Generation Y or, as it is also called, the generation of YaYaYa, is often exposed in a negative light. Such capricious big children with an iPhone in one hand and a glass of cold caramel latte from Starbucks in the other. They do not want to take loans, too early to have children and dream of traveling around the world with a backpack behind. Or the other extreme - keep up with everything and everywhere: business, travel, hobbies, children, sports, self-development and a million other things. They eat healthy breakfasts and take selfies from the gym already at 07:30 in the morning, post bright, carefully filtered pictures of their lives in the afternoon, and in the evening they drink wine at dinner in a restaurant or craft beer in a trendy bar.
They are ridiculed for their dependence on social networks and the “seem, not be” syndrome, but they immediately take them for a role model, because generation Y can bite off life in large pieces and have fun. But how to motivate them and how to work with them?
- Baby boss: self-confident, ambitious career-oriented and self-fulfilling women
- Programmer: male techies, careerists, slightly freaks
- Part-time: Yesterday's graduates seeking to build a dizzying career but not yet successful in finding a job
- Hopeless: unemployed and unpromising with unnecessary diplomas, academic degrees or even without a higher or special education, most often men
- Nostalgic or scammers: unpretentious, loving everything old school, not wanting to grow up
- Travelers: courageous and independent, seeking to travel around the world
- Culinary researchers: enjoy food, gourmets. There is money, but there is no time to travel, so they explore restaurants and cafes
- Emotional wasters: spend a lot of time in social networks, constantly create content
- Collectors: introverts, as opposed to wasteful, constantly consume content
- Millennial crisis: emotionally unstable, paralyzed by parental control, debt and a huge amount of opportunity
- Martha Stewart Generation Υ: Bloggers Creating Organized Social Media Content
- Millennial mommies: stylish, modern mothers, very active in social networks, independent and all in time
As shown by the results of the PwC study, which we cited above, generation Y specialists strive to develop professionally and keep a balance between work and personal life. And many companies are ready to help in this: managers organize trainings and advanced training courses, send specialists on field trips, and as a whole try to set diverse creative tasks. After all, one of the main motivations of the millennials is an interest in work.
An ideal example of such a company is Jerusalem Bazar, a chain of jewelry stores with jewelry from Israel. According to the social networks of the store and its owner, Tanya Liberman, the corporate culture is transparently visible. Employees often undergo trainings, fly on business trips to Israel, and sometimes go on joint corporate dinners. Each girl lives a full life and manages to develop professionally, to devote time to herself and her hobbies. And leadership supports this lifestyle.
The American magazine "Fortune" in 2012 conducted a study, interviewed 20,000 specialists worldwide and compiled a list of the 100 best global employer companies. Based on this research, Time magazine made the TOP-9 companies giving their employees the most unusual bonuses.
- Google: In addition to delicious dinners and creative workspaces, the company offers its employees bowling alleys and bocce courts - the Italian ball game.
- «SAS Institute ": The software company closely monitors the health of employees. The company pays for sick leave of any duration and provides employees with a free medical center.
- "GM Family Enterprise ”: A car dealer company has opened its own center for the care of children of employees, it provides an opportunity to make a haircut for free and bought several yachts for its employees.
- Autodesk»: in this company, you can bring your pet to the office and take paid leave of 6 weeks every 4 years.
- «Scottrade: A brokerage firm offers its specialists a 5% return on deposits when using a company’s bank.
- «Atlantic Hales ": this company provides free massage with activation of biological points in the morning before work and in the evening after.
- «FactSet ": the financial company almost caught up with Google in the quality and variety of lunches - it offers employees free lunches with a set of standard dishes, Chinese food, pies and muffins during the working day and in vans at the exit from the office. Another bonus is a free gym.
- «Microsoft ": The company provides employees with a free spa.
- «Mattel ": The world's largest toy manufacturer practices two short days - on Friday and Monday, employees leave home at 13:00.
Freedom and development - first and foremost
Millennials are extremely ambitious “accomplishments”. This is the most educated generation in history that seeks to learn even more. They believe that the key to success is not hard work, but the correct formulation of goals.
In the work, millennials value a free schedule, instant profit, virtual communication, and the opportunity to develop. Here are five components that will attract such people to your company.
Work-life balance. Jack Welch, the former CEO of General Electric, once said: “There is no such thing as a work and life balance. There is a choice of working life: you make it and it has consequences. ” According to the millenials, a flexible schedule is a very important opportunity to make choices today.
Money. Evaluate the work of millennials according to who they can become - and they will do more. Talk to them about their money potential because they want to understand how much they can earn next. Millennials should be rewarded systematically, they appreciate it.
Purpose. Millennials strive to work for the benefit of society, therefore it is important for them to understand how their work makes this world a better place.
Development program. Show millennials what you invest in their future — this is what you are likely to inspire them to invest in their business.
Privilege. Millennials value taking care of themselves, so a rest room, yoga in the morning and healthy food in the office will stimulate work in your company.
His among his
During the first three months, the new employee decides whether to stay with him in the company. In order to make this process of adaptation the most comfortable and convenient for millennials, do not wait for the first working day - start communication immediately. Having barely received an offer, the millennial considers you to be its employer and is ready to discuss working issues.
Inspire them with a corporate culture - most of all they want to be part of something big and important
For millenials, digital reality is common, so post the necessary information about the company online - preferably interactive. Communicate with such employees and online - they act quickly and provide feedback.
Self-education is above all
Development and learning are very important things for millennials. They will invest more time and effort in the company where they invest in their development. Here are some tips for organizing the learning process.
