Generational Differences in Employer Branding
Chelsea VandlenHR Intern, Corporate Center Talent and
Organizational Development DepartmentSpring 2010
Agenda
Introduction of employer branding (EB)◦Definition◦Prevalence◦Benefits
Generational differences and best practices◦Baby Boomers◦Generation X◦Generation Y
Sources consultedQ&A
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)
Definition of Employer Branding (EB)
DIFFERENTIATION
PERCEPTION
• Health• Wealth• Growth• Work Environment
Prevalence of EB
Prevalence of EB
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
Generational Differences
“If you can change your clothes without losing your identity, why can’t your brand do the same?”
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
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
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
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
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
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
Sources Consulted
Business Source CompleteConference BoardEmeraldFortune’s 2010 100 Best Companies to Work
For ListGoogle ScholarGallup ConsultingHewitt AssociatesHarvard Business ReviewSociety for Human Resource Management
Questions?
Top Related