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Barnum Financial Group
An Office of MetLife
MILLENNIAL
UNLOCKING
TALENT 2015
Brand New Insights For Employing
The Fastest Growing Generation in
the Workplace
Based on findings from the 2015 Best Places to Work
for Millennials Award and additional national studies.
Brought to you by:
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 2
“The Millennials are here! No longer are we talking
about “when” the Millennials will arrive. They are
here and we are seeing the impact. This emerging
generation is transforming the workplace, innovation,
communication and so much more.
Understanding what actually works to employ
Millennials is critical for every business and
industry—especially if you want your
company to exist in ten years.”
	 - Jason Dorsey and Paul Blanco,
Unlocking Millennial Talent 2015
2
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 3
Copyright 2015 The Center for Generational Kinetics.
All rights reserved.
MILLENNIAL
UNLOCKING
TALENT 2015
Brand New Insights For Employing
The Fastest Growing Generation in
the Workplace
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 4
If you’re reading this white paper, then, like us, you probably employ
or plan to employ Millennials—also known as Generation Y.
This generation of almost 80 million people in the U.S. alone brings
a new mindset, skill set, and enthusiasm to the multigenerational
workforce. These generational differences can be a challenge or
an opportunity—depending entirely on how managers and leaders
respond.
This white paper will give you the latest findings on Millennial
employee engagement and specific ways to increase Millennial
employee performance. The insights and actions are based on
The Center for Generational Kinetics’ latest national employee
engagement research, our qualitative findings from working with
hundreds of companies around the world, and additional research that
brings context to the conversation.
To find the Best Places to Work for Millennials, The Center for
Generational Kinetics partnered with the workplace excellence
research firm Best Companies Group (BCG), which manages over 50
“Best Places to Work” programs around the globe. BCG analyzed data
from the more than 4,000 U.S. organizations that participated in its
various programs. BCG included policy and benefit offerings from the
employer questionnaires, as well as employee engagement data from
the more than 500,000 employee surveys conducted in the last 12
months.
We took a hard look at what truly drives Millennial employee
engagement within a multigenerational workforce. We also identified
the factors that separated the top performing companies from those
that did not make the cut.
The diversity of the award applicant companies differentiates our
data from traditional engagement studies.
Traditional engagement studies often focus solely on the Fortune 500
or Fortune 1000. However, what we uncovered through our research is
that small and medium-sized companies in a variety of industries can
be outstanding employers for Millennials and places where Millennials
love to work.
WELCOME!
A Quick Introduction
We took a hard look
at what truly drives
Millennial employee
engagement within
a multigenerational
workforce.
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 5
This is an important insight, because not every company can be
Google, Facebook, or GE. Until our research, who knew that a
car dealership, hospital network, or credit union could be one of
the highest-ranking places for employment from a Millennial’s
perspective? Now we know, and you can benefit by implementing the
practices that these companies do differently.
Whether you are a manager, executive, entrepreneur—a Baby Boomer,
Gen Xer, or a Millennial—we believe our findings and insights will help
you immediately.
We know for a fact that every generation brings something different
and valuable to the workplace and to the culture. The companies
and organizations that embrace these generational differences the
fastest grow stronger, innovate more quickly, and create a competitive
advantage for themselves.
Thank you for taking the lead to unlock the potential of Millennials
and increase the value of every generation in your workplace.
Contact us if you have a media inquiry or want additional information
about applying our findings to your Millennials or other generational
challenge.
We are glad to be on this journey with you!
Sincerely,
Jason Dorsey
Chief Strategy Officer,
The Center for Generational
Kinetics
@jasondorsey
info@GenHQ.com
512.259.6877
Elizabeth Hiza
Chief of Staff
Barnum Financial Group
@BarnumFinancialGroup
ehiza@metlife.com
203.513.6174
WELCOME!
A Quick Introduction
The companies
and organizations
that embrace these
generational differences
the fastest grow
stronger, innovate more
quickly, and create a
competitive advantage
for themselves.
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 6
Introduction – Welcome!...............................................................................................................4
The Most Important Question: Why?........................................................................................7
Insight 1: The Top 5 Drivers of Millennial Employee Engagement.................................8
Insight 2: Four Statements That Separate the Best
Millennial Employers From Everyone Else – Part I...............................................................9
Insight 3: Four Statements That Separate the Best
Millennial Employers From Everyone Else – Part II............................................................10
Insight 4: What Attracts Millennials to a Job?.......................................................................11
Insight 5: How Long Do Millennials Plan to Stay?...............................................................12
Insight 6: What Motivates Millennials at Work?...................................................................14
Get Results: Five Actions You Can Take Today to
Unlock Millennial Talent Fast.......................................................................................................15
Contact Us Today...........................................................................................................................20
TABLE OF CONTENTS
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 7
1.	 We believe that Millennials—contrary to pop
culture stereotypes—can be valuable, loyal,
high-performing employees, managers,
and leaders. You probably know some
high performing Millennials right now. We
see high performing Millennials daily in
companies where our team speaks, consults,
and leads research studies. But so often the
headlines seem to focus on Millennials who
are not making the leap into adulthood and
self-reliance. That doesn’t change the fact
that millions and millions of Millennials are
employed and show up to work every single
day—and not necessarily late! We want to put
a spotlight on the idea that Millennials are not
only the fastest growing generation in the
workplace, but that Millennials are and can be
great employees, managers, and leaders.
2.	 We discovered that you don’t have to be
Google, Facebook, GE, or Zappos to create a
workplace where Millennials love to work. In
fact, you don’t have to be a large company,
work with cutting edge technology, or have
an office that looks like an adult playground
complete with a latte bar and massage room.
