The New Kind of Workforce

David  January 25, 2012

By Ekaterina Walter
Published Jan. 25, 2012

Fifty percent of world population is under 30 years old. Generation Y is the first generation to grow up with technology; they experience technology even before romance enters their lives. They are digital natives – their whole social lives are on social networks. And that impacts their behaviors, attitudes and expectations… especially their expectations toward future employers. It seems that money isn’t one of the primary motivators for this generation.

Cisco recently published its Connected World Report, the results of which are quite shocking. Out of 2,800 college students and young professionals under the age of 30 and hailing from 14 countries, approximately one in three said he/she would prioritize social media freedom, device flexibility and work mobility over salary in accepting a job offer. 64% of college students asks about social media usage policies during job interviews and approximately 24% says it would be a key factor in accepting the offer. There is also a high expectation of the employee for the employer to offer a flexible schedule and freedom to work remotely.

A Generation Y and Facebook study done by Millennial Branding  and Identified shows that Gen-Yers are using their personal networks and profiles as an extension of their professional personality. Even though they are using Facebook to mostly socialize with family and friends, they are inadvertently blending the two. Sixty-four percent of Gen-Y fails to list their employer on their profiles, yet they add an average of 16 co-workers each to their “friend” group.

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