OPINION
April / May 2008
Generation Y Wants Your Attention: And They Want It Now
By Scott Stoppler, President
Executrade
May we have your attention, please? We have a lot to offer companies of all shapes and sizes. Our name is Generation Y, and we are your workers of tomorrow.
Whether companies like it or not, a new generation of workers—known as “Generation Y” or Gen Y—is entering the workforce. This generation is characterized by its confidence, technological fluency, diversity, rapid career growth, need for meaningful work, loyalty to work peers, ability to embrace change, and balanced work-life mentality.
With such an intense and unique personality, it makes sense that this generation’s goals and expectations are different from its predecessors. Generation Y workers tend to have higher expectations than previous generations as a result of their technological savvy. Technology allows them access to real-time information about the job market. In a CareerBuilder.ca article authored by Anthony Balderrama, he states, “Gen Y workers want better pay, a flexible work schedule and company-provided BlackBerrys and cell phones.” Balderrama goes on to say that Gen Yers are motivated by “friendly co-workers, understanding bosses, personal recognition, benefits, and tuition reimbursement.” Meanwhile, more and more employers are expecting workers entering the workforce to be more educated and experienced, so it’s not surprising that this generation expects more in return and are not afraid to look around for it.
So, if this techno-savvy generation seeks work that is meaningful, strives for work-life balance, and expects to change careers more than once, how can companies use their recruiting, retaining, and managing strategies to capture its attention? To truly tap into this group’s potential, companies could consider modifying their work environments. For instance, work cultures that are more collaborative and open-minded allow Gen Yers to share their innovative ideas and suggestions more comfortably. Companies need to speak their language if they want to engage them and maintain productivity. We know that Gen Yers are used to technology. If they prefer “e-mail or phone calls over face-to-face meetings,” (Balderrama, CareerBuilder.ca) adaptations can be introduced to the company’s internal communications to reflect a type of social medium that is more familiar. As well, to make jobs more appealing to this group, “flexible, challenging, creative and empowering” (Allen, BenefitsCanada.com) are key characteristics for any job description.
Companies that seek to retain such workers may create a culture that allows for work-life balance. This means more flexible work schedules. Gen Yers are “goal-oriented, but not in the traditional 9-a.m-to-5-p.m. sense. They’ll deliver if given parameters, but don’t like managers hanging over their shoulders at every stage.” (Harvey, Business Edge News) They will work hard, but they won’t sacrifice their personal life for their career. The main benefit of having this type of work culture is a physically and mentally healthier crew of employees. They are more productive (and valuable to the company) because they are not overwhelmed or stressed.
And finally, companies should realize that this next generation may change careers multiple times in one lifetime. Companies could try to create “a corporate culture that is stimulating and structured to allow them to grow and gather transportable skills” (Harvey, Business Edge News). This will help to retain employees, but companies must understand that this generation may quickly move on to something else as part of a rapid career growth experience that is common in this group. Companies could stay more proactive and truthful in this area by offering professional development. This generation appreciates continued learning and skill development opportunities. One option is to offer different opportunities within the organization. Another option for companies facing this issue is to keep in touch with employees who leave. By letting them know that they are always welcome back, a company can stand out as an attractive place to end up once their Gen Y employees have gained valuable work experience elsewhere.
Generation Y has its own set of unique career goals and expectations. Modifying traditional human resource strategies slightly might help to create a work environment that is more appealing to this up-and-coming group that seeks work-life balance, strives for meaningful work, and expects to have multiple careers. Generation Y may be considered a demanding generation, but if given the chance and the right work environment, it will also give back just as much in return. Now is the perfect time to consider offering a work culture that addresses some of this generation’s basic needs and to give it a bit of our attention. The results will be worth it.
Materials Sourced:
“Generation Y: Too Demanding at Work?”, Anthony Balderrama, CareerBuilder.ca, September 2007,
“Welcoming Y”, Paula Allen, Benefits Canada (www.benefitscanada.com), September 2004,
“Generation Y turns tables on employers”, Ian Harvey, Business Edge News Magazine, January, 25, 2008,