Our survey findings reveal that companies
ranging from hospitals to car dealerships have
proven to be places where Millennials love to
work. We want to share this story so managers,
leaders, and executives realize that your
company can be a great place for Millennials
to work regardless of your industry, size, or
budget.
With these goals in mind, we are excited about
sharing the most important findings from the data
compiled through our national award process. We
have also included additional research that we
thought informed the national conversation. All
research that is not proprietary to The Center for
Generational Kinetics is cited at the end of this
white paper.
Why are we presenting this white paper? We want
to share with you exactly what you need to know
to best employ Millennials now and in the future.
Our success is creating a conversation where
Millennials win and so do their employers.
The Center for Generational Kinetics
created the Best Places to Work for
Millennials 2015 Award for two reasons:
THE MOST IMPORTANT
QUESTION: WHY?
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 8
The Top 5 Drivers of Millennial
Employee Engagement
Engagement survey results from over 3,000
companies, representing over 200,000 employees,
were analyzed to determine the five drivers of
Millennial employee engagement. These five
drivers were the most important reasons for
Millennials’ statements that they were engaged
and performing well at their workplace.
When you consider these drivers in your own
workplace, consider them through the viewpoint
of a Millennial, aged 19 to 37. This incredible
“coming of age” life stage ranges from young
people right out of high school or college to
people who are gaining self-reliance and truly
becoming an “adult.” This is important context, as
an individual’s place within this broad life stage—
whether they are living with three roommates or
married with three kids—affects the importance of
each driver of engagement.
The Top 5 Drivers of Millennial
Employee Engagement:
1.	 I feel I am valued in this organization.
2.	 I have confidence in the leadership of this
organization.
3.	 I like the type of work that I do.
4.	 Most days, I feel I have made progress
at work.
5.	 This organization treats me like a person, not
a number.
These top five drivers are listed in order of
greatest contribution. The statement, “I feel I
am valued in this organization” has by far the
greatest percentage of contribution of all the top
employee engagement drivers.
As you think about what these drivers could
mean in your organization, consider how
strongly your Millennial employees—and
employees of every age—would respond to the
above statements. Would they strongly agree,
somewhat agree, or disagree?
INSIGHT 1
I feel I am
valued in this
organization.
I have confidence
in the leadership
of this organization.
I like the
type of work
that I do.
Most days, I feel
like I have made
progress at work
I’m treated
like a person,
not a number.
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 9
Four Statements That Separate The
Best Millennial Employers From
Everyone Else – Part I
What separates the best employers from everyone
else? Our analysis of the Employee Benchmark
Report revealed significant variance in several
key areas. A variance is the percentage difference
between the 75 winners who made the Best Places
list and the other 2,925 companies that did not.
Part I examines statements employees made
about their understanding and interaction with
their organization. It’s these type of relational
judgments that have a large impact on Millennial
engagement, but are too often overlooked or
undervalued by non-Millennials.
Below are the four statements with the greatest
variance between companies that made this list
and those that did not:
•	 I have a good understanding of how this
organization is doing financially.
•	 Staffing levels are adequate to provide quality
products/services.
•	 There is room for me to advance at this
organization.
•	 Changes that may affect me are
communicated to me prior to implementation.
Are you surprised that the above statements had
some of the greatest variance? We were! If your
Millennial employees—and employees of every
generation—were to rate or respond to those
statements, how do you think they would respond
to each of those four statements?
INSIGHT 2
I have a good understanding of how
this organization is doing financially.
Staffing levels are adequate to
provide quality products/services.
There is room for me to advance
at this organization.
Changes that may affect me are
communicated to me prior to
implementation.
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 10
Four Statements That Separate The
Best Millennial Employers From
Everyone Else – Part II
As we dug deeper into what separates the
best employers of Millennials from those who
did not make the list, the variance shifts from
an employees’ relation to the company to the
employee’s self-image within the company.
This self-reflection of their opportunity, value,
reward, and compensation separates the best
employers from everyone else.
Below are four statements from the
engagement study where employee rankings
showed some of the biggest gaps between
winning companies and those companies that
did not win the award. These statements really
separated those companies that made the list
from those that did not:
•	 I feel I am valued in this organization
•	 I feel I can express my honest opinions without
fear of negative consequences
•	 I trust that if I do good work, I will be
considered for a promotion
•	 My pay is fair for the work I perform
Were these four statements what you expected?
How would you rate your answer to each of these
four statements when it comes to your relationship
with your company?
INSIGHT 3
I feel I am
valued in this
organization
I feel I can express
my honest opinions
without fear of negative
consequences
I trust that if I do
good work, I will be
considered for a
promotion
My pay is fair
for the work
I perform
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 11
60% of Millennials
said a sense of purpose
is part of the reason they
chose to work at their
current employer.
What Attracts Millennials to a Job?
When recruiting Millennials, the goal is more
applicants and better applicants. The research
around attracting Millennials shows two big trends:
1.	 Employment branding is more important
than ever. This includes the steps you take to
brand both your company and your specific
positions in order to appeal to Millennials as
prospective employees. The most critical touch
points include your job description, the career
page on your website, and ease of applying.
Additional key influencers are social media
outlets like GlassDoor.com and other online
employment ratings.
2.	 The second trend we see is the incredible
importance of bringing your company’s
mission and purpose to life. More than any
other generation, Millennials want to know and
believe in your mission and purpose—which
should include valuing your employees and
their personal and professional growth.
