- November 5, 2009
- 1 Comment
Bridging the Gap: Employment Branding Across Generations
Your mama may not dance, and your daddy might not rock’n’roll…but that doesn’t mean they’re all that different from you – especially when it comes to evaluating prospective employers.
Despite the supposed “generation gap” that exists in the workforce, Gallup research has found that certain factors – such as management quality, compensation, quality team dynamics and career development – are valued equally across generations when it comes to prospective employers.
For those differences that still exist, however – both in what these groups want and in how they search for jobs – here’s a breakdown of what to keep in mind when branding yourself to these various age groups.
MILLENIALS
Generation Y, or “the Millennials,” are people born roughly between 1982 and 2004. The strongest defining characteristic of the Gen Y group is their technology-driven lives.
What to Emphasize When Recruiting These Workers
Millenials get a bad rap for their supposed attitudes of entitlement, but they just want what any other worker wants – to be challenged and to do work they’re proud of. But because they lack the professional experience of their older counterparts, they might find themselves easily frustrated when relegated to menial ‘entry-level’ tasks. For this reason, opportunities for rapid career advancement are very important for to generation, as well as good pay and benefits and great training programs, all characteristics shared by BusinessWeek’s Best Places to Launch a Career:
- Great pay and benefits: Last year, Deloitte, which boasts the top spot on BusinessWeek’s list, offered hiring bonuses to 90 percent of their new hires, for an average bonus of $5,102. Additionally, it’s common practice for these ‘best places’ to offer tuition reimbursement, 401(k) options, flex time and paid time off.
- Top-notch training programs. Cisco Sytems’ new hire training program includes a week-long orientation with various managers across 30 departments, enabling new employees to then select which managers they would like as their own as part of a “matching program.” Because of this system, new hires enjoy an immediate sense of ownership in their new roles. It’s also probably why a remarkable 98 percent of new hires are still with Cisco after two years.
- Opportunities for rapid advancement: Every Ernst&Young employee participates in a formal mentoring program – perhaps helping to explain why most entry-level hires are eligible for a promotion and a raise within the first year.
Where to Find Them
Social networking is a part of this generation’s daily routine, so smart companies utilize various social networking sites to get in front of these candidates – using these platforms to post jobs, informational videos, podcasts and content, as well as interact with job seekers. (Learn about how Deloitte uses social media for both recruiting and retention purposes.)
Offline, these companies make use of their partnerships with college campuses. In 2008-2009, for example, Teach for America recruited on 471 undergrad campuses and made job offers on 379 of them.
GENERATION X
Born between 1965 and 1980, Gen X tend to be skeptical, pragmatic and practical, self-reliant, independent and individualistic, according to PsychologyToday. Like Gen Y, they are well-versed in technology, but have a few years of professional experience behind them, as well.
What to Emphasize When Recruiting These Workers
- Stability: This generation is attracted to companies with strong portfolios, plans for the future, and proven longevity.
- Corporate culture: Gen X thrives on diversity, responsibility, honesty and creative input. They like a casual, friendly work environment, seek challenge, involvement and flexible learning arrangements.
- Work-life balance and flexible work arrangements: Many are working parents, so they seek assistance from their employers to care for both growing children and aging parents.
Where to Find Them
Generation X is more likely to use job boards, professional or trade association Web sites or visit individual company Web sites to search for jobs than Gen Y, as well as tap into their networks of friends, family and former colleagues. That said, it’s important that you not only communicate the benefits of working at your company clearly, but that you do so continuously, in order to maintain brand awareness.
BABY BOOMERS
Born between 1946 and1964, the Baby Boomer work ethic is characterized by dedication, loyalty and a willingness to stay in the same job for a long time. They have a lot to offer businesses with their work and life experience, skills and knowledge that many younger people can’t offer. They tend to work longer hours – and respect is paramount when managing a Baby Boomer.
What to Emphasize When Recruiting These Workers
Money is not necessarily the most important factor for seniors. Raised with a strong work ethic, these workers enjoy recognition and support for their efforts. Because they’re also thinking toward the end of their career, retirement benefits and flexible work arrangements are important to them. Focus on the following aspects of your company when talking to these workers:
- Recognition programs
- Health and retirement benefits
- Flexible work arrangements (such as flexible scheduling, job-sharing, and phased retirement)
Where to Find Them
Cornell University, AARP’s Best Employer for Workers Over 50, uses placement agencies for older job seekers to successfully target mature workers and retirees. In addition, Cornell recruits from within its own ranks of retirees through the Cornell Retiree Association and the Cornell Association of Professors Emeriti. First Horizon, another ‘Best Employer’ on AARP’s list, also uses placement agencies for older job seekers and draws on a relationship it has cultivated with Senior Services of Memphis to locate and attract mature workers and retirees.
Keep in mind that, as noted above, certain qualities will always be attractive to job seekers, no matter what age group, and that no matter what, a cross-channel recruiting campaign – one that utilizes both online and offline resources – will give you the best chance for reaching the greatest pool of candidates.
- Have a response? Join the discussion.
- Categories: Branding, Building a Best Place to Work, Generational Hiring
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I’ve also read that employers want employees who have a good work ethic and are honest.
The problem that i’ve found with employers and their desire for their employees to be ethical and moral is this; they don’t want you to do things TO them, but they do expect you to do those things FOR them —- and they have A LOT of trouble when you will not do that for them.
For example: lieing, white lies, twisting the truth, stealing, falsifying paperwork.
An other problem is that they don’t like us Christians living according to Christian ethics — but that is the very thing that keeps us from stealing from them, treating people kindly and respectfully, of doing the best job that we possibly can for them, of doing what they as us to do (as long as it isn’t illegal, unethic, immoral, harms another person, etc.).
And they have no problem with demanding taht an employee do something that is against that person’s consciencous.