Tom Suter, vice president of strategy and managing partner for Naviant, a Minneapolis-based technology consulting firm, says agencies need to find a way for the younger generation to tap into what he calls the experienced principals' “fountain of knowledge.”
And technology can help effect the transfer of this institutional wisdom through solutions like an agency intranet, blog or wiki, where the firm's elder statesmen can offer their insight and answer questions from newer colleagues.
Likewise, the firm's veterans should take advantage of the fact that the younger generation of employees grew up with today's technology and wants to leverage it to their advantage in the workplace.
For example, let the firm's 20-something employees guide the strategy with using Facebook to strengthen the connection with existing and potential customers.
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