What is a millennial?
The term ‘millennial’ is inherently problematic. It has become a media-favourite catch-all term for anyone younger than fifty, despite the definition of a millennial being someone born between 1981 and 1996; people who reached adulthood in the early 21st Century. Grouping together an entire generation of people, across all genders, races, religions and backgrounds, is rarely useful in any kind of analysis. This is especially true in the modern era where the disparity in existential experience between generations is accelerating; millennials born in the 80s will have massively different expectations and attitudes to those in Generation Z (those born in the late 90s to mid 2000s) who are entering the workforce and shaping society as we speak.
So, 'millennial' really doesn't mean a great deal. Having said that, research into the work ethic and habits of younger generations raises fascinating insight that is too significant to ignore from a recruitment perspective. Millennials and Generation Z-ers are the people with the skills and outlooks who will determine the shape of the job market over the coming decade – so what is the key to unlocking their talent and potential?
Talk Where They're Listening
You can't assume that the job ads you post will be seen by the kind of people you want to attract. If you're specifically looking for younger people to join your organisation you have to reach them where they spend time online; social media, blogs, and peer to peer messaging. If you're not using social media to recruit then you're missing out on vast swathes of the talent pool.
We've written about how the world of work is changing and why flexibility is essential to attracting and retaining the best talent, but the importance of flexibility when recruiting younger people cannot be stressed enough. In a world where people frequently have to work more than one job, have social and familial committments, and the justifiable expectation of a healthy work-life balance, being able to offer generous flexibility will be a key factor of your employer brand.
CSR is an increasingly important aspect of any employer’s brand and can be critical in attracting the best young talent to your business. Research from the Chartered Institute of Marketing has shown that 81% of millennials would like companies to publicly commit to CSR policies and 82% would “strive to be employed by a company recognised for its commitment to business ethics”. This is a hugely significant statistic as it shows that money and prestige, the traditional drivers of the attractiveness of a workplace, are no longer dominant.
Further research by Cone Communications found that 75% of millennials would accept a pay cut to work for a company with strong and prominent CSR policies, while two-thirds would not join a company that did not have strong CSR practices. Statistics like these demonstrate how important CSR is going to be in attracting, retaining, and getting the most from millennial talent.
At Eden Scott we pride ourselves on our CSR policies and making sure that we support causes we believe in, especially in ways where we can get the whole team involved. We recently partnered with Brewgooder and signed up to their office beers club. Brewgooder are on a serious mission to provide one million people with clean drinking water through the power of craft beer and donating 100% of their profits to clean water charities.
When Eden Scott first heard about the great work Brewgooder are doing we knew we had to get involved. Eden Scott host end of month drinks in all our offices and rather than stocking our fridges with mainstream larger we now provide nice, cool Brewgooder beers to all staff (as well as wine and soft drinks, for the non-beer drinkers among us). Every 24-pack provides one person with clean drinking water for a minimum of five years and we can track our own personal story via their website - this is great to share with the team.
When we first launched our office beer club at Eden Scott we were delighted to host Zoe Cuthbert (Chief Evangelist) who provided a highly engaging overview of Brewgooder, their vision, and success to date. This was, of course, during one of our end of month drinks and team very much enjoyed the delicious beer. Zoe said;
"Brewgooder is redefining the reasons why people drink beer. Since we launched, we have managed to help provide 40,000 people in Malawi with clean drinking water. The journey is just beginning. This year our aim is to provide 100,000 people. What once was an incredible idea is now a tangible & growing reality. Our mission is to reach 1 million people with clean drinking water through the power of craft beer"
It is a fantastic craft beer brewed by BrewDog on behalf of Brewgooder, made with crystal malts and a unique blend of Sorachi Ace and Saaz hops providing a refreshing pilsner that is smooth and easy to drink.
We certainly agree with Brewgooder that this has to be “the world’s coolest CSR policy”!
Some of their great work can be viewed via links below:
Recruiting for millennials is, essentially, just recruiting. Due to the indefatigable passage of time eventually everyone being recruited will be a millennial or a Generation Z-er or whatever buzzword comes next; the key is simply keeping up with trends and expectations. If you're not adapting your growth to accommodate a modern workforce you can't expect to attract the best talent. Or, to put it another way, a recruitment strategy stuck in the 80s isn't going to attract a talented graduate born in 2000. We're here to make sure that you reach the best, brightest and most suitable candidates to fuel the growth and success of your business. Don't hesitate to pick up the phone or drop us an email to get the ball rolling.