Is Your Gen Y Recruiting Strategy Getting ROI?
Scott Span, President, Tolero Solutions
After quite a lull companies are beginning to advertise for new positions and recruiters are becoming busy again. This is a good sign that the economy is starting to improve. However, the market is growing more competitive, and a one size fits all approach to recruiting won’t cut it anymore. Recruiting today seems to be a rush job. Recruiters get a position description and scour the internet for a match. Recruiters find a CV that matches the position description and send an often canned, cold and generic email. Recruiting has become less and less personalized.
Many companies do not embrace a diverse recruiting strategy that mirrors the current diverse pool of applicants. I’ve seen minimal use of cross generational recruiting; meaning lack of adapting the recruiting strategy and approach based on different demographics. This approach is not always the best means to attract certain qualified talent, particularly Gen Y talent. A Baby Boomer will not respond to the same style and approach of recruiting as a Gen-Y’er.
Generations view things differently and thus expect different ways of being recruited. With an ever changing and more diverse workforce, recruiting must become more unique and customized if organizations wish to attract the best possible Gen Y talent.
Gen Y – those born from 1979 to present – are one of the largest demographics entering the workforce. It is estimated that this generation will make up approximately 46% of the workforce by 2014, so attracting and retaining them is critical to organizational success. So, what are some things to consider when recruiting Gen Y?
First Contact: Gen Y values a personalized touch. A canned and generic email will often turn them off immediately to a potential new position. If sending an email inquiry to a potential Gen Y candidate, use their name, not “dear candidate.” Take the time to discuss why you think they may be a fit for the role as it relates to their own experience. This lets them know you have actually reviewed their CV and job goals and not just mass emailed based on a keyword search. Gen Y also values details, so for the quickest possible response, include the job description, and why you see them as a fit in the first correspondence.
Response: Gen Y is a tech savvy generation. If first contact regarding a possible new role peaks their interest, they waste no time in responding. They utilize the technology at their finger tips (Wifi, Blackberry email etc.) to promptly express interest. They expect the same in return. If your organization has high interest in the candidate, then don’t let communication lapse. Respond proactively, promptly, and personalized with establish next steps.
Expectations: Once the time for the first conversation has been set, use that time to set clear expectations with the potential Gen Y candidate. Take the time to explain in detail what they can expect in the new role and from the organization, and what would be expected of them. Be congruent, honest, and transparent about everything from salary and work life balance, to culture and roles and responsibilities. Gen Y is very tuned into organizational culture. One of the main reasons Gen Y talent tends to leave an organization within the first year is because what they were told they can expect is not the reality. Try and prevent this from the first conversation.
Interviewing: Be prepared for Gen Y to ask detailed questions regarding not just the potential role but the organization overall. Gen Y views interviewing as a two way process. Often recruiters don’t have the specific information required to answer certain questions. If this is the case, make sure the people the candidate interviews with are knowledgeable of the various parts of the organization and can answer specific questions.
Offer: If the process leads to making a job offer, then do not only do so in writing, but also make the personalized phone call. This call should come from the person who will be the candidate’s direct supervisor. Often disconnects exist between recruiting and the actual departments and managers who the employee will be working with. Gen Y values open and honest communication in all directions. Having the opportunity to speak directly with the individual they will be reporting to offers them the opportunity to begin to build a relationship immediately and get any last minute questions and concerns addressed.
After the offer is accepted, the next step is on boarding, but it doesn’t end there. Recruitment is phase one, once the employee joins the organization focus must be placed on engagement and retention. I will discuss more about these topics in future posts.
Bio:
Scott Span, MSOD, is President of Tolero Solutions, an Organizational Development and Change Management consultancy. Tolero Solutions specializes in developing people and organizations to be more responsive, focused and effective to facilitate sustainable growth. Scott successfully delivers organizational improvement solutions to staff teams, individuals and organizations in multiple areas including change management, culture change, leadership development, engagement, retention, performance and sustainability. He is an author on various topics of organizational development including cross generational communication, generational alignment, and Gen Y in the workplace and the creator of the Gen Y Recruitment and Retention Lifecycle ™. His results have not only helped achieve desired goals, but have also increased personal growth and development, leading to a more efficient and effective work environment. He may be reached at scott.span@tolerosolutions.com.
Helpful Info:
www.recruitingtrends.com
http://employeeengagement.ning.com
Posted by Scott Span
on June 9, 2010. Filed under Recruiting, Thought Leadership.
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Great post. This is something that all recruiters should take a look at before going out to find candidates.
Fantastic Post Scott. Recruiters and their companies will also need to develop mobile recruiting strategies to reach these Gen Yers. Gen Yers use their mobile devices to ask others on dates, break up with their loved ones. The companies that grasp mobile technology are reaching hundreds to thousands of potential candidates where ever the company may be holding events. follow me
@superrecruiter
This is EXCELLENT advice. As someone who works regularly with college students and advises employers on recruiting, I could not put this advice together any better. In fact, I sent it to many of my recruiters. Thanks!
The “golden rule” does not work anylonger… What works today, is treating people the way they want to be treated…. Good content! Brian-
I entirely agree with this post’s content. Although I suspect all generations would appreciate this personalized approach to recruiting.
Great post Scott. Employers should be willing to use a different approach when it comes to recruiting and managing Gen Y. Vineet Nayar in his book ‘Employees First, Customers Second’ has mentioned that Gen Y believes in collaboration. They ask questions but don’t expect perfect solutions. They also believe in getting more done in less time. Employers need to understand that a new generation brings with itself a new set of characteristics. Gen Y’s positive attributes like being tech-savvy and having a collaborative attitude need to be put to good use in an organization.
One of the best ways to interview a Gen Y is by bringing him/her on as an intern for a few months. During this time, you will be ale to see the student/recent grad’s work ethic, ability to fit in with the team/organization’s culture and even amount of texting during the work day :)