What is the xyz generation theory and who are these people? Generation Y: how to work with them so as not to disappoint either yourself or them

• How to manage Generation Y employees so that their work efficiency is at its maximum.
• Can employees of the Y generation be first-class specialists?
• Features and differences between Generation Y employees and other age groups

Experts say that the difference between generation Y There are also workers from previous generations, but it is not critical. Leaders just need to find the right tools to engage with each generation

Engage Generation Y professionals in the business game

Sergey Chaplygin, Founder and Director of Strategy of the consulting agency Chaplygin.biz, Vice President of Marketing of the Open Sky Foundation, lecturer at the Institute of World Economy and Business of the People's Friendship University of Russia, Moscow

The best employees are enterprising employees. They are full of new ideas, they are ready to work hard and take responsibility. But they are also the most dangerous - sooner or later they decide to work for themselves. IN best case scenario They will simply leave and create their own business, or at worst, they will grab your information, your pool of clients and become competitors.

If you are already a subscriber to the magazine " General manager", read the article

The domestic generation Y has two fundamental differences from previous ones: “digitization” with youth and ignorance of the value of money. This is the first well-fed generation that did not see the shortage of goods, coupons, or reforms of the late 1980s and early 1990s. They grew up during the heyday of the country's economy. The main thing is to take these features into account when motivating the Y generation.

Features of Generation Y employees. High salaries can be partially replaced by emotions. A couple of years ago, I conducted an experiment: instead of a “sales manager” vacancy with generous motivation, I posted a “business hunter” vacancy with an ascetic compensation package, but a “knightly tournament” description of the functionality and an emphasized importance of the position. The number of resumes from “Greeks” has increased significantly, and the quality of candidates has also improved.

The thinking of the “Greeks”, as representatives of the first post-industrial generation, is more abstract and sensual, rather than rational. It is important for them to feel their importance, and this is part of a sense of responsibility. If the “player” does not feel responsible, he will easily quit any post and switch to something more interesting. These employees do not tolerate equalization or pressure, preferring to refuse cooperation. They require involvement in the game rather than a routine of instructions.

Many representatives of generation Y see themselves in creative professions: designer, stylist, all kinds of creatives. But due to the decline of the education system and the rise of pop culture, there are few truly strong specialists among the “Y” generation. In addition, the economy does not need such a number of creative people; it needs professional workers, managers, and sales people. Therefore, the task of the owner or director is to create conditions under which the “player” will make the most of his abilities.

How to work with generation Y. I will give two pieces of advice.

1. Involve the “players” in the game. Think about what the value of business is, why, besides creating additional profit, the world needs it. The answer will allow you to formulate the company's mission. If the mission is honest and not made up out of thin air, this is already a game in which you can get involved, bringing the usual pattern of relationships “I pay you, and you work for me” into the background.

2. Build an employer brand. This is not just about the company’s attractive image on the labor market. A year ago, we started working on a brand for the Decathlon company (a chain of hypermarkets for sports goods) and are focusing on generation Y. Our task is to attract the best of them, and those who live in sports. To do this, it is necessary to build a suitable corporate culture based on four values: energy, honesty, responsibility and generosity. Today, it is common practice in the company for a person to become the director of a hypermarket at the age of 23 and successfully manage a team of 200 employees.

• Motivating young professionals: 6 rules for managing generation Y

The main thing is to choose the right way to convey information and set tasks.

Liza Shibanova, Talent Management and Personnel Development Manager at Coca-Cola Hellenic in Russia, Moscow

In our company, about 90% of employees in entry-level positions are already “Greeks”. This obliges managers to leave their comfort zone and become more flexible: master the language of the new generation, mobile applications and social networks that young people actively use, etc.

The main difference between Generation Y is that they are more dynamic. They crave quick victories and rapid results. And at the same time, they value their time and are not ready to waste it on projects that are incomprehensible to them. Therefore, managers must pay the most serious attention to setting goals and be able to involve “players” in the process of solving pressing business problems. “Igrek” must clearly understand not only what and why he is doing, but also what he and the company will receive as a result of these actions.

