Dive Brief:
- Almost half of HR professionals (48%) reported millennials as their largest non-desk work group, but 32% said they are the hardest generation among Gen Z, Gen X and baby boomers to engage, according to research from Speakap. The corporate social platform surveyed 250 HR professionals in the U.S. and U.K. on their use of technology to retain and engage employees and their biggest workforce challenges.
- The survey uncovered that millennials value products less than meaningful experiences; are idealistic rather than pragmatic; are continuously searching for personal fulfillment, rather than just a job; and don't tolerate subpar experiences — from brands delivering a customer experience to employers delivering an employee experience.
- Almost three-fourths of the survey respondents said their organizations currently use technology-driven HR initiatives, and 75% said they have turnover rates averaging up to 30% a year. Socially engaging experiences, real-time feedback and mobile access positively impact engagement with millennial and Gen Z workers, according to the feedback, and reducing turnover and improving employee-manager relationships are bigger HR priorities with Gen Z workers than with boomer and millennial workers.
Dive Insight:
Attracting and hiring talent is only the start of establishing a positive employee experience. Employers must first make employee engagement a priority, especially among millennials, who are apt to job hop when they feel underutilized. Because millennials were born into the tech age, between 1981 and 1996, employers that keep up with technological advancements and provide the latest digital tools may engage them better at work. Employers that don't will have a harder time competing for talent in general, according to a Harvard Business Review Analytic Services report.
"First and foremost, companies should tap into millennials' intrinsic desire for personal fulfillment and a sense of purpose," Erwin Van Der Vlist, Speakap's co-founder and CEO, said in a statement.
Personalization reportedly has high appeal among millennials, especially when the concept is applied to benefits. Emily Bailey, managing principal at OneDigital, told HR Dive in a 2018 interview that there are major differences in how millennials select benefits. She said younger workers are more likely to pass on voluntary benefits and opt for those that meet a more immediate need, such as tuition reimbursement or remote-work options.
Employers might consider myriad options to engage millennials, such as connecting their organization to a cause through corporate social responsibility initiatives, prioritizing career development and providing meaningful work experiences.
