gen up how four generations work
TRANSCRIPT
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JointSurveyReportSeptember2008
GenUpHowthefourgenerationswork
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ContentsIntroduction 4
1 WhydoesGenerationalDiversitymatter? 5Whatisdifferentaboutthisreport? 5Whatresearchhavewedone? 5
2 Whoarethefourgenerationsintheworkforce? 63 Attractingandengagingthedifferentgenerations 10
Whatisimportantingenericvalueproposition? 10Areorganisationsgettingthegenericvaluepropositionright? 11WhoisgettingitrightinEurope? 13Generationaldifferencesinthevalueproposition 15Veteranpreferences 17BabyBoomerspreferences 18GenerationXpreferences 19GenerationYpreferences 20Creatingfairrecruitmentpractices 22
4 Whydogenerationsmisunderstandeachother? 24Retentionandloyalty 24Drivingcustomerservice 27Performancemanagement 27Mobileandflexibleworking 29Internalcommunication 29Leadershipandmanagement 32Careerdevelopment 32
5 Creatingawinningstrategy 35TopTenTips 36
6 Acknowledgements 37Researchteam 37Participants 37Furtherreading 38
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IntroductionPennaandtheCIPDsrespectiveclientsandmembersarestartingtocometotermswiththerealityandimpactofgenerationaldiversity,andarelookingforwaystobenefitfromtheskillsandmotivationsofdifferentgenerations.Wedecidedtohelpthembygaininganin-depthunderstandingofwhatindividualsintheworkplacewantfromtheircareersandwhatemployersaredoingtorespond.Thebusinesscaseformanaginggenerationaldiversityeffectivelyisclear:BroadertalentpoolsfromwhichtorecruitCreativityandinnovationfosteredfromgenerationalinteractionTheriskofnotmanagingthisdiversitycanbemisunderstandingbetweenmembersoftheworkforce,
leadingtoconflictanddisengagement.Totakeadvantageoftheopportunities,employersmustembracegenerationaldiversityandensuretheyhavemeaningfulpeoplestrategiesandpracticesinplace.Ourstudyaimstoaddtotheexistingknowledge,helporganisationstogainagreaterunderstandingoftheirworkforceandultimatelytoimprovebusinessperformance.Weareverygratefultoalltheindividualsandorganisationswhohavecontributedtothisproject.
GaryBrowning,CEOPennaDianahWorman,OBE,CIPDAdviser,Diversity
4
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WhydoesGenerationalDiversitymatter? 15Thespeedofcommunications,thepaceofchangetomeetmassmarkets,economicmigrationandmorerigorousPublicsectoraccountability,makethisauniquetimeintheworkplace.Thesehaveallplacedgreateremphasisthaneverbeforeontheneedfororganisationstobeagileandharnessdifferentcapabilities.Skillsindigitaltechnology,informationmanagementandentrepreneurialismaremixedwithlong-standingwisdom,changemanagementandcustomerserviceethos.Thefourgenerationsintheworkplacearebringingdivergentskills,learningstylesandexpectationsaroundreward.Thereareclearopportunitiestoharnesstheengagementandperformanceofeachgeneration.Yetitseemsfeworganisationsarerespondingtothediversityofattitudesandneeds.Sowhatarethosedifferencesandsimilarities?Whichsectorsaremostaffected?Aboveall,howcanorganisationsharmonisethegenerationstobringaboutsustainablehighperformance?Whatisdifferentaboutthisreport?Weaddressthelackofcurrentresearchthatconsidersthestrategicimplicationsofthefourgenerationsworkingtogether.PennaandtheCIPDhavecollaboratedtoconductacomprehensive,independentinvestigation.Ourresearchhasinvolvedbothindividualemployeesandorganisations,coveringeachofthefourgenerations.Weexplorethepracticalimplicationsforattracting,retainingandmanagingeachgeneration.Weexplorethefactorsthatdriverecruitmentdecisionsforeachgenerationwhatissimilaraswellaswhatisdifferentintheirchoices.Weexplorewhatdrivestheirengagementandperformance.Wehighlighthowwellemployersindifferentindustrysectors
are
being
rated
by
their
employees.
We
exploresomecasestudiesoforganisationsdoingitwell.Wethenconsiderwhatimplicationsthereareforleadership,managementandHRstrategy.
ThisresearchexplorestheUKworkforcecontextthroughcomparisonwithotherWesternEuropeannations.ThevastmajorityofpreviousgenerationalresearchhasbeenUS-centric,however,theirdemographicmakeupisdifferenttotheUKswherethebabyboomhappenedaroundtenyearslaterthanintheUS.Giventhisdifference,therehasbeenascarcityofempiricalresearchtovalidategenerationaldifferencesintheEuropeancontext.Wehaveuncoveredseveralmisconceptionsaboutgenerationalexpectations,andthesearehighlightedinourreport.Whatresearchhavewedone?Researchhasbeenconductedwithbothemployersandemployees.Penna,inpartnershipwiththeCIPDandPeopleMetrics, hasconductedanonlinesurveyinfivelanguagesacrosssixWesternEuropeancountriesFrance,Germany,Ireland,Spain,Sweden,andtheUK.Over5,500employeesweresurveyedfromacrossindustrysectors,organisationalsizes,generations,managementgradesandpaygradesaspartofthisstudy.WealsoconductedfocusgroupsandinterviewswithseniorHRmanagersfromvarious
organisations
throughout
the
UK
to
explore
theirchallengesasemployers,aswellasthepracticalactionstheyhavetakentoaddressgenerationaldifferences.TheresearchwasconductedfromMaytoJuly2008.ThiswasduringatimeofgrowinguncertaintyintheUKandECeconomies.IntheUK,FinancialServicesorganisationswerestartingtoshedjobsinordertorespondtotheglobalcreditcrunch.Therewasalsouncertaintyinthewidereconomyashousepricesstartedtodrop.
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Whoarethefourgenerationsintheworkforce? 2 6Previousresearchhasdemonstratedthateachgenerationhasdifferentattitudestowardstheirworkandtheworkplace.Eachgenerationdiffersinviewofwhomtheyareloyaltoandhowtheyviewtheircareerprogression.Theirviewsaredefinedbytheirformativeyearsandthenatureoftheeconomywhentheyjoinedtheworkforce.TherearefourkeygenerationalgroupscurrentlyintheworkforceVeterans,BabyBoomers,GenerationXandGenerationY1.Thereisalsoanewgenerationsoontoentertheworkforce.GenerationZareunder16yearsoldandarestartingtojoinRetailandHospitalityworkforces.Astheeconomymovesintoarecession,thiswillbeakeyformativedifferencebetweenthisgenerationandtheonebeforethem(GenY)whohavebeenusedtoalongperiodofeconomicgrowththroughouttheirworkinglivestodate.Assofewofthisgenerationarecurrentlyintheworkforce,theyhavenotbeenexplicitlyincludedinthisreport.Sociologicalresearchhasshownthatthegenerationshaveclearlydifferentcharacteristicswhichdonotsimplyrelatetotheirstageinlife.Forexample,ateenagerin1908mayhaveexperiencedsimilarphysicalchangesandtheirassociatedanxietiesasateenagerdoesnowin2008.Yetitisclearthatateenin1908wouldhaveexperiencedfewerhealthcare,technology,educationandemploymentopportunities.Eachgenerationcreatesitsowntraditionsandculturethroughsharedattitudes,preferencesanddispositions.Suchdifferencescanbelifelongandareinfluencedbyacombinationof:societaltrendsaroundraisingand
educatingchildren;
traumatic
social
events;
asignificantchangeintheeconomiccycle;theinfluenceofsignificantleadersand
entrepreneursoradramaticdemographicshiftwhichinfluencesthe
distributionofresourcesinasociety2.
Webelievethateffectivediversitymanagementcanbeachievedbycreatingchoiceforpeople.Thefindingsinthisresearchcanbeusedtoensureinclusivenessratherthanexclusionthroughthepoliciesandpracticesinplace.Thisapproachcanbeextendedtomanagingacrossdifferentcultures,gendersandotherdemographicdifferences.Inourresearchwehaveprimarilyexploredage-relateddifferences,however,wehavefoundthattherearealsofurtherdifferencesbetweengendersandcultureswithineachgeneration.
Aquickcaution:Thereisadangerwithareportongenerationstoreducethefindingstotime-honouredattitudes.GeorgeBernardShawoncesaid,Youthiswastedontheyoungandtheseingrainedgenerationaldifferenceswillalwaysbewithus.Technological, economicandsocialdevelopmentmeansthatanoldergenerationcanseetheyoungasprivileged,withtheyoungergenerationviewingtheireldersasoutmoded.Wewouldnotrecommendthatanorganisationtakestheevidencefromourresearchtothenlabelpeopleandmakeassumptionsabouttheirattitudes.Instead,werecommendusingthefindingsfromthisreporttoappreciatethevarietyofviewsintheworkforce.Ourresearchhasfounddiversitywithineachgenerationisassignificantasacrossgenerations.Wehavealsouncoveredmisconceptionsabouteachgenerationwhichcontradictsjudgementsmadeelsewhere.