As our practice has shown, the differences between employees of generations Y and X are not very significant. They can be given the same tasks, the main thing is to use different methods (and language) to convey information. For example, if it is more convenient for “players” to interact with management after work through the Whats app mobile application, then this is the tool they will use for communication. Let me give you another example. To quickly resolve small issues, “Greeks” often use internal chat - it’s much faster to exchange information than correspond by email.

We have gone further, and on the internal portal on the intranet we will soon have a “Confrontation” section, its main goal is to introduce and bring together employees of generations Y and X in more detail. We will ask them the same questions, the answers to which, presumably, will be different , but each of them will be interesting to the reader in its own way. We want to show in an easy and relaxed manner that the generation difference is just a look at the same things under different angles, but thanks to this “integrated” view it is possible to achieve a unified and holistic picture.

• Personnel management that will only benefit

​

Give the Y generation freedom, emotions and drive

Tatyana Evseeva, HR Director, Burger King Russia, Moscow

By adapting business processes and company rules to the characteristics of generation Y, you can achieve significant results.

Group affiliation. “Greeks” are used to being part of social network communities, so at work they like to feel like they belong to a group and actively participate in its life. The “Greeks” in our company work mainly in restaurants, not in the office. Over time, we realized that we needed to develop mobile application, which will allow all employees to register on the company portal, actively participate in surveys, and undergo online training. That is, it will allow the “players” to feel involved in the corporate group. Because it is important for millennials to feel like they are part of a significant group, they prefer well-known brands. But even if you have a small business, there is a chance to win the trust of the “Greeks”: invite them to work in project groups, hold meetings in an open format, where the “Greeks” can express their opinions.

Emotional impressions. Now there is a lot of debate about what is more important for the “games”: money or emotions. Money is, of course, important because it allows you to arrange your personal life, and this is for them great value. At the same time, the “Greeks” will not work effectively and for a long time just for money. Try replacing the cash award with a certificate for diving, visiting a photo exhibition or any other event that will give the “game” emotions. The combination of reward and emotional impression is a strong combination of motivation.

Lack of rigid hierarchy and routine. Fast food restaurants have a hierarchical structure, there are many rules and service standards. And so that they don’t put pressure on the “players,” we explain the rules with the help of clear visualizations, diagrams, and pictures. We strive for the company's management to move from a directive management style to building partnerships with employees. We give employees the opportunity to choose a convenient work shift - they highly value such freedom. Working in projects also gives a feeling of freedom: the “Y” is confident that he is not tied to a rigid hierarchy and, having completed the project, will be able to do something new. Competition between groups brings good results: the “Greeks” gain drive and interest.

Feedback. Generation Y is not ready to work effectively without feedback about the quality of their work and contribution to the common cause. If there is a reason to celebrate the “Greek”, do it. If you have questions about the quality of his work, voice them in the form of developmental feedback (work on mistakes, make recommendations).

How did generations X, Y and Z appear and what are their differences?

American scientists William Strauss and Neil Howe in the early 1990s. made an attempt to analyze features and differences of different generations. They had a hypothesis that, due to a number of reasons (economic, political, social, cultural, technical), different generations have different system values. This theory has found its application in the practice of personnel management: many modern recruiters use information about the worldview and priorities of representatives of generations X and Y when selecting candidates. What are the differences between the values ​​of modern generations and how to take this into account when hiring staff?

Generation X(people born between 1963 and 1983). Distinctive features of representatives of this generation: adaptability and adaptability, total awareness, non-conformism, independence, lack of thinking stereotypes. People from Generation X do not like to work in teams; they prefer to do everything on their own, putting in maximum effort. “Xers” often work in the same company throughout their entire working life (usually in a government organization or institution), step by step moving up the career ladder from the most insignificant positions to management positions. Having started their professional journey almost immediately after receiving a higher education diploma, representatives of Generation X remain loyal to their company until retirement.

