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

2. How does a drum-playing gorilla sell chocolate bars?

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

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

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

7. ‘51% of Gen Y women would have surgery to improve their looks.’
BBC On-line News, 20/02/07

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

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

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

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

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

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

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

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

16. “Each generation is a new people.”
Alexis de Tocqueville 16

17. “The key question to ask is not how old people are, but when they were young.”
Putman, 2000 17

18. ‘Idealist’ ‘Reactive’ ‘Civic’ ‘Adaptive’ ‘Boomers’ Gen. X Gen. Y
1943 – 63
Gen. X
1964 – 81
Gen. Y
1982 – 2001
‘Millennials’
2001 – 2222?
‘Idealist’
‘Reactive’
‘Civic’
‘Adaptive’ 18

19. Why generations matter.19

20. ‘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 20

21. Boomers.

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

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

24. Generation X.

25. 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.

26. 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’. 26

27. Generation Y.

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

29. 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’ …

30. HELICOPTER PARENTS 5 Types

31. The White Knight 31

32. The Agent 32

33. The Banker 33

34. The Bodyguard 34

35. The Black Hawk 35

36. 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.

37. Generation Y attributes.

38. #1. Attendance is always optional.

39. “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

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

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

42. #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

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

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

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

46. Health Service Journal, 17/06/08
‘… 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

47. #7. Image or ‘brand’ matters.

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

49. Top 10 “Tattoo Brands”. Harley. … 18. 9% Disney. 14. 8% Coke …. 7
Top 10 “Tattoo Brands”* Harley .… 18.9% Disney % Coke …. 7.7% Google % Pepsi % Rolex …. 5.6% Nike …. 4.6% Adidas …. 3.1% Absolut …. 2.6% Nintendo …. 1.5% BRANDsense, Martin Lindstrom

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

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

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

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

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

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

56. Talent Management for Generation Y
Develop
Deploy
Connect
Capability
Commitment
Performance
Alignment

57. Conclusion.

58. 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!

59. Talent Management for Generation Y
Develop
Deploy
Connect
Capability
Commitment
Performance
Alignment

60. Bill’s Rules! - In which a Boomer offers career advice to an audience of Generation Y students …
Speech by Bill Gates, Chairman of Microsoft, at Mount Whitney High School, Visalia, California.

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

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

63. Rule 3: You will not make $40,000 a year right out of high school
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.

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

65. Rule 5: Flipping burgers is NOT beneath your dignity
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.

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

67. 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.

68. 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.

69. Rule 9: Life is not divided into semesters
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.

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

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

72.
Dr Paul Redmond