Career Development for Generation Y Jenni Proctor www.careerclarity.com.au

The more things change………. “ People resemble their times more than they resemble their parents”

“ People resemble their times more than they resemble their parents”

Respect your elders! “ Interviewed” by friend’s son Daughter – Gym membership negotiated for everyone within the corporate office within a week of being in her first professional job

“ Interviewed” by friend’s son

Daughter – Gym membership negotiated for everyone within the corporate office within a week of being in her first professional job

What is a generation? Traditionally – parent to offspring and considered around 20 years. Gap between parent and offspring has become more than three decades Too many changes happening too quickly for this to be valid now

Traditionally – parent to offspring and considered around 20 years.

Gap between parent and offspring has become more than three decades

Too many changes happening too quickly for this to be valid now

How are generations determined? Now determined by Sex! “Cohort of people born within a span of time in which the trends, technologies and events have significantly shaped them.” Cycles in birth rates ( eg 223,000 births in Australia in 1965, big rise and fall then 223,000 births in 1979.) Seem to be relatively consistent across the Western World. Globalisation means differences between countries are diminished.

Now determined by

Sex! “Cohort of people born within a span of time in which the trends, technologies and events have significantly shaped them.”

Cycles in birth rates ( eg 223,000 births in Australia in 1965, big rise and fall then 223,000 births in 1979.)

Seem to be relatively consistent across the Western World.

Globalisation means differences between countries are diminished.

Australia's Generations - The Definitive Classification McCrindle Research based on ABS Population 2006 Description Born Age Pop’n % of Pop Builders Before 1946 63+ 3.5 m 17% Boomers 1946 - 1964 44 - 62 5.3m 26% Generation X 1965 - 1979 29 - 43 4.4m 21.5% Generation Y 1980 – 1994 14 - 28 4.2m 20.5% Generation Z 1995 - 2009 Under 14 3.1m 15%

Disputes about Generation Y Also called Millenials Some studies cut them off at 1990, others at 1994, and others use the change of century as the marker. Are these categories just another form of stereotyping? Perhaps generationalising Mosaic generation – mosaic of cultures, genders and ages

Also called Millenials

Some studies cut them off at 1990, others at 1994, and others use the change of century as the marker.

Are these categories just another form of stereotyping? Perhaps generationalising

Mosaic generation – mosaic of cultures, genders and ages

Are they the same as we were? Similarities of age and stage Live in a different culture of mass marketing, interactive technology, pop-culture with completely different generational influences. Global youth culture Diversity within that youth culture

Similarities of age and stage

Live in a different culture of mass marketing, interactive technology, pop-culture with completely different generational influences.

Global youth culture

Diversity within that youth culture

Generational influences – Baby Boomers (1946 – 1964) Emerging freedom of the 60s and 70s TV (even in colour!); Portable music “ Sit down and shut up” education.......One way flow Free education - Scholarships for teachers Often first generation in family to have a tertiary education. Teaching was generally very respected by society and was a “good secure job”. Adaptive and flexible as we coped with all the changes in technology. Single parent families were not common.

Emerging freedom of the 60s and 70s

TV (even in colour!); Portable music

“ Sit down and shut up” education.......One way flow

Free education - Scholarships for teachers

Often first generation in family to have a tertiary education.

Teaching was generally very respected by society and was a “good secure job”.

Adaptive and flexible as we coped with all the changes in technology.

Single parent families were not common.

Generational Influences – Generation X (1965 – 1979) Brought up in time of growth within Australia but influenced by extremes: Experienced the excesses of the 80s but commenced work during the recession of the 90s. Witnessed Cold War finish but also instability of Stock Market crash and Newcastle earthquake Hey Hey It’s Saturday and MTV – Popular culture was paramount but passive. Education was freer, more creative, more discussion based.

Brought up in time of growth within Australia but influenced by extremes:

Experienced the excesses of the 80s but commenced work during the recession of the 90s.

Witnessed Cold War finish but also instability of Stock Market crash and Newcastle earthquake

Hey Hey It’s Saturday and MTV – Popular culture was paramount but passive.

Education was freer, more creative, more discussion based.

Do these generational fads pass? Generation X – Changing jobs High disposable income Friendship networks High priority on entertainment Has remained valid for many years.

Generation X –

Changing jobs

High disposable income

Friendship networks

High priority on entertainment

Has remained valid for many years.

Generational Influences – Generation Y (1980 – 1994) KIPPERS – Kids in Parents’ Pockets Eroding Retirement Savings! Fickle and self-focused or responding to the economic realities? Brought up during unprecedented period of growth with aspirational parents. Communication easy, international, private – Mobile phones and SMS, Internet, “15 minutes of fame”, interactive media Insecurity of terrorism and US school shootings Learning with many sensory inputs – music, TV, computer, MSN

KIPPERS – Kids in Parents’ Pockets Eroding Retirement Savings!

Fickle and self-focused or responding to the economic realities?

Brought up during unprecedented period of growth with aspirational parents.