1Thereisvariationbetweencommentatorsonwhichyearsdefinethegenerations.Webelievethattheseagegroupingsarelooselydefinedandshouldbetreatedasgeneralguidance.
2Wyatt(1993)
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Attractingandengagingthedifferentgenerations310Byunderstandingwhatmotivatesitsemployees,anorganisationcandevelopacompellingvaluepropositiontoengageandrewardthem.Thevaluepropositiontakesintoaccountdifferentaspectsofthejobitself,thebenefits,careeropportunities,theworkingenvironmentandtheorganisationasapotentialemployer.Anydifferencesingenerationalmotivationsandattitudeswillinfluencethevaluepropositionthatpeopleseek.Ourresearchhasthereforeexploredwhethergenerationaldifferencesresultindifferentengagementdriversandattitudestoreward.Wheretherearegenerationaldifferences,thenaneffectivevaluepropositionwilladdressanydifferentneedsaswellasthesimilaronesofeachemployeegroup.Anorganisationmayhaveavaluepropositionthatmeetstheneedsforoneortwogenerations,butthismayresultindifficultiesretainingotheremployees.Wefoundnumerousemployerswhohavereportedthattheyarestrugglingtoattractandretaincertaingenerationalgroupswhileturnoverwasverylowinothergroups.Inthischapter,westartbyexplainingthesimilaritiesbetweengenerations.Thisinformationcaninformthegenericvaluepropositionthatorganisationsneedtogetrighttobeagoodemployerforallgenerations.Wethenexplorethedifferencesbetweengenerations.Thesefindingscanhelpinformtheactionthatorganisationscouldtakeiftheyhaveproblemsattractingorretainingaspecificgeneration.Whatisimportantinthegenericvalueproposition?Coretothegenericvaluepropositionistheneedtoofferacompetitivedealandjobsecurity.Only4%ofpeoplefeltthatnoneofthesefactorswereapartof
their
decision-making
about
apotential
employer.
Theseexpectationsareconsistentacrossdifferentindustrysectors3.SomeemployershaveobservedVeteransandBabyBoomersbeinginterestedinlong-termrewardpackages,whiletherehasbeena
shiftforGenXandYtofocusingonshortertermpay/benefitsdeals.Thismaybearesponsetothelossoffinalsalarypensionschemes.Employersareofferingpensions,childcarevouchersandbuying/sellingholidaystomeettheneedsofthedifferentlife-stagesoftheiremployees.Havingagoodreputationasanemployerattractsandengages4employeesfromallgenerations.Agoodemployerwillofferjobswithasenseofpurposeandchallenge.Theyarealsoconsideredtotreatpeoplewithrespectandofferemployeesrecognitionandcreditfortheirachievements.Manyemployeesexpectanorganisationtoofferpersonaldevelopmentopportunitiesaspartofthevalueproposition.Withoutsuchopportunities,onlyVeteranswouldnotfeelinclinedtoleave.Thenatureofdevelopmentpreferencesvariesbetweengenerations.Forexample,BabyBoomersandGenXconsidertheseopportunitiestoincludeinternaljobmoveswithintheirorganisation.GenYismoreinterestedinbeinggivenspecialistskillstrainingandampleopportunitiestogrowonthejob.Thisislikelyareflectionofthegrowingemphasisonemployabilitymaximisingtheirvalueintheemploymentmarket.ThoseinthePublicandTMTsectorsweremoreconcernedaboutspecialistskillsdevelopmentthanthoseintheServicesector.
3 Industrysectorshavebeengroupedasfollowsinthisreport: PublicsectorincludingCentralandLocalGovernment,
Education,Health,andEmergency/Uniformsectors TMTTelecoms,MediaandTechnologysectors ServicesLeisure,Retail,Hospitality,Sales,CallCentres
andPersonalCaresectors ProfessionalProfessionalServices,Bankingand
FinancialServices,Pharmaceutical IndustrialEnergy,Utilities,Manufacturing,TransportandConstruction4 Employeeengagementhasbeenmeasuredusingfour
indicators:intentiontostay,discretionaryeffort,recommendationtoothersandemotionalattachment.
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11Themajorityofpeopleineachgenerationarelikelytoseekdevelopmentintheirspecialistareaofexpertise.Thereisalsosignificantdemandacrossgenerationsfor:peoplemanagementskills,differentusesoftechnology,leadershipdevelopmentandknowledgeabouttheirorganisationswiderbusiness.Areorganisationsgettingthisgenericvalue
proposition
right?
Organisationshavealongwaytogotomeettheexpectationsofdifferentgenerationsasonly24%ofemployeesintheUKworkforcefeelsfullyengagedwiththeirorganisation.Howwellorganisationsareperceivedtomeetthesecoreexpectationsvariesbygeneration.Overall,PublicsectorVeteransandProfessionalsectorGenYsaremostpositiveaboutthevaluepropositionofferedbytheirorganisation.ForVeteransandBoomers,payisseentobemostcompetitiveinthePublicsector.ForGenXandGenY,thoseintheProfessionalsectorarethemostpositive
about
receiving
competitive
pay
from
their
employer.WorkersintheServicesectoraregenerallylesspositivethanothersabouttheirdealmeetingtheirneeds.Althoughmanyseekjobsecurityfromanemployer,GenYismoreoptimisticthantheothergenerations.SixintenofbothPublicandFinancialsectorworkersfeeltheirjobissecure.ThisisexpectedfortheFinancialsector,giventhecurrentandeconomicsituation.However,thisisperhapsasurprisingfindinggiventhegeneralperceptionthatthePublicsectorofferssignificantjobsecurity.ThosefeelingalackofjobsecurityareactuallymorelikelytobeintheTMTsectorandPharmaceuticalsub-sector.
Professionalsectorworkersaregenerallythemostpositiveabouttheirorganisationsreputationasaplacetowork.GenXintheServicesectorarealsolikelytofeelthattheirorganisationhasagoodreputation.Conversely,BabyBoomersarelesslikelytofeelthattheirorganisationhasagoodreputation,particularlyiftheyarebasedinthePublicsector.Theyarealsolessinclinedtofeelthatpeopleintheirorganisationaretreatedwithrespect.Aroundsevenintenworkersacrosseachgenerationfeelasenseofpurposeintheirwork.Employers
in
the
Public
sector
seem
to
be
doing
bestwhenitcomestopersonaldevelopmentforallgenerations.PerhapsofconcernfortheProfessionalsectoristhatwhilsttheneedsofGenYseemtobemet,BabyBoomersareamongsttheleasthappyintheUKworkforceintermsofpersonaldevelopmentopportunities.
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12Figure1Averageratingsofthecorevaluepropositionbygeneration
Imfairlypaidformycontributiontomyorganisationssuccess39%40%41%35%44%Igetbackfromtheorganisationafairreturn(financialrewards,etc.)forwhatIgive(effort,performance)32%32%34%29%41%ImpaidfairlyfortheworkIdorelativetopeopleinsimilarpositionsinsimilarorganisations38%40%39%36%41%Ifeelsecureinmyjob56%60%56%53%55%SeniorManagementconsidersemployeeinputwhenmakingdecisionsthatimpactmyorganisation28%34%28%25%31%Mycontributiontomyorganisationssuccessisrecognisedbymymanager45%48%45%43%50%Myorganisationhasareputationasagoodplacetoworkintheindustry42%48%45%36%38%Ifeelabletousemykeyskills/expertiseinmyrole66%65%66%67%67%
OverallIget
asense
of
purpose
from
my
work
GenY69% GenX65%69% BabyBoomer72%72% Veteran
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WhoisgettingitrightinEurope?OrganisationsinSwedenarethemostpositivelyratedemployers.Inparticulartheyarewellratedfortheirworkingenvironmentwherepeoplefeelpartofateam,feeltheyaretreatedwithrespect,arepersonallyvaluedbythosearoundthemandtheycanhavefun.Theyalsofeelthattheirorganisationdemonstratessocialresponsibilityandarepositiveaboutcommunicationwithintheorganisation.JobswithinSwedenarealsobetterratedforofferingasenseofchallengeandgivingpeopletheopportunitytostretchtheirskills.Peoplealsofeelencouragedbytheorganisationtofocusondeliveringcustomerservice.OrganisationsinFrancearebestratedforbeinggoodemployers.Peoplefeelenabledtogetthingsdoneandthattheyareworkinginateam-basedenvironment.FrenchworkersarealsothemostoptimisticinWesternEuropeabouthavingaccesstojobopportunitieswiththeircurrentemployer.InIreland,employeesarethemostpositiveinWesternEuropeaboutthecompetitivenessoftheirdeal.Theyalsofeelagoodsenseofjobsecurityandthattheycanachievegoodlife/workbalance.Theyarealsomoreinclinedtofeelthatgoodcustomerserviceisrecognisedbytheiremployer.
