescence is the result of three common themes:

  1. Advancements in one product category (fabrics, washing machines, paper towel durability) caused a ripple effect on other, related product categories
  2. Advancements in certain product categories changed our habits, lifestyle and expectations
  3. Someone simply stopped and asked, “Why?”

This disruption isn’t just limited to home goods. It can—and is—occurring in just about every industry, including education. As training professionals, how can you stay ahead of obsolescence? It’s not as daunting and terrifying as it sounds. And, it doesn’t require a complete overhaul of your current programs.

Inventory Your Training Programs

Pretend you’re a new hire in your organization. Take inventory of every aspect of how you deliver your training programs—from how learners register for the class to how the educational material is delivered. As you do, ask yourself why you do it that way. Ask multiple levels of “why” if necessary, to get to the core reason. If you get stumped, don’t feel you have a solid answer, or if the answer doesn’t make logical sense after you really pick it apart, then this may be an area you want to address.

Ask Millennial Learners 

If you can easily access a list of your young professional members or prospects, see if you can recruit them for a quick online panel discussion or survey. You can use more traditional tools such as SurveyMonkey, or you can do a group video chat using social media live video tools on Facebook, Snapchat or Houseparty for a virtual “face-to-face” topic discussion. Get their perspective on the process and see if there are any aspects of your programs they don’t understand, appreciate or value.

Keep an Eye on Other, Seemingly Unrelated Industries

Millennials are supposedly killing department stores because these stores don’t provide the shopping experience they want—hands-on and interactive. Guess what? This is their expectation for just about everything else they encounter—including education. How can associations provide this experience? For instance, can you deliver the same content in a way that supports a “show me, don’t tell me” model through hands-on applications instead of lectures?

Start Small, and Keep it Simple

Training professionals have enough disruptors keeping them up at night, from gamification and mobile learning to program growth and success. Thinking about how to completely overhaul your existing training programs to remain relevant doesn’t have to be one of them, because it doesn’t have to be an all-or-nothing approach. Sometimes the simplest changes are the ones that have the greatest impact.

As the voice of your industry, associations provide tremendous value to members and learners. How this value is delivered, however, may need to change as the needs and preferences of your learners change. One of the easiest ways to keep evolving your training and education programs is to take a time-out now and again and challenge yourself to question old assumptions. You may find new—and even better—ways to deliver education.

Optimize Your Courses for Millennials’ Unique Learning Style


Not too long ago, Millennials were the generation to plan for, the group of professionals who would someday be starting their careers and joining associations. Things have changed, however, as Millennials now make up a significant—and growing—portion of the workforce. As this generation looks to advance their careers, associations that offer continuing education opportunities tailored to meet their needs will be the resources that Millennials turn to.

It’s not enough to simply welcome this new generation into your existing courses. Technology has helped Millennials develop a different learning style than previous generations, and as a result, they expect your continuing education courses to meet these unique needs. Courses that blend traditional resources like workbooks and study guides with flipped classrooms, bite-sized learning and social media will be more likely to appeal to Millennials.

Flipped Classrooms

In the traditional classroom setting, an instructor introduces a concept during an in-person lecture. Students are then expected to complete assignments on their own to further their learning.

A flipped classroom reverses this approach. Students use study materials such as textbooks or online course content to learn new concepts ahead of time. Classroom time can then be used to discuss the material and allow students to participate in activities that reinforce those concepts. This method allows for more collaboration between students, and more individualized instruction for students who have questions about the material.

Blended Learning

Online training materials—particularly those accessible via a mobile device—offer students the convenience and flexibility to access materials any time they please. But this does not mean they are interested in forgoing printed materials completely. Instead, digital materials can be an effective supplement to traditional training materials.

As our Millennials and Training report shows, 59% of Millennials prefer printed materials when learning new concepts. Offering training materials in both print and online formats is the best way to accommodate Millennials’ diverse learning styles, and is key to helping them succeed in your courses.

