Hiring Millennials is About More Than Selfies, Avocado Toast and Frose

Millennials became the largest U.S. labor force in 2016, according to a Pew Research Center analysis of U.S. Census Bureau data, prompting business owners to take a closer look at how to adjust their recruitment programs and retention strategies to capture the attention of this key demographic.

Whether or not generalizations about millennials are true, their approach to finding a job and career is different from previous generations. CNBC reports that because millennials make up so much of the workforce, some forward-thinking companies are offering benefits like unlimited vacation days, job flexibility and remote work options.

“Brands have not figured out the balance between millennials and older generations, and will continue to struggle until they do,” said Sean Fitzgerald, chief development strategist at 1851 Franchise. “Two worlds are colliding, and many companies look at employees as a number on a spreadsheet, which doesn’t work for millennials. They focus on so much more than just surface level benefits. Millennials look for jobs with a purpose, and where they are treated as an individual person, and it is key for business owners to recognize that.”

A generation X-er, Fitzgerald explains that his approach to finding jobs was all about the salary, and that the search for a new job was solely focused on how much money he could make.

“For me, it didn’t matter what job I was doing, as long as I was paid well, but for millennials, there has to be more to the job,” he said. “Brands that have found a way to connect to millennials on a personal level and provide a mission that resonates with that demographic are the ones doing it right.”

However, according to Fitzgerald, it’s important to not go overboard when it comes to working with millennials. Brands should also be sincere in their approach to attracting millennials.

“It’s important for brands to find a way to speak to millennials without being condescending or pandering to the stereotype that exists about millennials,” he said. “Millennials can see through a fake culture that speaks to the very basic generalizations about millennials. They want to be truly heard by their employer, and know that they’re contributing to the greater good of the company and are recognized for it.”

While companies should certainly be looking into how to work with millennials, the reverse is also true. Fitzgerald said that millennials also need to put forth that same level effort and meet their employer halfway.

“To make a job have a purpose, it goes both ways,” he said. “Employees are just as responsible as the employer in creating a good culture and finding ways to challenge themselves to continue to move forward. If millennials want a job with purpose, they need to do whatever they can to constantly educate themselves on how to improve at their job and to improve the company. It’s not always about the job itself, it’s about making the best of who you work with and who you work for, and millennials need to do their part.”