13
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14Figure2Averageratingsofthecorevaluepropositionbycountry
Imfairlypaidformycontributiontomyorganisationssuccess28%38%50%29%29%42%Igetbackfromtheorganisationafairreturn(financialrewards,etc.)forwhatIgive(effort,performance)23%35%40%23%22%34%ImpaidfairlyfortheworkIdorelativetopeopleinsimilarpositionsinsimilarorganisations26%35%46%36%27%41%Ifeelsecureinmyjob53%62%65%61%58%53%SeniorManagementconsidersemployeeinputwhenmakingdecisionsthatimpactmyorganisation15%40%34%25%26%28%Mycontributiontomyorganisationssuccessisrecognisedbymymanager37%45%48%41%39%47%Myorganisationhasareputationasagoodplacetoworkintheindustry61%48%49%51%47%37%Ifeelabletousemykeyskills/expertiseinmyrole64%69%61%67%68%67%
FranceIgetasenseofpurposefrommywork Germany78% Ireland66%66% Spain89% Sweden68%67% UK
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15GenerationaldifferencesinthevaluepropositionSomeaspectsofthevaluepropositiondifferintheirimpactonengagementandintermsoftherelativeimportancethateachgenerationplacesonthem.Thesefactorsincludecertainaspectsofthejobrole,theworkingenvironmentandpersonaldevelopmentpreferences.Forexample,theemphasisoncustomerservice,work/lifebalanceandthedesireforteamworking.Inthissection,weoutlinethepreferencesofeachgeneration.Suchdifferencesinwhatgenerationsseekmeansthatcertainmessagesmaybemoreorlessattractivetocertaingroups.Someofthesepreferencesmayrelatetothecurrentlifestageofthegeneration.However,thefactthatorganisationsarefindinganeedtovarytheirpracticestoattractandretainyoungergenerations,indicatesthatthechangesaregenerationalandnotsimplyafactoroflifestage.Theemphasisonthevaluepropositioncriteriavariesbyindustrysector.IntheServicesector,recruitment
messagesaroundteamworkingaremorelikelytoattractGenY,whiletheopportunitytobeofservicetocustomersmayworkbetterforBoomers.InthePublicsector,oldergenerationswillrespondbettertomessagesaroundautonomywhiletheyoungergenerationsrespondbettertomessagesaroundspecialistskillsdevelopment.IntheProfessionalsector,work/lifebalanceismoreimportantforGenXworkers.Theiryoungercolleaguesmayrespondtomessages
around
rapid
job
promotion,
while
older
colleaguesrespondtobeingabletoservecustomers.Inthenextsectionsofthischapter,weexplorethepreferencesinthevaluepropositionthatwouldattractaparticulargeneration.AtBNPParibasScottishoffice,thereisasmallpooloffinancialservicesskillsintheemploymentmarket.Theyhavethereforesoughttoattractpeoplefromeachgenerationtoanewtrainingprogrammetoensurethattheyhavethecapabilitythattheyneed.
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16 CaseStudy
Multi-generationalAcceleratedGrowthProgrammeBusinesscase:BNPParibasaregrowingsignificantlyinScotland,wherethereisarelativelysmallfinancialservicesmarket.DuetocompetitionforasmallpoolofskilledFinancialServicesemployees,theyarefindingitdifficulttofindnewtalentinordertodevelopapipelineforfutureleaders.Whattheyaredoing:TheyhavelaunchedanewAcceleratedGrowthProgramme,whichwillbea2-yeardevelopmentprogrammefor15people.Thisisaimedatattractingpeoplefromaswideapoolaspossible-fromschoolleaversanduniversityleavers,toparentsreturningtoworkandolderworkerschangingcareer.Theschemeisgenuinelyabouttalent,withbehavioursandattitudesasimportant,ormoreimportant,thanqualifications.TheschemewillbepilotedinScotlandandthenrolledouttoothercountriesinEurope.Peoplewillstarton6thOctober.EveryoneontheschemewilltakeanIAQqualification,willhaveaseniormentorandwillundertake4x6monthplacementsindifferentpartsofthebusiness.Therewillbearangeofdifferentlearningmethodstoappealtodifferentgroups.Thisincludes:areadingandvideoclub;regulargettogetherstodiscusslearningsandpracticalapplications;developmentdayandtheopportunitytogetinvolvedinprojectworktogivethemahelicopterviewofthebusiness.Therewillbetheopportunitytoadapttheprogrammetodifferentpeople,tomakesurethatGenXgetassignmentsandGenYaregivenautonomyandplentyoffeedback.Impact:Consultationwithinthebusinessandseniorlevelsponsorshipoftheschemehasbeenverypositive.ToosoonforresultsasitonlylaunchedinJulybuttheyanticipateabroadgenerationaldiversityofparticipantsonthescheme.
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17VeteranpreferencesVeteransplaceparticularemphasisonfeelingvaluedbythosearoundthem.Theyfeelmoreengagedifpeopletakenoteoftheiropinionsandideas.Theyalsodesiretoworkinorganisationswheretheycanserveotherpeople.Theirviewofwork/lifebalancevariesfromothergenerationsaswell.Veteransaretheonlygenerationwhoseretentionisnotsignificantlyinfluencedbytheirjobrole.Theywouldconsiderworkingbeyondretirementiftheycouldchoosethehourstheywork.Thereisclearlyanopportunityinofferingthesesoon-to-retireesalternativeflexiblecontractstoretaintheirwisdomwithintheorganisation.Atthesametime,fourintenVeteransareseekingtrainingtocoach,adviseandsupportothers.Tappingintothissegmentoftheworkforceoffersarealopportunity,especiallygiventhesmallerworkforceofthefutureandtheimpendingretirementofboomers.Currently,Veteransaremorelikelytodisplaydiscretionaryeffortthananyothergeneration.FemaleVeteransinparticulararealsomorelikelytorecommend
the
organisation
and
feel
passionate
aboutwhattheydothananyothergroupintheworkforce.ThePublicsectorseemstoofferthebestoverallvaluepropositionforthisgeneration.
TheVeteranvaluepropositionVeteransseekjobsthatinvolvehavingauthoritytomakedecisions.Theyareusedtoclaritywithregardtotheirroles,responsibilities andhierarchies.Mostcurrentlyfeeltheyhaveauthoritytomakedecisions.Sixintenfeelabletogetthingsdoneandhaveaclearlydefinedroleorsetofresponsibilities.Veteranswanttobeofservicetotheircustomers.However,overhalfcurrentlyfeeltheirorganisationisnotfocusedongoodcustomerservice.ThoseinthePublicsectoraregenerallymorepositive.Theywanttofeelpersonallyvaluedbythosearoundthem.Theyexpectorganisationsandpeopletoreciprocatetheirloyaltyandrecognisetheirexperience.Theytendtobemoreengagedifpeopletakenoteoftheiropinionsandideas.Currently,nearlysixintenfeelthatthishappens.ThisishigherinthePublic
sector.
Theyseekpersonaldevelopmentopportunitiesaround:coachingandmentoringothersprojectmanagement.
Veterans
Retire?Me?Notlikely.
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18BabyBoomerpreferencesTraditionallyseenasthepresenteeismgenerationthatworkslongofficehours,BabyBoomersnowdesirework/lifebalanceasmuchasanyothergeneration.AthirdofBoomersinthePublicsectorwouldonlyjoinanorganisationifitofferedflexibleworking.However,halfofBoomersinanysectorfeelthattheycanstrikethisbalancecurrently,somethingthatthoseintheProfessionalsectorfindespeciallydifficult.FewerBoomersthanVeteranswouldconsiderworkingbeyondretirementage.BabyBoomersarethegenerationleastinclinedtodesireteamworking.Infact,onlyhalfofBoomersfeelthatsuccessismoreeasilyachievedthroughteamsthanindividually.ThisiscontrarytotheexpectationinwhichGenXareseentobetheindividualisticgeneration.Notably,moreBabyBoomersthanyoungercolleaguesconsiderthedemonstrationofsocialresponsibilityasanimportantfactorintheirengagementwiththeorganisation.AnorganisationthatdemonstratessocialresponsibilityislikelytoattractandengagemoreBabyBoomersthananyother
generation.
Again,
this
is
different
to
common
beliefthatGenYvaluesocialresponsibilitymorethanothergenerations.Althoughmanyofthatgenerationdovaluesocialresponsibility,theirchoicesandbehaviourarenotdrivenbythis.BabyBoomersaremorelikelytostaywiththeircurrentemployerthananyothergenerationbut,atthesametime,arelessinclinedtorecommendtheemployertoothersorfeelmotivatedtodisplaydiscretionaryeffort.MaleBoomersarelesspositivethantheirfemalecolleagues.ForBabyBoomers,thePublicsectoroffersthebestoverallvalueproposition.Theyaremorepositiveabouttheaspectsofthepositionthattheirgenerationseeksfromanemployer.BabyBoomersintheTMTsectorarealsomorepositiveaboutthevaluepropositiontheiremployeroffers.
