generation y and organizational attractiveness

Schneider Electric 1- Nese Goksen, February 2013

…“I expect to work in a friendly environment with young people, to have fun and to be in touch with different people…”

…“It is important for me to feel that I am “important” to my manager”…

…“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 like to take big responsibilities step by step, go beyond my work and take my own initiative”

https://www.youtube.com/watch?v=440t3KML8EQ


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 weeksin 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*

33% increase inDemand of Talent

*Mc Kinsey Gt Company Report, 2012

15% decrease inSupply of Talent

Due to the demographical changes:


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 Boomersborn 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 Boomers1946-1964LIVING TO WORK

●Gen X:1965-1979WORKING TO LIVE

●Gen Y:1980-2000WORK&LIFE BALANCE


Generations and Job Change

Silent Generation: « It is shameful to change job. »

Gen X : « It is important to change job. »

Gen Y : « It is a part of life to change job. »

Baby boomers: « Changing job will put you behind others . »


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


Understanding the Generations Characteristics of Gen Y



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,


The most efficient workforce!

Babysitter, Divorce, Career focused , nurturing and over protective parents

Technology Revolution, boost in information, Terorism,Economical indemnity

• SYNICAL

• STRAIGHTFORWARD

• IMAGE OBSESSED

• INTERESTED IN TECHNOLOGY

• EASILY LEARNING

• MULTITASK ORIENTED

• IMPATIENT

Gen Y Growing upInternal Factors External Factors

Characteristics

• 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

WHAT DOES “GEN Y” WANT??


Recognition from peers

Functionality

AuthenticityQuality

Meaning

Living the experience

Speed


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

42%

38%

37%

27%

25%

21%

15%

15%

15%

10%

28%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

There are people like me in thecommercial

It is funny

Music in the comercial

It was explained in the commercial theusage

Graphiques and animations

Different from the competitiors

There are celebritites i like

the massage is very strong

I found myself in it

It touched me

I don't know

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?*



60%

38%

35%

32%

28%

27%

19%

16%

10%

8%

19%

0% 10% 20% 30% 40% 50% 60% 70%

It is funny

There are people like me using theproduct

It is expained how effective the product is

Music in the commercial

tIt is different from the competitor's

Graphiques and the animations used in thecommercial

The message is too strong

There are celebrities

I found myself in the commercial

It touched me

I don't know

Series1

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



59%

40%

35%

25%

24%

17%

17%

15%

11%

10%

21%

0% 10% 20% 30% 40% 50% 60% 70%

It is funny

There ae people like me using the product

Music

The graphiques and the animations

Different from the competitor's

It is explained the efficiency of the product

There are celebritites

The message is strong

It touched me

I found myself

I don't know

Series1

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



What is it that grabs your attention in your 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



Characteristics of Gen Y



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” ??


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 1


Strategy 2Make the parents a part of the companyTheir 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 athmosphereGen 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 XIn 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 9Learn 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

Recruiting & HR

gen y talent

parents of gen y

generation y

livegen y

agendanew trends

generation x

job changesilent generation

talent management