The research supports these trends:
60% of Millennials said a sense of purpose is part
of the reason they chose to work for their current
employer.1
43% of Millennials think that they should be able to
apply for a job on a tablet, and 39% expect to be
able to apply for a job on a smartphone.1
47% more Millennials than non-Millennials found
their current positions through an online job
search.1
INSIGHT 4
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 12
How Long Do Millennials Plan to
Stay at a Job?
There is much discussion about how long
Millennials plan to stay with a company. Is it worth
the effort to hire them? Absolutely! What we see
is that Millennials are sampling not only companies
but also careers. Millennials are at the exact life
stage where people are figuring out what they like,
don’t like, won’t do, and love to do. This is an ideal
time for a company to step forward and show that
they are the right place for a Millennial employee
to lay a foundation for career development and
growth.
When we dove into the data we discovered
conflicting reports about how long Millennials are
staying in jobs versus how many jobs or careers
Millennials say they want or expect over their
lifetime. This conflicting data makes sense because
the current age of Millennials, 19 to 37, represents
significant differences in life experience, life stage,
and firsthand work exposure.
College-age students are likely to have more jobs
over a shorter period of time, as these are often
part-time or transitional jobs that are not viewed
as a career pathway by the Millennial—and often
even the employer.
For example, according to the U.S. Bureau of
Labor Statistics, young adults born in the early
1980s—which are among the older Millennials—
held an average of 6.2 jobs from age 18 through
age 26. Over two-thirds of these jobs were held
from ages 18 to 22.2
However, for those Millennials that graduate
from college—and as all Millennials get older
and take on more traditional responsibilities and
obligations—the expectations for work tenure
begins to change, too.
A PwC study of about 4,300 college-educated
Millennials found that 54% expect to work for
between two and five employers over their entire
careers. Working for two and five employers
over a forty-to-fifty year career suggests much
greater longevity with an employer than the initial
sampling phase of Millennials’ employment.3
INSIGHT 5
54% of college-educated
Millennials expect to work for
between two and five employers
over their entire careers.
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 13
How Long Do Millennials Plan to
Stay at a Job?
How do you know if your company is doing well
when it comes to retaining Millennial employees?
We suggest looking at your retention data in two
ways:
1.	 Compare it to your industry peer group to
understand the current norm. Our client data
review has shown Millennial turnover ranging
from 15% to 150%, depending on the industry,
position, economy, geography, and other
factors. Comparing yourself to your industry
group will give you a good sense of what
similar companies are experiencing in day-to-
day workplace offerings.
2.	 Determine the six-month period where you
see the biggest increase in turnover with
Millennials. This could be seasonal or at a
specific tenure mark, such as 18 months or
two years. Identify what you could do starting
four months before that turnover mark to
re-engage Millennials so they extend their
employment another six months to one year.
This simple tenure extension initiative is one
of the highest ROI activities you can take for
Millennials and your company. We will share
specific examples at the end of the white
paper.
15%
150%
Our client data review has shown Millennial
turnover ranging from 15% to 150%, depending
on the industry, position, economy, geography,
and other factors.
INSIGHT 5
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 14
What Motivates Millennials at Work?
Motivating Millennials is more than gift cards
and trophies. Trust us: our generation has plenty
of trophies—all the way to 12th place! What we
find in our consulting work is that Millennials are
motivated by:
1.	 Sense of belonging
2.	 Interesting or challenging work that pushes
them to grow
3.	 A boss and co-workers they like
4.	 A mission or purpose they believe in or want to
support
5.	 Compensation and benefits
You can see the overlap between what our
consulting reveals and the five key drivers of
employee engagement:
1.	 I feel I am valued in this organization (had the
largest contribution of all the top employee
engagement)
2.	 I have confidence in the leadership of this
organization
3.	 I like the type of work that I do
4.	 Most days, I feel I have made progress at work
5.	 This organization treats me like a person, not a
number
Additional research supports this finding that
intrinsic motivators have the biggest impact on
Millennial motivation. A 2013 study found that the
most motivating factors for Millennials (aka Gen Y)
are4
:
1.	 Advancement
2.	 Growth
3.	 Responsibility
4.	 Achievement
5.	 The content of the work itself
In fact, in a national study that we led earlier in
2015, we found that:
•	 42% of Millennials want feedback every week.
This is over twice the percentage of every
other generation.1
•	 45% of Millennials would quit a job if they
didn’t see a career path they wanted at the
company (among those who would quit a job1
).
When you think of your strategy to motivate
Millennials—and every generation—do your efforts
align with the intrinsic insights we uncovered?
How can you tell if your Millennials feel motivated
to deliver their best performance at work?
INSIGHT 6
45% of Millennials
would quit a job if they
didn’t see a career path
they wanted at the company
(among those who would quit
a job).
45% of Millennials
would quit a job if they
didn’t see a career path
they wanted at the
company (among those
who would quit a job).
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 15
Five Actions You Can Take Today
To Unlock Millennial Talent
1.	 Provide specific, visual examples of the
performance you expect. An easy example
is a dress code such as business casual.
The definition of business casual can vary
significantly by generation. Rather than leaving
it open to interpretation—and risk confusion or
frustration—provide a photo or video of how
you expect people to dress. This one action
reduces miscommunication, saves you dozens
of hours having to “correct” people who are
dressed inappropriately, and enables you to
hold the employee accountable for complying.
Without specific visual examples, you could
say business casual and they might show up
wearing khaki pants and flip-flops. That would
be the ultimate business meets casual!
2.	 Create a safe space for Millennials to learn
from and interact with leaders of different
ages, experiences, and titles. We’ve seen
the impact of this in companies where top
performing “emerging talent” employees
are invited to participate in a quarterly or
annual meeting alongside senior leadership.