BabyBoomersTheBabyBoomervaluepropositionBabyBoomersseekauthoritytomakedecisions.Sixintenfeeltheyareabletogetthingsdone.Iftheyhavechallengingwork,thenBoomersaremorelikelytofeelengagedwiththeirorganisation.Morethansixintenfeelsasenseofchallenge.ThoseinthePublicandTMTsectorsaremorelikelytofeelpositiveabouttheseaspectsoftheirjob.BabyBoomerswantwork/lifebalance.Halfwouldconsiderworkingbeyondtheirexpectedretirementage.Currently,halfofBoomersfeeltheirjoballowsthemtohaveanappropriatebalancebetweenworkandpersonallife.Theywanttofeelpersonallyvaluedbythosearoundthem,butcurrentlyunderhalfofthemdo.Justunderhalffeelpeopletakenoteoftheiropinionandideas.ThoseinthePublicsectorareslightlymorepositive.Boomersaremoreengagediftheirorganisationdemonstratessocial/environmentalresponsibility.Currently,fourintenfeeltheirorganisationdemonstratesthis,althoughthoseintheTMTsectorarelesspositive.Accesstopersonaldevelopmentengagesthem.Forexample,iftheyfeelabletobesuccessfulandthereareexcellentjobopportunitiesavailable.Onlyoneinfivearepositiveaboutjobopportunities,butthisishigherintheTMTsector.Thenatureofdevelopmentthattheyseekincludes:moreknowledgearoundotherpartsofthe
organisation,especiallyintheTMTsectorleadershipskills,althoughthoseinthe
Professionalsectorarelessconcernedaboutaccesstothisdevelopment
inthePublicsector,howtocoachandmentorothers
customerserviceskills- especiallyforthoseintheServiceandProfessionalsectors.
Iwanttoworkforasociallyresponsibleemployer.
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19GenerationXpreferencesThisgenerationisusedtoflathierarchies,dispersedworkingenvironmentsandcomplexorblurredreportingstructuresandaccountabilities.Manycurrentlyfeelthattheyhavechallengingwork,butsomemaybefrustratedthattheydonothaveauthoritytomaketheirowndecisions.Inallindustrysectors,flexibilityisstartingtobeseenaspartofthecoredeal.GenXcommonlyseekjobsthatfitwellwiththeirlifeoutsidework.Oneinfourcitesthisasakeydecisionfactorwhenseekingapotentialemployer.Thisdemandforflexibilityshouldnotbeseenasadesiretoworkfewerhoursashalfofthemwouldwillinglyworkmorehoursifflexibilitywasoffered.ThisisespeciallysointheProfessionalsector.GenXseestheworkplaceasaplacetosocialiseaswellastoworkandtendtofeelloyaltytowardspeoplewithintheorganisationratherthantotheorganisationitself.Organisationsthatofferasenseofworkplacecommunityarethereforemorelikelytoattractandengagethisgeneration.Traditionallydescribedasindependentandnotteamplayers,Gen
X
are
actually
the
group
most
likely
to
be
engagedwiththeorganisationiftheyfeelpartofateam.Onbalance,theProfessionalsectorcurrentlyseemstoofferGenXthebestvalueproposition.Inanysector,theyarelikelytofeelasenseofteamandchallengeintheirrole.However,theymayseealackofcareerdevelopmentopportunitieswithintheorganisation.TheseopportunitiesarefelttobemoreavailabletothoseintheProfessionalsector.Conversely,onlyoneinfiveintheTMTsectortendstofeelengaged.
GenXTheGenerationXvaluepropositionGenXseeksauthoritytomakedecisionsandthrivesonfeelingchallenged.Currently,aroundhalffeeltheyhavetheauthoritytomakedecisions.Morethansixintenfeelsasenseofchallenge,althoughfewerfeelchallengedintheServiceandProfessionalsectors.Theywantwork/lifebalance.GenXhavereactedagainstthefacetimecultureandoftenlookformoreofawork/lifebalancewhichgivesthemflexibilityandfreedom.Theyaremoreconcernedwithoutcomethanprocess.Halffeeltheirjoballowsthemtohaveanappropriatebalancebetweenworkandpersonallife.Accesstowork/lifebalanceissimilaracrossallsectors.Theywanttobepersonallyvaluedbythosearoundthem,andtendtobemoreengagedifthereisasenseofteam.Sevenintenfeelpartofateam.Thislevelisconsistentacrosssectors.Currently,halffeelpeopletakenoteoftheiropinionandideasatworkandthistooissimilaracrosssectors.Theyvaluefeelingabletobesuccessfulintheirorganisation.Accesstopersonaldevelopmentopportunitiesincludeonthejobgrowthcombinedwithexcellentjobopportunitieswithintheirorganisation.However,onlyoneinfourfeelstheyhavejobopportunitieswiththeircurrentemployer.ThoseintheProfessionalsectoraremoreoptimistic.GenXseekdevelopmentthatfocuseson:moreknowledgearoundotherparts
oftheorganisationleadershipskillscustomerserviceskills,especiallyinthe
servicesectorprojectmanagementskillsintheTMTsectorhelpwithcareermanagement
(inthepublicsector).
Abitofteameffortoverme,me,meplease.
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20GenerationYpreferencesAlthougheachgenerationplacesclearconsiderationonthecompetitivenessoftheirdealwhenseekinganemployer,itonlyaffectsGenYssubsequentperformance.ThiscombinedwithasenseofempowermenttogetthingsdonewillbemorelikelytoengageGenY.GenYcommonlyblursthelinesbetweensocialisingandwork.NearlysevenintenofGenYemployeesintheTMTandProfessionalsectorswouldconsiderworkinglongerhoursformorepay.GenYknowsthattheiridealistogainagreaterwork/lifebalancebutisalsokeentogainemployability.Tobalancethesepreferencesmanyactivelyseekanemployerwheretheycanbepartofateam,havefunandmakefriendswithintheworkplace.Althoughtheyseetimeforfriendsandfamilyasimportant,theytradeoffputtinginthehoursandsocialisewiththeteamofpeoplearoundthem.ThisisespeciallysoforthoseintheServiceandProfessionalsectors.GenYismorelikelytorecommendtheiremployerthananyothergeneration.Perhapsoppositetoexpectation,nearlyhalfactuallyintendtostaywiththeircurrentemployer
for
the
next
five
years.This
is
especially
the
caseinthePublicandProfessionalsectors.GoogleiswellknownamongGenYasagoodemployer.Forthisorganisation,culturefitisattheheartofitsrecruitmentandretentionpracticesasourcasestudydescribes.TheProfessionalsectorseemstohaveanedgeoverothersectorsforGenY.ThemajorityofGenYispositiveabouttheaspectsofthevaluepropositionthattheyseekfromanemployer.Forexample,theyfeelpartofateam,theirorganisationisfun,theyfeelchallengedandcangetthingsdone.However,likeGenX,theyarelesspositiveaboutjobopportunitieswiththeircurrentemployer.GenYintheServicesectortendstobetheleastpositiveaboutthevaluepropositionofferedbytheiremployer.
GenYTheGenerationYvaluepropositionGenerationYseektobepartofateam,havefunandmakenewfriends.Theyfeelmoreengagedtoperformbetterwheretheycanaccessthisteamworking.Threeinfourfeelpartofateamatworkwhilehalffeeltheirorganisationisafunplacetowork.Thisenvironmentisconsistentacrosssectors.Theyalsofeelmoreengagediftheyhavechallengingworkandtheyfeelabletogetthingsdone.Almosttwointhreefeelasenseofchallenge.ThisishigherinthePublicsector.Nearlysevenintenfeelstheyareabletogetthingsdone.ThisisslightlylowerintheServicesector.Theywantlife/workbalance.Overhalffeeltheycanachieveit.ThisishigherintheProfessionalsectorandlowerintheServicesector.Theyaremoreengagedwiththeiremployeriftheiroverallbenefitspackagemeetstheirneeds,butonlyfourintenfeeltheirneedsare
met.
This
is
much
higher
in
the
ProfessionalsectorandbelowaverageintheServicesector.Theyaremoreengagedwiththeiremployeriftheyhaveaccesstopersonaldevelopment.Forexample,beingabletobesuccessfulandhavingampleopportunitytogrow.Theseopportunitiesincludespecialistskillsdevelopment.Aroundtwointhreefeeltheycanusetheirkeyskillsintheirjobandsofeeltheyaredevelopingtheseskills.ThoseintheServicesectorarelesslikelytofeelpositive.Oneinthreefeelstheyhavejobopportunitieswithintheircurrentorganisation.ThisishigherintheProfessionalsector.GenYseeks:moreknowledgearoundotherpartsofthe
organisationleadershipskillscustomerserviceskills,especiallyinthe
Servicesectorprojectmanagementskills(intheTMTsector).
Itrustwhatthecompanysaysimplicitly.
