Millennials make up a significant portion of the consumer market, and companies are still trying hard to appeal to this population—some with more success than others. Marketing tactics that have worked in the past simply may not be effective when trying to reach this particular generation, especially since most of them have now entered adulthood.

You may be wondering how your company can adjust its strategy to appeal to the modern millennial. To help you, we asked 14 members of Forbes Coaches Council which marketing tactics you should avoid when trying to reach this group. According to our expert panel, here’s what doesn’t work, and what you can do instead.

1. Framing A Job As A Paycheck

Many companies put emphasis on sharing the perks to appeal to millennials. However, what they deeply care about, based on research, is the social impact of businesses. Also, for them, a job is no longer a paycheck but an experience, a venue for growth and a platform to hatch their purpose. So, if companies could shift the focus on their true needs, they will win millennials’ hearts and minds. – Amy Nguyen, Happiness Infinity LLC

2. Only Relying On Traditional Advertising Methods

Traditional advertising methods such as radio, newspaper and print ads will not reach them, as those methods are considered intrusive. Millennials are constantly connected with their Twitter feed and don’t read newspapers. You need to constantly evaluate evolving technology and how millennials are consuming information to get their attention. – Jan Molino, Aspire Ascend

3. Overselling Your Product

Millennials follow brands that they trust. They build emotional connections with brands that are authentic and aligned with their values. Companies should avoid overly pushing a product by just calling out the attributes of that product. Instead, companies should build an emotional connection and tell the story of that product, its values and how it’s changing the lives of others. – Lulu Curiel, Ivy Advisors

4. Prioritizing Ads Over Social Media

Instead of studying a company’s web page and reading about it in the news, millennials tend to have a look at a potential employer’s company page on Facebook, Instagram and LinkedIn. If your page is boring or doesn’t showcase much about your culture, story, values and employees, chances are that millennials won’t apply. So, don’t focus on your web page and ads, focus on great social media content. – Dr. Natalia Wiechowski, Think Natalia

5. Treating Them Like Teenagers

Millennials are young, but they aren’t dumb. Talking to millennials through the lens of a teenager on social media is the fastest way to alienate this demographic. When companies try to grab on to pop culture by using terms like “bae” and “feels,” they minimize their organization’s brand while simultaneously devaluing the pool they hope to attract. Millennials are adults. Treat them as such. – Jeanna McGinnis, Mentor Happy

6. Calling Them ‘Millennials’

In my conversations, millennials have expressed their dislike for the millennial label, which they feel is often more negative than positive. With such a large population group (millennials will make up half of the U.S. workforce by 2020), painting this entire generation with one brush can be a costly mistake. – Eric Beaudan, Odgers Berndtson

7. Pigeonholing Them Based On Their Generation

To be honest, it is hard to talk about attracting talent when candidates are put in one pigeonhole and are treated as a mass. “Millennials.” What does it really mean? Instead of thinking about generations, companies might think about a person’s uniqueness, starting from investigating who they want to hire, through a well-defined job description, and finishing with an engaging interview. – Inga Bielińska, Inga Bielinska Coaching Consulting Mentoring

8. Failing To Highlight Your Corporate Values

The biggest pitfall with multigenerational marketing is making assumptions about groups of people. Instead of labeling millennials and putting them in a box, it’s preferable to highlight the values of the organization that might resonate with them. Set an aspirational vision and a healthy corporate culture where individuals can learn, grow and thrive at work and at home and the talent will follow. – Carolina Caro, Carolina Caro

9. Being Formal And Exclusive

Exciting and inspiring millennials to join your company means your look and feel, as well as the substance and experience you create via your website and other materials, should feel expansive, to the point, inclusive and more informal. The way you talk about your company needs to be easily consumed, relatable and have personality. Transparency, storytelling and being human are the keys. – Kathryn Gorges, Essentials³

10. Not Giving Them A Voice

If you want to appeal to millennials then give them a voice. People want to be heard without fear of losing their livelihood. An open and robust exchange of ideas without repercussions will help millennials thrive and help any organization achieve their stated objectives, as well as grow the next generation of leaders. – Jorge Gutierrez, BMOC Group

11. Trying Too Hard To Recruit Them

Millennials don’t want to be marketed to and see it as a turnoff, even when it comes to employment. They are a savvy bunch that is big on connecting. You’ll do that best by going where they go with the authority of an influencer. Don’t be afraid to go deep and engage the influencer to gain traction on creating a workplace that resonates with your target so you can walk the walk. – Laura DeCarlo, Career Directors International

12. Writing Boring Job Posts

Write job posts to share your culture and the opportunity from the millennial point of view (communicate how they can create, develop, evolve and grow). Posts that are laundry lists listing deliverables and performance expectations are a turnoff and show a culture that will suffocate a millennial. Showcase your purpose and help them understand how they will be empowered and welcomed. – Christy Geiger MCC, CPCC, Synergy Strategies Coaching & Training

13. Assuming They Care About Your Company’s Prestige And History

Millennials are naturally self-interested, in both good and bad ways, depending. Market to the opportunity for them to grow. Don’t assume they care about the prestige of the company, its history or invoke any kind of loyalty, sacrifice or “leave your ego at the door” ideas. The messaging needs to be about what the employer can do for them, and you must deliver with mentoring. – Josef Shapiro, Clear and Open

14. Being Closed Off To Change

To avoid detracting millennials through your marketing campaigns, you have to show that you are a company that looks to innovate and impact the greater good. You cannot seem like a company that is closed off or unwilling to change or your company will not be able to attract this new generation of employees. – Jon Dwoskin, The Jon Dwoskin Experience

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