Keys to understanding, attracting and winning over the centennial generation
Talking about generations, or the nomenclature by which we identify groups born between specific years, helps us to understand the characteristics that encompass certain people. When it comes to talent management, it is essential to understand the needs, interests and desires of a company's team and potential candidates. Below, we share the main characteristics of the centennial generation, and give the keys to attracting this talent to the company:
- Centennials, also called Generation Z or post-millennial generation, is the generation that follows the millennials and precedes Generation Alpha. Researchers often point to the cohort from the 1990s to the 2000s as the beginning of this generation's birth years. The best thing an organisation can do to understand, attract and win over centennials is to ask its own team what they value most about the company. In this way, the foundations could be laid to create a joint talent attraction strategy.
- They are digital natives and share traits with millennials. This generation does not know life without a mobile device or the internet. This determines their way of being, being and relating in a world that is not yet 100% digital. So says the study on the centennial generation by Deusto and Atrevia. That is why the reputation as an employer brand and the digital communication of any organisation takes on a very important role for this generation. Centennials will look foronline references of what life is like in the company and will apply to one offer or another based on the opinion of the experience of employees and candidates.
- In its scale más high values is the healththe quality of training and the good family relations. After these aspects, they value success at work, the environment and earning money. Below, we share some of the most relevant data from the study of the centennial generation to which we referred earlier:
These data show that offering private health insurance, a quality training programme and family reconciliation policies will be benefits that will make the talent centennial The Commission is inclined to favour one or the other company.
- Their choice of future employer will be determined by the professional experience that the employer can give them. Generation Z prioritises a learning and development experience over a salary. The leadership of reference for centennials is the one that makes them grow professionally, not the one marked by a hierarchy. This is why companies that offer a mentoring programme to their team differentiate themselves from their competitors. The message they convey is clear: they are committed to developing talent.
- They are characterised by being curious, able to challenge the status quo, self-taught and entrepreneurial. This is a generation that seeks transparency and truth in the broadest sense. They use social media to nurture themselves and consume YouTube content for their own learning. They also positively value entrepreneurship as a livelihood. For example, companies like Google encourage entrepreneurship (the drive to start something, in business terms) as part of their corporate culture and allow their team to dedicate a day's work to their own projects.