Bentley University hired InkHouse to create awareness for its #PreparedU initiative. Millennials were getting a bad rap as being unprepared for the workplace. In fact, the majority of media coverage about millennials accused them of being lazy and part of the generation in which everyone gets a trophy. Bentley and its president had another point of view — that millennials are the future of the workplace and will be the face of a new approach that is more integrated, one that combines people, planet and profit. InkHouse helped make this fresh point of view widely covered in the press and changed the conversation to one about the workplace’s readiness for millennials and how it will need to change.
InkHouse’s integrated strategy leveraged existing data and thought leadership, in addition to a commissioned, data-driven study of millennials to find out what they think about the workplace, their preparedness for their first job, and their career aspirations. InkHouse used the survey results to create an ebook, infographic, video series and Instagram campaign to create engagement around the topic and push forward the conversation about how higher education and businesses can work together to better prepare students for the workplace. As a result of the campaign, Bentley’s president and faculty were positioned as experts on the successful employees of tomorrow, the evolution of higher education, and how the workplace itself must evolve. Results of the Bentley University Millennial Minds campaign include: 50 secured pieces of coverage in target outlets including Forbes, Slate, Politico, Huffington Post and New York Magazine, which resulted in 313 million impressions and 22,500 social shares. To this day, we continue to get organic coverage citing the Millennial Minds study.
Concurrently, InkHouse and Bentley implemented a faculty expert program, providing a platform for commentary in their respective fields.
The best advice for job seekers is to stay nimble and keep learning. Take courses that interest you, even if they don’t pertain to your major or your current job.”