Generation Y(people born between 1983 and 2003) expect faster results from their efforts. Unlike Generation X, “Greeks” want everything at once. They will not wait for promotions and salary increases for years, doing low-skilled work.

The fact is that generation Y appeared during a period of rapid growth of IT technologies, which greatly accelerated all life and business processes. The huge volumes of content that bombard the “Greeks” every day have taught them to process information in a short time and understand everything modern technologies at the level of confident users. Constantly changing external environment forces Generation Y to be flexible and constantly learn something new. That is why they are not ready to work their entire lives in just one company. In a few years, the “Yers” will supplant Generation X and become the main players in the labor market.

Currently, representatives of generation Y are already beginning to be in demand among employers. Most often, they do not work in their specialty, but choose positions that do not require extensive experience and level of professionalism, but provide the opportunity to earn a decent income. The sphere of service and sales is where “Greeks” can satisfy their ambitions and get big money in short terms.

Generation Z- children of generation X. They have not yet reached working age, so we can only guess what professional characteristics and distinctive abilities they will have.

Why did Generation Y arise?

They saw their parents stressed about work

Most of the “players” were very independent children: they returned home from school themselves, warmed up dinner themselves, and put their younger brothers and sisters to bed themselves. Their parents worked tirelessly late into the night and on weekends, barely seeing their children grow up. Therefore, in the value system of matured “Greeks,” self-realization and family come first. Representatives of generation Y do not agree to live in order to work. These are people focused on getting results. The monotonous life of the “office plankton” does not attract them.

Overload and overprotection

The schedule of most "games" in school years was very intense: music school, sports section, swimming pool, and in the summer - to a camp for three seasons. Parents were always proud of their children’s results, despite their workload, they tried to be present at all competitions, tournaments, and performances. This was a kind of compensation for the lack parental love and attention the rest of the time. The Y-players were constantly praised as children and their successes were bragged about to friends. As a result, matured representatives of generation Y are very dependent on the approval of management and always expect praise and feedback.

The most technologically savvy generation

The “Greeks” already learned to use computers in childhood and looked for data not in encyclopedias, but on the Internet. Social networks have given them access to information about the lifestyle, thoughts and feelings of any person. Therefore, they can easily form an idea of ​​what the real working conditions are in a particular company and identify promising areas for employment. For this reason, most representatives of this generation believe that they can get what they want (including a position and monthly income) in a fairly short time. Modern information technologies have influenced the high speed of thinking of generation Y and the reluctance to wait for anything for a long time.

Key features and characteristics of Generation Y

It is possible to identify characteristic features of generation Y that will be important for their immediate managers and HR specialists.

1. They want to see meaning in their work

The search for the meaning of life and one’s purpose is especially relevant for generation Y. For them, it is not enough to just do their job and get paid for it. It is important for the “Igreks” to be useful, not just to increase the company’s turnover, but to create significant value for people. According to research, the idea that millennials don't want to work and are looking for easy money is just a myth. “Greeks” are ready to invest all their strength and soul into work that is endowed with meaning. Therefore, in the future, typical representatives of this generation will look for jobs in those companies where they can realize their potential to make the world a better place.

2. They want to have not a boss, but a mentor

Some managers have the belief that most employees are not interested in fulfilling their job responsibilities at the required level and they need to be forced to work, constantly monitor what they are doing in the workplace. But representatives of generation Y are only repulsed by this style of management. They will devote themselves to work provided that they see meaning in it. In this case, the “players” are ready to take responsibility and strive for maximum efficiency in achieving their goals.

Such employees do not need a tyrant boss whom everyone fears, but a mentor and coach who can guide, inspire, and encourage. Such a leader knows everything about his employees: their strengths and weaknesses, hobbies and interests. He is available for communication and interaction. For such a boss, each employee is not a cog in a large machine of the company, but a unique, self-sufficient person capable of giving a lot to his company. “Greeks” really value feedback from their mentor - not only praise, but also criticism, because it is always constructive.

