Take It Or Lead It

Much has been written about Generation Y in recent years, but you’re seeing more written about them of late as more companies grapple not just with managing these employees but also trying to figure out how to attract them. There has never been a more important time to do so. As Baby Boomers begin to retire, or wind down their work schedules, this will increasingly put pressure on Generation X – the next group of experienced 40-somethings in line for senior management positions in companies across the world.

With an eye on the future, consider another sobering thought. By 2030, in the US alone there will be 35 million more jobs than people to fill them. Europe and Asia are expected to be in an equally dire situation, if not worse.

What to do? Get to work developing relationships with the stars of tomorrow – Generation Y.

Companies like Ernst & Young and Toyota have made very targeted and specific efforts to reach this population by going online to websites like Facebook and MySpace.

Having an online presence and building relationships with Generation Y is a critical part of any smart company’s recruitment strategy – but don’t go it alone. Find marketers and consultants in your area who specialize in this field: you are dealing with a group of media consumers who are way more savvy and sophisticated than you might give them credit for and they are pre-disposed to distrust both organizations and advertising. They do, however, trust their friends and people they know. Hence the need to build relationships. In other words, brand build online by all means, but GET OUT THERE.

We live in the world of the celebrity CEO and young people want to hear from company leaders. That doesn’t mean you have to be a celebrity to get noticed, but it does mean that the more senior you are, and the more you know – the more you need to polish off your speaking skills and get to college campuses. If you do this well, and you’re so inclined, you can actually get famous just by making a personal and concerted effort to reach out to this demographic. They’re all talking to each other, so why not be one of the people they talk about? As long as it’s for all the right reasons, you can only benefit.

You do, of course, need to have something to say. And something to offer.

To have something to say is most likely the easy part – just dole out free career advice in the context of your industry, talk about technology, changes, the excitement of the future. Sell it. You already know how to do that.

Having something to offer is a bit harder. Not because we assume that you don’t, but because this is a generation made up of people who are very hard to please. Two weeks of vacation? Expect them to thumb their nose at you. Try 4. Work-life balance is important to Gen Y above all else, and there are many twenty something’s who have already decided that it’s easier to quit a job and get another one so they can take a vacation than try and figure out how to fit a trip to Europe into the three vacation days they have left.

But it’s not all about time off – look at compensation, benefits, training opportunities, career paths, mentoring programs and examine the pros and cons of sabbaticals, flexible working opportunities and international assignments. If you want their attention, you’re going to have to earn it. You have tough competition. And that’s where your character comes in. Leaders who are sincere, authentic and genuinely committed to helping young people develop lucrative, empowering and fulfilling careers will be the ones who will win with this crowd. And if you’re one of those leaders, you have nothing to fear and nothing to lose.

We’d love to hear from you if you’re grappling with this challenge. How are you approaching it? What’s working for you and what isn’t? Do you have all the expertise you need in-house to reach Gen Y or are you looking outside for help?

This is a huge topic and we would love to stay close with you so we can bring ideas and advice that directly address your concerns.