First let me illuminate that my response is largely from my own experience, and the publication, "Welcoming Y Benefits" by P. Allen, published in Canada, together with other works I have studied.

If I were to distill everything I know into a few common traits, they would be these:

1) Gen Y expects to be included, updated and receive real time feedback. No surprise there; being plugged in 24/7 has provided the new generation real time access nearly their entire lives. Secretive management or 'need to know' does not set well.

2) Gen Y does not lay as much emphasis on money as previous generations. They expect to gain job satisfaction from achievement as much as, or more than, reward.

3) Gen Y is used to multi-tasking their personal lives with work/school. They are adept at this, and have a hard time understanding the traditional model of separation of work and personal lives.

4) Gen Y tends to believe they can do anything.

5) Gen Y grew up accustomed to involvement in family decisions, and in many cases autonomy in the family. They are prone to expect the same at work

As a whole, then, Gen Y will likely also work at home and follow their friends at work, making little differentiation between the two. They want to be part of a team, sharing leadership together, and may chafe under traditional vertical hierarchies. They are used to having enough money and want that, but they will not find job satisfaction unless their work is fulfilling and meaningful. Gen Y does not perform 'make-work'.

Your workplace needs to provide these things, and your recruiting practice needs to emphasize them. You will be rewarded for your effort in most cases, because this generation values getting things done quickly, integrating systems and projects, and self-motivation.

Together, let's out the fun back into work!
Belldon Colme
belldoncolme@gmail.com

Mark Herbert

Principal, New Paradigms LLC

Posted on Dec. 13, 2011

Caty,
I think as Belldon points out there are differences generationally in both how you recruit(the medium and technologies)and what you "brand" or message is.
Many young people have different perspectives on work/life balance, personal priorities, and career paths and other factors.
To be honest however I don't like "generational solutions". I think you should also look at your industry and recruiting pool.
High tech candidates from any generation are likely to be unresponsive to stale, traditional types of recruitment methods and messaging.
My advice is rather than focusing on a generation build a culture and an employment brand and then position it where people who are likely to align themselves with it- both employees and customers, can find it and you.
Organizations like Apple, Zappos, and others don't "brand" for a generation they brand for stakeholders that align with their values...