3. They want frequent feedback

Generation Y works for results, so it is important for such employees to regularly receive feedback on the work done from management. This gives them the opportunity to understand whether they are working in the right direction, whether they are efficient enough, and whether the boss is satisfied. They do not require constant financial reward for their work; approval, praise and support are much more important. This is why it is difficult for representatives of generation Y to work in traditional companies that evaluate employee performance only once a year.

4. Focus on strengths

According to researchers, people work more efficiently when they make the most of all their skills, knowledge and abilities, use strengths. They are not only passionate about the process, but also achieve better results. Therefore, a professional leader, when distributing work among his subordinates, takes into account their abilities and predispositions. This not only allows you to achieve better performance results, but also helps employees enjoy the work they do.

5. Growth and development

People plunge headlong into work, not noticing anything around them, if such activity makes it possible to reveal their potential. Among the entire working-age population, representatives of generation Y are among the most educated. They are aimed at constant development, always learning something new. It is important for them to realize at what point in their life path they are as far from the target as possible. Therefore, a competent manager of such employees will be interested not only in increasing the efficiency of the company, but also in the training and development of his subordinates.

It is still widely believed that representatives of generation Y do not strive to work in one place for a long time and are always looking for options with a higher salary. In fact, even members of Generation X at a similar stage in life also often changed jobs until they found the right organization. Research shows that the real reason constant search for a new place of work for “Greeks” - the desire to find a company in which they could work for the rest of their lives. And whether this will be your organization depends on the management style you follow.

Psychological characteristics of generation Y

The areas of interest of the new generation Y are very diverse. Its representatives can simultaneously practice martial arts, yoga, study culinary skills and listen to classical music. At the same time, the hobbies of the “gamers” quickly change: as soon as they need to put in a little more effort, they switch to something new.

A highly paid position in a well-known company is not the most cherished dream of representatives of this generation. Prestige, money and connections do not come first for them. “Games” need to be delegated some responsibility and freedom in decision-making, otherwise they may refuse to work under conditions of total control. An atmosphere of trust in the team is very important for them. Managers of such employees should know the core values ​​of generation Y:

• fair competition;
• mentoring rather than supervision;
• cooperation and support, and not suppression of any initiative;
• free access to data, and not bureaucratic obstacles to obtaining it;
• constructive criticism when making decisions, rather than formally following job descriptions.

Representatives of generation Y plan in advance what to buy: they monitor the market, analyze similar products, and compare prices in stores. They are not characterized by impulsive purchases, especially on credit. Advertising promises and arguments from a sales consultant will not be able to convince them to purchase an unnecessary product. “Greeks” rely on information that they can find on the Internet: reviews of other buyers, test drive results, etc.

According to research by sociologists, a key characteristic of representatives of generation Y is the active use of various tools for communication. Almost every “Gamer” constantly uses a computer and mobile phone, while almost 1/5 of them are always online and available for communication. A third of “Greeks” maintain blogs, and half exchange music and video files through special networks.

Psychologists even came up with a name for representatives of this generation - “electronic people”. Most “Greeks” use several cell phones, mailboxes and bank cards at the same time.

What types of people can be from Generation Y?

Type 1.Brogrammers

Who are they: programmers, hackers and other “IT specialists” who are part of the informal IT fraternity (hence the “bros”). They like to relax well in the company of men.

Characteristics: workaholics, ready to work in the office and at home around the clock, have a weakness for low-alcohol drinks, football matches and comedy shows, sometimes they hate women.

Type 2.Boss Baby

Who are they: purposeful, self-sufficient, focused on career growth women.

Characteristic features: they are absorbed in their careers, they earn a lot and spend a lot, they don’t really like to go on dates, they defend the ideas of equal rights for women, and sometimes they get carried away with purely feminine things: cooking, home improvement, etc.

