Generation Y: Maximising the value of generations in the 21st century workplace.

Dr Paul Redmond, Government Legal Service, Feb. 09.

How does a drum-playing gorilla sell chocolate bars?

‘Generation Y speaks: it’s all me, me, me.

Sunday Times, 4/02/07

‘The Google Generation’: web-savvy young people for

whom the world is just a click away.’

The Guardian, 30/09/06

‘Generation Y says car boot sales are more fun than going to Church.’

London Evening Standard, 8/5/06

‘51% of Gen Y women would have surgery to improve their looks.’

BBC On-line News, 20/02/07

‘Generation Y – the generation that dares to

ask for more.’

Sunday Times, 23 April 2003

‘Generation Y goes for flexible hours.’

London Evening Standard, 20/04/06

‘Generation Y – different attitudes to work and

authority, claim employers.’

Sunday Times, 19/03/06

‘Generation Y, the employees with more

front.’

Times, 19/02/06

‘Generation Y – today’s graduates who fail to

make the grade.’

Sunday Times, 25/02/07

‘Workers with attitude: Why Generation Y is

turning out to be every employer’s nightmare.’

Financial Times, 01/02/02

‘Government must change to appeal to Generation

Y.’

Daily Telegraph, 15 July 2008

‘… the generation that has never encountered an

economic recession.’

Guardian, 4 November 2008

“Each generation is a new people.”

Alexis de Tocqueville

“The key question to ask is not how old people are, but

when they were young.”

Putman, 2000

‘Boomers’

1943 – 63

Gen. X

1964 – 81

Gen. Y

1982 – 2001

‘Millennials’

2001 – 2222?

‘Idealist’ ‘Reactive’

‘Civic’ ‘Adaptive’

Why generations matter.

‘CORPORATE BRAIN DRAIN – arguably the single most concerning impediment to long-term sustainable growth ... The contributing forces are: an ageing talent pool combined with a diminished pipeline [plus] a changing market landscape that requires new perspectives and skill’.

Deloitte, Generational Talent Management

Boomers.

Boomers

• Largest gen. in history - 35% of workforce

• Defined by post-war optimism and values

• Ethos: hard work; loyalty; rewards

• Family-orientated.

Boomers

• Idealistic and altruistic.

• Socially liberal; politically conservative.

• Organisational and careerist.

• Defined by modernist achievements.

Generation X.

Generation X – the Reactives

• Blurring of traditional boundaries.

• End of Cold-War certainties.

• Lack of clarity – at home, work and in the world.

• Loyal to profession, not necessarily to employer.

X - The Lost Generation

• Grew up during a time of strong political leadership.

• Largest group now in the workforce.

• Confident and independent, but concerned about work-life balance.

• ‘Digital Immigrants’.

Generation Y.

Generation Y – characteristics

• Connected …24/7• Self-confident• Optimistic• Independent• Bored by routine• Entrepreneurial• Goal oriented• ‘Digital Natives’

Y’s formative years

• Grew up during the ‘Decade of the Child.’

• Enjoyed unprecedented levels of parental supervision, support and involvement.

• Rise of the ‘Helicopter Parents’ …

HELICOPTER PARENTS

5 Types

The White Knight

The Agent

The Banker

The Bodyguard

The Black Hawk

Gen. Y – career aspirations

• Lots of Change, Challenge and Choice

• Sense of purpose and meaning

• Access to mentors and other company champions

• Open social networks that embrace open / honest communication.

Generation Y attributes.

#1. Attendance is always optional.

“Contrary to assertions that Gen Y are flighty and don’t want to stick at a job, research shows that if they are getting what they want they will stay, and they will be loyal.”

Talent Smoothie, 2008

t

#2. Passionate about new challenges,

responsibilities and success.

What is important to Gen Y when working on projects?

SOURCE: Bibb, S., Walker, S., James, J. (2008).

