By Jacquie Varkony
Insight into how to attract and retain employees is likely one of the most frequently asked questions that I am asked. I usually respond saying, “it depends,” because everyone is motivated by different reasons.
One of my most relied upon references tools is to understand the generational indicators which I have gleaned over the years. What matters most to an individual is the driving priority in their lives, at that moment.
Given our recent return to work in the office, let’s reference engagement in the enhanced corporate culture of generational motivators and working styles which ultimately lead to increased productivity and retention.
For the first time in history, there are at least 5 generations working simultaneously –– each with their own set of workflow habits, motivators, and cultural demands. Baby Boomers, Generation X, Millennials, Gen Z make up the majority of the workforce, and iGen are currently entering the workforce just as the first wave of Baby Boomers are exiting.
Generations defined by name, birth year and ages in 2022
Over 90% of employees in the workplace can be summarized into Gen Z, Millennials, Gen X and Boomers l, so we will focus our commentary on those groups**.
Key Characteristics
Gen Z
- Grew up deeply connected to technology (avid gamers, texters, social networkers)
- Music is woven into their workflow
- Care about trends – quick to research top issues online
- Increased awareness to social, economic, and environmental issues globally
- More likely to integrate activism and social justice into daily lives
- Highly independent thinkers
Millennials
- Receptive to feedback
- Skilled in using technology
- Healthy work-life balance
- Thoughtful, empathetic, open-minded, curious, optimistic, collaborative, creative, expressive
- High expectations for recognition & advancement, even before they are due
- Competitive career-wise
Gen X
- Self reliant, independent, think and apply what they’ve learned
- Comfortable with change & technology
- Respect leaders based on merit
- Multi taskers & appreciate freedom to set own work priorities & workflow
- Entrepreneurial, first gen to ask for casual attire and flexible work schedules
Boomer I
- Value accumulated objects
- Preferred to be a part of work decisions
- Initiated use of performance reviews
- Democratic approach, seek to be treated as equals
- Loyal, but upwardly mobile – will leave for career advancement
- Siloed approach rather than team vision
- Motivated by goals set by managers
Preferred Leaders
Gen Z
- Authentic and Connected
Millennials
- Perceptive and Collaborative
Gen X
- Doers and Consensus Builders
Boomer I
- Thinkers and Influencers
Work Assets
Gen Z
- Natural propensity for workplace diversity
- Most well-educated of the groups
- Best Multitaskers
- More Entrepreneurial
- Like online chunks of learning, sometimes self-directed
Millennials
- Authentic
- Strong work ethic
- Extremely tech savvy
- Great at multi-tasking
- Value collaborations and teamwork
- Optimistic
Gen X
- Adaptable
- Technology literate
- Independent, creative, project oriented
- Strong collaborators
Boomer I
- Dedicated, team player
- Experienced, knowledgeable
- Visibility is important: long hours (50+/week)
- Collaborative, love to have meetings
Communication Style
Gen Z
- Electronic Messaging for most items, face-to-face communication for important discussions
Millennials
- Prefer to use online messaging software (digital messaging apps, phone, computer)
Gen X
- Direct & personalized communication – corridor contact, voice mail
- Immediate contact – email, text messages
Boomer I
- Personal contact – face to face meetings or phone calls
Motivators
Gen Z
- Motivated By Security
- More Competitive
- Want Independence
- Heavy focus on competitive salary (participate in income transparency)
- Realize that job market is hyper-competitive (expect benefits, extra vacation time, education reimbursement, and pensions)
- Motivated by challenge
- Individualized feedback
- Diversity, equity, inclusion, and belonging (DEIB)
- An easy and fast application process is a top priority for Gen Z
- Feeing of being catered to & appreciated
Millennials
- Work that has meaning
- Tangible rewards
- Varied work assignments
- Teamwork: fun workplaces
Gen X
- Healthy balance between time spent at work and personal time and want to pursue their own aspirations.
- Recognize and reward strategically, value flexibility and development opportunities
- Aspire for cash bonuses or stock options.
- Value opportunities for continued professional development and lifelong learning.
- Care about company culture, and they like to engage in opportunities for personal growth
- Motivated by other benefits like tele-commuting and recognition from the boss
Boomer I
- Learning and Development
- More motivated by acknowledgement and recognition than by feedback
- Feel valued in mentoring positions
- Post-retirement opportunities offering connections, “subsidizing” retirement and meaningful work (not ready to fully retire)
- Also motivated through high levels of responsibility, perks, praise, and challenge
Organizational Loyalty
Gen Z
- Expect annual pay raises in exchange for their loyalty
- Seek continuous learning
- Eager for mentorship
- Companies that ensure authenticity, philanthropy for global causes, and customer service are more likely to retain these employees in the long run
- If they can feel empowered with what they do, they are more likely to stay
- Most mobile group and quick to leave a job if they are unhappy, even if they don’t have another job waiting
Millennials
- Loyal to managers who support them to achieve self fulfilling jobs
- Often more loyal to their managers than their company
- Mobile – will leave for what they need
- Prefer to work in environments that are collaborative, achievement-oriented
- Highly creative, positive diverse, fun, flexible, want continuous feedback from their managers
- Feel that 3-5 years at a company is loyal
Gen X
- Cynical about organizational loyalty: tend to direct loyalty to Managers and Peers
- Tend to have movement in their resume because of opportunities for growth and greater income
- Eager for external development and coaching; makes them empowered and engaged
Boomer I
- Loyal but also upwardly mobile – will leave for career advancement
- Preferred work environment is a “Flat” organizational hierarchy
- Company culture should reflect democratic, humane, equal opportunity, warm, friendly environment
*Pew Research Center, January 2019
** Excerpts from the book: Dyck, D. E. (2013). Disability Management Theory, Strategy & Industry Practice, 5th edition. LexisNexis and www.usf.edu – Generational Differences Chart