Getting an invitation to these events is more
important and valued by Millennials than
a raise or promotion. We’ve also seen this
initiative come to life in informal lunches with
leadership—which could be in small groups or
one-on-one for top performers. The key is to
open the dialogue for Millennials to learn from
senior leaders, for senior leaders to meet with
Millennials, and for executives to better view
their talent pipeline. This is a true win/win/win
for the Millennial, executive, and company.
3.	 Give Millennials a chance to prove themselves
through stretch projects. A stretch project
is a specific challenge that a Millennial
requests or is assigned, leading to a specific
outcome. A stretch project should challenge
a Millennial’s skillset and offer an opportunity
for the Millennial to demonstrate his or her
potential. The project might be an analysis of
non-traditional competitors, creation of a new
product or service, or a presentation on a new
technology that has major potential impact on
your business.
GET RESULTS NOW:
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 16
4.	 Make the first day unforgettable by doing
something unexpected and memorable. This
shows Millennials you are truly excited they
joined your team. Barnum Financial Group
welcomes new employees by putting them
on a pedestal, literally. On their first day, new
employees have their picture taken standing
on a stage with a backdrop featuring the
company logo—similar to walking the red
carpet at the Academy Awards. The photo is
taken with the new hire’s camera phone so that
they can post it to their social networks—and
all their friends can see the celebrity welcome
they received at their new job!
5.	 Show Millennials that you have a vision for
their talent development. Millennials believe
they have talent and want you to help them
unlock it. You do this by showing them your
talent development plan or letting them create
their own. At The Center for Generational
Kinetics, each employee identifies the areas
where they want to grow and finds internal or
external training that fits this area. They then
take this training quarterly to grow in the areas
that interest them and benefit the company.
Give your employees the
day off for their birthday. At
the Center for Generational
Kinetics, all employees
get a paid day of vacation
on their birthday. This is
especially meaningful for
Millennials, who often view
their birthday as a national
holiday!
BONUS IDEA:
Five Actions You Can Take Today
To Unlock Millennial Talent
GET RESULTS NOW:
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 17
About the Best Places to Work for Millennials Award
The annual Best Places to Work for Millennials award is the most prestigious
award given to employers of Millennials. The award winners are determined
through a rigorous application process, including an engagement survey
with the applicant’s employees and managers. The engagement survey is
compared to all other companies in the contest to identify the winners by
size of employer. In 2015, over 3,000 companies were analyzed to determine
the 75 award winners and the Top 3 in each size category. To apply for the
2016 award, complete the application at BestPlacestoWorkMillennials.com by
August 31, 2015.
Barnum Financial Group
An Office of MetLife
About The Center for Generational Kinetics
The Center for Generational Kinetics is the leader
on Millennials research, training and strategy. The
Center’s team works with brands and employers
around the world. We uncover new generational
trends and truths that make every generation
more valuable. We apply our deep cross industry
expertise to specific Millennial challenges to
identify actionable solutions that drive employee
performance, sales and much more. Our clients
range from industry leaders such as Mercedes-
Benz and Four Seasons Hotels to venture-backed
technology startups. The Center’s team has been
featured on 60 Minutes, The Early Show, The New
York Times and The Wall Street Journal. The Center
is proud to present the 2015 Best Places to Work for
Millennials award.
To contact our team for a media interview or to get
your Millennials or generation questions answered,
email Info@GenQH.com or call +1.512.259.6877.
Learn more about our Millennial and cross-
generation research, speaking and strategy at
GenHQ.com.
About Barnum Financial Group
Barnum Financial Group empowers clients to
make informed financial decisions that help them
live a more secure and confident life. Barnum
provides a full range of investment and asset
protection products and services to over 250,000
clients including individuals and their families as
well as small businesses, corporations, government
entities, not-for-profit organizations and their
employees. At Barnum, we are committed to
building long-term relationships with each client
by delivering thoughtful advice, quality service,
and financial education. This commitment to
excellence is why we believe so strongly in giving
every generation the chance to grow as a team
member at our firm. We serve our generations
of customers through our own multigenerational
workforce.
For more information visit
www.BarnumFinancialGroup.com
Metropolitan Life Insurance Company (MLIC), New York, NY 10166.
Securities products and investment advisory services offered by
MetLife Securities, Inc. (MSI) (member FINRA/SIPC) and a registered
investment adviser. MLIC and MSI are MetLife companies. The
Center for Generational Kinetics, LLC is not an affiliate of MSI.
L0515424135[exp0516][All States][ DC,GU,MP,PR,VI]
ABOUT
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 18
1.	 The Center for Generational Kinetics and Ultimate Software. (2015). Is There
Really a Generational Divide At Work? Surprising Research on Millennials and
Emerging Trends in the U.S. Workforce [White paper].
2.	 Bureau of Labor Statistics. (2014). Labor Market Activity, Education, and
Household Composition: Results from a Longitudinal Study [Press release].
3.	 PricewaterhouseCoopers. (2011). Millennials at Work: Reshaping the Workplace
[White paper].
4.	Baldonado, A. (2013). Motivating Generation Y and Virtual Teams. Open Journal
of Business and Management, 39-44. doi: 10.4236/ojbm.2013.12006
CITATIONS
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 19
May 2015 By The Center for Generational Kinetics
MILLENNIAL
UNLOCKING
TALENT 2015
Brand New Insights For Employing
The Fastest Growing Generation in
the Workplace
This document is © 2015 The Center for Generational Kinetics, LLC. All rights reserved.
The information in this document can be used by the media in whole or in part as long as this
document is cited as the source for the information. In no way does this document provide an
endorsement of any product, service, company, or individual.