Type 3.Part-time

Who are they: former students with a diploma still smelling of printing ink, just starting their career path, often moving to more promising cities and countries.

Characteristic features: with higher education, living separately from their parents in rented apartments, earning their first money by doing low-skilled work.

Type 4.Hopeless

Who are they: uneducated people, often men, without a permanent job, sometimes with a university diploma or even a scientific degree.

Characteristic features: they usually live in the region, in villages, where there are no jobs or prospects.

Type 5.Nostalgic

Who are they: adherents of social trends, relics of the Soviet past (hipsters, dudes, etc.), ready to talk about the frailty of the world and the meaning of life and not ready to work just for money.

Characteristic features: retrograde habits in everything (clothing style, hobbies, entertainment). Love of nostalgia and thoughts about how good it was before.

Type 6.Emotional Wasters

Characteristic features: the need to be on the level, to correspond to the created image, self-mania, always up to date with the latest innovations and testing them on themselves.

Type 7.Crisis-millennial 25 years

Who are they: young people with an unstable emotional state, confused by the limitless opportunities for professional and spiritual development open to them.

Characteristic features: eternal students, entering a new faculty every year, constantly searching for their path and purpose; guarded by anxious parents who prevent their long-grown children from taking responsibility for their choices and actions.

How to work with generation Y: 3 effective tools

Tool 1.Assigning Responsibility

A manager who is aware of the inhibitory and motivating factors affecting the performance of the “players” is not obliged to patronize his subordinates, fearing sudden dismissal if something is not to their liking. On the contrary, such a boss can be recommended to involve such employees in the affairs of the company from the first day of work, delegate feasible responsibilities and encourage them, showing the significance of their work for the organization.

The adaptation period for beginners is, of course, important. But you shouldn’t delay it, since the “player” may never decide to start working at full capacity and will feel the pointlessness of his time in the company. Complete immersion in the life of the company will allow representatives of generation Y not only to feel the corporate spirit, but also to stop being afraid of making mistakes, to be willing to take responsibility and see meaning in their work.

Let's look at an example. A novice marketer in a well-known advertising company easily comes up with interesting advertising stories and slogans, and is not afraid to express his opinion about the work of colleagues and superiors (this is typical for generation Y - to calmly criticize management and co-workers). But the young marketer refused the offer to present his creative ideas to the company’s partners and customers. He was afraid to openly announce his projects because, like many “Greeks”, he is not good at establishing contact with those who are not part of his inner circle. The task of the manager of such an employee is to help him socialize (for example, by assigning him responsibility for some important project for the organization).

A comfortable working atmosphere (flexible working hours, the presence of a relaxation area, etc.) will attract many representatives of generation Y to your company. Recognizing the value of an employee and his contribution to the overall cause of the organization, delegating responsibility will help motivate him to stay for a long time and work as efficiently as possible. The impact of performance results not only on career growth and salary levels, but also on the company as a whole will enable the “player” to realize his own importance and increase self-esteem.

Tool 2.Corporate training

Representatives of generation Y easily learn new information and are always ready to learn and improve their skills. This makes them more valuable to the organization, since employees with relevant skills are worth their weight in gold in the modern economy.

Organization of corporate training is an important element of the personnel management policy in the company where the “Greeks” work. It is important that the training program, in addition to specialized disciplines directly related to the type of activity of employees, includes psychological training and business cases that develop skills for working in conditions of risk and lack of information, helping to understand the deep meaning of the functions performed. This will allow representatives of generation Y to become more independent, proactive and productive.

The core of a corporate training program is not theoretical, but purely practical tools: how to gain the necessary experience and knowledge in the profession, how to ensure constant career growth, who to learn best business practices from, etc. Thanks to such practice-oriented training, our employees become more confident, independent, purposeful, and ready to take responsibility for the results of their decisions and actions.

