Connecting with Gen-Y
May 24, 2007 by Eric Eggertson
Filed under Marketing
There’s nothing magical about Generation Y.
Growing up in an incredibly cynical environment of official announcements that lie, advertisements that lie, and parents/teachers that lie, they are a bit skeptical when told they should behave or think in a particular way.
Sounds like a natural reaction to current circumstances to me.
PR News suggests accommodating rather than condescending to young new hires:
- Give them a chance to shine: Media train young employees to be spokespeople for your organization. Not only will this put them ahead of the curve as they mature into more senior positions, but it will benefit you right now: Gen Y-ers are the best communications channel for delivering messages to their peers. Plus, chances are good that they are comfortable with public speaking - after all, it is a required course in many universities.
- Give them incentives: A monetary bonus? Casual Fridays? A better-than-crappy cubical? Natural sunlight? The ability to work from home once a week? More travel? This generation of employees has higher expectations and greater demands - some would say they are spoiled, but that doesn’t mean you have to give them things on a silver platter. Rather, set challenges that seem difficult to meet, and offer incentives for trying. Gen Y-ers are willing and able to work long hours, but they’re not gonna do it for free.
- Let them eat cake: If they want to blog, let them blog. If they like watching videos on YouTube, have them team up with the marketing department to create a viral video advertisement. If they dig social networks, put them in charge of coordinating internal communications functions. If they listen to their iPods constantly, create content - training programs, meeting summaries, etc. - that they can download and listen to while they’re, say, at the gym.
Photo by Korhan Isik
Tags: generation y, youth, employees, hiring, training, engagement, motivation, work styles, demographics, hr, gen y
Thanks for pointing this out Eric.
I think in many cases it is true, and employers should take note of it. However, at the same time isn’t it necessary for Gen Yers to adapt to the realities of the workplace?
Definitely. There has to be some compromise, or you’d have chaos.
Companies should take a good look in the mirror, though. My daughter got pre-interviewed over the phone, and dragged in for a job interview. At the end of the interview, they found out she doesn’t have a car, and told her she couldn’t be considered for the job. That’s something they could have asked on the phone.
Another company wanted her to come for an orientation session, and to bring a cancelled cheque. She doesn’t have a chequing account, so she brought her bank account info. They refused to let her take part in the orientation session, because she didn’t have the cheque (and the only purpose of the cheque is to provide the bank account info).
These same companies bitch and complain that “young people don’t show any loyalty, and don’t know manners.”
Interesting post and article! I can identify a bit being born at the end of Gen X/early Gen Y in 1979. I know, for me, and those born say before 1982, we’re a bit more appreciative of those perks and incentives that we receive in the workplace. I know what it’s like to NOT be able to find work in a high unemployment economy which those younger than me have yet to experience — especially in Alberta where I most recently lived. Putting 19 year olds on a salary of $40K + with nothing but high school education is a bit excessive for perks but it’s an increasing reality out there and now it’s almost expected.
But I do like non traditional working hours, working from home should be an increasingly popular option given severe traffic and environmental concerns and most young people I know wouldn’t bat an eye at putting in 50+ hours a week at work for a generally good honest company (remunerated of course).
Eric: I can totally relate to your daughter’s experiences. Don’t get me started on HR..
Sometimes they hurt internal PR more than anything.