This document is provided “as-is.” Information and views expressed in this document may
change without notice. The strategies and examples depicted herein are provided for illustration
purposes only and are not guarantees of specific results. You bear the risk of using this
document.
© 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 20
Contact The Center for Generational Kinetics today to see how we can
help you with:
•	 Customized presentations on how to manage, market and sell
across generations
•	 Original research that drives thought leadership
•	 Generational strategy to win in competitive markets
Reach our friendly team at:
Phone: +1 (512) 259-6877
Email: Info@GenHQ.com
Fax: Just Kidding. We don’t fax.
At The Center for Generational Kinetics we unlock the power of generations!
CONTACT US TODAY
The Center’s team works with leading brands and executives around the world.
®

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Unlocking millennial-talent-c-2015-the-center-for-generational-kinetics

  • 1. Barnum Financial Group An Office of MetLife MILLENNIAL UNLOCKING TALENT 2015 Brand New Insights For Employing The Fastest Growing Generation in the Workplace Based on findings from the 2015 Best Places to Work for Millennials Award and additional national studies. Brought to you by:
  • 2. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 2 “The Millennials are here! No longer are we talking about “when” the Millennials will arrive. They are here and we are seeing the impact. This emerging generation is transforming the workplace, innovation, communication and so much more. Understanding what actually works to employ Millennials is critical for every business and industry—especially if you want your company to exist in ten years.” - Jason Dorsey and Paul Blanco, Unlocking Millennial Talent 2015 2
  • 3. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 3 Copyright 2015 The Center for Generational Kinetics. All rights reserved. MILLENNIAL UNLOCKING TALENT 2015 Brand New Insights For Employing The Fastest Growing Generation in the Workplace
  • 4. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 4 If you’re reading this white paper, then, like us, you probably employ or plan to employ Millennials—also known as Generation Y. This generation of almost 80 million people in the U.S. alone brings a new mindset, skill set, and enthusiasm to the multigenerational workforce. These generational differences can be a challenge or an opportunity—depending entirely on how managers and leaders respond. This white paper will give you the latest findings on Millennial employee engagement and specific ways to increase Millennial employee performance. The insights and actions are based on The Center for Generational Kinetics’ latest national employee engagement research, our qualitative findings from working with hundreds of companies around the world, and additional research that brings context to the conversation. To find the Best Places to Work for Millennials, The Center for Generational Kinetics partnered with the workplace excellence research firm Best Companies Group (BCG), which manages over 50 “Best Places to Work” programs around the globe. BCG analyzed data from the more than 4,000 U.S. organizations that participated in its various programs. BCG included policy and benefit offerings from the employer questionnaires, as well as employee engagement data from the more than 500,000 employee surveys conducted in the last 12 months. We took a hard look at what truly drives Millennial employee engagement within a multigenerational workforce. We also identified the factors that separated the top performing companies from those that did not make the cut. The diversity of the award applicant companies differentiates our data from traditional engagement studies. Traditional engagement studies often focus solely on the Fortune 500 or Fortune 1000. However, what we uncovered through our research is that small and medium-sized companies in a variety of industries can be outstanding employers for Millennials and places where Millennials love to work. WELCOME! A Quick Introduction We took a hard look at what truly drives Millennial employee engagement within a multigenerational workforce.
  • 5. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 5 This is an important insight, because not every company can be Google, Facebook, or GE. Until our research, who knew that a car dealership, hospital network, or credit union could be one of the highest-ranking places for employment from a Millennial’s perspective? Now we know, and you can benefit by implementing the practices that these companies do differently. Whether you are a manager, executive, entrepreneur—a Baby Boomer, Gen Xer, or a Millennial—we believe our findings and insights will help you immediately. We know for a fact that every generation brings something different and valuable to the workplace and to the culture. The companies and organizations that embrace these generational differences the fastest grow stronger, innovate more quickly, and create a competitive advantage for themselves. Thank you for taking the lead to unlock the potential of Millennials and increase the value of every generation in your workplace. Contact us if you have a media inquiry or want additional information about applying our findings to your Millennials or other generational challenge. We are glad to be on this journey with you! Sincerely, Jason Dorsey Chief Strategy Officer, The Center for Generational Kinetics @jasondorsey info@GenHQ.com 512.259.6877 Elizabeth Hiza Chief of Staff Barnum Financial Group @BarnumFinancialGroup ehiza@metlife.com 203.513.6174 WELCOME! A Quick Introduction The companies and organizations that embrace these generational differences the fastest grow stronger, innovate more quickly, and create a competitive advantage for themselves.
