The Niche Movement

As members of the millennial generation, we are already well aware of the job dissatisfaction of previous generations. We’ve heard our parents gripe about work-related stress, the lack of intellectual engagement, and  the climbing age of retirement. We already know that unhappiness in the workplace negatively impacts our health – both mentally and physically, as well our ability to be financially secure.

We came of age in a time of economic turmoil, in a time when the standard 9-5 workday became a pipe dream, if only because no one was hiring. We stand together struggling to grasp the basics of adulthood while drowning in student loan debt, facing mountains of job applications that we will likely never hear a response to, and living with mom and dad because we can’t afford rent on our own.

Millennials are driven to find fulfilling work. And contrary to what you may have been told, your degree and skills aren’t useless. If you are going to spend the estimated 98,000 hours of your life working, you might as well be doing something you love. I get it, my jaw dropped at that number, too.

Enter The Niche Movement. 

The Niche Movement was founded in January 2013 by Kevin O’Connell, a rising leader in marketing and digital media for Gen Y. He is well versed in the benefits of using technology and social media to bridge the gap between your skills, the need’s of employers, and your future job satisfaction.

Kevin founded The Niche Movement because he wants us to know that it is 100 percent possible to find – or design – a career that will pull together our strengths, talents, and passions.

It’s far too easy to become discouraged when we’re building our careers when it seems like the only jobs we will find are in retail or hospitality. It’s easy to stop believing in yourself after you’ve had four or so years of blunted adulthood living in the whimsical bubble of college. Once you have been thrown head-first into the real world, you shouldn’t settle for mind-numbing work, lose your passion for creativity, or fall into underemployment.

I really don’t want you to stop believing in yourself. We are all continuing to learn, grow, and sharpen our skills every single day. Times have changed and the conventional way of building your career is no longer the answer. In fact, an Aberdeen study found that 73% of 18-34 year olds found their latest job through social media. Can you really believe that your dream job is waiting for you on your beloved social networks? Yes, yes you can.

The Niche Movement is going to help you find your next job on Twitter or LinkedIn or Facebook. They will teach you how to curate and maintain an online presence through their expertise and personal success stories. They will show you how to successfully discover your niche and use non-traditional methods to empower you to take the necessary risks in order to build a career you will love.

Kevin has extensive experience working between companies, college students, and young professionals. In his own words,

“I eat, sleep and breathe college student’s lives. I’ve been in the trenches where I have seem them thrive and a year later frustrated in their ‘post-graduate life.’ I’ve seen the bad  advice and traditional methods not work… I’m not a job board. I’m not a recruiter. I’m trying to help connect the dots for young professionals [to] find their way.”

What can you do?

The Niche Movement currently has a campaign on Kickstarter for their book The Niche Movement: The New Rules to Finding the Career You Love. Kevin is passionate about helping Gen Y find their way and he needs our help to build his platform.

The campaign runs through Tuesday, August 12th. Backer contributions start at $9 which includes a digital version of the book (read: life-altering career advice and career-building techniques for the price of a Chipotle burrito with guacamole).

Millennials are capable of so many wonderful, life-affirming things. We do so much on our own; that’s why you are on GenTwenty right now – we only exist because traditional career paths weren’t panning out for us, so we decided to create our own. But we do need help, advice, and encouragement because the real world is a scary place, even in the digital environment.

Be an element of change. Take control of your future and empower other millennials to do the same.


In full disclosure, we were asked to help promote The Niche Movement’s mission, however, we were not compensated for this post.