Tool 3.Corporate media

Corporate newspapers, pages on social networks and other media are another effective tool for working with employees from generation Y. Delegating responsibility for managing such projects allows “players” to imbue the values ​​of the organization and experience the corporate spirit.

Young people value such work because they can most fully reveal their creativity, to be realized in a new direction. Curating corporate media allows the “Greeks” to feel in their element – ​​they are, after all, representatives of the most “information” generation. In addition, management skills social networks will bring more life and creativity to the company's established corporate culture.

9 tips for managers on how to manage generation Y

Tip 1. Free schedule. Flexible start of the working day, the opportunity to leave work early without asking your boss every time, and then work the hours on another day or work from home.

Tip 2. Finely fragmenting goals, drawing up short-term rather than long-term plans. It’s difficult for “Yers” to plan their lives several years in advance. One year is the most suitable interval for them.

Tip 3. Selection of candidates for a vacancy with attention to the fact that the person will be interested in doing the proposed job (otherwise he will again look for another employer).

Tip 4. Corporate media, portals, groups on social networks and any other means that will allow employees to feel “in society”.

Tip 5. Active use of verbal encouragement and gratitude.

Tip 6. Measure them by what they achieve, not by the time they spend in the office. “Greeks” are results-oriented, so they should be rewarded not for their length of service and dedication to the company, but for specific results of their work.

Tip 7. Any negotiations with them should be brief: no hours-long meetings. The love of many leaders to delay negotiations with the “Greeks” will only cause the opposite effect. They appreciate your attention when it is dosed.

Tip 8. People of this generation are very familiar with the concept of a deadline. If they do not meet the agreed deadlines, you can safely fine them for this. "Greeks" are more interested in money than in good relations with the authorities.

Tip 9. Remember that they are full of inexplicable contradictions. So don't ask them why, just try to control them through actions.

You may have noticed that some advice contradicts each other. This is due to the fact that experts do not have consensus in matters of managing generation Y. You will have to check any advice in practice.

How to identify an employee whose motivation is useless

Karina Kosyakova, training manager at BQ Mobile

Generation Y employees are divided into two types.

Amenable to motivation (monetary and emotional). This increases their efficiency and inspires them to work even better. Such people usually have a very positive outlook on the world. For them, the glass is always half full. If after an interview with such a candidate you want to talk to him again, then this is a “Great” of the first type. But if you ask such an employee to perform a non-standard and unusual task (for example, step over a specially stretched fishing line), then watch his reaction. If he asks: “Why?”, then in the future, after getting a job, he will constantly ask questions, especially if he needs to do something not according to the instructions.

Unable to motivate: addicts (alcohol or drugs) and eternal victims (like Anna Karenina). Everyone but them is to blame for the failures of such people. They constantly complain, judge, and gossip. They can be easily identified by their eternally dissatisfied facial expression. If you hire such an employee, be prepared to take on the role of a tough boss.

Today everyone is discussing the generations of the future -Y,Z andA, while the most economically active people of the generation remain X. Little is said or written about them, but they are the ones who shape the future of the world economy and politics. About who the people of this generation are X, and how they differ from representatives of other generations, read our article.

The most active economically today are representatives of the so-called generationsX. It greatly influenced the formation modern business market conditions and has made an invaluable contribution to the development of the global economy. Representatives of Generation X have a unique value system that allows them to achieve high results in all areas of life.

The value system of representatives of generation X

This system is a set of behavioral and social attitudes that have developed under the influence of many factors. The system has a direct influence on a person’s opinion regarding certain phenomena and things that he encounters throughout his life. It is she who is the main guideline in the process of making important decisions. Changing the value system during life is possible, but it is extremely rare.

Due to the huge variety of values, they are usually divided into several main categories. Most often, researchers identify 2 types of values :

Value #1

Spiritual

This category is one of the fundamental ones. This includes all attitudes and ideals, under the influence of which an individual’s ideas about good, justice, beauty, goodness, evil, and so on are formed. It is on the set of spiritual values ​​that ideas about what is necessary and proper, preferences and desires, aspirations and attractions depend;

Value #2

Material

Material values ​​include consumer values ​​expressed in material form: basic necessities, private property, availability of goods and services.