Communication easy, international, private – Mobile phones and SMS, Internet, “15 minutes of fame”, interactive media

Insecurity of terrorism and US school shootings

Learning with many sensory inputs – music, TV, computer, MSN

What are the main Generational Influences on Generation Y? Communication Lifestyle Life issues Family issues Financial demands including work World issues

Communication

Lifestyle

Life issues

Family issues

Financial demands including work

World issues

Features of their lives Helicopter parents Busy, busy, busy – Before school, at school, after school Personal chauffeurs Special and catered for - TV shows, products, magazines aimed directly at them Shuffled between parents Personal achievement at almost any cost – tutors, coaches, braces.

Helicopter parents

Busy, busy, busy – Before school, at school, after school

Personal chauffeurs

Special and catered for - TV shows, products, magazines aimed directly at them

Shuffled between parents

Personal achievement at almost any cost – tutors, coaches, braces.

Choose your own adventure Choice Viral marketing – Deeply connected Interactive media – vote on, vote off Everyone is a critic – constructive or just plain nasty

Choice

Viral marketing – Deeply connected

Interactive media – vote on, vote off

Everyone is a critic – constructive or just plain nasty

Generational Problems Financial pressure – home ownership, casual workforce Education debt Terrorism Cost of sustaining a high consumption lifestyle

Financial pressure – home ownership, casual workforce

Education debt

Terrorism

Cost of sustaining a high consumption lifestyle

Generation Y skills Leadership skills (not out-front leadership) Technology skills Access new trends and movements Team work Multi-tasking, multiple stimuli

Leadership skills (not out-front leadership)

Technology skills

Access new trends and movements

Team work

Multi-tasking, multiple stimuli

Technology Impacts Constantly connected 24/7 What’s privacy? Living out Andy Warhol’s prediction: MSN, MySpace, Bebo, Gossip Girl, Idol etc. Photos, intimate details shared with many. Impatient and expect instantaneous results

Constantly connected 24/7

What’s privacy? Living out Andy Warhol’s prediction: MSN, MySpace, Bebo, Gossip Girl, Idol etc. Photos, intimate details shared with many.

Impatient and expect instantaneous results

What do they value? Input, feedback and mentoring Flexibility and social environment Lifestyle and work/life balance Diversity and transparency Freshness in content and style Creativity valued and remembered Experiencing, participation, interaction - Kinesthetic learners (52%), - Visual learners (48%) “ Post-literate” generation (perhaps multi-literate) who best learn from activities, stories, humour, roleplay, music, visual aids. Peer opinions McCrindle Research

Input, feedback and mentoring

Flexibility and social environment

Lifestyle and work/life balance

Diversity and transparency

Freshness in content and style

Creativity valued and remembered

Experiencing, participation, interaction - Kinesthetic learners (52%),

- Visual learners (48%)

“ Post-literate” generation (perhaps multi-literate) who best learn from activities, stories, humour, roleplay, music, visual aids.

Peer opinions

What do they respond badly to? Micromanagement Being expected to conform to old styles Marketing that is slick, glossy and insincere Sterility, lifelessness Theory, data and statistics Out of date practices or rules

Micromanagement

Being expected to conform to old styles

Marketing that is slick, glossy and insincere

Sterility, lifelessness

Theory, data and statistics

Out of date practices or rules

What do they want? Leadership with integrity and honesty Challenge and growth Working with friends Fun Respect Flexibility (Claire Raines, Managing Millenials – www.generationsatwork.com)

Leadership with integrity and honesty

Challenge and growth

Working with friends

Fun

Respect

Flexibility

(Claire Raines, Managing Millenials – www.generationsatwork.com)

Hays Recruitment Survey Generation Y Risk takers in work environment -60% Career No. 1 priority Career means freedom to achieve a fulfilled and meaningful work life 2% - job for life Other generations 40% will take career risk Health No. 1 priority Career is their investment in their financial future. 12% - job for life

Generation Y

Risk takers in work environment -60%

Career No. 1 priority

Career means freedom to achieve a fulfilled and meaningful work life

2% - job for life

Other generations

40% will take career risk

Health No. 1 priority

Career is their investment in their financial future.

12% - job for life

What is being done at work? Fun! Fun Fridays - Funky Fridays - Free dress Fridays – Celebrations – Team social activities eg bare foot bowls Team challenges / Shared goals Mentoring programs Team valued, supported, given recognition Holistic - Competence + culture & character Benefits for their private life (eg gym membership)

Fun! Fun Fridays - Funky Fridays - Free dress Fridays – Celebrations – Team social activities eg bare foot bowls

Team challenges / Shared goals

Mentoring programs

Team valued, supported, given recognition

Holistic - Competence + culture & character

Benefits for their private life (eg gym membership)

Implications for career development Willing to do shorter courses to save money, time and gain flexibility and advantages of smaller institutions eg mentoring Willing to research courses to get what they want Work-life balance is highly valued May be aware of skills shortages

Willing to do shorter courses to save money, time and gain flexibility and advantages of smaller institutions eg mentoring

Willing to research courses to get what they want

Work-life balance is highly valued

May be aware of skills shortages

Your challenge…………… How can we tailor our approach to Career Development to meet the needs of Generation Y? Brand image Marketing Technology Interactions and expectations Content

How can we tailor our approach to Career Development to meet the needs of Generation Y?

Brand image

Marketing

Technology

Interactions and expectations

Content