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Success is brewingLeaderfest attempts to take regional young professional gathering to new heightsStory by Gina ManganSure, young professionals want to have fun. They want to connect. They want to belong.
They’re also sharp enough to recognize when it’s time get down to business.
And now is that time. Generation X and Millennials might choose community first and job second, but they still have plenty of unique issues to deal with once they’ve settled into their homes and work environments.
That fact will be reflected at Leaderfest, the second annual young professionals regional event, which will be held March 20 at the University of Wisconsin-Fond du Lac. Leaderfest will be a half-day event that expands upon the resounding success of last year’s inaugural event, which drew 500 young professionals ages 20 to 40 to Oshkosh.
Like last year’s event, there will be plenty of time to mingle – a.k.a. network – prior to gathering for an engaging and motivating evening keynote speaker. Different this year will be a half-day of 10 break-out sessions focusing on professional development topics relevant to young professionals. Business leaders and other professionals from throughout northeast Wisconsin will lead the seminars, effectively showcasing the region’s expertise.
Jenny Drake, president of Young Professionals of Fond du Lac and chair of the planning committee, said the decision to expand the event to include professional development opportunities was in direct response to surveys that followed the 2007 event.
“We found that participants definitely wanted a half day event with a little more substance,” she said. “It’s not often there’s an event of this magnitude so close to home.”
Participants can choose to attend three of the 10 one-hour sessions during the day, mingle afterwards and then settle in for keynote speaker Dick Leinenkugel, vice president of sales and marketing for the Jacob Leinenkugel Brewing Company. Before joining Leinenkugel as a member of the fifth generation to be involved in the business, he did stints as an officer in the U.S. Marines and worked for a sports marketing company. Not only does Leinenkugel know a little something about leadership, marketing and change management, but he’ll also be bringing the beer – six different Leinenkugel brands.
The heart of the matter
The format of this year’s young professional event reflects the evolution of the region’s seven young professional organizations, all of which have been established within the past five years to provide social opportunities, professional development and community connections for younger generations of workers. It’s a concept that has flourished throughout the nation as communities grapple to recruit and retain young talent.
Throughout the 1990s, 90 percent of communities lost young talent and only 10 percent had in-migration, according to the Madison-based Next Generation Consulting. U.S. communities aren’t just competing against other U.S. communities for young workers. In a global economy, they compete against other countries.
Combine those dynamics with the fact that by 2012 there will be two U.S. workers retiring for every one worker entering the workforce, and it’s easy to see why recruiting and retaining young talent has become a priority for business and community leaders.
“The ability to attract people to northeast Wisconsin is a huge concern for all of us,” said Brian Johnson, program manager for Current, Green Bay’s young professional organization. “That’s where a stable network for young professionals is important. It gives young workers an automatic group of friends, opportunities to connect with the community, and the opportunity to learn and develop professionally.”
Young professionals are two to three times more likely to stay in their communities if they are active in the community outside the work environment, according to the research from Next Generation Consulting.
In the formative years of northeast Wisconsin’s young professional organizations, energy was focused on expanding membership and developing the necessary ties with area employers, Johnson said. Current’s own membership grew from 200 to 350 members during the past year and a half. Regular activities typically include events focused on social interaction and networking, a means to make new talent feel welcome within the community.
Now that many of the region’s organizations are well established, they are expanding their roles. For example, Current is working with local universities to establish internship opportunities in area businesses. It is also in the process of establishing a mentorship program, which would pair professionals in the community with college students whose career interests match. Like other young professional organizations in the region, Current has made inroads representing the boards of civic and community organizations, Johnson said.
Recognizing a young professional’s desire to continue learning and developing, Current also sponsors professional development seminars, such as “How to Work a Room,” and a new quarterly series of leadership presentations led by CEOs of local companies.
Tony Renning, an attorney with Davis & Kuelthau S.C. in Oshkosh and president of Oshkosh’s young professional organization, Propel, has witnessed a similar evolution occur. When Propel was launched four years ago, the greatest challenge was member recruitment and the most common activities were social in nature.
“Now we’re finding that many of our members are starting to settle in and have families and are looking for other types of activities that will benefit them,” he said. He pointed to a morning breakfast event at the end of March where Propel members can join Oshkosh Corp. Chief Executive Officer Bob Bohn for a discussion about building corporate culture within an organization.
A festive atmosphere
It might be professional development, or it might be professional networking. The regional Leaderfest event will satisfy both, but on a more regional scale.
The one-hour professional development seminars include topics such as “Generations in the Workplace,” which will explore emotional intelligence and the challenges that occur when generation meets generation in the workplace. Then there’s “Crucial Conversations: How to Talk when the Stakes are High,” about managing conversations during conflict situations, and “Getting What You Want: The Do’s and Don’ts of Selling Yourself,” which discusses how to talk clearly and confidently about your achievements. The complete list of topics and registration for all aspects of Leaderfest can be found online at the event Web site www.ypfdl.org/leaderfest/.
Drake said the event organizing committee chose the topics based upon feedback from last year’s participants and input from business leaders within the Fond du Lac community.
Given the seriousness of the topics during the first half of the day, Blake said it made sense to end the event with a keynoter who has a reputation for talking about leadership in an entertaining, light-hearted fashion. That’s where Dick Leinenkugel takes the stage.
“I’m talking about the beer business, so it’s not about saving lives,” Leinenkugel joked in an interview with B2B discussing Leaderfest.
Not exactly saving lives, but Leinenkugel has learned plenty of lessons in leadership after spending time as an officer in the U.S. Marines, as well as his jobs in sports marketing and his nearly 20 years with the family business, Jacob Leinenkugel Brewery. Leinenkugel said he will weave some of those lessons into stories related to the history of beer making and the family business.
“I’ll talk about building teams, good communication – being inclusive, inspiring, motivating,” he said. “And the importance of simple ideas. In business we tend to make things much more complicated than they really are.”
Leinenkugel will also do what he does best: market his company and its products. He’ll demonstrate that ability by serving up samples of five craft beers and at least one seasonal brand, like Leinie’s winter Big Butt Doppelbock or Summer Shandy.
Young professionals, in particular, fall into the company’s “sweet spot” - its target market. Leinenkugel acknowledged young professionals are defined by more than just the desire to have greater life-work balance and community involvement. They are also more likely to appreciate authenticity and take greater interest in the company behind the products, Leinenkugel said. That works in Leinenkugel’s favor.
“I always welcome the opportunity to talk in front of groups because it’s an opportunity to tell our story and win more friends,” he said.
Consider it networking at its finest.
Gina Mangan is a freelance writer based in Oshkosh and is raising three children. Readers can email her at gmangan@tds.net.
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