Generation Y and Organizational Attractiveness

…“It is important for me to feel that I am “important” to my manager”…
...“I like to take big responsibilities step by step, go beyond my work and
take my own initiative”
…“I have to like my job”
...“A good manager should be a frank person who talks to me to help
me improve myself , that I could see as a friend who asks me how I
am doing”
…“It is crucial for me to trust my manager. I should have a strong
relationship with manager.”
…“I expect to work in a friendly environment with young people, to have
fun and to be in touch with different people…”
Schneider Electric - Nese Goksen, February 2013 1

GENERATION Y and ORGANIZATIONAL
ATTRACTIVENESS
By Nese Goksen, February 2013

Agenda
New Trends in the world
Understanding the Generations
Characteristics of Gen Y
How to attract & retain Gen Y Talent?

The world is changing minute by minute...

1 Blog is created every second!
h has more than 800 million users
world-wide!
If was a country, it would be the
3rd most populated country in the world!

4,7 billard searches are performed in
Google per day
Who did we use to ask all these questions
before Google???

The number of SMS sent and received each
day is more than the population of the
whole planet!!

Each day,more than 3000 books
are published!!
For a book to stay in the
bestseller list of NewYork
times :
in 1960:22 weeks
in 2010:2 weeks

The content of weekly The Times
...has more information than a person in 18th century could
ever have had all through their life.

Workforce trends are
also changing…

Workforce trends in the next decade
More older workers (especially in the developped world)
Key skills deficits across multiple industries,
Global Migration,
More women in the workplace,
Increase in unemployment among young population,
Generational conflict (for the first time 3 generations working
together)

Talent management in the coming 10
years*
Due to the demographical changes:
33% increase in
Demand of Talent
*Mc Kinsey Gt Company Report, 2012
15% decrease in
Supply of Talent

Estimated Talent situation by country*
•Report by Oxford Economics,
2012
Deficit Balance Surplus

Agenda
Characteristic of Gen Y
How to attract and retain Gen Y Talent?

Baby Boomers
born in 1946-1964
•Drastic increase in Population
•Generation of sandwich:they took care of both their children and their
parents
•First TV

Generation X:
born in 1965-1979
•Less Children
•More focused on money
•Women started to contribute to the workforce
•Individualism got important
•Met for the first time the concept of Divorce , HIV & drugs

Generation Y:
born in 1980-2000
•They grew up with technology,internet,
economical indemnity, gulf war…
•Information got very important
•Having fun should be a part of life,
•They prioritize family over work,
•They are confident, ambitious and achievement-oriented.

Trends
●Baby Boomers
1946-1964
LIVING TO WORK
●Gen X:
1965-1979
WORKING TO LIVE
●Gen Y:
1980-2000
WORK&LIFE
BALANCE

Generations and Job Change
Silent Generation: « It is shameful to change job. »
Baby boomers: « Changing job will put you behind others . »
Gen X : « It is important to change job. »
Gen Y : « It is a part of life to change job. »

It is estimated that students of today will
have changed 10-14 jobs by the time they
are 38 years old
Source: Report by Manpower, 2012

Agenda

Parents of Gen Y:
Helicopter Parents:
They are “BABY BOOMERs” or “Gen X”,
Nurturing, overprotective , pessimiste parents,
They had kids older than their parents did,
Their motto is : “My kids won’t make the mistakes i did!! ”
English courses,sport courses,horse-riding courses...etc for their kids,

Gen Y Growing up
Internal Factors External Factors
Babysitter, Divorce,
Career focused ,
nurturing and over
protective parents
Technology
Revolution, boost in
information,
Terorism,Economical
indemnity
Characteristics
•SYNICAL
•STRAIGHTFORWARD
•IMAGE OBSESSED
•INTERESTED IN
TECHNOLOGY
•EASILY LEARNING
•MULTITASK ORIENTED
•IMPATIENT
The most efficient workforce!
•That requires the most hierarchical structure
•That can so easily “leave”
•That is very demanding
•That wants least of the bossiness, most of the coaching

Recognition
from peers
Speed
Functionality
Authenticity
Quality
Meaning
Living the
experience

What is it that grabs your attention in
your favourite store’s tv commercial?*
42%
37%
38%
25%
28%
27%
21%
15%
15%
15%
10%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I don't know
It touched me
I found myself in it
the massage is very strong
There are celebritites i like
Different from the competitiors
Graphiques and animations
It was explained in the commercial the
usage
Music in the comercial
It is funny
There are people like me in the
commercial
Series1
* Survey made by realta for a group of young people(300.000) in Turkey, 2010

What is it that grabs your attention in
your favourite store’s tv commercial?*

What is it that grabs your attention in your
favourite GSM operator’s tv commercial?*
60%
27%
28%
32%
35%
38%
19%
16%
19%
8%
10%
0% 10% 20% 30% 40% 50% 60% 70%
I don't know
It touched me
I found myself in the commercial
There are celebrities
The message is too strong
Graphiques and the animations used in the
commercial
tIt is different from the competitor's
Music in the commercial
It is expained how effective the product is
There are people like me using the
It is funny
product
Series1

favourite GSM operator’s tv commercial?*
60%
27%
28%
32%
35%
38%
19%
16%
19%
8%
10%
0% 10% 20% 30% 40% 50% 60% 70%
I don't know
It touched me
I found myself in the commercial
There are celebrities
The message is too strong
Graphiques and the animations used in the
commercial
tIt is different from the competitor's
Music in the commercial
It is expained how effective the product is
There are people like me using the
It is funny
product
Series1

favourite restaurant’s tv commercial?*
59%
40%
35%
21%
24%
25%
10%
11%
15%
17%
17%
0% 10% 20% 30% 40% 50% 60% 70%
I don't know
I found myself
It touched me
The message is strong
There are celebritites
It is explained the efficiency of the product
Different from the competitor's
The graphiques and the animations
Music
There ae people like me using the product
It is funny
Series1

favourite restaurant’s tv commercial?*

IN OUT
•Efficient and available
•Personal
•Learning Interactively with real
timing
•Being staightforward
•Giving respect to the one who
deserves it
•Authentic behaviour
•Being outspoken
•Now
•“Do it so because it makes sense”
•Slow
•Standart
•Passive learning
•Corporate language
•Dishonesty
•Covering up insufficiency with
diplomatic behaviour
•Pretend to be so
•Next week,next year
•“Do it so because i want it that
way”

The areas where Gen Y is a majority
Compared to Gen X:
Job change %15
Importance given to family and private life %12
Technological information %10
Education %9

Agenda

How to become more attractive for Gen Y?
Organizational Attractiveness Factors:
Interest factor : Offering an interesting/fun work atmosphere
Social Factors: Good team work, friendly atmosphere
Economical factors: Offering a competitive comp&Ben package
Development factors: Promotion opportunities, provide access to
learning and development
Execution Factor: Offering them flexibility to create and execute
new ideas

How to attract “GEN Y” ??

1. Use Social Media for recruitment!

2.They love to work with the codes and the
games ,use them!
Break the code,work at Google!

3. They like it when you involve visual effects
that they can relate to!
Career site of NHS was designed to attract young people to the health sector which
is not considered as an attractive sector by the young population.

4.Use Employee Referral Programs!
To reach more qualified people with less cost and to easily
increase the engagement of the referring employees

How to retain “GEN Y” ??

Strategy 1
Give them Frequent Feedback through different channels:
Generation Y employees expect the chance to give and receive information
from their managers and peers in different forms. Make the learning and
information as a part company culture.
1960s: Superiority of MANUFACTURING
1970s: Superiority of COST
1980s: Superiority of QUALITY
1990s: Superiority of SPEED
2000s: Superiority of INFORMATION

Strategy 2
Make the parents a part of the company
Their parents are very important for Gen Y. You can include family
members to different social events that you organize for your employees.
Strategy 3
Create a flexible and fun work athmosphere
Gen Y likes to work in a pleasant environment that fosters co-operation
and communication. They like fun to be part of the job. They like games
and friendly atmospheres at work.

Strategy 4
Instead of focusing on the time spent in the office,focus on the
efficiency:
Other aspect of the social environment that is important to Generation Y
is the ability to accommodate work-life balance. This can for example be
accomplished by offering flexible scheduling or ROWE: Result Only Work
Environment.
Strategy 5
Provide general structure and the limits and then let them grow:
Offer them opportunities to grow: Gen Y wants to learn, take initiatives,
change jobs and grow. Use training, mentorship, job enrichment, mobility
to keep them moving.

Strategy 6:
Adapt your leadership culture to their expectations.
For generation Y, the management style of their superiors is crucial for
them to stay at their jobs. They want to have a friendly manager who
coaches them to improve their skills.
What is important for them in the work place*:
Work with a manager i can relate to and respect 8.74
Work with people i enjoy being with 8.69
Work/Life balance 8.63
Office close to home 7.55
Company who has a sense of social responsibility 7.42
A chic and comfortable office 7.14
Work with high tech 6.89

Strategy 7:
Make the use of mentorship of Boomer and Gen X
In order to develop professionally, mentoring or training programs can
help provide the development and guidance. You can also benefit from
adverse coaching ( from Gen Y to Baby Boomers)
Strategy 8 :
Using personalised motivators
Offer different incentives in attempt to motivate them individually such
as gifts, prizes, verbal praise invitations to parties or celebrations…etc

Strategy 9
Learn to use Gen Y language:
●About Atlassian

Thank You! 
Friday, Friday
Gettin’ down on Friday
Everybody’s lookin’
forward to the weekend
Partyin’, partyin’ (Yeah))
Fun, fun, fun, fun!!

Generation Y and Organizational Attractiveness

Recomendados

Recomendados

Más contenido relacionado

Similar a Generation Y and Organizational Attractiveness

Similar a Generation Y and Organizational Attractiveness (20)

Último

Último (18)

Generation Y and Organizational Attractiveness