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23CaseStudy
UsingcompetenciesforfairrecruitmentassessmentacrossgenerationsBusinesscase:Traditionally,recruitmentcriteriarequiredaspecificlengthofexperienceinthecaresector.However,Brunelcarewasfindingdifficultyrecruitingexperiencedcarepeoplewiththecompetenciesneededtotacklenewissuesfortheirbusiness.Anexamplecompetencyisininvestigativeandproblem-solvingtechniqueswhichcouldcomefromanyindustryorexperiencelevel.Previousrecruitmenttechniqueswouldhavelookedmorespecificallyatexperiencewithinthecaresector.Brunelcarewantedtoprioritiseorganisationalfitoverstrictadherencetothetraditionalcriteriaofqualificationsandsector-specificexperience.Theyalsowantedtoensurethattheirrecruitmentprocesssuitedeachgenerationequally.Approach:LinemanagersdefinethepersonspecificationandHRensuresthatessentialcriteriaincludecompetencemorethanqualificationsandexperience.Recruitmentcommunicationsarethendesignedtoofferanon-conditionalmessage.Forexample,inajobadvertthereisnomentionofarequiredamountofexperienceorofqualificationsunlessthesewouldbeessentialtotherolesuchasfornurses.ThefocusofrecruitmentcommunicationsisaroundBrunelcaresvalueshardworking,committed,keepingpromisesandbeingnice.Thesevaluesarebasedonthequalitiesthatcorrelatetopeoplethrivingintheorganisation.Criteriausedintheselectionprocessfocusesonthesevalues.Candidatesmeettheirpotentiallinemanager,areassessedusingabatteryoftestsandhaveacompetencybasedinterview.Forexample,peopleareaskedtoprovideexamplesofwhentheylasthelpedsomeoneoranexampleofwhentheylastputthemselvesoutforsomeone.Judgementisbasedonhowpeopleactuallybehaveinsituationsandnothowtheywouldhavelikedtohavebehaved.Wherepeopledonothaveappropriatetechnicalexperience,theyaregivensupportandtraining.Outcomes:Brunelcarehasseenamarkedimprovementinperformanceofemployeesandinthevarietyofbackgroundsofpeoplerecruited.Forinstance,theyarecurrentlybuildingan8millioncomplexofshelteredhousingandhaveusedthecompetency-basedprocesstohirea23year-oldProjectManagerforapostwhichcarriessignificantresponsibility.Therecruitmentprocesshadidentifiedthatthisindividualhadalloftherequiredqualitiesfortheroleandfortheorganisation.Thisindividualcontinuestobeconsideredanoutstandingperformer.WithinBrunelcare,thereisastrongbeliefthatthismethodologyhelpstoidentifyandhirepiecesofgoldthatmanyotherorganisationswouldnottakeon.
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Whydogenerationsmisunderstandeachother? 424Thedifferingexpectationsandengagementdriversofthegenerationsmayleadtomisunderstandinginworkplacerelationships.Thisisespeciallysoforindividuallinemanagerswhomayhavedifferentgenerationswithintheteam.Thischaptercoversthedifferentorganisationalpracticesthatcanbeaffectedbygenerationaldifferencesinattitudestowardsworkandtheworkplace.Eachgenerationmayfindmoresourcesformisunderstandingaroundspecificorganisationalpractices.WehavefoundthatVeteransmayfindgreater
misunderstanding
around
different
attitudes
towardsretentionandcustomerservices;Boomerswithperformancemanagement;GenXwithmobileandflexibleworkingandinternalcommunicationsandGenYwithleadership,managementandcareerdevelopment.Inthenextsectionsweexploreeachofthesepracticesandunpackthedifferencesingenerationalviews.RetentionandloyaltyDifferingattitudestoretentionandloyaltyaremostlikelytofeellikeasourceofconflictforVeteranswhenworkingwithcolleagues.RetentionisalsohigheramongVeteranworkerswitharoundsixintenfeelingthatitwouldtakealotforthemtoleavetheorganisationtheyworkfor.Closetoretirementage,athirdstillexpecttobewiththeircurrentemployerinfiveyearstime.Veteransarealsomorelikelytodisplaydiscretionaryeffortthananyothergeneration.RetentionisunlikelytobeasourceofconflictbetweenVeteransandBabyBoomersasthelatteraremorelikelytostaywiththeircurrentemployerthananyothergeneration.Nearlysixintenintendtostaywiththeircurrentemployerforatleastthenextfiveyearsandfeelthatitwouldtakealotforthem
to
leave.
However,theVeteranmanagermayfindGenXandGenYslightlyparadoxicalintermsoftheirloyaltytotheorganisation.Theseareemployeeswhoarehappytoworklongerhoursbutatthesametimearedifficulttoretainbeyondtwoorthreeyearsemployment.GenYcolleaguesarealsomoreinclinedtoleaveiftheircolleaguesaremaderedundantsomethingthataVeteranwouldbemuchlesslikelytoconsider.ThisislikelyduetothebreakupofacorevaluepropositionforGenY:theirsocialnetwork.IfaVeteran
manager
is
leading
organisational
transition
ordownsizingwithintheirorganisation,thentheywillneedtoengagecolleaguesthroughthechangejourney.LiketheVeteran,theBabyBoomermayfindthattheyoungergenerationssomehowlackloyalty.Forexample,GenXandGenYmaydemandmoreflexiblehoursandarelesslikelytotakealongtermcareerviewwiththeorganisation.ItisnoteworthyfortheBoomerthereforethatnearlyhalfofGenYintendtobewiththeircurrentemployerinfiveyearstimeandoneinfourexpectstochangejobseverytwotothreeyears.So,thecommonlyheldbeliefthatGenYisagenerationeasytorecruitbuthardtoretainmaynotbestrictlythecase.ThoseinthePublicandProfessionalsectorsaremorelikelytofeelthisway.GenXmaybesurprisedatthecontinuancecommitment5 seeminglyshownbyoldergenerations.TheGenXermayfindtheVeteranpuzzlinginrelationtotheirloyalty.Veteransareseeminglynotwillingtoworkflexiblehours,yetwouldextendtheirworkinglifeintoretirement.AsmanyasoneinsixBoomersmaydisplaycontinuancecommitment.GenXandGenYmaynotunderstandwhyoldergenerations
would
stay
with
an
employer
that
theywouldnotrecommendtoothers.
5Continuancecommitmentisthetermusedtodescribeindividualswhostaywithanorganisationbecausethecost/effortofleavingisgreaterthanthatofstaying.Theseindividualsremainbutdonotfeelmotivatedtogotheextramile.
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Table2:PossiblesourcesofgenerationalconflictfromaVeteransperspective25
Retention:Retentionishigheramongtheseworkers.Aroundsixintenfeelthatitwouldtakealotforthemtoleavetheorganisationtheyworkfor.Closetoretirementage,athirdstillexpecttobewiththeircurrentemployerinfiveyearstime.Morethananyothergeneration,theseworkersaremorelikelytofeelmotivatedtogobeyondwhatisexpectedandshowmorepassionandprideforwhattheydo.Morethanotheremployees,theymayconsiderworkingbeyondretirementage.Veteransaremorelikelytofeeltheygetafairdeal.Customerservice:RelativelyfewVeteransfeelthatthereisagoodlevelofinternalcustomerservicefrominternalsupportdepartmentswithintheirorganisation.ThoseinthePublicsectoraremorelikelythanothergroupstofeelthatexternalcustomerserviceispartoftheculturalnorm.
Retention:Retentionisalsocommonamongtheseworkers.Nearlysixintenintendtostaywiththeircurrentemployerforatleastthenextfiveyearsandfeelthatitwouldtakealotforthemtoleave.Halffeelproudtoworkfortheiremployerbutonlyfourintenwouldrecommendtheiremployertoothersorfeelmotivatedtodisplaydiscretionaryeffort.Customerservice:Boomersaregenerallylesspositiveaboutcustomerservicebeingreceivedinternallyorbeingrecognisedwhenitisdemonstratedexternally.
Veterans BabyBoomers
GenXRetention:GenXmayseekachangeofjobsmorefrequentlythantheVeteranwouldexpect.Lessattachedtotheircurrentemployerthanoldergenerations,overhalfstillintendtoworkfortheircurrentemployerinfiveyearstime.AswithBabyBoomers,justoverfourintenwouldrecommendtheiremployerorwouldgobeyondwhatisexpected.Paradoxically,GenXaremorelikelythantheVeterantoexpectflexibleworkingandarewillingtoworklongerhoursformorepayorflexibility.Customerservice:GenXaremorelikelytoworkflexiblysopotentiallyofferingadifferentformofcustomerservicethanthatofferedbyVeterans.OnlyoneintenGenXersareinterestedinroleswheretheycangivegood
service.
Retention:TheVeteranmayfindGenYcolleaguesdifficulttoretain.TheVeteranmaybesurprisedthattheGenYemployeeiswillingtoworklongerhoursformorepayorflexibility.TheymaybeequallysurprisedthereforethattheGenYemployeemayalsoexpect
to
change
job
every
23
years.
The
VeteranshouldnotethatGenYemployeeswillconsiderleavingiftheircolleaguesaremaderedundant.Customerservice:GenYisarethemostoptimisticaboutcustomerservicebeingrecognisedandrewardedattheirorganisation,especiallyintheServicesector.Theyarealsomorepositiveaboutinternalcustomerservice,especiallyintheProfessionalsector.16%ofGenYarenotatallinterestedincustomerservicebeingpartoftheirrole.
