CUMA Conference 2005 Gen Y – Reaching the Unreachable Becoming an “Employer of Choice” for Gen...

CUMA Conference 2005

Gen Y – Reaching the Unreachable

Becoming an “Employer of Choice” for Gen Y Stars

Our Objectives

• Discuss what it takes to become the “Employer of Choice” for Gen Y talent

• Provide tips to attract, motivate and retain Gen Y talent within your organization

• Network and share your creative & innovative approaches

Current reality of marketplace:

The tables have turned

EmployerFROM: Why should I hire you?

What can you do for us?

• Tight job market• Industry reputation• Pay practices• Benefits packages• Training opportunities

Potential EmployeeTO: Why should I work for you?

What can you do for me?

• Tight talent supply market• Changing expectations/values• Changing demographics• Work / life balance• Employability mindset

What is an “Employer of Choice”?

• Any employer of any size in the public, private or not-for-profit sector that attracts, optimizes and retains top talent… because the employees choose to be there

• Employees choose to work for your organization… even when presented with other employment opportunities

Getting to know Gen Y

Life-defining Events• Digital age• Reality TV• Attacks of 9/11• Corporate and government scandals

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Attitudes & Values• Confident• Optimistic• Civic-minded• Innovative• Diversity focused• Techno-savvy• Solid work ethic• Believe it is Cool to be smart and do well• Desire for success & positive distinction• Entrepreneural spirit makes them self-reliant

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Goal• To find work and create a life that has

meaning

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What attracts and retainsGen Y talent…...

Top 6• Leadership Quality• Work/Life balance• Professional

Development• Work Environment• Reward & Recognition

Systems• Open Communication

• Flexibility• Autonomy/Empowerment• Growth / Expansion• Brand & Reputation• Incentive pay / pay-for-

performance• Culture• Products / Services• Professionalism

Gen Y shopping for opportunities

Recruitment Expectations• Marketing of the organization’s reputation

and brand– How are you perceived in the marketplace?

• Valued employee-driven negotiation– Does your organization build a mutually

beneficial relationship?



Unique Selling Proposition• The organization’s social responsibility,

diversity and creativity– Is your organization in tune and responding to

what is happening in the world?– How does your organization give back to the

community?– Does your organization value differences?– Does your organization promote and

encourage new and innovative ideas?



Key messages to attract Gen Y talent• Be part of a first class organization led by

an expert team of industry leaders • Work with competent, enthusiastic, and

engaged professionals• Continuously develop your skill toolkit

through exciting projects and initiatives



Key messages to attract Gen Y talent• Experience a flexible work schedule,

providing peace of mind and convenience that facilitates your work/life balance and commitments

• Enjoy a personally and professionally rewarding work experience


Becoming an “Employer of Choice” with Gen Y Talent

• Ideas and resources to brand your organization

• Creative & innovative approaches which create a great workplace

• “Best practices” to help your organization attract, motivate and retain high calibre staff

Strong Leadership / Management

• Have high emotional intelligence (people smarts)

• Develop relationship management skills• Don’t “parent” – provide autonomy (tap into

Gen Y’s sense of achievement)• Build an accountable workforce – work with

employees to set SMART goals• Decisions are made quickly

Strong Leadership / Management

• Leaders are accessible • Not shy about giving compliments• Increased focus on employee satisfaction

(“take the temperature”) • Increased focus on talent management

– Understand employees’ career goals– Spot opportunities for employees within the

organization

• Solicit input and feedback how you can be a better manager/leader

Work/Life Balance

• Recognize employees have responsibilities and a life outside of work

•Flexible hours•Summer hours•3 – 4 weeks vacation to start (in daily or weekly

increments)•Holiday shutdown / floating holidays•Personal / sick days •Leaves

Career Development & Growth

• Enhance their employability• Cross training / job shadowing• Ongoing coaching & mentoring• Provide frequent performance feedback

(regularly… not once per year)• Tuition assistance /Membership fees• Encourage and support volunteer/community

activities• Internal bid policy / secondment to other

roles

Work Environment

• Recognize special occasions, achievements and milestones (service anniversaries)

• Hold company-sponsored events (social activities, discounts, teambuilding events)

• Opportunities for Gen Y’s to work with peers• Make staff meetings fun• Teamwork is a core value• Ergonomically-sound environment• Up-to-the minute technology

Reward & Recognition Systems

• Recognize achievements and value• Create a customized retention strategy for

key people• Pay for performance / contributions

– On-the-spot rewards for exceptional client service or initiative

– Understand what motivates employees (extrinsic / intrinsic)

– Variety of tools for managers to reward and recognize staff

• Create “Value Propositions” to market their total compensation package

Outrageous Job Perks

• Free on-the-job massages• Flying lessons• Leased BMW paid for by the Company• Pinball room / pool tables• One month vacation upon hire• Non-cash bonuses: TV, furniture, BBQs• $$$ to take any type of class ie. Tai Chi• Grocery shopping service

Excellent communication

• Employees are up-to-date on how the business is doing whether it is positive or negative

• Solicit employee input – Ask “What and how could we do better?”

• Create an open-door environment where employees are comfortable expressing ideas and concerns

Do your Gen Y employees…

• Know what is expected of them?• Have the opportunity to learn and grow?• Have the opportunity to do what they do

best?• Receive praise or recognition for their work?• Have a say?• Feel their opinions counts?• Have best friends at work?• Know that their work is important?

HR Tools - Do you have….

• Employee Handbook Manual - HR Guidelines (current and applied consistently)

• Performance Review System which includes goal setting, form, process

• Updated Job Descriptions / Objectives• Training for managers and employees• Reward and Recognition initiatives

More cool tools…

• Board of Trade Compensation & Benefits / Employment Practices Surveys www.bot.com

• HRPAO www.hrpao.org • SHRM www.shrm.org • 1001 Ways to Reward Employees by Bob

Nelson • Networking Events• External consultants

http://www.bot.com/

http://www.hrpao.org/

http://www.shrm.org/

Refreshment Break

• Sponsored by Silver Sponsor…

Executive Breakout Workshops10:15AM – 11:45AM

• Workshop #1 – Tom Thomson– Helping You Make the Best People Decisions

• Workshop #3– Carmichael/Jackson– Holding up the Mirror! Executive Coaching…

• Workshop #5 – Varley– Generation Y: Reaching the Unreachable

• Workshop #6 – Governor General– Trends in Retail Service Delivery

CUMA Conference 2005 Gen Y – Reaching the Unreachable Becoming an “Employer of Choice” for Gen...

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