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Generation Y: Maximising the value of generations in the 21 st century workplace. Dr Paul Redmond, Government Legal Service, Feb. 09.

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Presentation on theme: "Generation Y: Maximising the value of generations in the 21 st century workplace. Dr Paul Redmond, Government Legal Service, Feb. 09."— Presentation transcript:

1 Generation Y: Maximising the value of generations in the 21 st century workplace. Dr Paul Redmond, Government Legal Service, Feb. 09.


3 How does a drum-playing gorilla sell chocolate bars?



6 ‘Generation Y speaks: it’s all me, me, me. Sunday Times, 4/02/07

7 ‘The Google Generation’: web-savvy young people for whom the world is just a click away.’ The Guardian, 30/09/06

8 ‘Generation Y says car boot sales are more fun than going to Church.’ London Evening Standard, 8/5/06

9 ‘51% of Gen Y women would have surgery to improve their looks.’ BBC On-line News, 20/02/07

10 ‘Generation Y – the generation that dares to ask for more.’ Sunday Times, 23 April 2003

11 ‘Generation Y goes for flexible hours.’ London Evening Standard, 20/04/06

12 ‘Generation Y – different attitudes to work and authority, claim employers.’ Sunday Times, 19/03/06

13 ‘ Generation Y, the employees with more front.’ Times, 19/02/06

14 ‘Generation Y – today’s graduates who fail to make the grade.’ Sunday Times, 25/02/07

15 ‘Workers with attitude: Why Generation Y is turning out to be every employer’s nightmare.’ Financial Times, 01/02/02

16 ‘Government must change to appeal to Generation Y.’ Daily Telegraph, 15 July 2008

17 ‘… the generation that has never encountered an economic recession.’ Guardian, 4 November 2008

18 “Each generation is a new people.” Alexis de Tocqueville

19 “The key question to ask is not how old people are, but when they were young.” Putman, 2000

20 ‘Boomers’ 1943 – 63 Gen. X 1964 – 81 Gen. Y 1982 – 2001 ‘Millennials’ 2001 – 2222? ‘Idealist’‘Reactive’ ‘Civic’ ‘ Adaptive’

21 Why generations matter.

22 ‘ 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

23 Boomers.

24 Boomers Largest gen. in history - 35% of workforce Defined by post-war optimism and values Ethos: hard work; loyalty; rewards Family-orientated.

25 Boomers Idealistic and altruistic. Socially liberal; politically conservative. Organisational and careerist. Defined by modernist achievements.

26 Generation X.

27 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.

28 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’.

29 Generation Y.

30 Generation Y – characteristics Connected …24/7 Self-confident Optimistic Independent Bored by routine Entrepreneurial Goal oriented ‘Digital Natives’

31 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’ …


33 The White Knight

34 The Agent

35 The Banker

36 The Bodyguard

37 The Black Hawk

38 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.

39 Generation Y attributes.

40 #1. Attendance is always optional.

41 “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

42 #2. Passionate about new challenges, responsibilities and success.

43 What is important to Gen Y when working on projects? SOURCE: Bibb, S., Walker, S., James, J. (2008). % % % %

44 #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

45 #4. Think: ‘IPOD’ Insecure, Pressurised, Over-taxed, Debt-ridden (Ipsos Mori, 2008)

46 #5. WLB is more than a buzz word: flexi-working, part-time, gap years, home working.

47 #6. Focused on long-term skills development.

48 ‘… 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

49 #7. Image or ‘brand’ matters.

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

51 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

52 Girls… Chardonnay Chanel Porsche Armani Camry Lexus Alexus Boys… Timberland Jamieson Denim Del Monte Canon Xerox ESPN BBC News, 13/11/03

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

54 #8. Equality, transparency and fairness are paramount ( Ability & performance are the only acceptable Gen. Y measures).

55 #9. Motivated not by bosses or supervisors, but by coaches!

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

57 #10. “You cannot be SERIOUS!” Generation Y will challenge. If unhappy, they will quit.

58 Talent Management for Generation Y Develop ConnectDeploy Capability Performance Commitment Alignment

59 Conclusion.

60 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!

61 Talent Management for Generation Y Develop ConnectDeploy Capability Performance Commitment Alignment

62 Bill’s Rules! - In which a Boomer offers career advice to an audience of Generation Y students …

63 Rule 1: Life is not fair - get used to it.

64 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.

65 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.

66 Rule 4: If you think your teacher is tough, wait until you get a boss.

67 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.

68 Rule 6: If you mess up, it is not your parents' fault, so don't whine about your mistakes, learn from them.

69 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.

70 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.

71 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.

72 Rule 10: Television is not real life. In real life people actually have to leave the coffee shop and go to jobs.

73 Rule 11: “Be nice to nerds. Chances are you'll end up working for one.”

74 Dr Paul Redmond

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