  • 6. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 6 Introduction – Welcome!...............................................................................................................4 The Most Important Question: Why?........................................................................................7 Insight 1: The Top 5 Drivers of Millennial Employee Engagement.................................8 Insight 2: Four Statements That Separate the Best Millennial Employers From Everyone Else – Part I...............................................................9 Insight 3: Four Statements That Separate the Best Millennial Employers From Everyone Else – Part II............................................................10 Insight 4: What Attracts Millennials to a Job?.......................................................................11 Insight 5: How Long Do Millennials Plan to Stay?...............................................................12 Insight 6: What Motivates Millennials at Work?...................................................................14 Get Results: Five Actions You Can Take Today to Unlock Millennial Talent Fast.......................................................................................................15 Contact Us Today...........................................................................................................................20 TABLE OF CONTENTS
  • 7. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 7 1. We believe that Millennials—contrary to pop culture stereotypes—can be valuable, loyal, high-performing employees, managers, and leaders. You probably know some high performing Millennials right now. We see high performing Millennials daily in companies where our team speaks, consults, and leads research studies. But so often the headlines seem to focus on Millennials who are not making the leap into adulthood and self-reliance. That doesn’t change the fact that millions and millions of Millennials are employed and show up to work every single day—and not necessarily late! We want to put a spotlight on the idea that Millennials are not only the fastest growing generation in the workplace, but that Millennials are and can be great employees, managers, and leaders. 2. We discovered that you don’t have to be Google, Facebook, GE, or Zappos to create a workplace where Millennials love to work. In fact, you don’t have to be a large company, work with cutting edge technology, or have an office that looks like an adult playground complete with a latte bar and massage room. Our survey findings reveal that companies ranging from hospitals to car dealerships have proven to be places where Millennials love to work. We want to share this story so managers, leaders, and executives realize that your company can be a great place for Millennials to work regardless of your industry, size, or budget. With these goals in mind, we are excited about sharing the most important findings from the data compiled through our national award process. We have also included additional research that we thought informed the national conversation. All research that is not proprietary to The Center for Generational Kinetics is cited at the end of this white paper. Why are we presenting this white paper? We want to share with you exactly what you need to know to best employ Millennials now and in the future. Our success is creating a conversation where Millennials win and so do their employers. The Center for Generational Kinetics created the Best Places to Work for Millennials 2015 Award for two reasons: THE MOST IMPORTANT QUESTION: WHY?
  • 8. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 8 The Top 5 Drivers of Millennial Employee Engagement Engagement survey results from over 3,000 companies, representing over 200,000 employees, were analyzed to determine the five drivers of Millennial employee engagement. These five drivers were the most important reasons for Millennials’ statements that they were engaged and performing well at their workplace. When you consider these drivers in your own workplace, consider them through the viewpoint of a Millennial, aged 19 to 37. This incredible “coming of age” life stage ranges from young people right out of high school or college to people who are gaining self-reliance and truly becoming an “adult.” This is important context, as an individual’s place within this broad life stage— whether they are living with three roommates or married with three kids—affects the importance of each driver of engagement. The Top 5 Drivers of Millennial Employee Engagement: 1. I feel I am valued in this organization. 2. I have confidence in the leadership of this organization. 3. I like the type of work that I do. 4. Most days, I feel I have made progress at work. 5. This organization treats me like a person, not a number. These top five drivers are listed in order of greatest contribution. The statement, “I feel I am valued in this organization” has by far the greatest percentage of contribution of all the top employee engagement drivers. As you think about what these drivers could mean in your organization, consider how strongly your Millennial employees—and employees of every age—would respond to the above statements. Would they strongly agree, somewhat agree, or disagree? INSIGHT 1 I feel I am valued in this organization. I have confidence in the leadership of this organization. I like the type of work that I do. Most days, I feel like I have made progress at work I’m treated like a person, not a number.
  • 9. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 9 Four Statements That Separate The Best Millennial Employers From Everyone Else – Part I What separates the best employers from everyone else? Our analysis of the Employee Benchmark Report revealed significant variance in several key areas. A variance is the percentage difference between the 75 winners who made the Best Places list and the other 2,925 companies that did not. Part I examines statements employees made about their understanding and interaction with their organization. It’s these type of relational judgments that have a large impact on Millennial engagement, but are too often overlooked or undervalued by non-Millennials. Below are the four statements with the greatest variance between companies that made this list and those that did not: • I have a good understanding of how this organization is doing financially. • Staffing levels are adequate to provide quality products/services. • There is room for me to advance at this organization. • Changes that may affect me are communicated to me prior to implementation. Are you surprised that the above statements had some of the greatest variance? We were! If your Millennial employees—and employees of every generation—were to rate or respond to those statements, how do you think they would respond to each of those four statements? INSIGHT 2 I have a good understanding of how this organization is doing financially. Staffing levels are adequate to provide quality products/services. There is room for me to advance at this organization. Changes that may affect me are communicated to me prior to implementation.