Bite-sized Learning

Millennials want access to content when and where they prefer, and this applies to your educational content, as well. Structuring lessons into bite-sized or micro-learning segments can appeal to their shorter attention spans and make it easier to fit learning into their busy schedules.

Utilize short videos, small chapter sections and other more succinct lessons. Resource libraries are also good ways to allow learners to return to the material whenever they need to. The goal is to provide material in a convenient format that offers the flexibility of on-the-go access.


Social sharing and engagement should play a role in your continuing education courses, in-person and online. This generation thrives on networking and collaboration, so encouraging your learners to interact with their peers is an effective way for them to deepen their understanding of a topic.

Online collaborative learning may also be an option for your training courses. This allows learners to work together even when they may be geographically dispersed, creating an interactive online learning community.

Social Proof

Millennials often rely on the recommendations of their peers to help them make decisions. Not only do they consume these testimonials, but they also like to share their opinions with others. This phenomenon of peer recommendations is called social proof.

Offer Millennial learners the option to help spread the word about your training courses online through guest blogs, Facebook events and online reviews. They’ll appreciate the ability to share their opinion, and you may see an increase in enrollment as a result.


Incorporating game-like features into your learning materials, both inside the classroom and out, can increase learners’ engagement. Consider adding incentives, rewards or leaderboards to online training materials and try to incorporate competitive aspects to in-class scenarios and challenges to “gamify” their education.


If your course provides learners with a certificate or something similar to recognize course completion, consider utilizing technology to better apply this to your digital natives. Provide Millennials with a digital credential, or online badge, they can display on social media sites like LinkedIn.

Millennials will be able to show off their industry-specific skill set and accomplishments while your organization benefits from word-of-mouth advertising within their networks.

Fine-Tune a Training Program for Your New Generation’s Learning Style

It’s important to recognize how Millennials’ unique learning style differs from those of previous generations. Associations that are able to structure their training courses to include blended learning, bite-sized materials and offer engaging, collaborative approaches will become the resources Millennials turn to as their careers’ progress.

Finding Inspiration in the Future of Work


If there’s anything more inspiring than thinking about a future full of success, I can’t name it. That was the feeling I took away from the recent ICE (Institute for Credentialing Excellence) Exchange Conference. The event always has a strong education component, and this year’s keynote lived up to their typically high standards.

As a father of two “Gen. Z” daughters about to enter the workforce, Anne Loehr’s keynote presentation on “The Future of Work” really sparked my interest. Anne identified four major trends that she predicts will lead to a workplace revolution (and there’s a good chance that some of these trends are already affecting your association today):

1. Baby Boomer Retirements

  • Every day, 10,000 people turn 65 in the U.S.
  • Millennials have become the largest population in the workforce

2. The Freelance Economy

  • Within a few years, 40% of the U.S. workforce will work on a freelance basis
  • The ease of finding help online and the expense of hiring traditional employees is fueling the growth

3. Women-Owned Businesses

  • Women own 31% of private businesses in the US
  • Ownership provides an alternative to traditional employment’s lack of flexibility and fair pay

4. Diversity on the Rise

  • Minorities—currently 40% of the workforce—will soon become the majority
  • Ethnic groups comprise 95% of the U.S. population growth

Preparing your association to meet the needs of a changing membership is a topic that gets a lot of attention; but, on the flipside, thinking about meeting the changing needs of your employees is another important issue to keep in mind.

Each of the trends mentioned above creates unique opportunities and challenges for organizations. Associations that can find the right answers to these issues will put themselves in a position to attract and retain the best talent going forward:

Going “All In” on Millennials

Organizations that focus on grooming a new generation of leaders will need a significant commitment to professional development. A solid “promote from within” culture will be an important part of seeing this investment pay off.

Utilizing Freelancers

Freelancers will undoubtedly result in a cost-savings compared to the expense of a full-time employee; but, will a freelancer that lives your organization’s mission just a few hours a week have the same value as an employee that understands the nuances of your industry?

Competitive Benefits Are Essential

In order to retain top talent, flexibility and a fair salary are two qualities your association needs to embrace. If not, your best employees will leave for more-friendly environments.

Prepare for a More Diverse Workplace

Groups that were once considered minorities will for the first time be part of the majority. Organizations that promote an inclusive, diverse workforce will have access to an expanding pool of talent.


Your association may have a plan to engage the next generation of members, but if you aren’t also thinking about how to recruit the next generation of employees, now is the time. As Anne pointed out in her keynote, Baby Boomers continue to retire in large numbers, so finding talent to fill their vacancies should be a top focus for your organization. After all, if you aren’t providing a workplace environment that offers the flexibility and benefits to match the Future of Work, someone else will!

5 Ways to Use Video to Promote Your Conference


Video is quickly becoming one of the most popular mediums online. More people are watching and expecting video than ever before; in 2017, online video is expected to account for 74% of all online traffic. Videos inform viewers and can keep their attention for longer than a text post can.

Videos posted on YouTube or social media are great places to showcase highlights from your conference, present speaker information and generate excitement about your next event.

Here are five ways your organization can use video to promote your next conference:

  • Recap Video: There’s a lot going on at your events, which means there’s a lot to document! Recap videos help new or non-members understand what goes on at your events and can show that you provide a can’t-miss event. Record parts of the excitement during your conference, then compile clips into a visually interesting and informative recap video. Share the video shortly after the conference and then again as part of promotion for next year’s event to remind members of how much fun they had.
  • Announce Speakers: Announcing the speakers at your conference is a major selling point for your event and can help members make the decision to attend. Rather than writing bios for this year’s speakers, create short videos announcing each speaker and giving a preview of what their sessions will include.
  • Interview Speakers: Your conference speakers are industry experts, and attendees are interested in hearing what they have to say. To promote your upcoming event, record interviews with prominent speakers. Remember to have the speakers give an idea of what they will talk about at the conference, but don’t have them give their whole presentation.
  • Attendee Testimonials: Testimonials let you show the value your association offers members from members themselves! Record short interviews with attendees during the event asking their opinion on the conference and the organization. Combine a few of these together, and you’ve got a powerful testimonial video to use to promote the next event.
  • Session Recordings: Make arrangements to record sessions during the event so you can repurpose them online through your organization. But they also have another purpose—short segments can be used online to provide a glimpse into the conference as promotion for next year’s event. Potential attendees will love the ability to see what a session might be like before committing to attending. And, if they’re really interested in the topic, they might purchase the full proceedings, meaning more revenue for your organization!

Creating and sharing videos is easier than ever with the amount of quality equipment and software available today. Using videos to promote your conference can give members the information they need to help them decide whether to attend. Plus, they can easily share videos with friends on social media, meaning your promotion might reach new audiences. Using video to promote your conference is a great way to engage members and showcase some of the best parts of your event.

Does your association use video to promote events? What kind of video content do you create?

Millennials & Print Infographic

Millennials are known for being tech-savvy individuals that are constantly keeping up with the latest technology. It can be easy to assume that this group views printed materials as old news and that you need to deliver your content digitally to gain their attention. In a recent survey, we asked hundreds of Millennials to give us their preferences on print versus digital content at conferences.

Before swapping out all of your printed materials for digital content, take a look at the infographic below to find out if print is still valued by your association’s youngest members.

For a more detailed look at the results of the Millennials and Print survey, download our free whitepaper.


Millennials and Print: How and Why Your Youngest Learners Read from the Page

We surveyed 548 young professionals to learn how they prefer to receive conference content. Think you understand Millennials? You may be in for a surprise!

Millennials still value print despite being raised with technology.

  • 89% of Millennials consume print for educational and professional content
  • 50% prefer print when consuming material they need to learn
  • 60% say the type of content dictates how they consume materials

A vast majority of Millennials choose to consume at least part of their content in print.

