By Jim Wong, CPA | August 27, 2012


Organizations are continually adapting their recruitment practices to reach the appropriate demographic.

Generation C, the Generation Human Resource Executive Online calls the “connected” generation, is a group so connected, both socially and technologically, they bring real value to the organization for which they work.

Businesses who know how to find these connectors and attract them, and retain them. will benefit from the skills they bring to the table.

Who is Generation C?
Nielsen coined the term Generation C referring to adults aged 18 to 34 who lead a digital lifestyle. They are tech-savvy, use a variety of electronic devices, and consume a great deal of content by way of video, blog posts, and games. This type of knowledge and curiosity brings benefits to their employers because of their ability to creatively solve problems, take initiative and work independently, and to collaborate with peers.

How does this affect your hiring strategy?
 In order to hire and retain from this group, you need to meet them and engage with them where they are online. This means you’ll need to abandon some of the old school ways (job fairs and recruiting events), or at least supplement them with the new (social networks like LinkedIn and Twitter).

In case you need statistics to back up the fact that more and more people are using the internet to do everything including finding a job, the 2011 Jobvite Social Recruiting Survey will confirm: Eighty-two percent of jobseekers used social as part of their job search in 2011. LinkedIn is identified as the top site for this use and Twitter as a close second.

Organizations will have to overcome a few concerns regarding Generation C
Employers will have to stop worrying about the use of social media at work, and trust that employees are getting their jobs done. It’s a cultural phenomenon. If the employee is not being productive, you have an employee issue; not a social media policy issue.

Another concern is the idea that Generation C isn’t loyal. Because individuals tend to switch jobs frequently, they appear to lack loyalty. It’s the job of the employer who wants to retain good employees to provide a work experience that does just that; inspires them to stay.

How to Attract Generation C

Money isn’t always the prime motivator for this generation. They want more than just a salary and benefits.

Generation C wants the following:

  • Opportunities for career advancement and growth
  • Job satisfaction
  • Training and professional development
  • Life balance — a happy marriage and personal relationships

How to Retain Generation C

Once you hire them, here is what you can do to keep them happy:

  • Offer a flexible work environment. If possible, allow for work from home on a mutually agreeable schedule. Arrange for flexible hours depending on their lifestyles: Perhaps they have kids, or prefer early, or late mornings. The more control they have over there lives, the happier they will be.
  • Make it more than just a job. Engage with employees and create an environment that is fun, but also provides avenues of growth.
  • Share potential for career growth. Be upfront with each employee about their future; about what they want, and the possibilities you see for them. This motivates them and minimizes turnover.

Generation C brings a socially connected, tech-savvy, and solution-oriented workforce to the organizations for whom they work. It is important to understand and engage with them in the way they want to be engaged.

This article originally appeared on Clear Focus Financial Search.


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