Generation Y places new demands on employers

Generation Y, also known as Millennials, can be defined at those born after 1977.

They are coming into the workplace against a context in which the world is flat, dominated by the free flow of information, extensive use of social media, rapidly changing environments and markets and complex issues.

As the short fictional anecdote illustrates, Generation Y can be considered as technology savvy and highly ambitious.

Despite the dearth of research, there are emerging themes that define this generation.

Research has identified what we consider as the top five characteristics of Generation Y, particularly those who are young professionals.

These are generalised but provide useful roadmap for organisations to manage this crop of employees.

For Generation Y, work is a key part of life.

They seek careers and job assignments that are challenging, stretching and intellectually stimulating.

Secondly, they tend to be high achievers and therefore it is important for organisations to engage fully with them.

They expect clear road maps for success with clear, consistent and constant feedback

In a research study conducted by PwC, 80 per cent of Generation Y participants said they would leave an employer whose corporate sustainability practices no longer met their own.

Thirdly, they will increasingly view the organisation and the world without boundaries.

Their focus will be on interest and opportunity, not necessarily on monetary rewards.

They will happily begin careers in Kenya or their home countries but will follow better opportunities abroad.

They are likely to shift across functional areas, roles, multiple cultures and economies without the need to return to their home countries until later in their careers, if at all.