  • 10. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 10 Four Statements That Separate The Best Millennial Employers From Everyone Else – Part II As we dug deeper into what separates the best employers of Millennials from those who did not make the list, the variance shifts from an employees’ relation to the company to the employee’s self-image within the company. This self-reflection of their opportunity, value, reward, and compensation separates the best employers from everyone else. Below are four statements from the engagement study where employee rankings showed some of the biggest gaps between winning companies and those companies that did not win the award. These statements really separated those companies that made the list from those that did not: • I feel I am valued in this organization • I feel I can express my honest opinions without fear of negative consequences • I trust that if I do good work, I will be considered for a promotion • My pay is fair for the work I perform Were these four statements what you expected? How would you rate your answer to each of these four statements when it comes to your relationship with your company? INSIGHT 3 I feel I am valued in this organization I feel I can express my honest opinions without fear of negative consequences I trust that if I do good work, I will be considered for a promotion My pay is fair for the work I perform
  • 11. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 11 60% of Millennials said a sense of purpose is part of the reason they chose to work at their current employer. What Attracts Millennials to a Job? When recruiting Millennials, the goal is more applicants and better applicants. The research around attracting Millennials shows two big trends: 1. Employment branding is more important than ever. This includes the steps you take to brand both your company and your specific positions in order to appeal to Millennials as prospective employees. The most critical touch points include your job description, the career page on your website, and ease of applying. Additional key influencers are social media outlets like GlassDoor.com and other online employment ratings. 2. The second trend we see is the incredible importance of bringing your company’s mission and purpose to life. More than any other generation, Millennials want to know and believe in your mission and purpose—which should include valuing your employees and their personal and professional growth. The research supports these trends: 60% of Millennials said a sense of purpose is part of the reason they chose to work for their current employer.1 43% of Millennials think that they should be able to apply for a job on a tablet, and 39% expect to be able to apply for a job on a smartphone.1 47% more Millennials than non-Millennials found their current positions through an online job search.1 INSIGHT 4
  • 12. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 12 How Long Do Millennials Plan to Stay at a Job? There is much discussion about how long Millennials plan to stay with a company. Is it worth the effort to hire them? Absolutely! What we see is that Millennials are sampling not only companies but also careers. Millennials are at the exact life stage where people are figuring out what they like, don’t like, won’t do, and love to do. This is an ideal time for a company to step forward and show that they are the right place for a Millennial employee to lay a foundation for career development and growth. When we dove into the data we discovered conflicting reports about how long Millennials are staying in jobs versus how many jobs or careers Millennials say they want or expect over their lifetime. This conflicting data makes sense because the current age of Millennials, 19 to 37, represents significant differences in life experience, life stage, and firsthand work exposure. College-age students are likely to have more jobs over a shorter period of time, as these are often part-time or transitional jobs that are not viewed as a career pathway by the Millennial—and often even the employer. For example, according to the U.S. Bureau of Labor Statistics, young adults born in the early 1980s—which are among the older Millennials— held an average of 6.2 jobs from age 18 through age 26. Over two-thirds of these jobs were held from ages 18 to 22.2 However, for those Millennials that graduate from college—and as all Millennials get older and take on more traditional responsibilities and obligations—the expectations for work tenure begins to change, too. A PwC study of about 4,300 college-educated Millennials found that 54% expect to work for between two and five employers over their entire careers. Working for two and five employers over a forty-to-fifty year career suggests much greater longevity with an employer than the initial sampling phase of Millennials’ employment.3 INSIGHT 5 54% of college-educated Millennials expect to work for between two and five employers over their entire careers.
  • 13. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 13 How Long Do Millennials Plan to Stay at a Job? How do you know if your company is doing well when it comes to retaining Millennial employees? We suggest looking at your retention data in two ways: 1. Compare it to your industry peer group to understand the current norm. Our client data review has shown Millennial turnover ranging from 15% to 150%, depending on the industry, position, economy, geography, and other factors. Comparing yourself to your industry group will give you a good sense of what similar companies are experiencing in day-to- day workplace offerings. 2. Determine the six-month period where you see the biggest increase in turnover with Millennials. This could be seasonal or at a specific tenure mark, such as 18 months or two years. Identify what you could do starting four months before that turnover mark to re-engage Millennials so they extend their employment another six months to one year. This simple tenure extension initiative is one of the highest ROI activities you can take for Millennials and your company. We will share specific examples at the end of the white paper. 15% 150% Our client data review has shown Millennial turnover ranging from 15% to 150%, depending on the industry, position, economy, geography, and other factors. INSIGHT 5
  • 14. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 14 What Motivates Millennials at Work? Motivating Millennials is more than gift cards and trophies. Trust us: our generation has plenty of trophies—all the way to 12th place! What we find in our consulting work is that Millennials are motivated by: 1. Sense of belonging 2. Interesting or challenging work that pushes them to grow 3. A boss and co-workers they like 4. A mission or purpose they believe in or want to support 5. Compensation and benefits You can see the overlap between what our consulting reveals and the five key drivers of employee engagement: 1. I feel I am valued in this organization (had the largest contribution of all the top employee engagement) 2. I have confidence in the leadership of this organization 3. I like the type of work that I do 4. Most days, I feel I have made progress at work 5. This organization treats me like a person, not a number Additional research supports this finding that intrinsic motivators have the biggest impact on Millennial motivation. A 2013 study found that the most motivating factors for Millennials (aka Gen Y) are4 : 1. Advancement 2. Growth 3. Responsibility 4. Achievement 5. The content of the work itself In fact, in a national study that we led earlier in 2015, we found that: • 42% of Millennials want feedback every week. This is over twice the percentage of every other generation.1 • 45% of Millennials would quit a job if they didn’t see a career path they wanted at the company (among those who would quit a job1 ). When you think of your strategy to motivate Millennials—and every generation—do your efforts align with the intrinsic insights we uncovered? How can you tell if your Millennials feel motivated to deliver their best performance at work? INSIGHT 6 45% of Millennials would quit a job if they didn’t see a career path they wanted at the company (among those who would quit a job). 45% of Millennials would quit a job if they didn’t see a career path they wanted at the company (among those who would quit a job).
