Recruitment for Retention – Generational Differences
Valerie Kennerson Managing Director Talent Attraction
Topics of Discussion
Context • Introduction • Generations in the Workforce • Impacts and implication to your
recruitment approach Generational Challenge Talent Opportunity Program
Introduction
Introduction
Our Mission We’re here to eliminate cancer as a major health problem.
Our Vision A world free of cancer.
Introduction
Our Promise We save lives.
We’re delivering on that promise by helping you stay well, get well, by finding cures, and by fighting back.
Introduction
American Cancer Society • 13 Geographic Divisions • More than 3,400 local offices • Over 6,200 employees • Over 3 million volunteers • Over $1 billion in revenues annually
Generations in the Workforce
• Veterans • Boomers • X-ers • Millennials – Generation Y –
Generation Next
People resemble their times more than they resemble their parents.
Veterans
Veterans
• Born before 1940 • 5% of today’s workforce • Impacted by
• Depression • FDR elected • Dust Bowl • Social Security
System Established • Hitler • Pearl Harbor • D-Day • Victory in Europe
and Japan
Dedication Sacrifice Hard Work Conformity Law and Order Respect for Authority Patience Delayed reward Duty before pleasure Adherence to Rules
Franklin Roosevelt, Churchill, Babe Ruth & Joe DiMaggio
• If this is a population that you were targeting for recruitment, what would you consider? • Job Description and Make Up • Systems • Brand/EVP • Process • Communications
Veterans
Baby Boomers
Baby Boomers • Born about 1940 to 1960 • 45% of today’s workforce • Impacted by
• Salk Vaccine • Rosa Parks • First Nuclear Power Plant • Civil Rights Act • Birth Control Pills • Kennedy Elected/
Assassinated • Cuban Missile Crisis • MLK March on
Washington • Woodstock • Moon Landing
Optimism Team Orientation Personal Gratification Health and Wellness Personal Growth Youth Work Involvement
Gandhi, Marin Luther King, John and Jackie Kennedy
Baby Boomers
• Discuss with the person next to you. • If this is a population that you were targeting
for recruitment, what would you consider? • Job Description and Make Up • Systems • Brand/EVP • Process • Communications
Baby Boomers
Generation X
Generation X • Born about 1960 to 1980 • 40% of today’s workforce • Impacted by
• Women’s Lib • Terrorists at Munich Olympics • Watergate • Energy Crisis • First PC • Jonestown mass suicide • Three Mile Island • Massive US layoffs • Iran hostage situation • John Lennon murdered • Ronald Regan • Challenger Disaster • Exxon Valdez Oil Tanker Spill • Fall of Berlin Wall • Desert Storm
Diversity Thinking Globally Balance Techno-literacy Fun Informality Self-reliance Pragmatism Are NOT influenced by heroes.
Generation X
• Discuss with the person next to you. • If this is a population that you were targeting
for recruitment, what would you consider? • Job Description and Make Up • Systems • Brand/EVP • Process • Communications
Generation X
Generation Y / Millennials
Generation Y / Millennials • Born about 1980 to 2000 • 10% of today’s workforce • Impacted by
• Desert Storm • Rodney King Beating • Nirvana singer Kurt Cobain suicide • Oklahoma City Bombing • OJ Simpson verdict • Death of Princess Diana • President Clinton’s scandals • Columbine High School • Y2K • September 11
Optimism Civic duty Confidence Achievement Sociability Morality Street Smarts Diversity Connected Contributing
Bill Gates, NYC Firefighters, American Women’s Soccer Team
Generation Y / Millennials
• Discuss with the person next to you. • If this is a population that you were targeting
for recruitment, what would you consider? • Job Description and Make Up • Systems • Brand/EVP • Process • Communications
Generation Y / Millennials
Generation Y – Focus for ACS
Impact and Implication
• A majority of the American Cancer Society’s 34% annual turnover rate is at the junior level community staff (Millennial Generation)
• This turnover has cost the Society over $11 million annually.
Talent Opportunity Program
Talent Opportunity Program
Description • 3 year program • Community Based Staff
(Traditionally High Turnover) • Large Percentage Millennials
Goals • Consistently retain community
development staff for 3 years • Plan for turnover in advance • Enable positive turnover with high
job satisfaction at exit
Phase One Assign buddy
Formal On Boarding Process
Introduction to nationwide community
Formal competency and knowledge assessment
to move to Stage 2
Phase Two Assign Mentor
Minimum of 1 business knowledge application /
Workgroup Cross-Functional Learning Experiences
Career coaching session #1 Nationwide TOP
Community Event Formal competency and
knowledge assessment to move to Stage 3.
Phase Three 1 business knowledge
application 1 volunteer opportunity/
community service. Define career Plan
with coach Career coaching sessions 2 learning or knowledge application experiences
Mentorship program Final Stay, Grow, Go conversation
Post TOP Transition into
Career Progression and Core Competency Map.
Opportunity to become a buddy, mentor or coach
Opportunity to become TOP representative and/or
help plan TOP events
Talent Opportunity Program
Talent Opportunity Program
• 52 weeks of Inspiring Stories • Book Club
• Virtual Based, 1 hour/week for 8 weeks • Focused on leadership/professional
development books • Each participant has a role in facilitating
• Networking Calls • Virtual Based, 1 hour, twice/month • Focused on training and professional
development • Each participant has a role in facilitating
Talent Opportunity Program
• Mentoring • Facebook Community
• Blog Discussions • Links to additional resources for
role/professional development • Annual Forum
• Face to Face, 1-2 days • Professional Development • Exposure to Leadership
Talent Opportunity Program
Talent Opportunity Program
Talent Opportunity Program
Talent Opportunity Program
• Year One Results • High level of
participation in the social communities
• Strong sense of camaraderie with participants
• Decreased turnover – from 34% to 2%
Talent Opportunity Program
“[I] enjoyed sharing best practices from others across the nation as how to apply [best practices] to our normal way of business.”
“I liked talking with co-workers from other divisions. I also enjoyed the topics of conversation about the [book club] material.”
“I like the focus on us and our career development, not just our current role. It helps to keep us motivated.”