Millennials what. Millennials or Generation Y, who are they? The whole secret is in their wonderful qualities

The word "millennial" comes from in English and its etymological meaning is defined as "millennium" (1000 years).

So, who are these millennials? The concept of millennials includes a whole generation of people born in the time period from 1980 to 2000, following the baby boomers (the generation of the birth explosion in the post-war years).

Some psychologists separate millennials in America and Russia. In their opinion, millennials appeared in Russia from 1984 to 2000; the difference is not significant, but it has its weight, since new socio-political conditions that contributed to the formation of a new generation arose in America earlier than in Russia.

A special feature of this generation is the extensive influence of digital technologies on all areas of human life. This generation is also called Generation Y (“Igrek”) or Generation YaYA (author’s note: in Russian translation). The degree of narcissism and sense of self-importance here simply exceeds all limits.

I appeal to structures and funds,
Enterprises and factories,
To people and ships,
To individuals, to all generations:
Don't tear me down, bitches, Millennium!..
Vladimir Vishnevsky

Millennial Qualities

Generation Y people are more actively using various gadgets (Internet, tablets, smartphones, laptops, etc.). With the help of these devices, young people are constantly online, 24 hours a day, 7 days a week, i.e. constantly.

Also, millennials very often do " " and then share personal experiences, emotions on their social networking profiles.

Features of Millennials

• narcissism() - can be expressed in frequently updating news about your personal life on social networks, posting selfies on Instagram, imitating comic book and movie heroes (for example, the hero " Star Wars" - Dark Lord of the Sith Darth Millenial) and other ways of individual self-expression;
• lack of live communication with others(again, frequent virtual communication replaces real one);
• addiction to profile likes on social networks(the desire to excel, to appear better than everyone, more beautiful than everyone, more significant than everyone);
• difficulty in self-determination(Peter Pan generation), namely the reluctance young man Generation Y is growing up.

  The Peter Pan generation includes those millennials who still live with their parents. Whether due to economic (unemployment), personal (convenience of such a life), social (fear of speaking in public, lack of education), or other reasons.

  The reluctance of young people to completely immerse themselves in adult life and make big decisions on your own. Such people are more likely to seek advice from their parents and follow it.

• easy to learn, which means a frequent change of activity, and subsequently a frequent change of place of work.

Millennial problems

Disadvantages of Millennials

1. Obsession with fame.
2. Exaggeration of one's own importance.
3. Lack of interest in political life(does not criticize the authorities, but does not support it either, treats political issues with indifference, relying on the knowledge and decisions of others).
4. Strong dependence on gadgets.
5. Lack of interest in live communication.
6. It is possible to feel phantom vibrations (for example, millennials feel like they have received a new message on their mobile phone).
7. Inability to be creative (create something new).

Positive aspects of millennials

1. Tolerant attitude towards races, nationalities, religions, etc. For them there is a world without borders. They take into account the uniqueness and exclusivity of each person.
2. The self-esteem of such people is at a good level. They are confident in their unsurpassability.
3. Setting global goals.
4. Having entrepreneurial skills and a willingness to take action.
5. Combining personal and professional life into a single whole, that is, the desire to find your calling and devote your entire future life to it.
6. The negative experience of parents influences the behavior of millennials (divorce, unloved job), which is why many young people do not see the point of getting married and creating a family. Which negatively affects demographics.

Millennials at work

The millennial generation, when choosing a job, despite the desire for fame, does not strive to occupy the highest position. For them the main thing is not formal suit, and convenience: in clothing, work schedule and the work function itself, with to a lesser extent responsibility.

Millennials' Key Job Requirements

• independent determination of work schedule;
• the material component is in second place, the main thing is the pleasure of work;
• Positions and titles do not matter;
• the opportunity to be heard among colleagues.

Millennials are breaking the mold

Millennials don't associate work with getting positive emotions from the process. Consequence, “daily routine” is an expression that is familiar to every millennial; for them it is torture to sit at work for 8-14 hours, and then go home absolutely emotionally devastated.

Millennials don't want to wait, they need to take action, they have entrepreneurial skills and a willingness to collaborate. Their thoughts on work: “A job that is not right for you will kill you every day and will negatively affect both your health and your relationships with others.”

That is why the desire of the millennial generation to find a workplace to their liking is understandable.

The importance of millennials in today's world

The YaYa generation has a special role in the economy.

Statistics based on a survey of people showed that most of purchasing power on this moment allocated age group from 18 to 29 years old and most often purchases are made through online stores.

Therefore, the primary task of such resources is to be interested in their customers and their desires.

As they say, “Demand creates supply.” This is the main motto of the economy, and if a company wants to develop successfully and make a profit, then it should listen to the opinion of millennials.

It’s much easier for the millennial generation to make purchases if they don’t have to go anywhere and spend a long time choosing in stores; it’s much more convenient to do it at home with a cup of tea.

What do millennials buy most often online?

1. Furniture;
2. Shoes;
3. Jewelry;
4. Wardrobe elements;
5. Household products.

Video: Mark Zuckerberg on the role and importance of the millennial generation in the development of society.

Conclusion

But in other way, " eternal child“will not be able to constantly count on the help of his parents and continue to be Peter Pan in the land of his fantasies. And the sooner a millennial realizes it's time to grow up, the better for both him and his parents.

Each individual from the new generation of YaYaYa wants to reach the top, to prove to everyone and, first of all, to himself that he is worthy of something.

We must always remember that historically most people have been assigned the role of ordinary farmers.
This role is hardly capable of realizing the individual to the fullest.
Jeffrey Arnett, Professor of Psychology, Clark University

Only a few will achieve success, by chance. Most millennials will still be crushed existing system, daily routine and meaningless hierarchy.

» Sergey Kokarev and Anastasia Karimova wrote a column for the site about six types of millennials - people born between 1980 and the early 2000s, accustomed to technology, fast pace life and new experiences, and how to use this knowledge to promote brands.

Interest in generation Y is actively exploited in Lately The media, covering this topic either in the context of marketing and branding, or in the context of sociology, psychology and HR. And thanks to the mass media, many have formed a kind of chaotic idea about these people.

Genius and stupidity, egocentrism and love for one's neighbor, entrepreneurial abilities and infantilism as characteristic features“Yagreks” are sometimes condemned, sometimes encouraged, but always cause a lively reaction - after all, in the descriptions someone will definitely recognize themselves, their friend or colleague.

We decided to sort everything out: clarify controversial issues and tell how the theory of generations helps build your work on social networks.

Fathers and sons: another look at the problem of generations

One of the main points on which there are discrepancies not only in the media, but even in the materials of significant researchers is the boundaries of generation Y. Some consider people born from 1980 to the early 1990s to be “Yers”. And those who were born in the late 90s are already considered representatives of generation Z. Others shift the boundaries to 1985-2005. In search of truth, let's turn to the source.

The boundaries of generations are clearly defined and justified by the so-called theory of generations, developed in the early 90s of the last century by the Americans Neil Howe and William Strauss. Later this theory was adapted to other countries.

According to the theory, the “duration” of one generation is 20-22 years. Every 20 years, a new generation of people appears whose values ​​are fundamentally different from the values ​​of their parents and grandparents.

It is curious that the change of generations occurs only four times, forming a single 80-year cycle. Four generations within a cycle change like the seasons and repeat again. This has been happening for hundreds of years. The study by Howe and Strauss describes this pattern from the late 16th century - the birth of the United States - however, the researchers argue that this pattern was relevant long before that.

The 80-year cycle is represented by four generational archetypes: “Artists”, “Idealists”, “Nomads” and “Heroes”.

The personality of the “Artists” is formed in an era of reaction and strict authoritarian control from external forces, be it the government or parents. “Idealists” grow up in an era of economic growth and stability. “Nomads” - at a time when the winds of change begin to blow and old values ​​are crumbling. The "hero" appears in a crisis to the ruins " old life" create new world. As Franklin Roosevelt said, much is given to some generations, much is expected from others.

And what archetype do the “I-Greeks” belong to?

Heroes of our time

The “Hero” archetype was embodied in two different generations in the 20th century. This is the so-called "Greatest Generation" - people born from the 1900s to the 1920s.

"Heroes" in literally these words that protected, changed, and built a new world. Born in an unstable era of changes in power, revolution, and global upheaval, representatives of the “Greatest Generation” went through at least one war.

80 years later the cycle repeated itself. The heroes of our time are the Yers, or millennials. Coworking space, smoothies, startups, beards, cats, that's all.

But no, not everything.

The “Hero” archetype, of course, manifests itself differently than it did 80 years ago. The heroism of the “Igreks” lies in the denial of authority. In believing in yourself and your capabilities. Unprepared to spend decades in a boring job. In dynamism, a thirst to know the world. In the predominance of spiritual values ​​over material ones. In an entrepreneurial spirit.

The Greeks grew up during a period of epochal changes: perestroika, the collapse of the USSR, liberalization and transition to a market economy, globalization, the rapid development of digital technologies, the rapid spread of the Internet and the global financial crisis.

Hence, millennials’ readiness for change, disbelief in long-term prospects, and rejection of authority. Cynicism, self-confidence, infantilism and optimism: the “Greeks” found a period of relatively prosperous 2000s.

The information revolution makes young people free and self-confident. Technology allows one person to compete with large organizations: hackers against corporations, bloggers against newspapers, terrorists against states, YouTubers against film studios, app makers against entire industries.

Five years will pass, and the “Igreks” will find themselves at the most economically active age. They will produce the lion's share of GDP, spend money on quality clothing, travel, invest in children's education and get mortgages.

A business that does not learn to communicate with them cannot be successful.

Various "Greeks"

The situation is complicated by the fact that there are many “Igreks” and they are different. Millennials are considered the most diverse generation in history. Hence the contradictions in the characterization of the “Greeks,” which we mentioned at the very beginning. Today there are 30 million “Igreks” in Russia. It is obvious that, in addition to common features inherent in the generation as a whole, it is possible to identify certain features by which it can be segmented.

In 2012, The Boston Consulting Group conducted a study called "The Millennial Consumer." Four thousand “Igreks” aged from 16 to 34 years old, as well as representatives of older generations, took part in it.

It is not surprising that the answers varied among the “Igreks” different ages, social status, income and gender: their attitudes towards technology, communication, media consumption, marketing and outlook on life vary. The result of the study was the identification of 6 types of “Igreks”. Distinctive features social behavior formed the basis for the conventional names of these types:

• "Aware" (Hip-ennial);
• “Advanced” (Gadget Guru);
• “Green and Fluffy” (Clean and Green);
• "Conservatives" (Oldschool);
• Millenial-Mom;
• "Anti-Millenial".

We at the April agency were perhaps one of the first in the entire digital community of the RuNet to seriously delve into working with the audience based on the theory of generations. Most big interest Our approach is for companies seeking to establish a dialogue with their audience, instead of “shooting sparrows from a cannon,” increasing media pressure and, possibly, draining the budget.

The right approach to millennials will allow you to “rock up” the community on social networks, find or grow your own brand advocates.

Each of the above types of “Greeks” has its own characteristics of network behavior. Let's go in order and find out how, with whom and what is better to talk about.

Hip-Ennial or "Aware"

The global insight of this audience sounds like “I can change this world.” However, they talk much more than they do. Among the “Aware”, girls predominate. They are very active on social networks, but they would rather “like”, “share” and comment than write their own thoughtful (or not so thoughtful) texts.

“Aware” is a very fertile ground for the spread of all kinds of viral activities. For example, from charitable organizations. Remember who most often reposts calls for help for dogs, grandmothers and children among your friends, and you will find a prominent representative of the “Aware”.

Gadget Guru or "Advanced"

“It’s great to be me!” - immodest, but they really think so. These guys, and mostly they are guys, strive to be independent, earn good money and buy advanced gadgets with this money. It seems that a considerable part of the site’s audience will recognize themselves in “Advanced”, but can you answer what interests you in Digital?

That’s right, the main thing is not to be led, but to lead yourself. You create the most content to highlight your success and trend-following. And you will be especially pleased if the brand shows a special personal touch, listens to your advice and communicates with you.

And it’s even better if among your friends (completely by chance, yeah), you find an “evangelist” of the brand and big secret will tell you about the most secret new products and share a promotional code.

Millennial Mom or “Millennial Moms”

“I love playing sports, traveling and spoiling my child.” “Igreki Moms” are very active. For them, a child is not only not a reason to stop taking care of themselves, but, on the contrary, a driver personal growth and development. When it comes to behavior on social media, they find enough time to produce tons of content.

However, the topics that interest them are limited to a completely understandable range: travel, health, family, education. Politics and economics are not of interest to “Moms” until some events begin to affect them directly.

“Millennial Moms” are a very interesting audience who spend money with an X2 coefficient on themselves and their children. If you want to reach them, try setting up communication through bloggers and celebrity moms who are influential in their circle. You can communicate with them directly, but it will take effort to earn trust.

Clean and Green or “Green and Fluffy”

“I care not only about myself, but also about the world that surrounds me” - they crowd around vegan trailers and bring in lamps and batteries. We called them “Green”, which is absolutely true, and “Fluffy”, which sometimes is not entirely true. Because sometimes they can be quite belligerent.

Once it touches a nerve, they are ready to catch the wave and boldly get involved in a scandal on Facebook pages. The Greens won't trust you until you can prove that you've actually reduced your emissions. Hello, .

If you want to consolidate the Green audience, give them the opportunity to work for you for free. Let them bring batteries, come up with a recipe for a new dish, or tell your friends how great you are.

Anti-Millennial or "Anti-Millennials"

“I’m too busy with business and family to think about anything else” - yes, they don’t care about politics, ecology and public organizations, and at the same time, to your Facebook with VKontakte. Of course, they use the Internet, perhaps they even have profiles on social networks, but they are, as they say, “empty”: a picture instead of an avatar and 10-20 friends.

If your product is of interest to these tough guys, they will subscribe to it, but don’t expect much engagement from them.

Old-School Millennial or "Conservatives"

“Communication on social networks is too impersonal, but let’s better meet and drink coffee!” - these are “Xers” who simply pretend to be “Yers”. Well, they love live communication, well, they don’t feel comfortable on social networks, well, they don’t understand how to call a taxi through the application.

Perhaps some of them even have a home phone. And TV. If “Anti-Millennials” fall out of the classification, then “Conservatives” are at the other pole in relation to “Advanced”.

If your target audience is “Conservatives”, try to use more classic media - UN, TV, newspapers, magazines - otherwise there is a risk that you simply won’t get them.

As you can see, six groups of millennials or “Yers” quite succinctly describe the main types of those who are now between 14 and 33 years old. The theory of generations is most useful in two cases: firstly, when you are looking for consumer insight of your target audience, and secondly, when you want to set up a dialogue with the audience through social media.

Just describe your target customer as accurately and without illusions as possible and find the definition that they fall under. Many answers will come by themselves.

Millennials (Generation Y) are the generation born after 1981 and before 2000. The Game generation was formed at a time when the Internet became the main means of mass media.

Unlike previous generations, it is important for players to gain emotional and professional experience in various fields, so taking a seat in a leather chair and becoming a “big director” is not the ultimate goal for them. Therefore, they tend to quit work that does not bring emotional satisfaction or simply does not like. No, this cannot be called inconstancy, it is rather a thirst to get the most out of life. And in this, millennials are greatly inferior to other generations, significantly reducing their value in the labor market. It is objectively not profitable for any employer to hire an unstable employee into the company.

In addition, it is among representatives of generation Y that most often there are those who are “looking for themselves” - people who have neither ambitions, nor work, nor prospects. Such a search for your calling can drag on for many years.

What does a millennial do when they're on the hunt?

Studies. Bachelor's, master's, postgraduate, second higher education, studying overseas. 33 degrees, but no real experience. Anything to avoid working.

Why are they in no hurry to make a choice?

It's simple - millennials are afraid to grow up. The International Society for the Study of Behavioral Development (IJBD) conducted a study that showed that today's students are more afraid of growing up than other generations. They live longer with their parents and do not want to have families and children.

Rumor has it that millennials are indifferent to sex. This..

Not certainly in that way. They are indifferent to promiscuity, and this is very good. Sex has become more accessible. It surrounds us on all sides, and in order to see someone without pants, you can simply formulate the right query on Google. Previous generations did not have such an abundance of sex around, and besides, they sought to start a family earlier than the Yers. For millennials, everything related to emotions and the imitation of stability is important, so they choose a partner wisely and do not waste their time on sex for one night. Even millennials' use of Tinder does not prioritize sexual gratification. They tend to find interesting interlocutor, not a beautiful body.

What are the players striving for?

They know the value of their skills and time spent. Their schedule is planned, and their goals have long been visualized on the mood board. Millennials travel often, take a lot of photographs for social networks and know exactly what they want from this life. At least today they are sure of it.

Generation Y is one of the most controversial generations. Among millennials there are extremely ambitious and independent representatives, but at the same time, they can be absolutely helpless and apathetic. Zet comes to the game, who is rightly called the “golden employee” for any company. Yes, they can already work.

Generation Z: what “digital people” know, can do and how they use their skills

Generation Z is a term used for the generation of people born between 1995 and 2000. These people literally grew up side by side with technology and have not let go of Tetris, phones, tablets and computers since childhood.

Zetas process information much faster and live in what is called a world of multitasking. Of course, this multitasking is limited to the operations they do using gadgets. Write a message with your left hand, Google how potatoes are cooked with your right hand and send your resume to your dream company like Google using a voice command. They are really good at computer technology since childhood.

A six-year-old child can now complete a complex operational task using a gadget one and a half times faster than previous generations. Their priority is speed, making the Zetas valued as employees.

At the same time, there are also concerns.

What is the problem with Generation Z?

They are too practical. They don't see the point in receiving higher education, preferring to take six-month PR courses, for example, and not be distracted by disciplines that develop general knowledge.

Zetas do not know how to concentrate on projects for long. It gets boring. To prevent them from abandoning unfinished work, their schedule needs to be loaded with parallel tasks that can “switch” their attention.

If you don't respond to Zet's letter for a long time, he...

Have already found new job. This generation does not tend to wait “for their time”; they know that the time has already come.

What about love?

The Zetas are turned on traditional family values. It is important for them to build not only a good career, but also a strong family. The “digital generation” often builds partnerships with their parents, and sees the meaning of their family as a good and loving each other cell of society.

Their plans are short-term, their dreams do not border on fantasy, and their actions are quite specific.

Disadvantages of Generation Z

These people are always trying to make wishful thinking: on the Internet they can be funny, pretty, successful and creative. In fact, they just mastered technology well. This is about the majority.

Cover photo by Sammie Vasquez

Generation X, generation Y, generation Z - these phrases often appear at HR conferences and in special articles. Who are these gentlemen? Why do you need to know them by sight? How can you attract them to your company? According to labor market experts, the theory of generations is not a fashionable hobby, but an expansion of opportunities for attracting and managing personnel.

Tell me when were you born...

Two American researchers decided to describe the characteristics and differences of different generations in 1991: William Strauss and Neil Howe. The theory they created was based on the fact that value guidelines differ significantly between generations. Strauss and Howe studied these differences, as well as the reasons that gave rise to them (political and social situation, level of technical development, significant events of their time). This scientific achievement soon found the sphere practical application: It turned out that the theory of generations is very useful to use in business structures, and now modern HR people are guided by it. “The deep values ​​of generations are an important guideline for specialists in the field of personnel management,” says Mikhail Semkin, advisor general director, holding company "Empire of Personnel". This idea is continued by Sofya Pavlova, business development manager at the Beagle recruiting company: “Indeed, professionals of different generations have their own characteristics. Working in a recruiting company reveals a lot of differences between generations.” But what are these differences?

Baby Boomers. According to Mikhail Semkin, the main values ​​of the baby boomer generation (born in 1943-1963) are interest in personal growth, collectivism, and team spirit. Such employees understand personal growth as a growing ability to achieve results together as a team. Almost all baby boomers have now reached retirement age. Despite this, many of them are still working. A feature of most Russian baby boomers is enviable health and endurance.

X. “Generation X (from 1963 to 1983) is characterized by: readiness for change, the ability to choose, global awareness, informality of views, self-reliance,” says Mikhail Semkin. This generation of employees can be called the “generation of loners”, focused on hard work and individual success.

Sofia Pavlova also speaks about these same characteristics of the “X’s”: “These are people who are accustomed to building their careers gradually, throughout their lives, and moving in one direction. There are many examples when “X” work for 30-40 years at the same factory, enterprise or government agency, where they accumulate experience over the years, starting their professional path from the lowest levels. As a rule, immediately after college, where they received a specialized education.”

Y. Generation Y (from 1983 to 2003) has its own understanding of success and determination. “Greeks are often not ready to start their journey from the very bottom and slowly rise up, waiting for years for promotion and increased remuneration,” says Sofya Pavlova. It is precisely the “focus on immediate rewards” that Mikhail Semkin considers the main drawback of “Igrek” employees.

However, young workers have an excuse. “Y” faces an incredible flow of information and a very unstable external professional environment; “Y” cannot afford to be a specialist in a certain very narrow field and work in it all his life,” says Sofya Pavlova. According to Mikhail Semkin, generation Y - main hope and the backbone of modern companies.” Why? “This generation is characterized by an unprecedented level of technical literacy, an increase in the amount of work done at home, and a desire for new knowledge,” the expert continues.

According to Mikhail Semkin, these people will become the main labor force on the labor market within ten years. However, the attractiveness of “Greeks” for modern employers is explained not only by high technical literacy. According to the observations of Sofia Pavlova, it is not so often now possible to meet a person of this generation who works by profession - more often they prefer to work in those areas where high earnings are possible here and now, and it does not require years of painstaking work.” At a time when companies are looking for many service workers and middle managers, Generation Y can feel quite confident in the job market.

Z. Generation Z is still too young to say anything about their professional features. “It is still difficult to say exactly what values ​​generation Y will pass on to their followers, since time is accelerating and technology is changing at high speed,” agrees Mikhail Semkin. Nevertheless, one of our previous articles expressed interesting thoughts in this regard.

Hunting season

Why do HR specialists need all this? But if you ask the question a little differently: “Why does a human resource specialist need this?”, everything will fall into place. “Initially, the term Human Resources means that people come first,” emphasizes Sofya Pavlova. The focus of business is shifting towards human potential. It is he, and not material assets, that becomes the main wealth of the company.

In addition, the personnel market is entering a period of active competition for each applicant. To win it, you need to offer Better conditions talented employees from every generation. It is impossible to measure all generations by the same standard - their ideas about the “dream job” are too different. “The theory of generations is very important for understanding the driving factors and motivation of employees,” says Mikhail Semkin.

What is good for the “X” is good for the “Y”...

What is the “best conditions” in the understanding of employees of different ages?

Baby Boomers. This generation, as Mikhail Semkin notes, is the most stable in its needs and is strongly focused on sustainability. If you create stable conditions for baby boomers, you can “energize” them to achieve results with the help of non-material motivation.

X. “The main motivation for “X” is to be an integral part of the corporate culture, confidence in the future and a clear organizational structure,” says Sofya Pavlova. According to Mikhail Semkin, one of the working motivators for representatives of this generation is the opportunity to learn throughout their lives. As for material motivation, as Sofya Pavlova says, X prefer fixed salaries. Too much variable salary makes them nervous.

Y. “Igreks” are sometimes also called the “network generation.” It is not surprising that they are most easily recruited through the World Wide Web, especially through social networks. “The main motivation for “Y” is financial reward, lack of bureaucracy, technology (for example, equipping offices with high-tech equipment),” says Sofya Pavlova. Mikhail Semkin completely agrees with this: “If the company does not introduce new technologies, there are no activities to optimize and automate business processes, this can scare off promising employees of generation Y.”

In addition, “Greeks” are attracted to companies that have few restrictions and prohibitions. Generation Y values ​​a relaxed atmosphere and a free style of communication; they do not like to adhere to a dress code or toe the line. Another effective motivation technique for the generation that grew up on computer games- “disguising” the work routine with the aesthetics of the game.

Should not be neglected

One can, of course, dismiss the theory of generations as just another invention of theorists. But companies that dismiss most trends as fads slow down their development (as do those who adopt them thoughtlessly and without careful consideration). “A special approach to representatives of different generations is certainly necessary,” says Sofya Pavlova. - As they say, “for every product there is a merchant,” and where “X” is needed, “Y” will not replace it. Ideally, when symbiosis occurs: “X” take patronage over “Y”, while listening to to the younger generation and adopting new things from them.”

What could be the consequences of ignoring generational differences? " Negative consequences can always be, most often this is due to the fact that the company receives a “not its” candidate,” the expert continues. - In the race for quick results consultants can “tailor” a person to a position, which entails quick disappointment for both the newly hired employee, the company, and the consultant himself, who will need to select a replacement.”

“Taking into account the differences between generations, psychological picture candidate and deep knowledge of the customer company, the consultant will spend more time searching,” continues Sofya Pavlova. “But as a result, in addition to financial rewards, he will also receive results in the form of grateful people.”

Also, the theory of generations helps not only to select personnel for the company, but also to advise the employees and job seekers themselves. This is how Sofia Pavlova sees it: “The market dictates its own, and currently it is easier for “Y” to find the job of their dreams, since they are much more adaptable, while “X” may need more time for this. Here, the main task of the recruiter is to indicate to the candidate his importance and individuality, so that in case of refusal, the person understands that the problem may not be in him, but in a combination of factors and current market conditions. Indeed, thanks to the professionalism of the recruiter, the candidate can turn his attention to other areas where, perhaps, he has not seen himself before.”

In addition, according to the expert, if the conditions are dictated by the candidate, then it is useful for the recruiter to understand the characteristics of generations and the motivation factors of each in order to more easily “sell” the company and the vacancy to them.

In addition, the application of generational theory helps to build a company’s corporate culture. The latter is most effective when it is based on the values ​​of employees of the generation whose representatives are the majority in the company. At the same time, of course, you should not ignore the interests of other employees.

Andrey Pavlyuchenko

We live in the 21st century - the century high technology and rapid development. The world around us is changing, and transformations are affecting all areas of our society. Some people strive to keep up with innovations, while others, on the contrary, adhere to a conservative position. What behavioral strategy a person chooses in changing conditions often depends not only on personal beliefs, but also on factors such as social environment, upbringing, and generational affiliation.

The problem of “fathers and sons” has existed in our world for a long time, and the issue of mutual understanding between generations is regularly raised in various literature, both fiction and scientific. And in modern world The gap between generations is becoming more and more noticeable, as the conditions under which representatives of different generations grow up and are brought up are radically changing. This undoubtedly has a significant impact on their values ​​and attitudes: people’s thinking, lifestyle, and people’s attitude towards rest and work changes.

Many argue that representatives of different generations have difficulty understanding each other, because they grew up in radically different conditions. It is believed that the younger generation, which is now entering the labor market, has different work values, different job requirements and different expectations.

But do different generations really differ significantly from each other when it comes to work values? Let's answer this question by considering modern research on this topic.

X, Y, Z - who are they?

In 1991, American scientists Neil Howe and William Strauss published a book on the theory of generations, in which they described their ideas that approximately every 20 years a generational change occurs in the world, people with new values, a new mindset, who have different life trajectories.

Recently, generational theory has gained popularity, and we can often hear references to generations X, Y and Z, who are currently the most active workers and consumers of economic goods and services.

What are these generations? What makes them different from each other? Let's try to figure it out.

Defining generational boundaries is not an easy task. Some scientists establish them based only on time periods, that is, starting from the year of birth, someone focuses on similar values ​​and attitudes, common conditions of upbringing. It is worth noting that big influence The process of defining generations is influenced by social, cultural and economic conditions, which can vary greatly from country to country. Any turning point that affects the process of social development can occur in different countries with a difference of decades. For example, the wide spread of the Internet occurred in America in the 90s of the last century, and in our country it began only in the new millennium. It is obvious that such significant events have an impact on the development of society and draw boundaries between generations.

Thus, the boundaries of generations X, Y and Z are not defined stably and vary somewhat depending on countries and the approaches of scientists. So, let’s determine the main characteristics of representatives of generations X, Y, Z.

GenerationX is the generation of people born after 1965. The upper limit of the generation varies among different authors, some scholars set it at 1976, others say 1980 or 1984.

American scientists speak of the people of this era as the “lost generation.” At that time, the “era of divorce” had begun in America, and this family event had a great impact on many people. In Russia, members of Generation X came of age during the years of perestroika, and this era had an important impact on the formation of personalities. Characteristic of generation X high level skepticism, social and political indifference, lack of initiative, but at the same time, they are a very educated and literate generation. Compared to the previous generation, which was accustomed to working together, Xers are focused on hard work and individual success. They are accustomed to building their career throughout their lives, gradually moving in the chosen direction.

GenerationY, also called the online generation or the millennial generation, were born from approximately 1985 to 1995. A characteristic feature of this generation can be called the widespread use of the Internet, pop culture, and mobile communications during their growing up period, which had a great influence on their values ​​and attitudes. Greeks are used to being constantly in touch; communication, collaboration, and cooperation are important to them. They are not ready to spend their whole lives in one place, they strive for variety of work, therefore they are ready for training and retraining throughout their lives. Players are characterized by greater flexibility, they quickly adapt to changing conditions, but at the same time, they change the conditions themselves; they are ready to dictate their own rules if they see that this will bring greater benefit and increase efficiency.

There are other points of view, some argue that players are accustomed to consuming: information, pop culture, products. They do not want to start working, they do not want to grow up, they are characterized by the “concept eternal youth" and constant narcissism.

GenerationZ– these are people born between 1995 and 2010. Now representatives of this generation have not yet entered the labor market, so it is still difficult to talk about their work attitudes and values, but some can be noted characteristics. Representatives of Generation Z grew up surrounded by modern technologies, they are less sociable than the previous generation, more self-oriented, own world. Because of this, some scientists call this generation “Generation MeMeMe,” emphasizing their focus on their own thoughts and feelings, rather than on other people. Due to the development of electronic technology, the Zetas are accustomed to visual perception information. This suggests that over time, new ways of learning and new work technologies will appear on the market, which will be brought by representatives of Generation Z.

Let us note once again that the boundaries of generations are conditional, so, for example, a person born in 1995 will be closer to someone born in 1994, that is, a representative of another generation, than to someone born in 2005, a representative of his generation. Therefore, scientists note that the boundaries are calculated with the assumption of +- 3 years, and for people at the junction of generations, features of both are often characteristic.

Comparison of work values

Many domestic and foreign sociologists have studied labor values ​​in the modern world, but it is worth noting that none of them divided the population under study into generations X, Y and Z, perhaps because such a division is very arbitrary. In addition, there is a problem of lack of information about the work values ​​of generation Z. The fact is that at the moment representatives of generation Z are from 5 to 20 years old, and mass surveys usually cover the population from 18 years old, which is why there is no relevant information about work values ​​yet and beliefs of this generation. Therefore, we will determine the differences in the labor values ​​of generations X and Y.

So, let’s look at what work values ​​are typical for representatives of Generation X.

According to research by V.S. Maguna, for representatives of this generation the main labor value is a good income. In addition, the interest of the job and the reliability of the place of work are of great value. Other researchers also confirm that high earnings occupy a dominant position in the pyramid of labor values.

Is it possible to say that commercialism is the main trait of the X's? I think that such conclusions will be hasty and unfounded. A.N. Demin argues that in the minds of generation X, the prestige of work is invariably associated with high wages. Money is not an end in itself, it serves as a means to satisfy needs and is instrumental in nature, contributing to the achievement of a high position in society.

In general, it can be assumed that the desire for financial well-being and the desire for a reliable job may be a consequence of the changes taking place in the country in the 90s. Transition to a market economy, instability economic situation in the country, the 1998 crisis - these events could have a significant impact on people’s work attitudes.

In addition to the above values, among the widespread answers about important characteristics the following places of work are present: the opportunity to benefit society, the ability to manage one’s own time and the desire to match the work to the person’s level of competence. We can say that by the end of the 90s, a transformation was taking place in the consciousness of Russians, which was a consequence of the transformation of society. People are becoming freer, they want to have more independence and space for action, in addition, they want to benefit not only themselves and their family, but also other people. In society, previous boundaries are being destroyed and restrictions are being lifted. If earlier, in Soviet time, too much big earnings was considered suspicious, and starting one’s own business was condemned by society, now work becomes free from conventions and strict rules. Naturally, in such conditions people strive for greater realization of their capabilities and want to earn as much as their level of knowledge and skills allows.

Carol Zhurkiewicz says that the opportunity for personal growth is important for Generation X. However, domestic researchers do not confirm this. This difference can be explained by the fact that societies develop at different rates, so labor factors that were important in America 10 years ago are only becoming important in our country now.

Do the work values ​​of Generation X coincide with the values ​​of their “followers,” Generation Y?

Good wages also remain top priority for the generation of players. The positions following this are an opportunity career growth and the possibility of self-realization, which was not in the responses of the X-generation. Work continues to be perceived by people as a means of achieving success, a path to taking a worthy position in society. But now important role Not only material wealth plays a role, but also other components of labor - self-realization, position in society.

In addition to wages and self-realization, the generation of players places high demands on the quality of work: they need good conditions work, social guarantees, work ethics.

This is a significant difference from the previous generation, whose representatives did not list these values ​​as priorities. This means that the labor values ​​of the Y generation, which were formed in completely different economic and political conditions than the values ​​of the Xers, are to some extent different from each other. The new generation is developing positive attitudes towards work, they are ready to work, improve their knowledge and implement their skills, this predetermines high expectations for decent wages and high-quality working conditions.

But can we say with confidence that differences in the work values ​​of different generations really exist?

I believe there are no such guarantees, since differences in responses may be due to differences in information collection methods, such as differences in questions.

In order to avoid this inaccuracy, let us turn to the study “Youth new Russia: lifestyle and value priorities”, conducted in 2007 and covering representatives of two generations: young people aged 17 to 26 years and the older generation from 40 to 60 years.

Let's compare the answers of representatives of two generations to one question: “What requirements should a job meet that could suit you?”

The most popular answers among representatives of generation X are the following (the sum of the answers exceeds 100%, since it was possible to select an unlimited number of answers): well-paid job (87.2%), interesting for me (60.0%), with good working conditions ( 42.4%). The least important were career opportunities and prestige.

For representatives of the Gamer generation, the answers were distributed in a very similar way: good pay (84.9%), interesting job(63.5%), good working conditions (29.0%). At the same time, the least popular answer for this generation is non-tiring work.

It is noteworthy that the top of the hierarchy of values ​​is the same for representatives of the two generations, although the percentage of answers is slightly different. However, it is noticeable that other values ​​differ in importance for representatives of different generations. Thus, representatives of the Y generation have a greater focus on professional growth and a desire for creativity in the profession, while the X generation wants to be useful in society, but at the same time they want work to leave more free time and do not strive for career growth.

It is difficult to say whether such differences are caused precisely by belonging to different generations, that is, the conditions of upbringing and socialization, or depend only on age. Naturally, by the age of 50, a person has most likely already advanced career ladder and achieved a high position if he aspired to it. That's why this direction ceases to be a priority for him, and other values ​​come first, such as free time to spend with his family. The younger generation has unfulfilled ambitions, so they strive for advancement and career growth.

conclusions

So, generations X, Y, Z do not have clearly defined boundaries, but differ from each other in their upbringing, values, and perception of the world.

The work values ​​of generation Z have currently been practically not measured by scientists, since this generation is mainly still receiving education and has not entered the labor market as active workers and consumers. Measuring the work values ​​of this generation seems important task for modern sociologists, since they will soon become the main workforce of the country.

The main labor value for both generation X and generation Y continues to be high wages, but this is rather not an end in itself, but a means to achieve other goals, such as prestige and respect in society.

The work values ​​of generations X and Y are somewhat different; the players strive for self-realization through a profession, for more creative work In addition, they claim good working conditions, but for Xers it is important to have more freedom.

It is important to note that the topic is not well researched at the moment, but it is of great value. The world is changing, the labor market is transforming, and it is necessary to take into account the needs and demands of younger generations in order for work to be more effective and the potential of younger generations to be realized in work.

Infographics: Natalya Sidorova

Photo source: http://www.atlantarealestateforum.com/wp-content/photos/2010/08/three-generations.jpg