The way to effectively recruit and connect with generation Y in Asia

By Marion Gamel, Alexander Mann Solutions | Sep 7, 2011

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Who belongs to Generation Y?
Born between 1980 and 2000, Generation Y provides the newest entrants to the workplace. This is the largest generation since the Baby Boomers and will exert even more influence. This is a generation celebrated for its confidence, dedication to equality in the workplace and global perspective. Growing up with digital technology, their numbers and unique characteristics mean that they have a huge impact on society – not least, on employment patterns.

Why should organizations care?
Since there are not enough members of Generation X to replace the Boomers, organizations will definitely need Generation Y to fill the leadership gap once the Boomers retire. In short, Generation Y is the future of Asia’s workforce and there is a need to cultivate, as well as leverage, this talent pipeline.

The war for talent demands that more focus should be placed on Generation Y. How to cultivate this emerging talent pipeline in order to effectively recruit and connect with Generation Y in Asia?

• In Vietnam, for example, 50 percent of its 90 million people are under the age of 30. They are highly literate and speak several languages.
• In China, there are 567 million people below the age of 30, of which 200 million are over the age of 18.
• In Singapore, there are currently approximately 400,000 members of Gen Y in the workforce.

Approximately half of India’s one billion people are under the age of 25. With the Indian economy continuing to boom, thousands of new jobs are created daily. The lifestyle of India’s young generation is changing. Whilst they retain deep connections to family, they are motivated by money and the social status that follows. Loyalty to an employer is no longer a priority, pay is the considering factor. Employers have to deal with high rates of attrition. 

In China, many between the ages of 18 and 24 grew up as the only child due to the country’s one-child policy. It is the first time in the history of this cultural monolith that the nation’s youngest adults are defining themselves as individuals, whilst eschewing the imperialist and collectivist traditions of the past. These young Chinese are the same as their peers from other regions of the world -  they are rejecting the old “work hard and get rich” mentality in favour of a lifestyle dedicated to freedom and personal satisfaction. They have their own set of values, views and opinions on the ideal work environment. Being technologically sophisticated, Generation Y is the highest performing generation in Chinese history.