CAREER ASPIRATIONS AND ATTRIBUTES OF

INDIAN GEN Y @ WORKPLACE

A RESEARCH STUDY IN PARTNERSHIP WITH

IKYA HUMAN CAPITAL SOLUTIONS LTD.,

MTHR GLOBAL AND THE ACADEMY OF HRD

Presented by Ms. Prarthana Alley & Dr. Hardik Shah at a round table conference on ‘Multi Generational Workplace’, held at IIM Bangalore on

28th Nov’2011

THE RATIONALE FOR THE STUDY

We laugh at stringent rules

and unproductive processes at

workplace

We ask ‘Y’ ‘how’ ‘what’ ‘when’

often, till we are

ready to proceed…so answer

us!

With a smile we fight

workplace challenges. So lead us and we can

do anything!

Lack of validated Indian Studies on Indian Gen Y

population

INTRODUCTION

Gen Y population in India is 25.47%

of world population

(Indian Population

Bureau, 2009), but not all are ‘employment

ready’

Generation Y professionals’ skills and potentials are

crucial if economies are to move up the value chain.

KEY DEFINITIONS1. Career anchors: A person's career anchor is his or her self-concept

consisting of 1) self-perceived talents and abilities, 2) basic values, and, most important, 3) the evolved sense of motives and needs as they pertain to the career.

2. Managerial Task/Competence: People in this category exhibit a strong desire to climb the corporate general management ladder. Their ultimate objective is management per se and the responsibility which accompanies general management positions.

3. Technical / Functional Competence: For individuals anchored in technical / functional competence, actual work content becomes a primary concern and chief area of interest in formulating career decisions.

4. Security and Stability: The primary concern of people in this anchor category is stability and / or security.

5. Variety: The centrally important theme would involve the diversity of challenges and the need to maintain flexibility of responses.

6. Creativity: Individuals anchored in creativity are dominantly influenced by a motivation to build, create, invent or produce something of their own.

KEY DEFINITIONS6. Autonomy and Independence: In this category, emphasis is on personal

freedom which can be expressed in any number of ways. 7. Basic identity: The need to be associated with a firm or occupation

which externally or visibly enhances or substitutes for self definition.8. Intrinsic motivation: Intrinsic motivation is "the motivation to engage in

work primarily for its own sake (Amabile, Hennesy & Tighe 1994:950) and refers to the pleasure or the personal fulfillment from performing the activity itself (Sonesh-Kedar & Geirland 1998).

9. Extrinsic motivation: Extrinsic motivation emphasizes the value an individual places on the ends of an action. It is "the motivation to work primarily in response to something apart from the work itself (Amabile, Hennesy & Tighe 1994: 950).

10. Achievement orientation: Achievement orientation is conceptualized as a perceptual-cognitive framework that influences how individuals approach, interpret, and respond to achievement activities. (Dweck & Leggett, 1989).

11. Role immersion: High orientation and involvement in one’s professional role in an organization.

RESEARCH DESIGN AND

METHODOLOGY

Cross-sectional exploratory study

Urban locations of India, divided in 4 zones (North, South, East And West)

Mixed methodology

Two stage sampling: Judgmental and convenience sampling

Schein’s (1985) career orientation inventory , Udai Pareek’s (1997) extrinsic and intrinsic motivation and Sarupriya ‘s(1983) value preference scales

Duration May’2011 to October’2011

As the scope of our research study is limited to the working Gen Y professionals in India today, the Gen Y of our study are born between 1981-1991

We have received a total of 707 responses from the online

survey; however, only 378 were completed responses.

The research findings are based on the quantitative data

of 378 responses and the observations from conducting 10 focus group discussions and

21 triad interviews.

Demographics-Sample

61%

35%

4%

Date of Birth1981-1985 1986-1991 Unknown

51%

41%

8%

Gender

Gender Male Gender Female Gender Unknown

80%

20%

Work Experience0-5years 5-11 years

60%

29%

11%

Educational QualificationPost Graduates Graduates Unknown

Demographics-Sample

74%

23%3%

SectorService Sector Manufacturing Sector Unknown

Demographics-Sample

Demographics-Sample

FINDINGS: Characteristics of Gen Ys’ Career Aspirations (CA), Motivation and Value

FINDINGS: The Relationships between Gen Ys’ Career Aspirations (CA), Motivation, Value

with Gender Cohorts -Males & Females

FINDINGS: The Relationships between Gen Ys’ Career Aspirations (CA), Motivation, Value with Service Industry

& Manufacturing Industry Sectors

FINDINGS: The Relationships between Gen Ys’ Career Aspirations (CA), Motivation, Value with Gen Ys’ work

experience

Gen Y Respondents We Spoke To Appear To Be Motivated By A Series Of Tradeoffs Between Diametric Motivational Gratifications.:

