Managing Generation Y:
Who They Are, Why They Leave, And How To Keep Them
Generation Y, also known as Generation Why, Millennials, or Echo Boomers are those born roughly between 1977 and 1991. There are over 60 million out there, which is three times the size of Generation X’s, and they were born in the fast lane. Generation Y’s grew up with much different parenting than previous generations. Timeouts became popular for discipline instead of spanking, and parents started protecting their children from the woes of the world. As a result, this generation has a much different perspective on life.
These same parents want to be “friends” with their children, and sometimes they focus on quality time instead of parenting time, trying to build the friendship. The parents of the Gen Y’s are obsessed with their children. Their lives revolve around taking their children to practices, to and from school, on trips, and showering them with attention. Self-esteem is another big focus and plays heavily in the attitudes of Gen Y’s. As young children, Gen Y’s played soccer and every team was a winner, they either excelled in school, or were “special learners”. If they had trouble focusing, they were diagnosed with attention deficit disorder and given prescription medication. Bad behavior was not the fault of the child; it was always something else (eroding social norms, media influences, societal factors, etc.)
Gen Y’s were coddled and told they were great, and they could do anything if they put their mind to it, so they are conscious of the environment, and worry about the future on a global level. Actively participating in and encouraging acts like recycling and reducing waste and pollutants, they are diverse and open-minded and accepting for differences in race, gender, ethnicity, sexual orientation and so on. They are very expressive, and you can see this in their dress, body jewelry and brightly colored hair. Gen Y’s are very socially conscious and committed to any cause they might value. Volunteering for their causes are important to them, they don’t remember Pac Man or record players, they studied the 1960’s as history, and believe landing on the moon happened in the “olden days”. Gen Y’s also never knew a time without the internet, cell phones, or text messaging. In fact, over 80 percent of all teenagers have internet access either at school, home, work, a friend’s house, or the library. Growing up during a time of this technology has allowed them to access everything instantaneously. They watch movies, download music, or photos in seconds. They search for any topic and write reports using sources on the Internet without ever going to a library.
This generation didn’t grow up in a time when kids could play freely outside without supervision, they were taught to fear strangers, and never trust anyone. They’ve seen assassinations, school shootings, and wars, all televised live with every detailed on TV. They have watched terrorist attacks in their country and others, and saw the president lie on TV and still continue his political role with just a smack on the hand.
They lived during one of the biggest economic booms of the US, a time when a teenager could sometimes get a part time job in a technology role making more money than his parents and many have even started their own businesses at a young age and aspire to be entrepreneurs for the rest of their lives. While boomers hoped to find fulfillment after they began their careers, Gen Y’s rarely find it in the workplace, but instead, they find it in activities like hiking, travel, social schedules and other non-work related activities.
Gen Y’s are also very aware that there are no guarantees in the workplace. They live and work considering thoughts such as “will I be here next week”, “will this company be here next week”. They work by the motto that they work the week and you pay them. The next Monday they will start again. They are selling you their time, and they are okay with that.
Having been raised by parents who continually boosted their egos, they begin working with big goals for themselves. They have very high aspirations and every intention of reaching them. They know what they want to do and where they want to be, they just don’t know exactly how to get there. That is where their bosses come in to the picture. Remember “Baby on Board” from the rear windows of mini vans? Today, those babies are entering your workplace.
Why they leave and how to keep them are one in the same. This new generation of entry- level worker is far more different. They live at home with parents longer, marry later, buy homes later, bear children later, and stay in school longer. Their parents tell them to take their time and find a job that makes them happy. They aren’t facing the same pressures as their parents did to go out and get a job.
Gen Y’s don’t commit to companies, they commit to their bosses. When bosses don’t provide what they need, they will just leave. They are committed to the boss because that is the person who will lead them to their goals and help them construct the road map to get them where they want to go. Past generations did this on their own, but Gen Y’s relied on their parents to do it in the past, so they will rely on their bosses, their “substitute parents’ the help them.
Managers must take a new approach to incorporate the views of the younger generations. Here are a few great rules to follow:
Rule One – clear, straight shooting language. – Forget about saying “you might want to consider” or “have you thought about doing” or “if you have time you should”. These softened statements don’t work on Gen Y’s. Don’t speak in generalities; just say exactly what you want. Use clear, concise language and they expect to be directed in their jobs. They don’t have tolerance for what they consider to be games played by older generations. They aren’t interested in trying to figure out what you want, and if they have to, they will just quit and find another job.
Don’t assume anything. Don’t assume Gen Y’s “get what you are saying. If you are hinting at something or beating around the bush they probably are unclear. Spell out what you want done, when you want it, and how you want it down. You are the boss; so don’t be afraid to say, “That is what I need you to do”.
Rule two – when an employee gets it right, celebrate! Celebrating promotions and loyalty isn’t what works for this generation, because they will probably change jobs in three to five years. What you celebrate is repeated. If you are looking for timeliness, sales achievement, customer service excellence, figure a way to measure the achievement so that you and the employees can track the success. This generation likes instant feedback and instant gratification. If you see good results celebrate right then. Plan in advance and be ready to acknowledge the behavior.
Rule three – emphasize learning – they value learning, enjoy it and are good at it. To keep them engaged in their job and interested in the work, it must become a place to fulfill their desire to learn continuously.
Rule four – make a clear outline for their future – they don’t want to wait until they are chosen, they want to know how they can grow their skills and their careers on a short and visible time scale. Clearly define their goals and put them in writing. List all the skills and goals and the steps necessary for them to take to achieve those goals. If there are hurdles, work closely with them to tackle those challenges.
Rule five – reprimand them, but the right way. Gen Y’s are tender. Most are not accustomed to discipline and it can be hard for them to receive. It is best to address them in person, never in front of peers. Any issue should be addressed as quickly as possible. The conversation should begin by highlight their value, and discussing anything beneficial about the employee in relation to the company. Use neutral language, explaining what when wrong and why. Don’t put emotions into it. For example, don’t say “I think you did this because…”. Don’t guess, just explain the behaviors that were witnessed and why they were wrong, and what happened as a result. Then work with them to develop a plan to ensure the error doesn’t happen again.
With better understanding of where this new, young generation of workers comes from, and how to manage them in the workplace, your relationships, teams, departments, and organizations can be a stronger and more successful. You just have to know how to captivate and motivate this cohort that is so very different than any other before.
