It feels like it could teeter into age discrimination, but hear me out.

 We know we have better results when we modify our opportunity presentation to the prioritized needs of the candidate, so shouldn’t we consider this type of modification to our emails and marketing content? I think so.

 Neil Patel is the godfather of SEO and digital marketing, and he put out a piece this week I found fascinating. Here’s the original article.

 The focus of the article is on Baby Boomer marketing, which let’s face it, is a lot of our decision makers and hiring managers. They want email newsletters (what??), YouTube videos, and Facebook posts. Not super personalized, no flashy ads, and God forbid, no references to age. (Read the Tidbit below with stats about negative reactions to hyper-personalization.)

 Baby Boomers want to see value, understand pricing, and need to trust you before they engage with you for search services.

 Here are some of the key takeaways:

•     Baby boomers spend 55.6% of their media time on digital content
•     They control nearly 48% of the nation’s wealth
•     Email newsletters and long-form YouTube videos work best for this demographic
•     They prefer organic marketing over paid advertising
•     Quality, performance, and price are their top buying decision factors
•     Only 12% feel positive about ads (way lower than other generations)
•     They use Facebook (59%) and YouTube (65%) most among social platforms

I particularly liked the infographic in the article showing how different generations consume digital content. This matters for how we approach our candidates.