% % % % %

#3. ‘Career’ means a cause

to believe in. 72% of finalists said they would have to feel happy with an employer's ethical

record. GRADFACTS

#4. Think: ‘IPOD’

Insecure, Pressurised, Over-taxed, Debt-ridden

(Ipsos Mori, 2008)

#5. WLB is more than a buzz word: flexi-working,

part-time, gap years, home working.

#6. Focused on long-term skills development.

‘… today's younger managers in the health sector believe their future success depends on skills development. Asked what attracts them to job opportunities, just 21 per cent said pay is very important. Most (78 per cent) said they are attracted to employers offering training and development and 87 per cent said the "challenge of work" is a key factor influencing their choice of job.’ Health Service Journal, 17/06/08

#7. Image or ‘brand’ matters.

Brand Tattoos

What are the brands that Generation Y are most likely to tattoo on their bodies?

Top 10 “Tattoo Brands”*

Harley .… 18.9%Disney .... 14.8%Coke …. 7.7%Google .... 6.6%Pepsi .... 6.1%Rolex …. 5.6%Nike …. 4.6%Adidas …. 3.1%Absolut …. 2.6%Nintendo …. 1.5%

BRANDsense, Martin Lindstrom

Girls…

• Chardonnay• Chanel• Porsche• Armani• Camry• Lexus• Alexus

Boys…

• Timberland• Jamieson• Denim• Del Monte• Canon• Xerox• ESPN

BBC News, 13/11/03

“I am a weapon of massive consumption, and its not my fault it’s how I’m programmed to function.” 

Lily Allen, The Fear

#8. Equality, transparency and

fairness are paramount

(Ability & performance are the only

acceptable Gen. Y measures).

#9. Motivated not by bosses or supervisors, but

by coaches!

SOURCE: Bibb, S., Walker, S., James, J. (2008).

#10. “You cannot be

SERIOUS!”

Generation Y will challenge. If unhappy, they will quit.

Talent Management for Generation Y

Develop

ConnectDeploy

Capability

Performance

Commitment

Alignment

Conclusion.

Generation Y wants …

• Motivational leadership (i.e. McGregor’s ‘Y’ not ‘X’)

• Career brands which offer creative/visionary narrative

• Coaching and mentoring• Opportunities for learning and developing• Flexibility• On-going development and support• Facilitated and experiential learning • Face-face rather than e-Learning!

Talent Management for Generation Y

Develop

ConnectDeploy

Capability

Performance

Commitment

Alignment

Bill’s Rules!

- In which a Boomer offers career advice to

an audience of Generation Y students …

Rule 1:

Life is not fair - get

used to it.

Rule 2: The world will not care about your self-esteem.

The world will expect you to accomplish something before

you feel good about yourself.

Rule 3: You will not make

$40,000 a year right out of high school. You won’t be a CEO with a car phone until you earn both.

Rule 4: If you think your teacher is tough,

wait until you get a boss.

Rule 5: Flipping burgers is NOT beneath your

dignity. Your grandparents had a different word for burger-flipping -

they called it OPP-OR-TUN-ITY.

Rule 6: If you mess up, it

is not your parents' fault, so don't

whine about your mistakes, learn

from them.

Rule 7: Before you were born, your

parents weren't as boring as they are now. They got that

way paying your bills, cleaning your clothes and listening to you talk about

how cool you are. So, before you save the rain forest, try delousing the closet in your

own room.

Rule 8: Your school may have done

away with winners and losers, but life has not. In some schools they have

abolished fail grades and they give you as many times as you want to get the right answer. This doesn't bear the slightest resemblance

to anything in real life.

Rule 9: Life is not divided into

semesters. You don't get summers off and very few employers are

interested in helping you find yourself. Do

that in your own time.

Rule 10: Television is not real

life. In real life people actually have to leave the coffee

shop and go to jobs.

Rule 11: “Be nice to

nerds. Chances are you'll end up

working for one.”

paul.redmond@liverpool.ac.uk

Dr Paul Redmond