Each person's final set of values ​​is individual and unique. It is quite difficult to take into account every element of this system. However, there are certain combinations of values ​​(gender, family, national, professional) that are inherent in representatives of certain “generations”.

Generation theory

For the first time, several scientists started talking about this theory in the first half of the 90s. According to this theory, approximately every 20 years a new generation of people is born whose value system is radically different from the value system of their parents or grandparents. The formation of the value system of a representative of each new generation actually ends by the age of 11-15, after which it is only supplemented and strengthened. Already at this age, you can notice the first differences: attitude towards other people, money, material and spiritual goods, style of consumption and behavior in general.

The calculation and description of “generations” begins at the end of the 19th century. Each generation has its own unique values, which were formed under the influence of many factors. The activities of representatives of each generation provoked the creation of new conditions, which, in turn, began to influence the formation of the value system of the next generation.

The Lost Generation (1890 - 1900)

The first generation discussed in the mentioned theory are people born in 1890-1900. This era is characterized by social inequality, stratification of society, disappointment in civilization, cultural decline and decadence. Representatives " lost generation"grew and took shape under conditions of despotism and monarchism, and the most important event of that era was an unprecedented global military conflict - First World War and the collapse of the imperialist state. As a response, representatives of the generation took an active part in revolutionary events, the formation modern states, creation of new ideas, development of science and new culture.

Winners (Greatest) (1901 - 1925)

According to different versions, representatives of this generation were born from 1901 to 1925. These people grew up in an era of global changes in the social and political world order. Bold ideas, new directions in science and technology, the strengthening of totalitarian and authoritarian societies - all this influenced the value system of representatives of the “generation of winners”. People born at this time were participants or witnesses of the Second World War, the creation of the UN, and the post-war restoration of world order.

Silent (1925 - 1945)

People born before and during the Second World War (1925-1945) are usually called the “silent generation”. They had to grow and live in the post-war era, restore the destroyed economy and industry. The period of their activity saw the beginning of the Cold War, slow but steady economic growth, a gradual improvement in living conditions and quality of life, the absence of global upheavals, and the strengthening of power structures. However, these people had an extremely difficult childhood, which could not but leave an imprint on their entire lives.

Baby boom (ME) (1946 - 1964)

Representatives of the silent generation and the “winners” produced a huge number of children, resulting in a population explosion (1946-1964). The baby boom era marks the beginning of the sexual revolution, the rise of rock music and hippie culture. Authoritarian rulers no longer suited society, which often led to unrest and local conflicts. Demonstrations, rallies, public performances and protests became typical of this era.

At the same time, protest sentiments and narcissism begin to prevail. People of the “Me Generation” gave preference to self-realization, abandoning generally accepted social responsibility. This generation was one of the first to begin to say that the main thing in life is to have fun and change the world. Baby boomers actively promoted ideas of equality, non-violence, democracy and tolerance.

Generation X (1965 - 1979) (according to some researchers - according to 1982)

The socially active and freedom-loving baby boomers were replaced by representatives of Generation X, born from 1965 to 1979 (according to some researchers - 1982). In some cases, all children born before the 1990s and even 2000s are included here, but this is incorrect.

The formation of the “X” value system was influenced by: the war in Afghanistan, Chechen war, stagnation and fall of socialist regimes, the end of the Cold War, opening of borders, freedom of movement, globalization, the increase in the number of emigrants, the fall and subsequent rapid growth of the economy.

Representatives of the unknown became even more independent from the official authorities. However, in contrast to the worldview of the baby boomers, attempts to change the world have been replaced by the Xers’ absolute or partial indifference to what is happening in the political arena. Sexual relations outside marriage became the norm, as did a lack of religiosity and patriotism. Representatives of Generation X have become more likely to get divorced, but family values ​​still play a primary role for them.

