Recruitment for Retention: Generational Differences

Recruitment for Retention – Generational Differences

Valerie Kennerson Managing Director Talent Attraction

Topics of Discussion

Context •  Introduction •  Generations in the Workforce •  Impacts and implication to your

recruitment approach Generational Challenge Talent Opportunity Program

Introduction

Introduction

Our Mission We’re here to eliminate cancer as a major health problem.

Our Vision A world free of cancer.

Introduction

Our Promise We save lives.

We’re delivering on that promise by helping you stay well, get well, by finding cures, and by fighting back.

Introduction

American Cancer Society •  13 Geographic Divisions •  More than 3,400 local offices •  Over 6,200 employees •  Over 3 million volunteers •  Over $1 billion in revenues annually

Generations in the Workforce

•  Veterans •  Boomers •  X-ers •  Millennials – Generation Y –

Generation Next

People resemble their times more than they resemble their parents.

Veterans

Veterans

•  Born before 1940 •  5% of today’s workforce •  Impacted by

•  Depression •  FDR elected •  Dust Bowl •  Social Security

System Established •  Hitler •  Pearl Harbor •  D-Day •  Victory in Europe

and Japan

Dedication Sacrifice Hard Work Conformity Law and Order Respect for Authority Patience Delayed reward Duty before pleasure Adherence to Rules

Franklin Roosevelt, Churchill, Babe Ruth & Joe DiMaggio

•  If this is a population that you were targeting for recruitment, what would you consider? •  Job Description and Make Up •  Systems •  Brand/EVP •  Process •  Communications

Veterans

Baby Boomers

Baby Boomers •  Born about 1940 to 1960 •  45% of today’s workforce •  Impacted by

•  Salk Vaccine •  Rosa Parks •  First Nuclear Power Plant •  Civil Rights Act •  Birth Control Pills •  Kennedy Elected/

Assassinated •  Cuban Missile Crisis •  MLK March on

Washington •  Woodstock •  Moon Landing

Optimism Team Orientation Personal Gratification Health and Wellness Personal Growth Youth Work Involvement

Gandhi, Marin Luther King, John and Jackie Kennedy

Baby Boomers

•  Discuss with the person next to you. •  If this is a population that you were targeting

for recruitment, what would you consider? •  Job Description and Make Up •  Systems •  Brand/EVP •  Process •  Communications

Baby Boomers

Generation X

Generation X •  Born about 1960 to 1980 •  40% of today’s workforce •  Impacted by

•  Women’s Lib •  Terrorists at Munich Olympics •  Watergate •  Energy Crisis •  First PC •  Jonestown mass suicide •  Three Mile Island •  Massive US layoffs •  Iran hostage situation •  John Lennon murdered •  Ronald Regan •  Challenger Disaster •  Exxon Valdez Oil Tanker Spill •  Fall of Berlin Wall •  Desert Storm

Diversity Thinking Globally Balance Techno-literacy Fun Informality Self-reliance Pragmatism Are NOT influenced by heroes.

Generation X



Generation X

Generation Y / Millennials

Generation Y / Millennials •  Born about 1980 to 2000 •  10% of today’s workforce •  Impacted by

•  Desert Storm •  Rodney King Beating •  Nirvana singer Kurt Cobain suicide •  Oklahoma City Bombing •  OJ Simpson verdict •  Death of Princess Diana •  President Clinton’s scandals •  Columbine High School •  Y2K •  September 11

Optimism Civic duty Confidence Achievement Sociability Morality Street Smarts Diversity Connected Contributing

Bill Gates, NYC Firefighters, American Women’s Soccer Team





Generation Y – Focus for ACS

Impact and Implication

•  A majority of the American Cancer Society’s 34% annual turnover rate is at the junior level community staff (Millennial Generation)

•  This turnover has cost the Society over $11 million annually.

Talent Opportunity Program


Description •  3 year program •  Community Based Staff

(Traditionally High Turnover) •  Large Percentage Millennials

Goals •  Consistently retain community

development staff for 3 years •  Plan for turnover in advance •  Enable positive turnover with high

job satisfaction at exit

Phase One Assign buddy

Formal On Boarding Process

Introduction to nationwide community

Formal competency and knowledge assessment

to move to Stage 2

Phase Two Assign Mentor

Minimum of 1 business knowledge application /

Workgroup Cross-Functional Learning Experiences

Career coaching session #1 Nationwide TOP

Community Event Formal competency and

knowledge assessment to move to Stage 3.

Phase Three 1 business knowledge

application 1 volunteer opportunity/

community service. Define career Plan

with coach Career coaching sessions 2 learning or knowledge application experiences

Mentorship program Final Stay, Grow, Go conversation

Post TOP Transition into

Career Progression and Core Competency Map.

Opportunity to become a buddy, mentor or coach

Opportunity to become TOP representative and/or

help plan TOP events



•  52 weeks of Inspiring Stories •  Book Club

•  Virtual Based, 1 hour/week for 8 weeks •  Focused on leadership/professional

development books •  Each participant has a role in facilitating

•  Networking Calls •  Virtual Based, 1 hour, twice/month •  Focused on training and professional

development •  Each participant has a role in facilitating


•  Mentoring •  Facebook Community

•  Blog Discussions •  Links to additional resources for

role/professional development •  Annual Forum

•  Face to Face, 1-2 days •  Professional Development •  Exposure to Leadership





•  Year One Results •  High level of

participation in the social communities

•  Strong sense of camaraderie with participants

•  Decreased turnover – from 34% to 2%


“[I] enjoyed sharing best practices from others across the nation as how to apply [best practices] to our normal way of business.”

“I liked talking with co-workers from other divisions. I also enjoyed the topics of conversation about the [book club] material.”

“I like the focus on us and our career development, not just our current role. It helps to keep us motivated.”

Business

Recruitment for Retention: Generational Differences