As technology providers and enterprises studyGeneration
Yand its appetite for advanced technology, CIOs would
be well advised to evaluate technologies on their merits, rather
than trying to second guess what this future generation of
employees will or won't demand,writes Adam Jura, senior
analyst for industry research in Asia-Pacific atOvum.
Much of Generation Y (those born between 1980 and 1995) is
already in the workforce, and many of the technologies being aimed
at this group are in fact generation-independent.
What is Generation Y, and what does it want?
As the technology industry looks for new, post-recession growth
opportunities, attention has focused on Generation Y and the impact
it may have on technology consumption and utilisation. Generation Y
came of age at a time when technology - the internet, laptops,
mobile phones - became pervasive; to them, these developments are
routine, not revolutionary. In theory, as these technology-fluent
employees and customers enter the workforce they won't be satisfied
by anything less than cutting-edge technology. Both suppliers and
enterprises are trying to anticipate their needs and demands.
Communications company Telstra studied Generation Y in the
Australian financial services industry and concluded that
cutting-edge technology is important to Generation Y and is a key
factor in attracting and retaining the most talented among
them.
IT services company CSC, apparently holds similar views and
recently rolled out a range of initiatives geared to Generation Y,
including its C3 collaboration tool, to employees in Australia.
Ovum agrees that it is important to study Generation Y's
attitudes towards technology. And indeed, Australia is a good
bellwether for other Western economies because of its high level of
technology adoption, relatively strong education standards and
similar impacts from the global financial crisis. Still,
enterprises must be careful of the lessons they draw and how they
apply them.
Skills shortages have shaped employer attitudes
Before the recession hit, Australia was experiencing an economic
boom that led to skills shortages in many industries and
enterprises. Many organisations realised that attracting and
retaining talented employees was key to innovation and revenue
growth. The downturn has altered the equation dramatically;
shortages are - at least temporarily - a thing of the past, and
recent graduates seem happy to find a job at all. Even so, many
employers fear that economic recovery might make talent scarce once
again.
Some organisations feel they must provide the latest laptops to
attract and retain Generation Y. Others are considering giving new
employees cash to buy whatever laptop they choose. Some have also
felt pressure to court Generation Y by providing technological
tools for collaboration, social networking, remote access and
mobile communication.
Ovum believes that despite Generation Y's purported fondness for
technology, in most cases it will play a relatively small role in
recruiting and retention. These technologies are really
generation-independent and should be evaluated on their merits, for
all staff, as part of broader enterprise strategies in which
Generation Y is just one element.
Factors such as remuneration, career progression, opportunities
to work overseas, office location, training and education support,
and general work/life balance are overarching issues, not just for
Generation Y but for all staff, and will have a far greater impact
on employer attractiveness.
Will Generation Y conform?
A significant portion of Generation Y is already in the
workforce, and there has been no reluctance to accept jobs and no
mass exodus from jobs due to not having the favoured technology.
The average tenure of Generation Y employees may be shorter than
that of older staff, but employer-provided technologies are
probably less to blame than the desire to find enjoyable,
meaningful work.
In other words, there are many issues besides technology that
influence the work lives and preferences of Generation Y employees.
Consequently, Ovum advises caution in investing in technologies for
their sake, as so far their attitudes have not proved much
different to those of older workers. Generation Y may be keen on
advanced technology, but this doesn't seem to be a deciding factor
in where they work or how long they stay.