Make material available anytime. Millennials are unlikely to learn exclusively at fixed working hours. They strive to have access to knowledge anywhere - in the subway, at home, or even at a boring party.
Use micro learning. Bite-Sized learning is a training format where the process of obtaining knowledge is divided into very short interval classes. They can last from one to five minutes.
Millennials have clip thinking, that is, they perceive information in short, vivid images, for example, through a news feed on social networks.
The concentration of their attention is 10-15 times less than the rest, and therefore such training will be appropriate. Moreover, according to research results, micro-learning transfers knowledge 17% more efficiently and attracts 50% more.
Explain the purpose of the training. “Because I say that” is a phrase that never inspired anyone. But millennials are less likely than all other generations to do anything for this reason. They want to understand the purpose and how it affects the company as a whole. If the millennials feel that the training is not about anything more, they will quickly lose interest in it and the motivation to learn.
Offer ongoing training. Millennials need goals to move forward - and not just to the next rise. Education gives them the opportunity to develop within their position and does not allow them to feel that they are degrading and losing time. Continuous online education, mentoring and offline training are crucial to attracting the best millennials themselves and keeping them in the company.
Apply gamification. Generation Y has grown on computer and video games, and this is worth considering. Turn the learning process in the company into an interesting game with prizes and levels.
Millennials. How to train generation Y
Generation theory appeared in the USA in 1991. American scientists William Strauss and Neil Hove became interested in each other independently and began to conduct research on such a phenomenon as “generation”. What connects people born in a certain period of time, what are their habits and values, especially the development and perception of information. Today, the theory of generations has found its application in the fields of politics, marketing, human resources management, sales, since it answers the following questions:
- how do we communicate
- how do we set goals
- how do we make decisions
- how to resolve conflicts
- how do we buy
- how do we manage
- how to build teams.
Generation Theory in Russia
In the literature, you can find various options for the time frame dividing generations. Some experts call the millennials of people who were born from 1985 to 1997, others rank as games born from 1980 to 2000. The adaptation of generational theory to Russian realities was made by the team of Eugenia Shamis - founder and CEO of Sherpa S Pro (until 2013 - Personnel Touch), and coordinator of the RuGenerations project “Generation Theory in Russia”.
Employees of Russian companies today are represented by three generations: baby boomers, X and Y. At the same time, it is the millennials, that is, conditionally “twenty-year-olds”, which in the very near future will dominate in terms of numbers in the labor market. This fact alone should force current managers to take seriously the expectations and needs of the www generation (or Next generation).
Features of Generation NEXT
Generation Y is often compared to generation X, born between 60-70. Sociological experts call parents of millennials analysts. They are easy to manage, they are systemic, conformal (take into account the opinions of others and life circumstances), obey the general rules, but at the same time are not initiative. Ready to work on general indicators, Xs often encounter a lack of understanding of younger fellow gamers, because for the latter, first of all, their own brand and their own indicators matter.
And so, the gamers, whose childhood or youth fell on a relatively prosperous time and with whom the consumer boom occurred, are in turn distinguished by their egoism, independence, initiative and critical thinking. If they are sincerely convinced that they are more efficient in the afternoon, they will try to convince the management to revise the work schedule, even if they worked from 9 a.m. to 6 p.m. for centuries.
Millennials value freedom, above all freedom of choice. According to sociological studies, 44% of the surveyed representatives of generation Y receive or provide services on request, that is, they use services such as Uber, Airbnb, Netflix.
What forms of learning do millennials prefer
The main task of managers and HR managers today is to retain talented young employees. They come - they learn - they leave, they are constantly in search of something better. The phenomenon that provokes such turnover is called “Job-Hopping”. As a result, companies are forced to increase the budget for employee training, but this is not enough. To meet the expectations and needs of the digital generation, it must be surprising, interesting, that is, constantly looking for new L&D formats (Learning and Development).
The main trends in the training of the generation "www
- desire for community,
- destruction of a rigid hierarchy,
- informal learning style,
- departure from the audience format.
Generation “Next” is called the most educated. Millennials are used to learning, from childhood, mastering new technologies at the same rapid pace at which they were born. Young game specialists are not ready to spend years on continuing education; they want to learn new knowledge and competencies quickly. Today's twenty-year-olds are interested in brands. First of all, their own, the construction of which they are engaged in and emphasize this, then the brand and recognition of the company, for the benefit of which they are ready to spend their time and knowledge. Millennials want meaningful work and an understandable learning path.
The players from those who are online 24 hours 7 days a week. When choosing the methods of training specialists of the digital generation, it is worth considering that they prefer to receive information at a convenient time for themselves, respectively, they will prefer distance learning to face-to-face forms, webinars to classical lectures. New knowledge should be available from any multimedia device.
Pictures, not text. This is how millennials take data better. Schemes, illustrations and graphics will tell them much more than weighty volumes of professional literature. These preferences also fit into the ideology of the players: to optimize the time costs.
Gamification Elements of the game today are often used to solve real problems, including in staff training. Millennials constantly need fun (from English fun fun), therefore, the transition to the next level (promotion or trust of responsible projects) will be a clear incentive in the educational process of players. One of the main advantages of the game in education is the gamer (employee), he can immediately see the results, which is an important factor for the impatient generation Next.
Today's HR managers can envy the calm work of their colleagues from the past. None of the human resources departments dreamed of as many tasks as “eychars” are now solving. And although not everyone is ready to recognize and adopt the theory of generations, considering the difficulties of interaction the same at all times, after another 5 years, the current twenty-year-olds will occupy key positions in many companies, translating the values of their generation and changing personnel policies for themselves.
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