MEET KRISTIN SCROGGIN When I started as communications professor over 17 years ago , I had a plan to make my students love me — and then they were going to work really hard . When that strategy did NOT work , I began researching Millennials to find out how to best understand and motivate them . Before long , I was onto something good . Now , I travel around the USA full time , helping companies across multiple industries understand why the people we work with in every generation are so weird . Just in 2023 , I gave over 120 presentations in 43 states and Canada .

Pulse : As a Knowledge Builder presenter at the 2024 ISPA Conference , you will address the ISPA membership about the interplay of different generations in spa workplaces . Share a little about your presentation . Kristin Scroggin : Generation “ THEM ” examines the why behind each American generation ’ s common perspectives so we can better understand one another and build more cohesive teams . The presentation gives attendees solid understanding of generational norms and why the people we work with and live with are “ so weird .” You will not only clearly recognize yourself in this presentation , you will also see your managers , employees , clients and even family .

Pulse : ISPA is asking members to “ Dream Big !” during the 2024 Conference . How does that idea relate to your work with business leaders ? KS : Much of what I do focuses on companies and organizations making plans for a successful future by being intentional about attracting and retaining the next great generation of employees . I help companies see how they can best use leaders from every generation and inspire the newer generations to take important steps to become successful .

Pulse : Is there a success story you ’ d like to share ? KS : I delivered a presentation at a nationwide convention of state auditors in 2022 and discussed the importance of understanding the new generation and how to better attract and retain employees . In that presentation , I suggested states re-examine their job descriptions and work with a professional writer to craft descriptions that would be more appealing to younger potential employees . Eight months later , one of the state ’ s auditors approached me and told me he was so glad he listened to my advice . His state was at a 30 percent vacancy rate at the beginning of the year , and then — after making the job descriptions and implementing other suggestions I had made — they were under an eight percent vacancy . It was thrilling to see !

Pulse : What are a few takeaway messages from your presentation ? KS : After participating in the session , attendees will be able to : l List the names and accepted age ranges of each generation currently in the American workplace . l Identify three to five commonly held beliefs within each

22 PULSE n JANUARY / FEBRUARY 2024