-> Well Defined Order / Risk And Challenge

-> Responsibility / Freedom

->Emotional Connection In Social Order / To Walk My Own Path, Pursue My Passions

-> Guidance And Supervision / To Be The King, At The Age Of A Prince

-> Work-life Balance / Instant Gratification

-> A Company That Invests In Me / My Investment In Company

Diametric Motivations Driving Gen Y In The Workplace

Societal Shifts - Security Sphere

THIS SPHERE ENCAPSULATES SOCIETAL SHIFTS CONTRIBUTING TOWILLINGNESS FOR RISK, VERSUS UNCERTAINTY IN THE WORKPLACE

Well Defined Order

Gen Y Motivations In Security Sphere

To have a social order, to be there, participate To get grounded, to have roots To have a well defined routine To connect with what is important Orientation training programs which provide an overall understanding of the processes/job Open and clear communication An overall understanding of processes in the organization Role & job description clearly defined Transparent HR policies Answers on why they are asked to do something outside their role and how will that work add value to

them Every policy made should be properly evaluated. Every SOPs be properly formed, and clearly

communicated High maintenance of the hygiene factors Stringent rules, regulations & odd processes to follow No clear policies and clear communication on organization’s state of affairs Inequality in pay & gender biases Halo effect & grapevines Job transfers to remote locations Unethical & unhealthy organizational practices like firing employees without giving notice period Confusions and ambiguity

To get ahead, to graduate to the next levelTo change the pace of things, make them faster

To be pushed, challenged with task and duty When problems or ideas cannot reach to top management

Loosing on time & opportunities

Risk And Challenge

Responsibility

Responsibility for bigger projects Decision making power. They need more empowerment, want to explore and make mistakes and learn More power in the organization

Access to internet 24/7 Allowed to use face book and other such websites on office computers during office times.

Work from home policy Ability to question, or circumvent process as long as end-goal is achieved

Tolerant organizational policy for making mistakes and learning from them Job roles where company can offer opportunities to implement fresh ideas

Autocratic & traditional management practices Getting too much responsibility

Freedom

Gen Y Motivations In Security Sphere

Risk

Order

Responsibility Freedom

To bridge communication gapNeed of clarityNeed for transparencyNeed for process elasticity

Y

X

Gen X• Gen X did just as were asked to do

without questioning .

• Gen X prefer following the rules and regulations, the tried and tested

• Gen X prefer working in the same old manner without changing their style of work

• Gen X will try to use the resources available to them to finish assignment,

• Gen X believes in looking at future consequences of present action

Gen Y• Gen Y are the ‘Why’ generation. They ask questions until

they are clear what they have to deliver and how the work will add value to them and their organization.

• Gen Y want to do work in their manner and with fastest means possible. Gen X says “we will do it in 2 years”, and Gen Y says “will do it in 3 months otherwise you are out”.

• Gen Y looks beyond the available resources, creates multiple opportunities to complete the assignment the best and smartest possible way. Technology is a given tool for them, which they use, and take for granted

• Gen Y despise unnecessary processes which interrupts their way of doing the work as long as the end result is obtained within time. “ENDS JUSTIFY MEANS”.

Gen X / Gen Y Security Conflicts

THIS SPHERE ENCAPSULATES SOCIETAL SHIFTS CONTRIBUTING TO NEED FOR HANDHOLDING VERSUS INDIVIDUALISTIC AMBITION IN THE WORKPLACE

Societal Shifts – Control Sphere

Open and fun working environment Informality of relationship between junior and senior. To address each other with first name. Creating an

open door policy. Constructive and collaborative team members Work that involves being connected to people and not working alone Informal organizational culture where in they can be friendly with boss and seniors up to the extent of

calling them by their first names Friendly and approachable HR partners Colorful & fun work environment Training which involves engagement Communication gap

“To test the waters, something new with childlike exuberanceto satiate my passions and leverage my unique talents”

“Work that adds value. Interesting & meaningful workprojects where in I can learn on the job”

Use learning as a means to stay on the edge and enhance in career. “Creating a niche for myself in the job market

to go my own way, to explore a different side of myself” To reject mainstream, to diverge from the norm

To communicate my identity, my persona To reinvent myself

Walk My Own Path,Pursue My Passions

Emotional Connection In Social Order

Gen Y Motivations In Control Sphere

Learning in the form of guidance provided by supervisors The boss/leader to trust them and stand by the team. Handholding as and when necessary to seek advice Supporting and approachable management/leaders Supervisor should have more knowledge and should be technically superior to provide guidance Inconsiderate and interfering boss/leader Unsupportive , incompetent and inconsiderate boss When no guidance is given when needed

To impress, be the center of attention A platform to leapfrog into entrepreneurship

To be a young leader, to be respected To be the master of my destiny

To prove myself Exponential growth in their job/role/work

Management’s focus on employees’ career aspirationsopportunities to enhance my resume

To be successful at their role Fast pace promotions (I want to be CEO by the age of 35)

Everything fast i.e. Quick promotion, growth increments and international exposure within 1 year Retire at 40 from job and start business of own choice or join a good consultancy

Guidance And Supervision

To Be The King, At The Age Of A Prince

Gen Y Motivations In Control Sphere

Walk my own pathpursue my passions

Emotional connectionin social order

Guidance / supervision To be the kingat the age of prince

YX

Gen X• Gen X is more family

oriented, bread earners• Gen X have worked

hard to reach the elite position

Gen Y• Gen Y are more career-oriented. They

follow the concept of individuality “about me than we”.

