For millennials, an important condition for choosing an employer or producer is commitment. Engagement understood on many levels. Involving employees or consumers in the organization’s activities, supporting initiatives outside the workplace. For millenials, both perspectives, employees and consumers are put on an equal footing, and companies must maintain balance in planning their activities as part of the mission, bearing in mind that the company’s employees are also the closest consumers. Philip Kotler in “Marketing 3.0” notes that: To sell a mission (…), companies must propose a mission in which they promise transformation, they must create thrilling stories to support it and engage customers to accomplish this mission together.
So what are the expectations generation Y has from their employers? The aforementioned social commitment, at the level of the local community or in a broader perspective, such as Microsoft’s declaration of reducing its carbon footprint from the beginning of the company’s existence. Internal grants that allow groups of close associates to implement projects to improve the quality of life in the immediate area, such as painting classrooms or organizing community vegetable gardens in housing estates or supporting animal shelters, are becoming common practice. An important aspect is the cooperation between employees and the company sponsors the materials needed to implement the action.
It should be remembered that the adolescence of millennials and their entering adulthood is a mix of “analog” childhood and “digital” teens. It causes, that generation Y places socialization and building interpersonal relationships very high in the hierarchy of its values. They have the desire to create a kind of family at work, who spends time together not only performing professional duties, but also have fun out of the office. Hence, they enable, support the organization of such meetings by providing space in the office or expanding employer branding teams, whose one task is to build history and develop bonds between the employee and the company, but also between the employees themselves. Employees as the “consumers” of this content are later the best advertisers for new potential job candidates.
Employer branding teams are becoming a necessity for most companies. The actions they take have measurable financial effects. Although their marketing projects aim both current employees and potential candidates, generating cost, ultimately they contribute to lowering higher costs related to finding and employing suitable job candidates. Their goal is to give employees a sense of home from the company they work for. Very often they use social media in their activities. They are to involve employees who eventually become brand ambassadors and provide information on positive actions of the employer further encouraging more people to become candidates for work. New potential employees start to apply themselves, making it is easier and faster to find the right people for the job.
In addition, some companies at the center of their corporate values often put team spirit or, like Salesforce, a philosophy derived from the culture of Hawaii, Ohana, which means a family in which the company includes not only employees, but also customers or suppliers. This shows how much new employees and their approach influence organizations.
Support is another important element expected by employees and consultancy in the next stages of their professional development. This expectation shows that they want to develop and draw on the experience of elders. It also shows that they expect support in an ever-changing world and advice on how they should evaluate their decisions in the context of their strengths and directions in which they want to go. Ultimately, it shows the need for communication within the organization also in the form of mentorship. Through relationships with someone more experienced, ready to help and seeing, appreciating the employee’s progress. It does not always have to be someone who is much higher in the organizational structure, often the millennials themselves, who have longer experience perform well in these roles. Generation Y sees as an important element of cooperation in companies socialization, which is to take place not only at work, but also outside of it, employees of this age group want to celebrate success together. Both large and small. The most important aspect is the shared positive experience. Nevertheless, employers must pay attention to this element, because it shows millennials, to what extent the company perceives their effort, contribution to achieving a common goal.
An extremely important element in relations with millennials is communication, which should be two-way communication. Generation Y likes to get involved and understand. They want to be sure that the work they do has a positive impact on the company and makes a significant contribution in its functioning. In addition, they are happy to engage in all possible activities and initiatives to improve the functioning of the team. Design thinking sessions are becoming more frequent, during which invited employees of the company with different experiences, from various departments, trying to find solutions to complex problems in the company. One of the important elements of Google’s internal policy is to encourage employees to spend 20% of their time on projects that they think can have a positive impact on Google. This has been happening since the very beginning of the company’s operation. Some of the company’s main products began in this way, AdSense, Google Maps, Google News.
These elements regarding millennials’ approach to work ultimately require a new approach in terms of supervisors who will no longer be required to carry out the project from point A to point B. Managers with millennials should focus on ensuring conditions for cooperation and communication, giving the chance to work out the best path. Although this does not always work, those elements are important for the Y generation such as transparency, listening and collaboration can bring more benefits than using and reproducing patterns.
This generation is familiar with technology and can take advantage of the new opportunities it brings. This allows them to perform more tasks and monitor more parallel projects. Task-based work mode provides motivation, but also lets you enjoy your free time. It also creates new niches for project management monitoring programs like Asana, Microsoft Planner, Scoro or monday.com. These elements contribute to the fact that Generation Y is the most productive generation among employees. What seems important from the perspective of employers is to provide them with the right tools to work and make employment forms more flexible.
Articles that inspired text above:
- Kotler, H. Kartajaya, I. Setiawan, Marketing 3.0,
- Smith, Microsoft will be carbon negative by 2030, https://blogs.microsoft.com/blog/2020/01/16/microsoft-will-be-carbon-negative-by-2030/
- Page, S. Brin, 2004 Founders’ IPO Letter, Google, https://abc.xyz/investor/founders-letters/2004-ipo-letter/