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How would you like to have the secret play book for attracting the largest pool of applicants in the workforce? Considering the second largest pool of applicants (Baby Boomers born 1946 - 1964) is at or approaching retirement, you probably would love to have that play book. And, best of all, it will just take about 10 minutes of your time to read this article and a few hours of your time to implement “the plays.” What do you have to lose, especially since these plays come straight from these applicants after we talked to 500 of them and asked them what attracts them to a company. Now, grab your note pad and let’s get down to business!

First of all, you may be asking who are these applicants? Why of course it is Generation Y or those individuals born between 1977 and 1990. Generation Y was described as “The most demanding generation in history,” by Bruce Tulgan and Dr. Carolyn Martin in Managing the Generation Mix – Part II. We’ve also heard Gen Y’s called “Generation X on steroids”. Nonetheless, here lies the challenge of how we are going to attract these individuals to work for our organizations.

When we interviewed 500 Gen Ys, the top three responses we received to the question, “What’s important to you?” were quality friendships, feeling they can make a contribution on the job, and a feeling of safety. They like an organization where they can create friendships much like they did growing up in school. In other words, your organization must have a social flair to catch the eyes of this generation. Some examples include company leagues (i.e. golf or basketball) or company social events (i.e. opening night of “Matrix” or meeting after work for coffee or a beer). But, these quality relationships must go hand and hand with feeling like what they do adds value to the organization.

But recognizing what is important to a Gen Y isn’t enough if you don’t incorporate some of the key issues that entice them to join an organization. During our research, we found the top three ways to get a Gen Y to join an organization were salary; friendly, casual work environment; and growth and development opportunities, in that order. It isn’t surprising that salary was on top given the money that was thrown around in the late 90’s when the first Gen Ys were entering the workforce. And, unfortunately for businesses but fortunately for these individuals, high salaries and a signing bonus are likely to continue given our labor shortage. But, it isn’t all about money. Gen Ys need to enjoy where they are working in the fun atmosphere described above minus the stuffy blue suits. And, they want to see opportunities to grow their skills, knowledge, and abilities through on the job experiences, mentorships, training, and learning from others.

Now, if you really want to enhance your play book and ensure that your organization is leading the pack, there are many other benefits that you can consider offering that will really entice your younger generations to take notice:

• State of the art technology

• Opportunities to volunteer in the community (on company time)

• Reputation for constant regular feedback

• Tuition Reimbursement program (even non-related courses)

• Strong reward and recognition program

• Casual work environment

• Connection to the mission and vision

• Company’s community involvement

Establishing a culture with these types of benefits will definitely attract the Gen Ys but you have to find them first. You are going to have to also think about how to position your recruiting to actually reach the Gen Ys. It will take technology and advertising. The younger generations are going to take advantage of every ounce of technology to make their job search a success and easier. You’ll need to advertise the job on multiple online job posting boards local, national, trade related, or all three. Plus, you will definitely want to create a job posting board on your company’s website. The job posting board will need to be regularly updated and provide an easy and responsive way for candidates to apply online.

Where you advertise isn’t the only thing you’ll need to do different. Gone are the days of receiving resumes via snail mail. With the advancements of technology, this techno savvy generation likes to apply immediately and get a response or feedback immediately. You will need to have a human resources email address and/or an online application process. For the process to succeed, you must have someone regularly checking the applications/resumes and following up with candidates. Otherwise, your credibility will be shot from the get go.

The actual copy of the ads will be critical. You’ll need to include the key words that will attract these individuals to your ads when they do online searches. The younger generations like short, snappy copy that gets right to the point of what they will be doing. But of equal or more importance, the ad will need to advertise the culture of your organization as it relates to the values of this generation. Your ads will need to include statements such as:

• Fast paced

• Individual contribution

• Work / life balance

• Family friendly

• Do it your way

• Opportunity to grow

• No rules

• State of the art technology

Only list these kinds of features in your ad if you truly offer them. Otherwise, you’ll get to experience how fast these generations will leave an organization that doesn’t fulfill their promises.

The Gen Ys provide a large pool of talent eager to be groomed for the workforce and ready to fill in the gaps we are sure to encounter. Evaluate what you are doing to attract and retain your younger generation and make changes now to ensure your company successfully rides out this labor storm.

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If you have questions about this article or want more information contact Robin Throckmorton at robin@StrategicHRinc.com or Linda Gravett at linda@gravett.com.

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