  • 55% prefer to learn with print and digital content
  • 23% like a combination of print, digital, and audio
  • 9% would choose print only
  • 2% prefer a combination of print and audio
  • 11% prefer other forms of content

The brain processes print and digital content differently, so it is a good idea to offer options to your learners. (Source:


Despite the fact that they grew up with the internet, Millennials are still dedicated to print. In fact, they read more printed books than those 30 and older did in 2014. 88% of Millennials read printed books compared to 79% of those 30 and older. (Source:


Key Takeaway: Give Millennials Options! Millennials still value print, and even sometimes prefer it. It is in your organization’s best interest to give them options when it comes to educational and professional materials.

Choose the Right Method for Training Millennials


As Millennials age and encompass more and more of the workforce, they’re going to require continuing education classes that meet their unique needs. Your association must find ways to help these members learn, and that might require changing up the way your courses are delivered. One of the most popular trends in continuing education is the push toward online learning. However, the switch from traditional classroom learning to online-only might not be the best move for your organization.

The first step in creating new continuing education methods is to identify your association’s goals and understand what learning strategies will best help your members. You have a few options when it comes to training Millennials.

Online Training Materials

Millennials are all about technology, and they will likely expect at least some of your educational content to be accessible online. Putting your materials online lets students have access to information 24/7. Many platforms are now mobile-accessible, as well, making it even easier for members to reference materials on their smartphones and tablets on the go.

Offering online training materials can be a big investment, but it can have a big return, too. E-learning is increasing in popularity, and mobile device usage has been growing over the years. Millennial members will likely appreciate the ability to learn on their own time on whatever device they prefer. If you decide to put your courses online, try separating the lessons into bite-size sections so that people can easily complete one or two on the go, rather than having to pick up in the middle of a long chapter.

Traditional Classroom Learning

Despite the growing popularity of online course materials, it isn’t always the best option for training Millennials. Before you throw away all of your printed materials, know that research shows Millennials still value print for educational purposes. We surveyed Millennials for our whitepaper, Millennials and Training, and found that 86% of respondents think there’s still a place for printed materials. More than half of the respondents also said that it is easier for them to learn from printed materials. But what about those students who also want things online?

The Compromise: Blended Learning

Blended learning is a method that incorporates both traditional classroom settings and online courses. There are a number of ways to accomplish blended learning, including varying levels of printed and online materials. Students have the ability to learn from both the printed page in a normal classroom setting, as well as complete sections of the course online on their own time. If your association has a growing Millennial member base with differing needs, blended learning may the best place to start.

Don’t feel like you have to jump to online learning right away. Consider your members and their needs, then try out a method that you think is best. Be sure to involve your Millennial members throughout the program and get their feedback. If the first few classes go well, you can expand it to other programs. Ultimately, the best method is the one that works for your association’s goals and your members.

What types of continuing education methods are you finding successful for training Millennials?

A New Mindset: Creating a Culture of Overcoming Challenges


A few weeks ago, I traveled to Orlando, FL for ASAE’s Great Ideas Conference (GIC). The sessions at this year’s event covered a broad range of educational topics. Some sessions discussed high-level ideas that advance your association’s mission, while others took a practical “get back to the office and execute” approach. The sessions that I found most interesting, though, had to do with overcoming challenges that our customers tell me they face every day.

Automation, technology integration and innovation were common themes of the conversations and educational sessions throughout the conference. For any association that is tackling these issues, the challenges can seem daunting. But GIC was a powerful reminder that we are not alone in facing these trends. Many for-profit industries have similar hurdles to overcome. This point was made clear in a GIC session titled, “Caution: Association Futurists at Work.” An example from the trucking industry illustrated the similarities between the for-profit and not-for-profit worlds:

Estimates show that the trucking industry has a labor shortage of 50,000 drivers. The problem, however, may only be getting worse. As the current workforce continues to age, Millennials are choosing not to take available positions in the industry. And the threat of new technologies—in this case, driverless trucks—are changing experts’ outlook for the future of the field.

