CUMA Conference 2005

Gen Y – Reaching the Unreachable

Becoming an “Employer of Choice” for Gen Y Stars

Our Objectives

• Discuss what it takes to become the “Employer of Choice” for Gen Y talent • Provide tips to attract, motivate and retain Gen Y talent within your organization • Network and share your creative & innovative approaches

Current reality of marketplace: The tables have turned

Employer

FROM: Why should I hire you?

What can you do for us?

• Tight job market • Industry reputation • Pay practices • Benefits packages • Training opportunities

Potential Employee

TO: Why should I work for you? What can you do for me?

• Tight talent supply market • Changing expectations/values • Changing demographics • Work / life balance • Employability mindset

What is an “Employer of Choice”?

• Any employer of any size in the public, private or not-for-profit sector that attracts, optimizes and retains top talent… because the employees choose to be there • Employees choose to work for your organization… even when presented with other employment opportunities

Getting to know Gen Y

Life-defining Events

• Digital age • Reality TV • Attacks of 9/11 • Corporate and government scandals

Getting to know Gen Y

Attitudes & Values

• Confident • Optimistic • Civic-minded • Innovative • Diversity focused • Techno-savvy • Solid work ethic • Believe it is Cool to be smart and do well • Desire for success & positive distinction • Entrepreneural spirit makes them self-reliant

Getting to know Gen Y

Goal

• To find work and create a life that has meaning

What attracts and retains Gen Y talent…...

Top 6

• Leadership Quality • Flexibility • Autonomy/Empowerment • Work/Life balance • Growth / Expansion • Professional Development • Brand & Reputation • Work Environment • Reward & Recognition Systems • Open Communication • Incentive pay / pay-for performance • Culture • Products / Services • Professionalism

Gen Y shopping for opportunities

Recruitment Expectations

• Marketing of the organization’s reputation and brand – How are you perceived in the marketplace?

• Valued employee-driven negotiation – Does your organization build a mutually beneficial relationship?

Gen Y shopping for opportunities

Unique Selling Proposition

• The organization’s social responsibility, diversity and creativity – Is your organization in tune and responding to what is happening in the world?

– How does your organization give back to the community?

– Does your organization value differences?

– Does your organization promote and encourage new and innovative ideas?

Gen Y shopping for opportunities

Key messages to attract Gen Y talent

• Be part of a first class organization led by an expert team of industry leaders • Work with competent, enthusiastic, and engaged professionals • Continuously develop your skill toolkit through exciting projects and initiatives

Gen Y shopping for opportunities

Key messages to attract Gen Y talent

• Experience a flexible work schedule, providing peace of mind and convenience that facilitates your work/life balance and commitments • Enjoy a personally and professionally rewarding work experience

Becoming an “Employer of Choice” with Gen Y Talent

• Ideas and resources to brand your organization • Creative & innovative approaches which create a great workplace • “Best practices” to help your organization attract, motivate and retain high calibre staff

Strong Leadership / Management

• Have high emotional intelligence (people smarts) • Develop relationship management skills • Don’t “parent” – provide autonomy (tap into Gen Y’s sense of achievement) • Build an accountable workforce – work with employees to set SMART goals • Decisions are made quickly

Strong Leadership / Management

• Leaders are accessible • Not shy about giving compliments • Increased focus on employee satisfaction (“take the temperature”) • Increased focus on talent management – Understand employees’ career goals – Spot opportunities for employees within the organization • Solicit input and feedback how you can be a better manager/leader

Work/Life Balance

• Recognize employees have responsibilities and a life outside of work •Flexible hours •Summer hours •3 – 4 weeks vacation to start (in daily or weekly increments) •Holiday shutdown / floating holidays •Personal / sick days •Leaves

Career Development & Growth

• Enhance their employability • Cross training / job shadowing • Ongoing coaching & mentoring • Provide frequent performance feedback (regularly… not once per year) • Tuition assistance /Membership fees • Encourage and support volunteer/community activities • Internal bid policy / secondment to other roles

Work Environment

• Recognize special occasions, achievements and milestones (service anniversaries) • Hold company-sponsored events (social activities, discounts, teambuilding events) • Opportunities for Gen Y’s to work with peers • Make staff meetings fun • Teamwork is a core value • Ergonomically-sound environment • Up-to-the minute technology

Reward & Recognition Systems

• Recognize achievements and value • Create a customized retention strategy for key people • Pay for performance / contributions – On-the-spot rewards for exceptional client service or initiative – Understand what motivates employees (extrinsic / intrinsic) – Variety of tools for managers to reward and recognize staff • Create “Value Propositions” to market their total compensation package

Outrageous Job Perks

• Free on-the-job massages • Flying lessons • Leased BMW paid for by the Company • Pinball room / pool tables • One month vacation upon hire • Non-cash bonuses: TV, furniture, BBQs • $$$ to take any type of class ie. Tai Chi • Grocery shopping service

Excellent communication

• Employees are up-to-date on how the business is doing whether it is positive or negative • Solicit employee input – Ask “What and how could we do better?” • Create an open-door environment where employees are comfortable expressing ideas and concerns

Do your Gen Y employees…

• Know what is expected of them?

• Have the opportunity to learn and grow?

• Have the opportunity to do what they do best?

• Receive praise or recognition for their work?

• Have a say?

• Feel their opinions counts?

• Have best friends at work?

• Know that their work is important?

HR Tools - Do you have….

• Employee Handbook Manual - HR Guidelines (current and applied consistently) • Performance Review System which includes goal setting, form, process • Updated Job Descriptions / Objectives • Training for managers and employees • Reward and Recognition initiatives

More cool tools…

• Board of Trade Compensation & Benefits / Employment Practices Surveys www.bot.com

• HRPAO www.hrpao.org

• SHRM www.shrm.org

• 1001 Ways to Reward Employees by Bob Nelson • Networking Events • External consultants

Refreshment Break

• Sponsored by Silver Sponsor…

Executive Breakout Workshops 10:15AM – 11:45AM

• Workshop #1 – Tom Thomson – Helping You Make the Best People Decisions • Workshop #3– Carmichael/Jackson – Holding up the Mirror! Executive Coaching… • Workshop #5 – Varley – Generation Y: Reaching the Unreachable • Workshop #6 – Governor General – Trends in Retail Service Delivery