Career Development for Career Development for Generation YGeneration Y

Jenni Proctor

http://careerclarity.com.au

The more things change……….The more things change……….

“People resemble their times more than they resemble their parents”

Respect your elders!Respect your elders!

“Interviewed” by friend’s sonDaughter – Gym membership

negotiated for everyone within the corporate office within a week of being in her first professional job

What is a generation?What is a generation?

Traditionally – parent to offspring and considered around 20 years.

Gap between parent and offspring has become more than three decades

Too many changes happening too quickly for this to be valid now

How are generations determined?How are generations determined?

Now determined by Sex! “Cohort of people born within a span of

time in which the trends, technologies and events have significantly shaped them.”

Cycles in birth rates ( eg 223,000 births in Australia in 1965, big rise and fall then 223,000 births in 1979.)

Seem to be relatively consistent across the Western World.

Globalisation means differences between countries are diminished.

Australia's Generations - Australia's Generations - The Definitive Classification The Definitive Classification Description Born Age Pop’n % of Pop

Builders Before 1946

63+ 3.5 m 17%

Boomers 1946 - 1964 44 - 62 5.3m 26%

Generation X

1965 - 1979 29 - 43 4.4m 21.5%

Generation Y

1980 – 1994

14 - 28 4.2m 20.5%

Generation Z

1995 - 2009 Under 14 3.1m 15%

McCrindle Research based on ABS Population 2006

Disputes about Generation YDisputes about Generation Y

Also called Millenials Some studies cut them off at 1990, others

at 1994, and others use the change of century as the marker.

Are these categories just another form of stereotyping? Perhaps generationalising

Mosaic generation – mosaic of cultures, genders and ages

Are they the same as we were?Are they the same as we were?

Similarities of age and stageLive in a different culture of mass

marketing, interactive technology, pop-culture with completely different generational influences.

Global youth cultureDiversity within that youth culture

Generational influences – Generational influences – Baby Boomers (1946 – 1964)Baby Boomers (1946 – 1964) Emerging freedom of the 60s and 70s TV (even in colour!); Portable music “Sit down and shut up” education.......One way flow Free education - Scholarships for teachers Often first generation in family to have a tertiary

education. Teaching was generally very respected by society

and was a “good secure job”. Adaptive and flexible as we coped with all the

changes in technology. Single parent families were not common.

Generational Influences – Generational Influences – Generation X (1965 – 1979)Generation X (1965 – 1979)

Brought up in time of growth within Australia but influenced by extremes:

Experienced the excesses of the 80s but commenced work during the recession of the 90s.

Witnessed Cold War finish but also instability of Stock Market crash and Newcastle earthquake

Hey Hey It’s Saturday and MTV – Popular culture was paramount but passive.

Education was freer, more creative, more discussion based.

Do these generational fads pass?Do these generational fads pass?

Generation X – Changing jobs High disposable income Friendship networks High priority on entertainment

Has remained valid for many years.

Generational Influences – Generational Influences – Generation Y (1980 – 1994)Generation Y (1980 – 1994)

KIPPERS – Kids in Parents’ Pockets Eroding Retirement Savings!

Fickle and self-focused or responding to the economic realities?

Brought up during unprecedented period of growth with aspirational parents.

Communication easy, international, private – Mobile phones and SMS, Internet, “15 minutes of fame”, interactive media

Insecurity of terrorism and US school shootings Learning with many sensory inputs – music, TV,

computer, MSN

What are the main What are the main Generational Influences on Generation Y? Generational Influences on Generation Y?

CommunicationLifestyle Life issues Family issuesFinancial demands including workWorld issues

Features of their livesFeatures of their lives

Helicopter parents Busy, busy, busy – Before school, at

school, after school Personal chauffeurs Special and catered for - TV shows,

products, magazines aimed directly at them

Shuffled between parents Personal achievement at almost any cost

– tutors, coaches, braces.

Choose your own adventureChoose your own adventure

ChoiceViral marketing – Deeply connectedInteractive media – vote on, vote offEveryone is a critic – constructive or

just plain nasty

Generational ProblemsGenerational Problems

Financial pressure – home ownership, casual workforce

Education debtTerrorismCost of sustaining a high

consumption lifestyle

Generation Y skillsGeneration Y skills

Leadership skills (not out-front leadership)

Technology skillsAccess new trends and movementsTeam workMulti-tasking, multiple stimuli

Technology ImpactsTechnology Impacts

Constantly connected 24/7What’s privacy? Living out Andy

Warhol’s prediction: MSN, MySpace, Bebo, Gossip Girl, Idol etc. Photos, intimate details shared with many.

Impatient and expect instantaneous results

What do they value?What do they value? Input, feedback and

mentoring Flexibility and social

environment Lifestyle and work/life

balance Diversity and transparency Freshness in content and

style Creativity valued and

remembered

Experiencing, participation, interaction - Kinesthetic learners (52%),

- Visual learners (48%) “Post-literate” generation (perhaps

multi-literate) who best learn from activities, stories, humour, roleplay, music, visual aids.

Peer opinions

McCrindle Research

What do they respond badly to?What do they respond badly to?

MicromanagementBeing expected to conform to old

stylesMarketing that is slick, glossy and

insincereSterility, lifelessnessTheory, data and statisticsOut of date practices or rules

What do they want?What do they want?

Leadership with integrity and honesty

Challenge and growthWorking with friendsFunRespectFlexibility

(Claire Raines, Managing Millenials – www.generationsatwork.com)

Hays Recruitment SurveyHays Recruitment Survey

Generation Y Risk takers in work

environment -60% Career No. 1 priority Career means

freedom to achieve a fulfilled and meaningful work life

2% - job for life

Other generations 40% will take

career risk Health No. 1

priority Career is their

investment in their financial future.

12% - job for life

What is being done at work?What is being done at work?

Fun! Fun Fridays - Funky Fridays - Free dress Fridays – Celebrations – Team social activities eg bare foot bowls

Team challenges / Shared goals Mentoring programs Team valued, supported, given recognition Holistic - Competence + culture & character Benefits for their private life (eg gym

membership)

Implications for career developmentImplications for career development

Willing to do shorter courses to save money, time and gain flexibility and advantages of smaller institutions eg mentoring

Willing to research courses to get what they want

Work-life balance is highly valuedMay be aware of skills shortages

Your challenge……………Your challenge……………

How can we tailor our approach to Career Development to meet the needs of Generation Y?

Brand imageMarketingTechnologyInteractions and expectationsContent

Career Development for Career Development for Generation YGeneration Y

Jenni Proctor

http://careerclarity.com.au