Your association may be battling some of these same macro forces. How many of these trucking industry issues sound familiar when you rephrase them slightly:

  • The average age of your membership continues to increase
  • Attracting the next generation of members has been a struggle
  • For every opportunity that technology creates, it also seems to chip away at your relevancy

Here are 5 takeaways from the GIC educational sessions that can help every association create a culture skilled in overcoming challenges:

  1. Look at the value your association offers from MANY perspectives. How does this perceived value differ between the Executive Director, member, non-members, industry, etc.?
  2. Storytelling is critical. In order to cut through the glut of information that consumers face on a daily basis, you need to ensure your marketing message tells your STORY.
  3. Inspire employees to do great things…and reward the well-intended efforts that ultimately result in failure. There is always wisdom to be gained from FAILING FAST.
  4. Consider changing your organizational hierarchy to create smaller, highly effective teams. EMPOWER your employees to become decision makers without waiting for the “OK” from the C-suite.
  5. Take time for yourself. HAPPY people do great things.

Despite all of the headwinds association face, they continue to move forward with their mission. Every day, they continue to do great things and solve real world problems. It was SO INSPIRING to hear how associations are finding positivity and focus in what sometimes feels like the eye of the hurricane. Remember that your association is not alone in overcoming challenges that you face.

How One Association Is Recruiting Younger Members

In our 2018 State of the Conference Industry report, we asked association professionals if their organizations have developed strategies to meet the needs of Millennials and Generation Z. Only 14% of the respondents indicated that they have a plan in place to attract, engage and retain Millennials. Even fewer (9%) indicated they have a plan for Gen Z. As Millennials take the workforce by storm, associations are seeing their member demographics shift. This means that successfully connecting with these younger members is crucial to an association’s success.

Not sure where to start recruiting younger members? We spoke with Nicole Lourette, Event Coordinator for The Society for Protective Coatings (SSPC) to learn more about the steps they’re currently taking to attract younger talent to their industry and the lessons they’re learning along the way.

About SSPC

SSPC is a non-profit association that provides information such as coating selection, environmental regulations and health and safety concerns that affect the protective coatings industry. The association also provides training and certification for both individuals and corporate entities.

Historically, SSPC’s membership consisted of an older demographic, with most members being men between 40 and 60 years old. But in recent years, that appears to be changing. According to Nicole, “[There has been a] noticeable change in conference this year; we have seen an uptick in Millennial attendees in the past 2-3 years, but this past year, 20-30% of the conference were young professionals under the age of 40.”

The Start of a New Strategy

Nicole told us that their plan to more strategically target a younger member group began when they started seeing changes in their own staff—recently, SSPC has hired more young individuals. They then realized that the industry professionals they serve have hiring needs, too: “SSPC is there to help build an interest in careers in the industry.” With more and more Millennials—and Gen Z coming up soon after—SSPC realized that catering to the needs of younger members will help generate more interest for the industry. They also acknowledged that things hadn’t changed much in the past few years. As Nicole noted, “[We were hosting] the same event, offering the same content and giving members the same resources and opportunities.” They decided it was time to change it up.

About a year ago, SSPC began an initiative to formalize a plan for younger members. They created task forces for different projects with a mixture of older and younger staff members. Nicole explained that they started by listening. They polled veteran industry members, university and trade school partners and students to learn what they needed as it compares to what SSPC currently offers. They also asked their young staff members what motivated them to attend an event or become a member of an organization or service, from AAA to Amazon Prime.

Plan in Action

Since beginning the initiative, SSPC has activated its first programs for recruiting younger members. They’ve begun an outreach program with high schools, trade schools and universities to educate students about the industry and its opportunities and have started scholarship programs for students. A new mentorship program with industry veterans is underway; the list of mentors and the curriculum for the program was recently finalized.

Training isn’t the only thing SSPC is changing, though. Nicole told us that they’re also making changes to their annual conference to keep it fresh and new, including more interactivity and technology. They recently experimented with a young professionals happy hour event, which yielded positive feedback. More events like this will make their way into the annual conference and outside of it to keep Millennials and Generation Z engaged and interested.

