Recruitment for Retention: Generational Differences

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Presentation from the ERE Expo Fall 2009, presented by Valerie Kennerson.

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Recruitment for Retention: Generational Differences

  1. 1. Recruitment for Retention – Generational Differences Valerie Kennerson Managing Director Talent Attraction
  2. 2. Topics of Discussion Context •  Introduction •  Generations in the Workforce •  Impacts and implication to your recruitment approach Generational Challenge Talent Opportunity Program
  3. 3. Introduction
  4. 4. Introduction Our Mission We’re here to eliminate cancer as a major health problem. Our Vision A world free of cancer.
  5. 5. 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.
  6. 6. 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
  7. 7. Generations in the Workforce •  Veterans •  Boomers •  X-ers •  Millennials – Generation Y – Generation Next People resemble their times more than they resemble their parents.
  8. 8. Veterans
  9. 9. 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
  10. 10. 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
  11. 11. Baby Boomers
  12. 12. 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
  13. 13. Baby Boomers
  14. 14. 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
  15. 15. Generation X
  16. 16. 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
  17. 17. Generation X
  18. 18. 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
  19. 19. Generation Y / Millennials
  20. 20. 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
  21. 21. Generation Y / Millennials
  22. 22. 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
  23. 23. Generation Y – Focus for ACS
  24. 24. 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.
  25. 25. Talent Opportunity Program
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. Talent Opportunity Program
  31. 31. Talent Opportunity Program
  32. 32. Talent Opportunity Program
  33. 33. 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%
  34. 34. 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.”

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