Generational differences in employment branding2
Transcript of Generational differences in employment branding2
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Generational Differences in Employer Branding
Chelsea VandlenHR Intern, Corporate Center Talent and
Organizational Development DepartmentSpring 2010
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Agenda
Introduction of employer branding (EB)◦Definition◦Prevalence◦Benefits
Generational differences and best practices◦Baby Boomers◦Generation X◦Generation Y
Sources consultedQ&A
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Definition of Employer Branding (EB)
“The package of functional, economic, and psychological benefits provided by
employment, and identified with the employing company.’”
- Ambler and Barrow (1996)
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Definition of Employer Branding (EB)
DIFFERENTIATION
PERCEPTION
• Health• Wealth• Growth• Work Environment
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Prevalence of EB
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Prevalence of EB
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Benefits of a Strong EB
Higher quality applicant poolStable and positive workforce attitudes and
organizational performanceReduced cost of employee acquisitionImproved employee relationsIncreased retentionAbility to offer lower salaries for comparable staff
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Generational Differences
“If you can change your clothes without losing your identity, why can’t your brand do the same?”
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Baby Boomers (1945-1964): “The Largest Generation”
How they view…
Money
I deserved it—I spent it
Leisure
Means to self-fulfillmentWork is shortcut to leisure
Technology
Expedient commodity
Work
Meaningful and purposefulExpect consensus/participationDeserve rewards/recognition
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Best Practices
CVS: Talent is Ageless◦“Snowbird” programs◦Older employees increased from
7% of workforce (1990s) to 18% (2007)
Home Depot: Passion Never Retires◦Medical and dental benefits for
employees working 10+ hours/week
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Generation X (1965-1978):“The Skeptical Generation”
How they view…
Money
I demand it—I invest it
Leisure
Work to have money for leisureBalance work and leisure
Technology
Fact of life
Work
FlexibilityShared leadership
Casual, friendly relationships
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Best Practices
W.L. Gore & Associates: Join Gore & Change Life◦Associates, not employees◦Lattice organization chart
SAS: Great software. Great people.◦35-hour workweek◦No monitoring of sick days◦Subsidized daycares◦On-site healthcare
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Generation Y (1979-2000):“The Overprotected Generation”
How they view…
Money
Financially smartRetirement benefits are
important factors in job choice
Leisure
Work-life balance
Technology
Intense users of high technology
Work
Addicted to changeNeed constant recognition
Expect rapid promotion
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Best Practices
Deloitte◦90% receive signing bonus◦100% mentorship program
participation◦Virtual job previews
UBS: Together We…◦Firm-wide campus recruiting
strategy◦Graduate deferral program
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Sources Consulted
Business Source CompleteConference BoardEmeraldFortune’s 2010 100 Best Companies to Work
For ListGoogle ScholarGallup ConsultingHewitt AssociatesHarvard Business ReviewSociety for Human Resource Management
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Questions?