Nicole explained that veteran members of the association have responded positively to the changes, as well: “[They’ve said the] changes have been refreshing, but we do have to find a balance. They have a need for consistency, a mix of doing the tried-and-true with the new.”

Words of Wisdom for Recruiting Younger Members

We asked Nicole for any words of wisdom she could share with fellow association professionals who are looking to expand their reach to Millennials and Generation Z. Nicole expressed the importance of listening to the younger generation. “Let them tell you what they want and work with it to retain them.” She also suggested looking at what other mainstream (non-association) organizations are doing to get ideas.

“Keep an open mind and try things, even if you’re not sure what the success rate will be.” However, not everything can be done right away. Her advice was to take one thing at a time and try to keep a balance between staff and member needs.

Ultimately, associations should be thinking about their plans to address the needs of Millennial and Gen Z members as soon as possible. Don’t be afraid to try new things, but make sure you’re listening to your new and existing members. Veteran members will likely appreciate some fresh ideas, too! Don’t get stuck delivering the same content or value year over year. Planning for younger members can help you bring beneficial change to your association and keep your new (and old) members happy.

Best of the Blog 2016: Using Conference Content Effectively

If there is one topic you can expect to learn about by reading the Omnipress blog, it’s how important content is to a successful conference. Articles this year focused on effectively using conference content before, during and after your event. Whether you are looking for information on planning for a future conference—or a future generation—these seven articles will point you in the right direction to offer the most worthwhile materials to your attendees.


Millennials & Print: Voice of an Association Millennial

All the data we’ve seen paints a nice high-level synopsis of how and when Millennials want their educational content; but, if a Millennial were to read the results, could they reaffirm our findings? To answer that question, we contacted a Millennial that is very active in the association industry.


Read her interview

iStock_000061878734_SmallIs Your Annual Conference Ready for Generation Z?

Just when you thought you had figured out Millennials, here comes Gen Z! Gen Z (children born from the mid-90s through 2010) will soon begin joining the workforce. Associations that provide education and networking will be of tremendous value to this generation—as long as you can adapt to their needs and meet them on their terms.


Learn about Gen Z

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Plan to avoid disaster


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The learning we experience at conferences does not have to end when the conference does. By re-using the content you spent months collecting and reviewing, you can help attendees retain what they’ve learned, energize future attendees, and increase the ROI of your conference materials over the course of the entire year.

Use content in new ways


3 Myth-Busting Facts about USBs3 Myth-Busting Facts to Challenge How you Think About USB Drives

You know everything there is to know about USB drives, right? Don’t be so sure! USB drives have been a conference staple for years but there are some common misconceptions about them. See if you can separate myth from fact in this list.

Test your USB knowledge


Provide value during a conference3 Ways to Provide Value During Your Next Event

Are you constantly looking for ways to provide more value at your next conference? Here are 3 basic ways to ensure you’re engaging your attendees.


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Millennials and Print: The Surprising Views of the Digital Generation

Every day, your association is changing. As Baby Boomers leave the workforce, Millennials step in and play an increasingly large role in your organization.

How will the demands of this new generation change the way your association delivers educational content?

We asked 548 Millennials about the role print plays when it comes to professional and educational materials.

Be sure to view the infographic below before making any changes to the way you deliver educational content to these young professionals.

For a more detailed look at the results of the Millennials and Print survey, download our free whitepaper.


Millennials and Print infographic

Millennials & Print [Infographic]

By now, you’ve read our whitepaper, Millennials & Print: How & Why Your Youngest Learners Read from the Page (and if you haven’t, check it out to learn more about your new members!). It includes some really interesting data about how and why your association’s youngest members consume their educational and professional materials. To make things a bit easier to take in, we’ve created this easy-to-read infographic that includes some of the most important takeaways that can really impact the way you produce your materials.

Take a look at the image and make sure to let us know what you think of the data and the infographic. We love hearing from you all!

Millennials & Print Infographic

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