GenY
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26 CaseStudy
CreatingagenerationallybalancedworkforceB&QwerethefirstBritishcompanytoemployolderworkersandhavebecomethecompanythatpeoplethinkofinconnectionwithgenerationalbalance.Nowin2008,26%oftheirworkforceisover50and24%areaged24andunder.Thekeyactionsanddriversbehindthisachievementhavebeenconsistentbuthavedevelopedovertheyears:openingtwostoresin1989entirelystaffedbyover50sbenchmarkingoneofthesestoresagainstfourotherSupercentresusingtheencouragingresultstodriveculturalchangeandproactiverecruitmentofolderworkersremovingtheretirementageandanauditofallotheragebarriersresearchamongallover50sstaffacrossthecountrywhichreflectedthewidersocialbenefitsaswellasthe
financialsecurityprovidingflexibleworkingforeveryone,irrespectiveofage,lengthofserviceorcaringresponsibilityregularreviewofattractionandworkforcestatisticsprocessthatdrivesrecruitmentonabilityandnotagelearninganddevelopmentframeworkofferingchoiceandflexibilityaroundhowandwhenyoulearnregularfeedbackandviewsfromtheworkforceviatheirinformationandconsultationforumandemployee
sessionswiththeCEOdiversitychampionswithinallstoresdiversitye-learningprogrammebasedontheircorevaleoftreatingpeoplewithrespect.ThebusinesscaseforB&Qremainscompelling.Theolderworkersprovetobegreatcoaches/mentorsandrolemodelstoyounger,lessexperiencedstaff.Theyhavealsofoundthatdespitecommonstereotypesaboutolderworkers,theydoinfactopenlyembracechangeandnewtechnology.
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27DrivingcustomerserviceAsecondsourceofconflictforVeteransmaybearoundtheemphasisplacedoncustomerservice.Veteransaremorelikelythanothergenerationstoseekroleswheretheycanbeofservicetocustomers.Thisgenerationaldifferenceis,perhapsironically,mostsignificantintheServicesectorwherelessthanoneintenGenXorGenYemployeesseeksarolewheretheycanbeofservicetotheircustomers.Thiscompareswithoneinfouroftheoldergenerations.Itmayneedtobeofrealconcernforemployersthatfewoftheyoungergenerationsseekroleswheretheycanbeofservicetocustomers.However,manyyoungerworkersdonotfeelthatthereisrecognitionforgoodcustomerserviceandtwothirdsofallemployeesfeeltheireffortwouldnotberecognisedbytheirorganisation.ThoseinthePublicsectorareconsistentlylesspositiveaboutthisrecognition.GenYaremorepositiveaboutservicebeingrecognisedthanothergenerations.PerformancemanagementShort
term
reward
demands
may
be
akey
source
of
conflictfortheBabyBoomer,especiallywiththeyoungergenerations.Theymayfeelconflictwithshorterservicecolleaguesfromothergenerationswhodemandpayincreasesongroundsofgoodperformance.Havinggivenlongservicetotheircurrentemployer,Boomersexpectrecognitionoftheircontributiontotheorganisationslongertermsuccess.Veteransmayhavesomeempathywiththisview,butarestillmorelikelytofeelthatpayreviewsshouldbebasedonmeritratherthantimeserved.Asaconsequenceofthesedifferingviews,BabyBoomersmayfeelthattheydonothaveasgoodadealastheircolleagues.
However,eveninthePublicsector,wherelongerserviceisgenerallyrewarded,BabyBoomersdonotfeelperformanceisfinanciallyrewarded.FeedbackfromGenXandGenYemployeesinthissectoralsoindicatealackoffinancialincentiveforhigherperformance.Thisindicatesthat,overtime,highperformingemployees- GenYinparticular- mayfindpaywillbecomearetentionissue.Theirengagementisaffectedbywhetherthedealmeetstheirneedsandsotheyaremorewillingtomoveelsewheretofindthisdeal.ThereareclearimplicationsforthedesignofpaystructuresinthePublicsector.GenYsrelativelyaggressiveattitudetoperformancemanagementmaybeafurthersourceofconflictforBabyBoomers.WhileveryfewBoomersbelievethatunder-performersshouldbefired,GenYismuchlesstolerantofunder-performance.NearlyoneinfiveGenYsbelievethatthebestsolutionforunderperformanceisforsomeonetobefired.ThistoleranceisespeciallylowwithintheTMTsector.GenYmayfeelfrustratedthatlengthofserviceisrecognisedbyBoomersbutperformanceisnot.ABabyBoomermanagermaybepleasantlysurprisedthattheyoungergenerationsarewillingtoworktheextrahours.Theyshouldbeconscious,however,thatthesemembersoftheteamaregoingtobeinterestedinclawinghoursbackinflexitimeorovertimepay.Conversely,Veteranmembersoftheteamaremuchlesslikelytoevenconsiderworkingtheextrahours.
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29MobileandflexibleworkingAkeysourceofpossibleconflictforGenXisintheorganisationsmanagementoflife/workbalance.Asmanagers,GenXarelikelytosupportaVeteransdesiretoworkreducedorflexiblehoursbeyondretirementandaremorelikelytounderstandthisdesirethanaBoomer.However,theGenXermayfeelsurprisedbyaVeteransseeminglackofwillingnesstobeflexiblearoundhoursworked.BabyBoomersmaydisplayasimilarlackofinterestinbeingflexibleintheirhours.Asemployees,GenXmaystillfeelthattheyaredrivingorganisationalchangesinflexibleandmobileworkingpractices.Asageneration,GenYarethefirsttotrulyadopttechnologytomanagetheirlife/workbalanceastheboundariesofofficeandpersonallifebecomeblurred.
InternalcommunicationGenXarealsomoreaffectedbythequalityofinternalcommunicationfromtheirorganisationthananyothergeneration.Theyexpecttobeabletotrusttheinformationtheyreceiveandmayleaveiftheyfeelthatcommunicationintheirorganisationispoor.BabyBoomersandGenYexpectagoodlevelofcommunicationbutarelessjudgementalofwhethertheycantrustit.Veteranattitudesarelessaffectedbycommunicationthantheirothercolleagues.Giventhattheyarethemostinformationhungrygeneration,havingjoinedtheworkforceduringthedigitalinformationage,GenYisactuallythemostpositivegenerationaboutcommunication.Theymaybeexpectedtobemoredemandingofinternalcommunicationgiventhefactthattheyareusedtoinformationattheirfingertips.Theyaremorepositivethantheothergenerationsabouthavingtheinformationtheyneedtodotheirjob,feelthatinformationisbelievableandthatworkprioritiesareclearlycommunicated.Employersarefindingthatonesizedoesnotfitallfor
communication
across
the
generations.
Where
organisationsarechangingtomoreIT-basedcommunicationssuchasintranet,telephonevideoconferencing,theyarefindingthattheyneedtocommunicatethroughmultiplechannelstoagenerationallydiverseworkforce.TheuseofnewertechnologysuchasvideosandpodcastsmayputoffVeteranandBoomerworkers.Thedemandfortraininginthedifferentusesoftechnologyisthesecondmostcommontrainingneed.
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30
Internalcommunication:Sixintenfeeltheyhavetheinformationtheyneedtodotheirjob.ItisslightlylowerintheTMTsector.Halffeelthattheinformationtheyreceivefromtheirorganisationisbelievable.ItishigheramongProfessionalsectorworkersthanPublicsectorworkers.Halffeelworkprioritiesareclearlycommunicated.Athirdaresatisfiedwiththecommunicationtheyreceive.
Work/lifebalance:TheGenYemployeemaybemorewillingtoworkmorehoursforextrapaythanGenXmightexpect.Internalcommunication:Relativelyoptimisticaboutinternalcommunication,GenYismorepositiveaboutclarityofworkprioritiesthanGenX.Theirmanagerismorelikelytobeintheirsocialcontactsthananyothergeneration.Oneinfourdoesntwanttobemanagedbysomeoneyoungerthanthem.
Work/lifebalance:TheVeteranmaybeseekingtoworkbeyondretirementage.TheVeteranemployeemaynotbewillingtoworklongerhoursformorepayorflexibility-somethingthatmaysurpriseGenX.Internal
communication:
More
feel
they
havetheinformationtheyneedtodotheirjobthantheGenX.However,fewerVeteransfeelthatworkprioritiesareclearlycommunicatedandsomayrequiremoreexplicitdirectionthanGenXmightexpect,especiallythroughperiodsofchangeandtransition.Otherwise,VeteransholdsimilarratingsofinternalcommunicationtoGenX.
Work/lifebalance:TheBoomeremployeemaynotbewillingtoworkmorehoursformoreflexibility- somethingthatmightsurpriseGenX.Internalcommunication:Boomersfindinternal
communication
important
to
their
engagementyettheyarelesshappywithitthanGenX.Oneinthreeissatisfiedwiththeinternalcommunicationstheyreceivefromtheirorganisation.
