Generation Y: Ambitious, but Ready to Collaborate with Other Generations

Today, as part of the 6th virtual career and knowledge fair, a virtual round table dedicated to attracting, motivating, and retaining Generation Y in companies was held at INA’s premises.

Generation Y respondents expect their job to guarantee them financial security, and the opportunity for education is more important to them than the salary level. They switch jobs if the new one is more interesting than the current one, and they are inclined to stay at an ideal workplace for up to five years.

This information is part of research conducted by MojPosao and EduCentar on over 300 respondents, which was commented on during the round table about Generation Y by: Bruna Kostelac, Director of the Development and Education Department, INA, Gordana Frgačić, Head of the Human Resources Business Area, Kaufland, Ivana Boban Jagodić, HR Business Partner, AVL – AST, and Ana Vojnić Tunić, Human Resources Management Consultant, Selectio.

Negative Perception of Workplaces is a Result of Distorted Media Representation

Gordana Frgačić, Head of the Human Resources Business Area at Kaufland, emphasized that employers are aware of the specifics of Generation Y and already know very well how young people today look for jobs: newspapers are out, and everyone is on social media. However, she points out that the selection process with these young people is far simpler than the expectations candidates have. – Part of the responsibility for this is also taken by the education system. Young people are prepared for managerial positions, while the reality is different. This creates frustration among young people – noted Kostelac.

Kostelac warns that young people in Croatia have the same expectations as their peers in the West, but at the same time, they have a very negative and distorted perception of work in the region, which puts employers in a position where they must take on the role of educators and ‘correct’ the distorted image that the media and education system provide.

Young People Expect a Leader Who is a Role Model and Provides Feedback

In addition to such an educational role, Ivana Boban Jagodić, HR Business Partner from AVL – AST, notes that young employees expect their superiors to lead, support, and be role models, but without a strict authoritative stance. It is also very important for them to receive feedback: “Older managers have not yet mastered this, so HR or coaching is introduced as a good link that will help provide feedback in the right way. It is very important for young employees: let me know how I did what I did and what to do next.”

Ana Vojnić Tunić, Human Resources Management Consultant from Selectio, highlights one of the pronounced characteristics of Generation Y as their need to be involved in decision-making and company development: “Employee engagement research shows that most want their superiors to perceive them as complete individuals and to have sensitivity to that, rather than just observing them in the context of work.”

Proactivity and Responsibility Go Hand in Hand

Managerial skill in delegation can help with this: young employees expect to be ‘buried’ in work rather than assigned less important tasks. Therefore, giving trust to young people is essential as it encourages their ability to take responsibility. Generation Y is fully ready for this challenge, emphasizes Bruna Kostelac, Director of the Development and Education Department at INA.

– Young people must realize how important they are in shaping their careers. Certain conditions await them, but they must be ready to take responsibility for themselves. They must learn to be satisfied with themselves, not just expect the company to prepare everything for them – concluded Kostelac.

Round table participants advised young people to thoroughly understand their own value system, as well as the culture of the company they wish to work for.

– The feeling of doing a job you love and in which you contribute meaningfully gives purpose to your work, and whether you can fulfill that potential will greatly depend on the company’s culture. Therefore, keep in mind that you are also in a position to choose wisely, just as the employer chooses you – concluded the round table participants.

Research Results ‘How Generation Y Approaches Job Searching’

Jobs on job advertising sites are primarily sought by respondents from Generation X (born between 1965 and 1980) and Generation Y (born between 1981 and 1994). Only 47 percent of Generation Z respondents (born from 1995 onwards) look for jobs on job advertising sites, and the same number of Generation Y respondents rely on social media during their job search.

Financial Security is a Priority in Employment

Members of Generation Z (born after 1995) expect financial security when employed to a greater extent than other groups, but they also expect advancement. On the other hand, they do not care about work-life balance or job security.

Almost the opposite, members of Generation X (born between 1965 and 1980) are less likely than other groups to want advancement, but they want work-life balance, good interpersonal relationships, and job security to a greater extent. For Generation Y, financial security and work-life balance are high on the priority list.

Generation Y Wants Rich Additional Education at Work

For 85 percent of Generation Y members, rich additional education at work is important, while for Generation X and Z, salary level is the most important, followed by the employer’s social responsibility. Company location, financial bonuses, and flexible working hours are not as important to individuals at work.

Paid education is most expected by respondents belonging to Generation Y (79 percent), while it is least expected by respondents belonging to Generation Z (67 percent).

14 percent of Generation X respondents and 12 percent of Generation Y respondents expect education costing more than 5,000 kuna annually; those belonging to Generation Y do not expect such ‘expensive’ education.

The majority of Generation Y respondents expect education in the annual amount of 1,000 to 2,000 kuna (39 percent) and in the amount of 2,000 to 5,000 kuna (32 percent).

Generation Y Wants to Work Interesting and Challenging Jobs, and They Would Stay at a Job for Up to 5 Years

Generation Y respondents would primarily switch jobs for more interesting work (91 percent) and greater advancement opportunities (87 percent). The youngest respondents, members of Generation Z, would switch jobs for better pay (93 percent), while those belonging to Generation X would switch jobs for more interesting work and better company culture (74 percent).

The majority of Generation Y respondents believe that the ideal time to stay at one job is up to five years (53 percent), while 47 percent of Generation Z members believe that staying longer than five years is desirable.

Travel Expense Reimbursement is the Most Important Benefit for Generation Y

Travel expense reimbursement is the most important benefit for respondents from Generation X and Y, while education is the most important benefit for Generation Z respondents. Generation Z cares less than other generations about additional vacation days or travel expense reimbursements, but they expect coverage for part of additional health insurance and weekend gatherings organized by the company.