  • 15. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 15 Five Actions You Can Take Today To Unlock Millennial Talent 1. Provide specific, visual examples of the performance you expect. An easy example is a dress code such as business casual. The definition of business casual can vary significantly by generation. Rather than leaving it open to interpretation—and risk confusion or frustration—provide a photo or video of how you expect people to dress. This one action reduces miscommunication, saves you dozens of hours having to “correct” people who are dressed inappropriately, and enables you to hold the employee accountable for complying. Without specific visual examples, you could say business casual and they might show up wearing khaki pants and flip-flops. That would be the ultimate business meets casual! 2. Create a safe space for Millennials to learn from and interact with leaders of different ages, experiences, and titles. We’ve seen the impact of this in companies where top performing “emerging talent” employees are invited to participate in a quarterly or annual meeting alongside senior leadership. Getting an invitation to these events is more important and valued by Millennials than a raise or promotion. We’ve also seen this initiative come to life in informal lunches with leadership—which could be in small groups or one-on-one for top performers. The key is to open the dialogue for Millennials to learn from senior leaders, for senior leaders to meet with Millennials, and for executives to better view their talent pipeline. This is a true win/win/win for the Millennial, executive, and company. 3. Give Millennials a chance to prove themselves through stretch projects. A stretch project is a specific challenge that a Millennial requests or is assigned, leading to a specific outcome. A stretch project should challenge a Millennial’s skillset and offer an opportunity for the Millennial to demonstrate his or her potential. The project might be an analysis of non-traditional competitors, creation of a new product or service, or a presentation on a new technology that has major potential impact on your business. GET RESULTS NOW:
  • 16. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 16 4. Make the first day unforgettable by doing something unexpected and memorable. This shows Millennials you are truly excited they joined your team. Barnum Financial Group welcomes new employees by putting them on a pedestal, literally. On their first day, new employees have their picture taken standing on a stage with a backdrop featuring the company logo—similar to walking the red carpet at the Academy Awards. The photo is taken with the new hire’s camera phone so that they can post it to their social networks—and all their friends can see the celebrity welcome they received at their new job! 5. Show Millennials that you have a vision for their talent development. Millennials believe they have talent and want you to help them unlock it. You do this by showing them your talent development plan or letting them create their own. At The Center for Generational Kinetics, each employee identifies the areas where they want to grow and finds internal or external training that fits this area. They then take this training quarterly to grow in the areas that interest them and benefit the company. Give your employees the day off for their birthday. At the Center for Generational Kinetics, all employees get a paid day of vacation on their birthday. This is especially meaningful for Millennials, who often view their birthday as a national holiday! BONUS IDEA: Five Actions You Can Take Today To Unlock Millennial Talent GET RESULTS NOW:
  • 17. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 17 About the Best Places to Work for Millennials Award The annual Best Places to Work for Millennials award is the most prestigious award given to employers of Millennials. The award winners are determined through a rigorous application process, including an engagement survey with the applicant’s employees and managers. The engagement survey is compared to all other companies in the contest to identify the winners by size of employer. In 2015, over 3,000 companies were analyzed to determine the 75 award winners and the Top 3 in each size category. To apply for the 2016 award, complete the application at BestPlacestoWorkMillennials.com by August 31, 2015. Barnum Financial Group An Office of MetLife About The Center for Generational Kinetics The Center for Generational Kinetics is the leader on Millennials research, training and strategy. The Center’s team works with brands and employers around the world. We uncover new generational trends and truths that make every generation more valuable. We apply our deep cross industry expertise to specific Millennial challenges to identify actionable solutions that drive employee performance, sales and much more. Our clients range from industry leaders such as Mercedes- Benz and Four Seasons Hotels to venture-backed technology startups. The Center’s team has been featured on 60 Minutes, The Early Show, The New York Times and The Wall Street Journal. The Center is proud to present the 2015 Best Places to Work for Millennials award. To contact our team for a media interview or to get your Millennials or generation questions answered, email Info@GenQH.com or call +1.512.259.6877. Learn more about our Millennial and cross- generation research, speaking and strategy at GenHQ.com. About Barnum Financial Group Barnum Financial Group empowers clients to make informed financial decisions that help them live a more secure and confident life. Barnum provides a full range of investment and asset protection products and services to over 250,000 clients including individuals and their families as well as small businesses, corporations, government entities, not-for-profit organizations and their employees. At Barnum, we are committed to building long-term relationships with each client by delivering thoughtful advice, quality service, and financial education. This commitment to excellence is why we believe so strongly in giving every generation the chance to grow as a team member at our firm. We serve our generations of customers through our own multigenerational workforce. For more information visit www.BarnumFinancialGroup.com Metropolitan Life Insurance Company (MLIC), New York, NY 10166. Securities products and investment advisory services offered by MetLife Securities, Inc. (MSI) (member FINRA/SIPC) and a registered investment adviser. MLIC and MSI are MetLife companies. The Center for Generational Kinetics, LLC is not an affiliate of MSI. L0515424135[exp0516][All States][ DC,GU,MP,PR,VI] ABOUT
  • 18. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 18 1. The Center for Generational Kinetics and Ultimate Software. (2015). Is There Really a Generational Divide At Work? Surprising Research on Millennials and Emerging Trends in the U.S. Workforce [White paper]. 2. Bureau of Labor Statistics. (2014). Labor Market Activity, Education, and Household Composition: Results from a Longitudinal Study [Press release]. 3. PricewaterhouseCoopers. (2011). Millennials at Work: Reshaping the Workplace [White paper]. 4. Baldonado, A. (2013). Motivating Generation Y and Virtual Teams. Open Journal of Business and Management, 39-44. doi: 10.4236/ojbm.2013.12006 CITATIONS
  • 19. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 19 May 2015 By The Center for Generational Kinetics MILLENNIAL UNLOCKING TALENT 2015 Brand New Insights For Employing The Fastest Growing Generation in the Workplace This document is © 2015 The Center for Generational Kinetics, LLC. All rights reserved. The information in this document can be used by the media in whole or in part as long as this document is cited as the source for the information. In no way does this document provide an endorsement of any product, service, company, or individual. This document is provided “as-is.” Information and views expressed in this document may change without notice. The strategies and examples depicted herein are provided for illustration purposes only and are not guarantees of specific results. You bear the risk of using this document.
  • 20. © 2015 The Center for Generational Kinetics, LLC. All rights reserved. Media usage allowed. 20 Contact The Center for Generational Kinetics today to see how we can help you with: • Customized presentations on how to manage, market and sell across generations • Original research that drives thought leadership • Generational strategy to win in competitive markets Reach our friendly team at: Phone: +1 (512) 259-6877 Email: Info@GenHQ.com Fax: Just Kidding. We don’t fax. At The Center for Generational Kinetics we unlock the power of generations! CONTACT US TODAY The Center’s team works with leading brands and executives around the world. ®