Last summer my whole familial herd descended upon us from North Dakota.  (The “herd” consists of my son, Jay, his wife, Heidi, and their son, Tyler.) Tyler was approaching his first birthday and I threw a birthday party in his honor.  I bought some toys – but mostly things to wear.  He’s growing like a weed and his mom said that he needed Fall clothes.  My son called before the visit to alert me not to buy Tyler a “Pantera Onesie” for his birthday.   He had already secured that for the birthday boy.

“I’m sorry … a what?  A ‘Pantera Onesie’?” I said.  Having survived Jay’s youth and knowing his affinity for heavy metal music, I knew that Pantera was a band that he followed.  (A "onesie" is a one piece infant garment.  A shirt that snaps under the diaper and does not pull out of pants.)  As it turned out, Jay’s warning was unnecessary.  Never in my wildest dreams would I consider purchasing Tyler a Pantera Onesie.  In fact, if my life depended on it, I couldn’t have produced one.

“Where in the world did you find a ‘Pantera Onesie’?” I asked.

“At Hot Topics,” he replied proudly.  I could tell he just couldn’t wait to see his little guy in this unique find.

Then I realized the brilliance of this marketing plan.  Hot Topics is a retail clothing chain that bills itself as selling “alternative music related apparel and accessories.”  They are staffed by kids who are best described as “gothic.”  Black hair, black make-up, black attire and multiple piercings.  Most of the clothing is licensed with bands’ logos or recognizable and diverse pop icons like Barbie, South Park, Harry Potter or Pirates of the Caribbean.  Their primary audience is pre-teens to teenagers. 

But wait!  Hot Topics Stores are drawing back the “Generation X” crowd who shopped them as long as 10-15 years ago.  The appeal is offering baby clothes for X-er’s offspring.  My son, at twenty-nine, is beyond wearing a Pantera t-shirt (I hope) but he certainly is tickled pink to pay $18 plus tax to see his son wearing one.

What do we draw from this lesson?  Generation X is in the hiring cross-hairs right now.  They are coming into their own and entering management positions.  Employers want them because they have significant experience, but don’t require the salary that a senior manager would command.  The fact they will run about 30 million shy of filling the void that retiring Boomers will leave make them even more prized.  The competition to draw Generation X is heating up.

To draw and retain Generation X employees, consider the stage of life they occupy.  In many cases they are creating homes for their young families. Employers who offer family-friendly benefits like daycare and flexible work schedules will win over those who don’t.  Gen X were latch key kids that watched their parents slave at work and then thanklessly get laid off.  Work/life balance is a major concern to this group.

Does your company – or your clients utilize a family-friendly mindset to attract the relatively rare and much needed Generation X?  Flexible work schedules?  Parental leave?  On-site day care?  Can these types of benefits be used in crafting the offer?  It might be the defining difference. 

Pantera T-Shirts all around?  I think not!  Any good ideas for winning Gen X allegiance?