Table4:PossiblesourcesofgenerationalconflictfromaGenXperspective
Veterans BabyBoomers
GenX GenY
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32LeadershipandManagementGenYmayfindthatoldergenerationsdemonstratelesstrustforseniormanagement.GenYarealsomorelikelytorateseniormanagerswellincludingthefactthattheymakeworkprioritiesclear.Thisgenerationarealsomorelikelytoplacetheirmanagerintheirnetworkofsocialcontacts.Overall,perhapsGenYarethemosttrustingoftheorganisationastheyhavenotbeenexposedtosignificantdownsizingoreconomicuncertainty. Itwillbeinterestingtoseewhethertheirgeneraloptimism
about
the
workplace
remains
through
the
currenteconomiccycle.AlthoughBabyBoomersvalueexposuretotheorganisationsleaders,thisgenerationislesslikelytofeeltheyhaveaccesstotheirseniormanagersorfeellistenedtobythem.GenXexpectexposuretoseniormanagersbuthaveamorepositiveviewofthemthanBoomercolleagues.LeadersintheProfessionalandServicesectorsareratedmorepositivelythanthoseintheTMTandPublicsectors.
CareerdevelopmentGenYmayfindsomegenerationalconflictintermsofcareerdevelopment.AGenYmanagermayfeelthatVeteransandBoomersdemandthattheorganisationwilldevelopthem.Theymayfindconflictwiththeoldergenerationswhowillexpecttheirlinemanagertoprovideopportunitiesforthemtolearn.GenYmayfinddevelopmentconversationswithotherGenYmucheasiertomanage-conversationsarelikelytostretchbeyondthecurrentorganisation.TheBabyBoomermaybesurprisedattheselfsufficiencyofGenYastheyexpecttomanagetheirowncareerdevelopment.GenYaregenerallymoreoptimisticthanBoomersaroundmuchoftheworkplacebuttheyseemespeciallydifferentintheirviewofcareerdevelopment.ThedifferencesareclearinthePublicsectorwhereBabyBoomersseekcoachingandmentoringskillsandGenYseektraininginhowtomanagetheirjobprospects.IntheServicesector,manywanttolearnacompletelynewtrade.Itisnotolderworkerswhoareseekingasecondcareerattheircurrentlifestage.
Instead,
the
younger
generations
are
more
likelytowanttolearnnewtrades.However,thereisnoindicationthatGenYinthissectorwanttochangeindustry,astheyaremostlikelytowanttraininginpeoplemanagementandcustomerserviceskills.
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Table5:PossiblesourcesofgenerationalconflictfromaGenYperspective
Leadership:Oneinsixdontwanttobemanagedbysomeoneyoungerthanthem.
Veterans BabyBoomers
GenX GenYLeadership:Theyaremostlikelytotrustseniormanagement.Theirmanagerismorelikelytobeintheirsocialcontactsthananyothergeneration.Oneinfourdoesntwanttobemanagedbysomeoneyoungerthanhimorher.Development:GenYaremoreinclinedtofeelthattheyhaveopportunitiesfordevelopmentthananyothergeneration.Theyaremorepositiveaboutcareerpaths,growthonthejobandthatthereisfaircompetitionforjobs.Theyarealsomostpositiveaboutusingformalperformancefeedbackprocessestoimprovetheirperformance.Theyfeeltheirmanagerprovidesopportunitiesforthemtolearnandgrow.
Leadership:TheVeteranislessinclined Leadership:TheBoomerislesslikelytotrusttotrustseniormanagers.GenYmayfeelsurprisedthatVeteransdontexpect seniormanagementthantheirGenYtheirmanagertobeamongtheirsocialcontactsnetwork. theyreceiveisnotbelievable.Boomersdo
Development:Gen
Y
may
be
surprised
at
theVeteranslackofinterestinchangingjobsfrequentlytoprogressalongthecareer Development:TheBoomerislesspositivescramblenet.Veteransarelesspositiveaboutnumerousaspectsofdevelopment thanGenYerabouttheirdevelopmentthantheirGenYcolleagues(careerpaths,opportunitytogrowandjobopportunities). opportunitytogrow,jobopportunities,andTheyarealsolesslikelytofeeltheirmanagerprovidesopportunitiesforthemtolearn. inclinedtofeeltheirmanagerprovides
colleague.Theymayalsofeeltheinformationnotexpecttheirmanagertobeintheirsocialcontactsnetwork.Oneintendontwanttobemanagedbysomeoneyoungerthanthem.
opportunitiesincludingcareerpaths,faircompetitionforjobs.Theyarealsolessopportunitiesforthemtolearnandgrow.
33
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34 CaseStudy
TailoringcareerdevelopmenttomeetgenerationalneedsBusinessCase:TheGenerationYcohortmakesupalmost75%oftheMcDonaldsworkforce.TraininganddevelopmentisrecognisedasakeycareeranchorforGenYandonethat,iforganisationsgetitrightforthisgeneration,willseektoattract,engageandretainthem.Therefore,traininganddevelopmentnotonlyplaysafundamentalpartinhelpingMcDonaldstoeffectivelyattract,engageandretainsuchalargeproportionofitsworkforcebutisalsocriticalinmaintaininghighlevelsofcustomerserviceandquality.Withsuchalargepercentageofemployeesfromoneparticulargeneration,McDonaldshasdevelopedabespoketraininganddevelopmentoffering,accomodatingtheneeds,expectationsandbehavioursofGenY,ratherthanplacingthemajorityofitsworkforceintoapredefinedtraininganddevelopmentplan.Approach:KeytothesuccessofthisapproachwastherecognitionandacceptancethatGenYemployeesweredifferent.Thetraininganddevelopmenthadtobeadaptedinordertokeepthemengagedandmaximisetheirperformance.WhenMcDonaldsexploredexactlywhatthisdifferencelookedlike,theyfoundGenYtobesuperbmulti-taskers,withtheabilitytoquicklyabsorbinformationfromamyriadofchannelsthatfrequentlyofferinformationcentredaroundaudio-visualstimulation.GenYhavebuiltupanincrediblystrongsenseofloyaltytofriendsandtopeergroups.McDonaldsthereforefoundthatwithinatrainingenvironment,thepreferenceofGenYistoworkcollaboratively.Theyalsodemandimmediatefeedback.McDonaldshavethereforeredesignedtheirtrainingprogrammestakingthesedistinctbehavioursintoaccount,ensuringthatprogrammesusethelatesttechnologytoprovidetrainingwhichfacilitatesmulti-tasking,thatisfilledwithaudio-visualinformation,allowsacollaborativeapproachandprovidesopportunitiesforinstantfeedback.OneexampleofjustsuchaprogrammeisMcDonaldsServiceLeadershipcoursecreatedin2008,aone-daycourseforRestaurantShiftManagerswhichisdeliveredin-store.ThecoursefocusesupontheroleoftheShiftManagerasthatindividualmovesfromasolefocusuponkitchenprocessestomanagingtheentirerestaurantandtakingfullresponsibilityforemployeesandcustomers.KeytothiscourseisashortDVDwhichfollowsSam,aRestaurantShiftManagerasheundertakesjustsuchadevelopmentjourney.Thevideoisviewedinfiveepisode,eachuptofiveminutesinlength.Aftereachepisodeisseentheparticipantsthenhavetheopportunitytodiscussandundertakeinteractivetasks,whichputsthelearningfromtheDVDintoaction.Earlyfeedbackfromcourseparticipantsisverypositive.Outcomes:AstudyconductedbytheacademicAdrianFurnhamshowedthat90%ofMcDonaldsstaffshowedhighlevelsofemployeeengagement.ThekeycontributingfactorsinthishighlevelofengagementamongMcDonaldsemployeesweretheopportunitiesfortraininganddevelopmentofferedbytheorganisation.
