Recruitment for Retention – Generational Differences
Valerie Kennerson
Managing Director Talent Attraction

Topics of Discussion
Context
• Introduction
• Generations in the Workforce
• Impacts and implication to your
recruitment approach
Generational Challenge
Talent Opportunity Program

Introduction

Introduction
Our Mission
We’re here to eliminate cancer as a
major health problem.
Our Vision
A world free of cancer.

Introduction
Our Promise
We save lives.
We’re delivering on that promise by
helping you stay well, get well, by
finding cures, and by fighting back.

Introduction
American Cancer Society
• 13 Geographic Divisions
• More than 3,400 local offices
• Over 6,200 employees
• Over 3 million volunteers
• Over $1 billion in revenues annually

Generations in the Workforce
• Veterans
• Boomers
• X-ers
• Millennials – Generation Y –
Generation Next
People resemble their
times more than they
resemble their
parents.

Veterans

Veterans
• Born before 1940
• 5% of today’s workforce
• Impacted by
• Depression
• FDR elected
• Dust Bowl
• Social Security
System Established
Dedication
• Hitler
Sacrifice
• Pearl Harbor Hard Work
• D-Day Conformity
• Victory in Europe Law and Order
and Japan Respect for Authority
Patience
Delayed reward
Duty before pleasure
Franklin Roosevelt, Churchill,
Babe Ruth & Joe DiMaggio Adherence to Rules

Veterans
• If this is a population that you were targeting
for recruitment, what would you consider?
• Job Description and Make Up
• Systems
• Brand/EVP
• Process
• Communications

Baby Boomers

Baby Boomers
• Born about 1940 to 1960
• 45% of today’s workforce
• Impacted by
• Salk Vaccine
• Rosa Parks
• First Nuclear Power Plant
• Civil Rights Act
• Birth Control Pills
• Kennedy Elected/
Assassinated
• Cuban Missile Crisis
• MLK March on Optimism
Washington
Team Orientation
• Woodstock
Personal Gratification
• Moon Landing
Health and Wellness
Personal Growth
Youth
Work
Gandhi, Marin Luther King,
Involvement
John and Jackie Kennedy

Baby Boomers

Baby Boomers
• Discuss with the person next to you.
• If this is a population that you were targeting
for recruitment, what would you consider?
• Job Description and Make Up
• Systems
• Brand/EVP
• Process
• Communications

Generation X

Generation X
• Born about 1960 to 1980
• 40% of today’s workforce
• Impacted by
• Women’s Lib
• Terrorists at Munich Olympics
• Watergate
• Energy Crisis
• First PC
• Jonestown mass suicide
• Three Mile Island
• Massive US layoffs
• Iran hostage situation
• John Lennon murdered Diversity
• Ronald Regan
Thinking Globally
• Challenger Disaster
• Exxon Valdez Oil Tanker Spill Balance
• Fall of Berlin Wall Techno-literacy
• Desert Storm Fun
Informality
Self-reliance
Are NOT influenced by heroes. Pragmatism

Generation X

Generation X
• Discuss with the person next to you.
• If this is a population that you were targeting
for recruitment, what would you consider?
• Job Description and Make Up
• Systems
• Brand/EVP
• Process
• Communications

Generation Y / Millennials

Generation Y / Millennials
• Born about 1980 to 2000
• 10% of today’s workforce
• Impacted by
• Desert Storm
• Rodney King Beating
• Nirvana singer Kurt Cobain suicide
• Oklahoma City Bombing
• OJ Simpson verdict
• Death of Princess Diana
• President Clinton’s scandals Optimism
• Columbine High School Civic duty
• Y2K Confidence
• September 11 Achievement
Sociability
Morality
Street Smarts
Diversity
Bill Gates, NYC Firefighters,
Connected
American Women’s Soccer Team Contributing

Generation Y / Millennials

Generation Y / Millennials
• Discuss with the person next to you.
• If this is a population that you were targeting
for recruitment, what would you consider?
• Job Description and Make Up
• Systems
• Brand/EVP
• Process
• Communications

Generation Y – Focus for ACS

Impact and Implication
• A majority of the American Cancer
Society’s 34% annual turnover rate is
at the junior level community staff
(Millennial Generation)
• This turnover has cost the Society
over $11 million annually.

Talent Opportunity Program

Talent Opportunity Program
Description
• 3 year program
• Community Based Staff
(Traditionally High Turnover)
• Large Percentage Millennials
Goals
• Consistently retain community
development staff for 3 years
• Plan for turnover in advance
• Enable positive turnover with high
job satisfaction at exit

Talent Opportunity Program
Phase One Phase Two Phase Three Post TOP
Assign buddy Assign Mentor 1 business knowledge Transition into
Formal On Boarding Minimum of 1 business application Career Progression
Process knowledge application / 1 volunteer opportunity/ and Core Competency Map.
Introduction to Workgroup Cross-Functional community service. Opportunity to become
nationwide community Learning Experiences Define career Plan a buddy, mentor or coach
Formal competency Career coaching session #1 with coach Opportunity to become
and knowledge assessment Nationwide TOP Career coaching sessions TOP representative and/or
to move to Stage 2 Community Event 2 learning or knowledge help plan TOP events
Formal competency and application experiences
knowledge assessment Mentorship program
to move to Stage 3. Final Stay, Grow,
Go conversation

Talent Opportunity Program
• 52 weeks of Inspiring Stories
• Book Club
• Virtual Based, 1 hour/week for 8 weeks
• Focused on leadership/professional
development books
• Each participant has a role in facilitating
• Networking Calls
• Virtual Based, 1 hour, twice/month
• Focused on training and professional
development
• Each participant has a role in facilitating

Talent Opportunity Program
• Mentoring
• Facebook Community
• Blog Discussions
• Links to additional resources for
role/professional development
• Annual Forum
• Face to Face, 1-2 days
• Professional Development
• Exposure to Leadership

Talent Opportunity Program

Talent Opportunity Program

Talent Opportunity Program

Talent Opportunity Program
• Year One Results
• High level of
participation in the
social communities
• Strong sense of
camaraderie with
participants
• Decreased turnover
– from 34% to 2%

Talent Opportunity Program
“[I] enjoyed sharing best practices from
others across the nation as how to
apply [best practices] to our normal way
of business.”
“I liked talking with co-workers from
other divisions. I also enjoyed the topics
of conversation about the [book club]
material.”
“I like the focus on us and our career
development, not just our current role. It
helps to keep us motivated.”