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Generational Differences in Employer Branding<br />Chelsea Vandlen<br />HR Intern, Corporate Center Talent and <br />Organ...
Agenda<br />Introduction of employer branding (EB)<br />Definition<br />Prevalence<br />Benefits<br />Generational differe...
Definition of Employer Branding (EB) <br />“The package of functional, economic, <br />and psychological benefits provided...
Definition of Employer Branding (EB) <br />DIFFERENTIATION<br /><ul><li> Health
 Wealth
 Growth
 Work Environment</li></ul>PERCEPTION<br />
Prevalence of EB<br />
Prevalence of EB<br />
Benefits of a Strong EB<br />Higher quality applicant pool<br />Stable and positive workforce attitudes and organizational...
Generational Differences<br />“If you can change your clothes without losing your identity, why can’t your brand do the sa...
Baby Boomers (1945-1964): “The Largest Generation”<br />How they view…<br />Money<br />I deserved it—I spent it<br />Leisu...
Best Practices<br />CVS: Talent is Ageless<br />“Snowbird” programs<br />Older employees increased from 7% of workforce (1...
Generation X (1965-1978):“The Skeptical Generation”<br />How they view…<br />Money<br />I demand it—I invest it<br />Leisu...
Best Practices<br />W.L. Gore & Associates: Join Gore & Change Life<br />Associates, not employees<br />Lattice organizati...
Generation Y (1979-2000):“The Overprotected Generation”<br />How they view…<br />Money<br />Financially smart<br />Retirem...
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Generational differences in employment branding2

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Generational differences in employment branding2

  1. 1. Generational Differences in Employer Branding<br />Chelsea Vandlen<br />HR Intern, Corporate Center Talent and <br />Organizational Development Department<br />Spring 2010<br />
  2. 2. Agenda<br />Introduction of employer branding (EB)<br />Definition<br />Prevalence<br />Benefits<br />Generational differences and best practices<br />Baby Boomers<br />Generation X<br />Generation Y<br />Sources consulted<br />Q&A<br />
  3. 3. Definition of Employer Branding (EB) <br />“The package of functional, economic, <br />and psychological benefits provided by employment, and identified with <br />the employing company.’”<br />- Ambler and Barrow (1996)<br />
  4. 4. Definition of Employer Branding (EB) <br />DIFFERENTIATION<br /><ul><li> Health
  5. 5. Wealth
  6. 6. Growth
  7. 7. Work Environment</li></ul>PERCEPTION<br />
  8. 8. Prevalence of EB<br />
  9. 9. Prevalence of EB<br />
  10. 10. Benefits of a Strong EB<br />Higher quality applicant pool<br />Stable and positive workforce attitudes and organizational performance<br />Reduced cost of employee acquisition<br />Improved employee relations<br />Increased retention<br />Ability to offer lower salaries for comparable staff<br />
  11. 11. Generational Differences<br />“If you can change your clothes without losing your identity, why can’t your brand do the same?” <br />
  12. 12. Baby Boomers (1945-1964): “The Largest Generation”<br />How they view…<br />Money<br />I deserved it—I spent it<br />Leisure<br />Means to self-fulfillment<br />Work is shortcut to leisure<br />Technology<br />Expedient commodity<br />Work<br />Meaningful and purposeful<br />Expect consensus/participation<br />Deserve rewards/recognition<br />
  13. 13. Best Practices<br />CVS: Talent is Ageless<br />“Snowbird” programs<br />Older employees increased from 7% of workforce (1990s) to 18% (2007)<br />Home Depot: Passion Never Retires<br />Medical and dental benefits for employees working 10+ hours/week<br />
  14. 14. Generation X (1965-1978):“The Skeptical Generation”<br />How they view…<br />Money<br />I demand it—I invest it<br />Leisure<br />Work to have money for leisure<br />Balance work and leisure<br />Technology<br />Fact of life<br />Work<br />Flexibility<br />Shared leadership<br />Casual, friendly relationships<br />
  15. 15. Best Practices<br />W.L. Gore & Associates: Join Gore & Change Life<br />Associates, not employees<br />Lattice organization chart<br />SAS: Great software. Great people.<br />35-hour workweek<br />No monitoring of sick days<br />Subsidized daycares<br />On-site healthcare<br />
  16. 16. Generation Y (1979-2000):“The Overprotected Generation”<br />How they view…<br />Money<br />Financially smart<br />Retirement benefits are important factors in job choice<br />Leisure<br />Work-life balance<br />Technology<br />Intense users of high technology<br />Work<br />Addicted to change<br />Need constant recognition<br />Expect rapid promotion<br />
  17. 17. Best Practices<br />Deloitte<br />90% receive signing bonus<br />100% mentorship program participation<br />Virtual job previews<br />UBS: Together We…<br />Firm-wide campus recruiting strategy<br />Graduate deferral program<br />
  18. 18. Sources Consulted<br />Business Source Complete<br />Conference Board<br />Emerald<br />Fortune’s 2010 100 Best Companies to Work For List<br />Google Scholar<br />Gallup Consulting<br />Hewitt Associates<br />Harvard Business Review<br />Society for Human Resource Management<br />
  19. 19. Questions?<br />

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