Generational Differences in Employer Branding

Chelsea VandlenHR Intern, Corporate Center Talent and

Organizational Development DepartmentSpring 2010

Agenda

Introduction of employer branding (EB)◦Definition◦Prevalence◦Benefits

Generational differences and best practices◦Baby Boomers◦Generation X◦Generation Y

Sources consultedQ&A

Definition of Employer Branding (EB)

“The package of functional, economic, and psychological benefits provided by

employment, and identified with the employing company.’”

- Ambler and Barrow (1996)

Definition of Employer Branding (EB)

DIFFERENTIATION

PERCEPTION

• Health• Wealth• Growth• Work Environment

Prevalence of EB

Prevalence of EB

Benefits of a Strong EB

Higher quality applicant poolStable and positive workforce attitudes and

organizational performanceReduced cost of employee acquisitionImproved employee relationsIncreased retentionAbility to offer lower salaries for comparable staff

Generational Differences

“If you can change your clothes without losing your identity, why can’t your brand do the same?”

Baby Boomers (1945-1964): “The Largest Generation”

How they view…

Money

I deserved it—I spent it

Leisure

Means to self-fulfillmentWork is shortcut to leisure

Technology

Expedient commodity

Work

Meaningful and purposefulExpect consensus/participationDeserve rewards/recognition

Best Practices

CVS: Talent is Ageless◦“Snowbird” programs◦Older employees increased from

7% of workforce (1990s) to 18% (2007)

Home Depot: Passion Never Retires◦Medical and dental benefits for

employees working 10+ hours/week

Generation X (1965-1978):“The Skeptical Generation”

How they view…

Money

I demand it—I invest it

Leisure

Work to have money for leisureBalance work and leisure

Technology

Fact of life

Work

FlexibilityShared leadership

Casual, friendly relationships

Best Practices

W.L. Gore & Associates: Join Gore & Change Life◦Associates, not employees◦Lattice organization chart

SAS: Great software. Great people.◦35-hour workweek◦No monitoring of sick days◦Subsidized daycares◦On-site healthcare

Generation Y (1979-2000):“The Overprotected Generation”

How they view…

Money

Financially smartRetirement benefits are

important factors in job choice

Leisure

Work-life balance

Technology

Intense users of high technology

Work

Addicted to changeNeed constant recognition

Expect rapid promotion

Best Practices

Deloitte◦90% receive signing bonus◦100% mentorship program

participation◦Virtual job previews

UBS: Together We…◦Firm-wide campus recruiting

strategy◦Graduate deferral program

Sources Consulted

Business Source CompleteConference BoardEmeraldFortune’s 2010 100 Best Companies to Work

For ListGoogle ScholarGallup ConsultingHewitt AssociatesHarvard Business ReviewSociety for Human Resource Management

Questions?