For Generation Y, succeeding at an early age is key

They are probably the least understood segment of the workforce. What human resource managers of the firms they work for consider as incentives do not really matter.

Often, young employees aged between 20 and 30 years are assumed to be conscious of physical beauty and make regular visits to the gym; are uncomfortable in a formal dress code and the fixed eight to five working hours; besides being active members of online social and professional networking sites.

However, findings of a new study by Pricewaterhouse Coopers (PwC) indicate that these do not matter much to the group that is also referred to as the Generation Y. Instead, they value their jobs and are more interested in career development.

Only one out of the 10 people who were surveyed wants a flexible dress code or gym membership as indicated by human resource practitioners in a different survey conducted last year by PwC Kenya.

The National Human Resource Survey 2009 also identified flexible working hours as a benefit young employees requested for; but only 18 per cent agree that it is an issue. Social and professional networking sites, it appears, are not such a hit with the employed youth, after all; only 32 per cent want access to this.

The new survey dubbed ‘Getting To Know Y’, whose results were launched recently in Nairobi, lists clear work related goals, challenging and interesting work, coaching and mentoring as well as right benefits and incentives as key concerns of this group that is described as ‘techno savvy, high maintenance, optimistic, confident, self-reliant, entrepreneurial, environmentally minded’ by the report.

“The report shows that the Generation Y in Kenya is not necessarily driven by social networking, fast cars and technology gadgets as they were previously perceived but rather they are driven by the urge to grow, gain experience and succeed at an early age,” it states.

The findings of the new report dispute a common notion that the ‘Generation Y’ tends to change jobs often. About 49 per cent of those surveyed expect to remain with their current employer for the next five years, whereas only 23 per cent who expect to be with their employer for 12 months or less.

The new revelations call for a change of tack by businesses in East Africa in managing their human resource bases, which influence the output and performance at the workplaces.

The survey indicates that a significant proportion of employers were already providing some of the assumed benefits, while many more seemed willing to consider providing them.

The new report appears to scuttle all these well meaning initiatives that unfortunately, may not achieve the desired goal. Human resource practitioners are undoubtedly set to head back to the drawing board to strategise for the “Generation Y” which is expected to account for up to half the total workforce in Kenya by 2012.

Thus, employers have no option but to work towards satisfying the young employers, who the new findings say, are more demanding in their expectations.

“Although they are ready to take on tough challenges and work toward ambitious goals, they would prefer to deliver to these goals in a less stressful work environment,” it adds.

Human resource management has a direct bearing on output and PwC intends to release a report detailing the impact of the human resource function on organisations.

Already, to demonstrate just how crucial the role played by human resources is, many organisations have adopted the use of people-based measures as key performance metrics.