Attracting Gen Y: New generations at work

In a research study undertaken by McCrindle Research, it was found that Generation Y have multiple expectations of an organisation - it isn’t just the job description but the workplace culture, the variety, fun, training, management style, and flexibility that drives them.

When seeking a position 37.5% preferred a larger company of more than 50 staff compared with 27.3% of baby boomers.

In another part of this study a panel of Gen Ys reviewed five pages of career classifieds and selected over 100 of the most appealing jobs based on the advertising. As expected many responded to the recognised brands of larger employers. Yet size alone didn’t define an employer of choice but rather perceived opportunity/challenge, as well as enjoyment, variety and lifestyle, which were often offered by small employers and sometimes even not-for-profit organisations.

Interestingly salary alone wasn’t a drawcard and out of the 100+ ads selected, remuneration was only mentioned a few times by the Gen Ys. The fun, interest, variety and ease of application were all regularly mentioned.

Gen Ys are inundated with job ads so in this competitive labour market employers need to offer a compelling employee value proposition. In the research study it was found that Gen Ys want a clear reason to join an organisation, and one that resonates with their workplace priorities. As in any competitive marketplace branding is important and so today employment branding (and for certain job sectors, industry branding as well) is essential.

We would like to acknowledge McCrindle Research for allowing us to reproduce this material.