ARTICLES

02-08

Tailoring Motivational Techniques to Different Age Groups:  Part III

Linda Gravett, Ph.D., SPHR, August 1, 2002

In the previous two articles, I shared results of my research about recruiting and retaining members of the Radio Baby and Baby Boomer populations.  This month, my focus is on an often-misunderstood generation, Generation X.

“Generation X” is a phrase coined by a Canadian novelist, Douglas Coupland, in his 1991 novel of the same name.  He characterizes members of this generation, born between 1965-1976, as aimless, unsure of what they want out of life, and searching for answers.  (Weren’t we all when we were in our 20’s!)

I think it’s helpful to consider the times in which Gen X’ers grew up, since our world view is influenced by events happening around us.  Gen X’ers are five times more likely to be children of divorce than any previous generation.  They also were a generation of latchkey children because mom and dad both worked.  This generation watched as their parents were downsized in huge numbers in the mid-80’s and early 90’s.  They saw Presidents Nixon and Clinton, and other high ranking “representatives of the people” make embarrassing, public mistakes.  This is the world that shaped X’ers’ perspectives.

Given this backdrop, I interviewed 500 Gen X’ers from around the country in an attempt to understand what entices them to join an organization and what factors compel them to stay.

Many X’ers I interviewed emphatically stated that they wanted to clear up a misperception about their generation.  Older generations have complained that Gen X’ers job hop frequently and show no loyalty to a company.  The X’ers I spoke with said that they wouldn’t have to change jobs so quickly if companies could be more flexible in terms of hours, compensation options, telecommuting, job sharing, and ways to approach the work itself.  And they would be more loyal if companies would be more loyal.

These messages came through loud and clear in my interviews:

  • Gen X’ers aren’t looking in the newspaper’s Classified section for a job – they’re searching the Internet (some great sites are listed at the end of this article)

  • If you want to place ads in the newspaper, put them in the Sports or Weekend Activities section

  • Make ads brief, with snappy copy and eyecatching graphics

  • If you have a diversity and career planning and development initiative, note that in your ads

  • If your company is active in community or charitable events, note that in your ads

  • Get employee input about ways to help them balance work and family life – and implement feasible suggestions

  • The most favored work features are telecommuting, day care, job share options, and flexible benefits

  • Mentors are appreciated and desirable (as long as they don’t hover too much)

  • Career planning and development is a key program sought by Gen X’ers – not just upward mobility, but career options such as lateral moves

  • Have a company Mission and Vision statement and help Gen X’ers connect their daily activities to those statements

  • Establish and clearly communicate expectations and boundaries

Next month, I’ll discuss the fourth generation in this series of articles – Generation Y.

(Click here if you would like additional information about this article or would like Dr. Gravett to contact you.)

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My favorite online recruiting sites: