EngagementEngaging millennials through purpose

Engaging millennials through purpose

Connecting with millennials in the workforce continues to make headlines, why is this? How can we ensure full engagement? 

The 2018 Deloitte Millennial Survey based on more than 10,000 millennials across 26 countries gives organisations cause for concern. The report suggests that millennials are more concerned about the world around them than ever. Only a minority now believe that corporations behave ethically (48% versus 65% last year) and only 45% expect the economic situations in their countries to improve over the next year.

Our volatile, uncertain, complex and ambiguous (VUCA) world has left millennials searching for reassurance and purpose.

This data echoes the outcome of our own research at iOpener Institute into the views of 18,000 professionals which showed that Generation Y, the digital cohort born after the early 1980s, need to feel that their work has a strong economic or social purpose. They need to feel proud of their organisation and the work that it does.

The analysis in our report suggests that being involved in work that is challenging and interesting is a top priority for millennials. The report findings revealed that Gen Y also has to feel that their work is worthwhile and makes a valuable contribution to the economy or society. There is an extremely strong alignment between job fulfillment (‘loving your job’) and feeling that your occupation is doing something worthwhile.

Does it really matter if millennials love their job or not?

Like all of us, millennials need to feel happy at work. Our research definitively showed that Gen Y employees who love their job are less likely to leave. A single point of increase in job fulfillment brings down the intention to leave by 0.8 points. This suggests that millennials are not inherently interested in jumping jobs for the sake of a bigger pay packet or because they are bored quickly. Instead, they are simply not prepared to stay in jobs that make them unhappy. For organisations which have invested in training and developing these talented employees, retaining them for as long as possible to deliver a return on investment is key.

Related to organisational purpose, millennials also need to believe in the strategic direction that their employer is pursuing. There was a strong correlation between the trust that Gen Y employees have in their leaders’ vision, and their intention to leave the organisation. The more Gen Y believes in the leadership’s corporate strategy, the less likely they are to leave. Vice versa, if trust in the vision of their leaders falls, their intention to quit increases. Going back to the issue of talent retention, this highlights the need to regularly and convincingly communicate key points of corporate strategy, along with tangible proof points of how that strategy is being implemented and the contribution it is making to corporate success.

What can leaders do?

There are a number of things you can do as a leader to help your people connect with the purpose of their work and the overall corporate strategy.

These three are a good place to start:

  • Make your organisation’s vision crystal clear – and ensure it is a worthwhile vision. Repeat it often and bring it to life visually and physically wherever you can.
  • Create visibility internally about the impact of your organisation’s work and how it benefits others, economically or socially.
  • Link the work that individual Gen Y employees do to the bigger picture. Create meaning by connecting their individual contribution to the overall effect of your organisation on the world around them.

What's Hot

Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Talent Development Learning to win the talent war: how digital marketing can develop its people

2w

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce

Roundtable Report HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce 5 May 2022

3w

HRD Roundtable Report: Strategies For Re-Engaging ...

We know hybrid working is here to stay, forcing many organisations to experiment with innovative and creative strategies from 4-day working weeks to u...

View event
HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain

Roundtable Report HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain 3 March 2022

3w

HRD Roundtable Report: Making it ‘Worth It’ – What...

We know the pandemic has caused many people to revaluate their careers and relationships with work and have been seeing the impact in global trends in...

View event
Dave Ulrich: How can business and HR leaders simplify complexity?

Leadership Development Dave Ulrich: How can business and HR leaders simplify complexity?

4m Dave Ulrich

Dave Ulrich: How can business and HR leaders simpl...

HR thought leader Dave Ulrich outlines ways leaders can deal with complexity in an increasingly busy world, including how to think critically and turn...

View article
HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making

Roundtable Report HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making 5 May 2022

3w

HRD Roundtable Report: Using HR Data to Inform Org...

Historically, HR hasn’t been as effective as it could be in sharing and communicating data with wider teams. It’s paramount that we remove the self-in...

View event
Digital transformation investment grows but critical skills gaps remain - Coursera report

Digital HR Digital transformation investment grows but critical skills gaps remain - Coursera report

4m Leah Belsky

Digital transformation investment grows but critic...

Covid-19 has accelerated the rate of digital learning on a global scale. Coursera's latest report provides an update on employee proficiency in a numb...

View article
Wellbeing in the hybrid workplace: how to successfully drive engagement

Employee Engagement Wellbeing in the hybrid workplace: how to successfully drive engagement

4m Alara Basul | Sponsored

Wellbeing in the hybrid workplace: how to successf...

Remote working has impacted the way we communicate as a workforce, but striking the right balance between creating an engaged workforce and a successf...

View article
How to create a company culture capable of empowering the modern workforce

Culture How to create a company culture capable of empowering the modern workforce

4m Alara Basul | Sponsored

How to create a company culture capable of empower...

While new working patterns that emerged from the pandemic have earned a permanent spot in the workplace, creating a purpose-driven culture based ...

View article
WATCH: Connection and collaboration in a hybrid workplace

Leadership Learnings WATCH: Connection and collaboration in a hybrid workplace

4m Amy Kirkham

WATCH: Connection and collaboration in a hybrid wo...

Alison Noon-Jones, VP of People & Culture at Leidos UK & Europe, shares how crucial employee engagement and participation is when shaping the people s...

View article
Turbulence ahead: Why it’s time to be bold in your leadership

Leadership Development Turbulence ahead: Why it’s time to be bold in your leadership

5m Terence Mauri

Turbulence ahead: Why it’s time to be bold in your...

HRD thought leader and Hack Future Lab founder Terence Mauri sets out why the biggest risk to leadership is not turbulence itself, but leading with ye...

View article

Comments are closed.

What's Hot

Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Talent Development Learning to win the talent war: how digital marketing can develop its people

2w

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce

Roundtable Report HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce 5 May 2022

3w

HRD Roundtable Report: Strategies For Re-Engaging ...

We know hybrid working is here to stay, forcing many organisations to experiment with innovative and creative strategies from 4-day working weeks to u...

View event
HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain

Roundtable Report HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain 3 March 2022

3w

HRD Roundtable Report: Making it ‘Worth It’ – What...

We know the pandemic has caused many people to revaluate their careers and relationships with work and have been seeing the impact in global trends in...

View event
Dave Ulrich: How can business and HR leaders simplify complexity?

Leadership Development Dave Ulrich: How can business and HR leaders simplify complexity?

4m Dave Ulrich

Dave Ulrich: How can business and HR leaders simpl...

HR thought leader Dave Ulrich outlines ways leaders can deal with complexity in an increasingly busy world, including how to think critically and turn...

View article
HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making

Roundtable Report HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making 5 May 2022

3w

HRD Roundtable Report: Using HR Data to Inform Org...

Historically, HR hasn’t been as effective as it could be in sharing and communicating data with wider teams. It’s paramount that we remove the self-in...

View event
Digital transformation investment grows but critical skills gaps remain - Coursera report

Digital HR Digital transformation investment grows but critical skills gaps remain - Coursera report

4m Leah Belsky

Digital transformation investment grows but critic...

Covid-19 has accelerated the rate of digital learning on a global scale. Coursera's latest report provides an update on employee proficiency in a numb...

View article
Wellbeing in the hybrid workplace: how to successfully drive engagement

Employee Engagement Wellbeing in the hybrid workplace: how to successfully drive engagement

4m Alara Basul | Sponsored

Wellbeing in the hybrid workplace: how to successf...

Remote working has impacted the way we communicate as a workforce, but striking the right balance between creating an engaged workforce and a successf...

View article
How to create a company culture capable of empowering the modern workforce

Culture How to create a company culture capable of empowering the modern workforce

4m Alara Basul | Sponsored

How to create a company culture capable of empower...

While new working patterns that emerged from the pandemic have earned a permanent spot in the workplace, creating a purpose-driven culture based ...

View article