There is a lot more to attracting the best talent than salary scales and nowadays it’s critical that employers understand the employee issues that impact retention.

Defining your ideal candidate, with an awareness that generational groups have distinctive workplace wants and needs, is an essential step in attracting the right people for your business.

With this in mind, we have produced a guide to the ‘voice of each generation’.

Let’s face it, we all want Rockstar recruits … here’s how to snag them.

MORSON | RECRUITING THE BEST TALENT

Characteristics: This distrusting, freewheelin’ generation was born between 1946 –1965 and lived through memorable events such as the Cold War and assassination of JFK. The Times They Were A-Changing in the post-war world, and who better to speak as the voice of this generation than eminent poet and songwriting legend Bob Dylan. His lyrics tapped into the overall cynicism about life – (how many roads must a man walk down before he becomes a man?) for a generation who tended to be pessimistic, and suspicious of the Masters of War who they viewed as the government.

Work Habits: Work-centric and goal-orientated describes this bunch, despite being the first generation to grow up with a television. They strive to make a difference through challenging projects and due to their extensive capabilities are less likely to be restless and switch employers often - they don’t go mistaking paradise for that home across the road. These ‘hippies and yippies’ want nothing more than to be defined by their professional accomplishments and are quite happy to stay still whilst doing it.

How to Attract Them: These guys want their knowledge valued, and so they are motivated by positions, perks and prestige. Who knows, there might even be a Nobel Prize at the end.

BRINGING IT ALLBACK HOME

In 2004, the British baby boomers held

80% of the UK’s wealth and bought 80% of all the top of the range

cars¹ - however approximately two

thirds are retired now.

BABY BOOMERSHIPPIES & YIPPIES

©MORSON GROUP 2017ALL RIGHTS RESERVED

Characteristics: This music loving generation was born between 1966 and 1980 - a time of social change and revolution led by rock stars. They tend to be highly educated, self-sufficient and remarkably adaptable to diverse experiences. Who better than Bowie himself to represent the voice of this period. He was highly creative, optimistic and mastered the ability to overcome many ch-ch-ch-ch-changes.

Work Habits: Just like Bowie, who changed his stage character, persona, hairstyle and musical direction every few years, this generation tends to change job every 3-5 years. They crave independence and a work/life balance that preceding generations didn't bat a lightning-bolt streaked eyelid over.

How to Attract Them: These rock stars have a big desire for balance. Born during an era of change where Major Tom commenced countdown on a generation of space travel and expanded horizons, offering employees incentives to climb up the career ladder and adapt within their role will ensure that, as an employer, you’ve really made the grade.

Find a Starman from this era and you will have an intelligent, hardworking and resilient employee who will ask for more but also give more - they'd like to come and meet you, but they think they'd blow your mind.

HEROES

A 2016 study of over 2,500 office workers,

found that survey respondents of all

ages selected those from Generation X as the hardest-working employees in today's

workforce².

GENERATION X‘MTV’ GENERATION

©MORSON GROUP 2017ALL RIGHTS RESERVED

Characteristics: This highly ambitious yet less focused generation were born between 1981 – 2000. Millennials are adaptable and flexible, able to deal with an ever-increasing rate of change. Let’s not forget, they are beyond technology savvy- they’re technologically sophisticated. Who better to be their voice than alt-rock paranoid androids Radiohead, with their use of computers and technology alongside their idealism and artistic freedom. Work Habits: This gang use technology and flexible arrangements to both enhance their work production and diminish their physical presence in the office – any time-saving app and they are downloading away. However, it’s known that they change jobs frequently. Hey, man, slow down!

How to Attract Them: The dream is a work/life balance which is flexible and fun - Fitter Happier and with Everything in Its Right Place. This generation expects to move up rapidly which affects how long they stay within a company - no progression and they might just leave you High and Dry. Therefore, to retain this idealistic group, management should define clear career paths and make sure there are no alarms and no surprises, please.They do love a good perk too – dogs in the office and Friday fun days, to name a few. This is what you’ll get, when you mess with us.

A JOB THAT SLOWLY KILLS YOU

Radiohead don’t make music to sell or fit into a commercial trend – they make the music they want to and sometimes give albums away on a ‘pay what you want’ basis. A 2013

study highlighted that 64% of millennials would take a 60%

pay cut to pursue a career path aligned with their

passions³ – not a job that was draining the life out of them.

MILLENIALSGENERATION ‘ME’

©MORSON GROUP 2017ALL RIGHTS RESERVED

Characteristics: Born from 2000 onwards and not naming any brand names, it’s evident as to why this is an ‘iGeneration’. This lot is the next generation of graduates and interns, and they could not be more comfortable with technology and social media. After seeing their parents struggle in the workforce, they have an immense independence leading to an entrepreneurial desire, a force to be reckoned with. If Beyoncé can leave Destiny’s Child…

Work Habits: By the time Generation Z enters the workplace, digital technology will be an aspect of almost all career paths. With a social media post from Beyoncé worth over one million dollars, you can appreciate the power of social media platforms and this generation is the key. However, just like Queen Bey in that Superbowl appearance, this group will make their opinion known and they want to be heard. So it’s fair to see why Beyoncé (and her devoted BeyHive following) are the voice of this generation.

How to Attract Them: Generation Z no longer wants just a job: they seek more than that, they want to be Crazy In Love. They crave a feeling of fulfillment and excitement. They want a job that helps move the world forward, to have their own #BeyGood project.To grab this ever-growing population, it’s time to introduce employee engagement programs, development opportunities and training - the full package. If Queen Bey can have it all, then why can’t we? We’re Irreplaceable.

I’M BIGGER THANLIFE, MY NAME

IN LIGHTS

A survey brought to light that 72% of Gen

Z’s said they were using social media on

a daily basis⁴ – Bey would be proud.

GENERATION ZiGENERATION

©MORSON GROUP 2017ALL RIGHTS RESERVED

©MORSON GROUP 2017ALL RIGHTS RESERVED

REFERENCES1.www.ronperrier.net/2016/01/13/baby-boomers-born-1944-1964/

2.www.alchetron.com/Generation-X-2611261-W

3.www.visa.co.uk/newsroom/millennials-want-modern-careers-that-turn-passions-into-pay-cheques-1715609?returnUrl=/newsroom/index

4.www.thedrum.com/news/2017/01/26/new-gen-z-study-explains-pivotal-generation-marketers-and-brands

@MORSONGROUPWWW.MORSON.COM