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CreatingawinningstrategyCurrentworkforcesalreadypresentemployerswithacomplexmixofgenerationalattitudes,motivationsandappetites.Therecanbenodoubtthatthechangingdemographiclandscapewillcontinuetopresentchallengesastheoldergenerationsretireandthenewestgeneration,Z,enterstheworkforce.Theactivemanagementofcross-generationalmisunderstandingwillincreasinglybeafactoflifeforHRpractitioners. Avoidinglabelsandassumptionsaboutpeoplesattitudesandworkappetitesiscrucial.Peoplemayhavecorevaluesthroughouttheirworkinglifebutcomplexlifeexperiencesoverlapandmeanthatpeoplewillhavedifferentworkappetitesatdifferenttimes.Employerswillneedtodevelopacompellingvaluepropositionthatmeetsthecorevaluescommontoallofthegenerationsbutalsobepreparedtodeliveronamixandmatchbasistoreflectindividual,generational,sectorandevencountrydifferences.Creatingawinningstrategyformanaginggenerationaldiversityisnotforthefainthearted.Ourresearchsuggeststhattherearesomerealchallengesandissuestobefacedinthekeyareasofattractionandengagement,recruitment,leadership,careerdevelopment,performancemanagementandcustomerservice.Proactivelymanagingtheorganisationsemployerbrandandreflectinggenerationaldifferencesinjobdesign,willbefundamentaldriversofattractionandengagement.AttractionstrategieswillneedtoreflecttheincreasingimportanceofsocialresponsibilitywiththeBabyBoomergenerationandbeinformedbyanunderstandingofthedifferentgenerationalattitudestoretentionandloyalty.Retentionandengagementstrategieswillneedtobalancethebusinessneedswithincreasingdemandsforwork/lifebalance,flexibilityandfreedomtosuittheindividual.Managingtheemergingblurredlinesbetweensocialisingandworkfortheyoungergenerationswillalsobeakeydriverofengagement.Creatingcompetency-ledrecruitment,assessmentandselectionpracticeswillremainaskeydriversofrecruitmentbestpractice.Ifwearetoavoidtheinfluenceofwhoyouknowratherthanwhatyouknow,maintainingfairnessinthefaceofincreasingfocusonpersonalnetworksisemergingasarealchallengeforrecruitmentpractitioners. Leadershipdevelopmentwillbeinfluencedbychangingleadershipmodelsasaresultofthedifferent
generational
views
of
hierarchies,
reporting
structuresandteamworking.Issuesaroundtrustin
5leadersareemergingasaresultofdifferencesinexposureandaccesstoleadersandmangers.Wewillseeanincreasingneedforbespokepersonaldevelopmentopportunitiesthatsuitboththecareerdevelopmentdemandsoftheoldergenerationsandtheself-sufficiencyofGenYtomanagetheirowncareerdevelopment.Thecrossgenerationaldemandforskillsdevelopmentintheirspecialistareaandforpeoplemanagementskills,willalsoneedtobebuiltintothesebespokeopportunities.Managingtheconflictbetweentheoldergenerationsview
of
reward
linked
to
length
of
service
and
the
youngergenerationsaggressiveattitudetoperformancemanagementandrewardrelatedtomerit,willbeaparticularchallenge.ThiswillbeespeciallysignificantintheretentionofGenYwhowillmoveoniftheyseealackoffinancialincentiveforhigherperformance.Theneedtodelivercommunicationsandtrainingthroughmultiplechannelswillcontinuetoincrease.Onesizewillcertainlynotfitallasexpectationsofcommunicationsvarywithsomewantingahighlevel,somewantinggoodquality,andsomedemandingtrustworthycommunicationsfirstandforemost.Giventhefundamentalimportanceofcustomerservice,arealchallengewillbetodriveaconsistentappetiteacrossthegenerationsforcustomerservicedelivery.Thelowlevelofinterestincustomerservicerolesamongtheyoungergenerations,andthecynicismaboutrecognitionforgoodcustomerserviceamongtheoldergenerations,needtobeofrealconcerntoemployers.Whilstmostorganisationsareawareoftheirspecificchallenges(therearelessonstobelearnedfromthosealreadydoingitwell),feworganisationshavereallyconsideredthestrategicimplicationsoffourgenerationsworkingtogether.PotentiallyfivegenerationsifweassumeVeteranswillstaybeyondretirement.Evenfewerorganisationscanevidencemeasuredsuccessfulinitiativesthattheyhavedriveninresponsetotheattraction,engagementandmanagementofmulti-generationalworkforces.Nowisthetimefororganisationstofacethechallengesandcreateawinningstrategytotakeadvantageoftheopportunitiespresentedbygenerationaldiversity.Forthoseorganisationsthatrespondnowthereisthechancetoturnathreatintoanopportunity.Greaterharmonywithintheworkforcecanachievesustainablehighperformance,broadertalentattractionandhigherlevelsofcreativityandinnovation.
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TopTenTips36OurTopTenTipstohelporganisationsstarttoreviewandimplementchangesintheirstrategyandpractices:
1 Analyseyourworkforceprofileintermsofageandanalysethefuture 6 Flexibility.Dontjustmeetlegalrequirements,considerradicalimpactofthechanging changestoflexibleworkinggenerationalmix. practices.Talktostaff.Whatwould
makeabigdifferencetothem2 Carryoutanemployeesurveyandanalysetheviewsandmotivations couldenhanceyourbusiness.
ofdifferentagegroups.Ensurethesurveycapturesviewsonrespect 7 Maximiseopportunitiestoenhancecoachingandmentoringacrossanddignityinyourworkplace. thegenerationalgroups.
UsetheexperienceofVeterans3 Audityourinternalcommunicationstoassesswhetheryour moreeffectively.
communicationschannelsandstylesaresufficientlyflexibleto 8
Re-engageBabyBoomers.LookattheimpactofdisengagedBabymeetthepreferencesofallgroups Boomersincustomerserviceor
ofemployees. otherbusinesscriticalroles.Re-engagethembyensuringthat
4 Doesyouremployerbrandreallyconveywhatiscompellingabout theyarefeelingchallengedandhavedevelopmentopportunities.yourorganisationasaplacetoworkinawaythatattractsandengagesallgenerations? 9 Re-evaluateyourCSRpoliciesandpractices.Whoaretheyaimedat
andwhoshowsthemostinterest
5 Rigorouslyanalysecareerdevelopmentopportunitiesforandengagement?
allstaffthroughstatsandcareerconversations.Areanygroups 10 Identifytheareasofcommonalityandbuildonthem.disadvantaged?
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Acknowledgements 6Pennaresearchteam:KellyDreweryAnneRileyHeatherStaffCIPD:DianahWormanOBE,CIPDDiversityAdviserFredaLine,formerCIPDDiversityAdviserPeopleMetrics:hostingofonlinesurveyParticipants:Wearegratefultothefollowingfortheirparticipation,interestandhelp.CaseStudyorganisations:B&QBNPParibasBrunelcareGoogleMcDonaldsP&GFocusGroupattendeesandmembersoftheCIPDSeniorDiversityNetwork.Allon-linesurveyparticipantsinFrance,Germany,Ireland,Spain,SwedenandUK.AIFS ITVAiredale JohnsonandMattheyAon LearnDirectAtkins Learning&SkillsCouncilBabcockMarine LeedsMetropolitanUniversityBeachcroftLLP PriceWaterhouseCoopersBritishLibrary RoyalMailDickinsonDees Scottish&NewcastleEDFEnergy TescoEqualityandHumanRightsCommission TKMaxxFirstScotrail TransportforLondonHBOS UnileverUKLtdIdentityandPassportService VisitScotland
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38FurtherreadingBrooke,L.(2002).Humanresourcecostsandbenefitsofmaintainingamature-ageworkforce.InternationalJournalofManpower,24(3).260-283.Cotton,C.Worman,D.andLine,F.(2008)Managingtheageingworkforce:theroleofTotalReward.CIPDResearchInsight.Glass,A.(2007).Understandinggenerationaldifferencesforcompetitivesuccess.IndustrialandCommercialTraining,39(2).98-103.Hansford,D.(2002).Insightsintomanaginganagediverseworkforce.Workspan,June02.48-54.Heiden,S.(2008).BuildaMulti-generationalPerformanceManagementStrategy.PerformanceManagement.Kroll,M(2003).Thechallengeoftheageandcompetencystructureinindustryforinnovationsandhumanresourcepolicy.JournalofEuropeanIndustrialTraining,27(7).Liebowitz,J.,Ayyavoo,N.,Nguyen,H.,Carran,D.&Simien,J.(2007).Cross-generationalknowledgeflowsinedgeorganisations.IndustrialManagementandDataSystems,107(8).1123-1153.McGuire,D.,Todnem,R,& Hutchings,K.(2007).Towardsamodelofhumanresourcesolutionsforachievingintergenerationalinteractioninorganisations.JournalofEuropeanIndustrialTraining,31(8).592-608.McKenzie,A.&Cannon,D.(1998).Acrosstheages:whygenerationalcommunicationmatters.IABCCommunicationWorld,15(7).21.Oshagbemi,T(2004).Ageinfluencesontheleadershipstylesandbehaviourofmanagers.EmployeeRelations,26(1).14-29.Salopek,
J.J
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Schuman,H.andScott,J.(1989),Generationsandcollectivememories,AmericanPsychologicalReview,vol.54,1989,pp.359-81.Sertoglu,C.&Berkowitch,A.(2002).Cultivatingex-employees.HarvardBusinessReview,June2002.20-21.Sirias,D,Karp,H.B.&Brotherton,T.(2007).Comparingthelevelsofindividualism/collectivismbetweenBabyBoomersandGenerationX:implicationsforteamwork.ManagementResearchNews,30(10).Southard,G.&Lewis,J.(2004)Buildingaworkplacethatrecognisesgenerationaldiversity.Publicmanagement,April2004.Strauss,William&Howe,Neil.Generations:TheHistoryofAmericasFuture,1584to2069.Perennial,1992Westerman,J.W.& Yamamura,J.H.(2007).Generationalpreferencesforworkenvironmentfit:effectsonemployee
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Wyatt,D(1993)OutoftheSixties:StorytellingandtheVietnamGeneration.UniversityPress,CambridgeMA.
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