If you’re a member of Gen Y reading this then you are probably used to the labels: naïve, impatient or even spoilt. Yes, we’ve heard it all before. Without question we have a lot to learn but I believe we also have a lot to give.
Hopefully you have found a strong mentor and role model to guide you through this industry. Out of curiosity, do you sometimes wish you could share with them how you see the world? Then the concept of Reverse Mentoring could be of interest to you.
There have been countless articles and even books written about the merits of ‘traditional’ or ‘top-down’ mentoring within organisations. I couldn’t agree with them more. But, I feel that our own mentors could also learn a thing or two from us at the same time through Reverse Mentoring.
This is particularly pertinent to our industry, never before has there been such rapid innovation in new media. Not only has it dramatically changed the media landscape but also the lives of the consumers we ultimately work so hard for. Australia is the most social nation in the world, spending an average of seven hours a month on social media sites, followed by the United States.
Matt Bruce, managing director of Nielsen's online business in Australia recently said, "Australians' love of technology, particularly anything to do with online connectivity, is insatiable the more the capabilities expand, the more we want".
As a result of this shift a knowledge gap has developed in even some of the most seasoned industry veterans. Not only about planning and buying new media but also in losing the ability to "act as the consumer". Particularly when the consumer in question is updating their Facebook status on their iPad while in front of the TV watching latest episodes of Masterchef.
This chasm is being naturally avoided by the "digital natives" among us. This new cohort not only have the natural curiosity of youth but also digital technology running through their veins.
So is the younger generation better off in this new media world?
Maybe not. According to recruitment experts in a recent AdNews article it was confirmed that applicants today require both traditional media knowledge as well as “a working knowledge of how to capture new media to its full effect.” So while many of us have the digital element in the bag, traditional media knowledge and navigating the industry is another thing altogether.
This leaves us with two groups at opposite ends of the spectrum with divergent knowledge gaps. Reverse mentoring offers an effective solution to this problem. Newcomers to the industry with digital smarts exchange tips and guide senior figures through the jungle that is new media. Hopefully infecting them with a fully integrated view of the world where digital is not separated, while at the same time gaining invaluable career guidance and networking opportunities for themselves.
Reverse mentorship does not have to only exist among the new joiners of this varied industry. If the past year is anything to go by, the innovation curve will only continue to move faster. Remember that it only took Facebook five months to grow from 400 to 500 million users in March to August of 2010.
Reverse mentoring could start with Gen Y but should continue on as an integrated part of the way agencies operate. There will always be a new generation of early adopters joining the ranks.
I think we all could learn a thing or two from those with a different perspective on life - whether younger, older or simply on the other side of the cubicle wall.
So, what are you dying to teach your boss?
Catherine Rushton
Mindshare