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From Mao to More: Catching up with the next generation of talent in China is the latest executive whitepaper from MSL China, and provides insights and understanding of upcoming graduates in tier one Chinese cities. It is based primarily on 55 in-depth interviews with Chinese students in universities throughout Shanghai, Beijing, Guangzhou and Chengdu, graduating from 2012 to 2015.
The Chinese saying “three years make a gap” accurately explains how fast Chinese society is changing and how generation gaps are being created. This creates additional challenges when companies are looking to attract upcoming graduates. Values and drivers are in flux, so HR Directors and Country Managers must stay up to date on target group values and mindset if they want to communicate effectively with this changing talent pool.
The whitepaper outlines the most important drivers of this group, as well as their attitudes to their career, international employers, managers and entrepreneurship. It also provides advice and recommended communication strategies for how to best engage, attract and retain this group of people who we identify as ‘Generation More.’