Self-realization and freedom, meaningful work that is above all fun – these are the key requirements of Generation Y for their workplace. If these are not met, a change of employer quickly follows. How can internal communication counteract this and promote employee commitment?
The so-called “millennials” generation includes everyone born between 1982 and 2004. They are currently mostly at the beginning or in the first third of their career and will make up the majority of the workforce in the future. It is therefore worth taking a look at their communication requirements and, above all, the special information needs of this group. This is exactly what a recent study from the USA investigated. The researchers conducted an online survey with over 500 respondents aged 19-32.
We have summarized the five most important tips for successful internal communication with Generation Y:
- Clarify your own role within the organization: Promote identification
Even if freedom and self-realization are among the values of Generation Y, meaningful work requires answers to the following questions, among others: What is their task? And what is their contribution to the big picture? These signposts motivate, strengthen commitment and lead to greater solidarity.
- Provide information on corporate goals and strategy
Generation Y employees have a particular need for information. This is characterized above all by their expectation that all information will be shared with them, regardless of their position in the organization. They therefore prefer open communication with sufficient and regular information on both company-related and individual topics.
- Ensure that employees feel valued
Millennials also have an increased need for recognition and attach great importance to appreciation from their superiors and colleagues. If this is shown to them, they focus more on their work and feel connected to their employer. Millennials are also characterized by a strong team spirit and therefore generally appreciate the support of their colleagues.
- Giving feedback on work performance
The evaluation of their own work in the form of feedback also plays a special role. Millennials generally like to work in an environment with an open feedback culture. They are not only interested in the appreciation of their work, but above all in the opportunity for personal development.
- Giving employees a voice
Generation Y also wants to be involved in processes and values participative employee communication. An open exchange of ideas, topics and opinions is very important to them. New formats for agile working and corresponding tools encourage and demand creativity.
According to the results of the study by Walden, Jung & Westermann (2017), employee communication that is geared towards these five points contributes to the professional engagement of Generation Y and increases their commitment. In order to achieve long-term loyalty among employees of this generation, internal communication should integrate this into its communication strategy and take it into account in its work. If this is successful, the change of job mentioned at the beginning can possibly be avoided.
Read more at: Walden, J., Jung, E. H., & Westerman, C. Y. (2017). Employee communication, job engagement, and organizational commitment: A study of members of the Millennial Generation. Journal of Public Relations Research, 2017(29), 73-89.
A guest article by Marina Hubert (27). She is studying communication management at the University of Hohenheim and is currently writing her master’s thesis on “Megatrends and internal communication in times of change”.
Copyright lead image: Unsplash/Morvanic Lee