• If called upon Sunday, Gen Y will be happy to work until they know they are getting what they want in return. Gen Y would even work on holidays to climb the corporate ladder

• Gen Y think that some Gen X managers discourages Gen Y and hinders their growth

• Gen Y just look for being on top, they don’t want to start from scratch as per Gen X.

Gen X / Gen Y Control Conflicts

To pacify control conflictsNeed for appropriate reward & recognitionNeed for continues feedbackNeed for direction

THIS SPHERE ENCAPSULATES SOCIETAL SHIFTS CONTRIBUTING TOEMOTIONAL AND TIME INVESTMENT, OR LACK THEREOF, IN THE

WORKPLACE

Societal Shifts – Commitment Sphere

Work Life Balance

Flexible organizational policies (flexi working hours, flexi coffee breaks,) Work life balance which allows or give the flexibility to do the work in hand at preferred location and

time, within their work/life priority Expected to be available 24*7 due to technology, No work life balance, Stretched office hours

Recognition for achievements quick and tangible Answers to their questions related to their work on right time and immediately

Instant gratification on work well done. Performance must be monitored and a platform to discuss

the same must be created within the organization. Efforts must be recognised after 1-2 months.

Immediate feedback on their performance after implementation of the assigned product/ service/ project task etc

Monthly performance review

Instant Gratification

Gen Y Motivations In Commitment Sphere

A Company That Invests In Me

On the job learning through job rotations & job enrichment Effective training programs offered by the company which enhances tacit knowledge Their management to take good care of them and their families Needs fast pace learning of latest technologies Organization should spend more on imparting training programs which enhance skill levels and result in

resume development Convenience (office pick up and drop facilities, employee assistance options like bill payment,

food(breakfast/lunch/dinner), ticket booking etc and online employee assistance programs) Learning environment inside the company Organizations should provide paid sabbatical for learning and development Organization should sponsor for international certification programs Without any orientation to organization, thrown into the pool without anyone to handhold. Workshops on stress and time managementinforming people about the trends and what is happening in

their country and outside of it is considered real important Good organizational ambience (cafeteria, sports zone, great building space, comfortable work stations, hot

desking) Short termers Job hoppers Fat package

Great job profile

My Investment In Company

Gen Y Motivations In Commitment Sphere

Instant Gratification

Work-life Balance

High Company Investment My Personal Investment

Y

XGen Y• Gen Y wants everything now

• Gen Y takes more chances with career choices

• Gen Y are happy if given the opportunity to work from home.

• Gen Y believes “no fun and only work, makes you dull”

• Gen Y are loyal to work not company.

• Gen Y believe in recognition

Gen X• Gen X have given sweat and tears

• Gen X prefers stability in career

• Gen X feel that by working from home, bonding with employees and keeping track of the work becomes difficult

• Gen X do not mix business and pleasure

• Gen X believe in affiliation

Gen X / Gen Y Commitment Conflicts

To pacify commitment conflictsMentor-Mentee relationshipNeed for recognition of differences & adaptation

CONCLUSIONS, LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH

Conclusions– Managerial competence, organization brand identity and sense of service are

Gen Yers’ focus in making their career decisions. However, a Gen Y employee may have one particular primary aspiration and two or more secondary aspirations.

– Gen Ys are motivated by extrinsic factors, only marginally than the intrinsic factors and they are highly oriented towards achievement value.

– Overall career aspirations are positively correlated with intrinsic motivations and values such as achievement, monetary and role orientations.

– Partial negative correlation is seen between the career anchors and intrinsic motivations, such as, technical & functional competence - technically competent supervisor, autonomy & independence - Equitable Pay, geographical stability - equitable pay.

– Some career anchors are partially negatively correlated with extrinsic motivations, such as managerial competence vis-a-vis sound company policies, job stability vis-à-vis fringe benefits and alike.

– Further analyses showed there were significant differences within the different cohorts, such as, industry, gender, location, work - experience and company size, for overall career aspirations, motives and values.

CONCLUSIONS, LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH

Direction for Future research: – Gen Ys’ career aspirations, motives and values are shaped by their individual

socio-cultural background – As Gen Y moves forward in their career & life stages, their career aspirations

also gets influenced by their personal and socio-cultural needs. – North youth is not enough demanding for comfortable working conditions

&sound HR policies. Either it could be because of “satisfied lot” Low aspirations or something more serious. These in-congruencies is worth exploring in future research

Limitations:– Inter and intra organizational factors have not been considered {for eg.

Comfortable working condition (as an extrinsic motivator) is very low at 18.71 (at Delhi & NCR) as compared to west (54.84) & south which indicates that organization in the north zone may have less developed corporate culture}.

– Market variables are neglected, {for eg. In the eastern zone, job stability lower than any other zone, maybe because of “socio-political effect”- more security feeling}.

– We have taken a single unit of analysis. Also, the underlying reasons of the correlation analysis results remain inconclusive, but it gives direction for future research.

– Generation Yers’ archetypes not explored. Scope of study limited to urban locations