Generation Y, the next tidal wave after the powerful Generation X and the not-so-powerful-anymore Baby Boomers, may well be the most talented generation so far. At least when it comes to multitasking. And soon they’ll submerge business life.
Employer Branding, anyone? If not yet, you’d better get started right away, because these kids have a mind of their own.
First of all, they don’t want a job. Only. They want a life. Or differently put, they demand a better balance in life than they’ve seen in their parents’ generation. There must be room for both rewarding work and stimulating free time (and we are not talking computer games here).
Secondly, they don’t want to work for a Corporation. They want to work for a Corporate Citizen. CSR is for real to these young professionals-to-be, and they are cautious to find an employer that care not only for the environment but also for human rights. Still, this may not necessarily imply a leftist inclination. If any political perspective seems predominant, it’s liberal – or even libertarian.
Thirdly, they don’t take any crap. They may look and sound polite and well mannered, but they know a lot more than you think about you, your company and your company’s stakeholders. And they will hold this against you, if it doesn’t comply with their beliefs. Remember, this is the first generation raised on information, rather than milk.
Does this take the ambitious employer into a mine field?
No, not necessarily.
Just make sure that your Employer Branding communication is
seamlessly coherent with your Corporate Branding. Consider the
fact that young professionals today value corporate ethics. Describe career opportunities in a realistic way, without exaggerations. Level with intelligent people in an intelligent way. Create true interest, don’t stir a buzz. And be careful using a challenging tonality, the world doesn’t need one more do-you-have-what-it-takes ad.
Should you ever wonder if this will be increasingly important over the next years, spend some time exploring the demographics of your choice at http://populationpyramid.net/
Then, start working on a new strategy. How it will look, we don’t know yet. But we can find out.
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