These people are not used to stability. Before their eyes, the entire system of the world was changing radically, and they became accustomed to the difficulties associated with these changes. Infantilism and decadence are alien to them; they are active, smart, and can be called “punchy.” They rely only on themselves, always have a plan “B”, do not get lost in the face of difficulties and are ready for any difficult situations.

"X" changed the world beyond recognition. These people are characterized by high efficiency and productivity, they are persistent and diligent. For “people X”, career, level of education, and material wealth play an important role. They strive to be successful, but often do not look for new paths, but use long-proven routes.

Aigun KURBANOVA,
HR director at Relief company

People over 45 are professional and efficient, without unnecessary ambitions. Explain this to company management

Sometimes employers are afraid that subordinates will be older than the manager. But it's not scary! The main thing is to entrust older employees with suitable work that is not associated with high pace and constant stress. And there is always enough such work at the enterprise. For example, we have many employees in our company who are turning 50 this year. Just a year of anniversaries. And all these specialists work productively. Therefore, I am happy to hire people over 45 years old into my department. They are more efficient, reliable, professional, and at the same time they do not have excessive ambitions (like a university graduate who can’t do anything, but wants a lot). I can rely on such an employee, as I am sure that everything will be completed 100%. After all, he has both responsibility for the result and an unwillingness to lose his job. This is exactly what HR directors should explain to the company’s top managers.

Millennials (Y, YAYA) (early 80s - late 90s)

Most economic models and incentive systems were created specifically for Xers. Thanks to this, the HR director can quite quickly achieve an increase in labor productivity, using a “standard” set of motivators, both tangible and intangible.

“Xers” are used to achieving everything themselves. Career and life in general for them is a kind of step-by-step strategy. First you need to graduate from school, then go to college or university, get a profession and “credentials”. After this, the newly minted specialist comes to the enterprise and starts from the “bottom” - working as line or junior office staff with the prospect of slow but sure career growth. “Xers” achieved (and still achieve) managerial or expert positions at the age of 30-40 years.

Employee motivation X

In most cases, rapid career growth is impossible for them. Representatives of the “Xers” try to “sell themselves” more profitably, but at the same time they understand that in order to implement such a plan they need to meet the stated price. Empty ambitions are rare for them; they know their worth well and demand adequate remuneration for their labors.

Material motivation plays a huge role in stimulating Generation X workers. Advancement up the career ladder, obtaining new powers or responsibilities, solving assigned tasks, fulfilling a production plan - all this should be noted not only in the form of praise or recognition of merit from management, but also with quite tangible material rewards. The increase or bonus itself may even be insignificant, but it must be there.

The most effective way of non-material motivation for X employees is the opportunity to gain new knowledge and improve their skills. Courses, seminars, business trips, webinars - all this will be appreciated by representatives of generation X.

An equally important role is played by recognition of merit - public awards, provision of a personal workplace, personal benefits, and so on. An excellent way to recognize the merits of such an employee is to appoint him as a mentor who should train newcomers to the team. With this technique, the HR department can decide immediately 3 problems:

Problem #1

Increase mentor motivation

By appointing an employee as a “teacher,” management demonstrates its loyalty and trust, which in turn encourages the mentor to do his own work better;

Problem #2

Reduce newcomer adaptation time

It will be easier for a new employee to join the team and get involved in work processes if adaptation and training are carried out by an experienced employee, and not a representative of the personnel service;

Problem #3

Reduce the workload of the HR department

How to use X's human resources

The “Unknown Generation” was formed at the dawn of the era of media communications, when the Internet and other types of mobile communications were rare rather than the norm. For this reason, for many Xers, live communication and real human relationships are of fundamental value. They are not so dependent on social networks and the Internet in general, so their picture of the world is much more realistic than that of representatives Y and Z.

Characteristics of people from generation X

• have rich life experience,
• have extensive work experience,
• have certain merits
• have good education,
• diversified,
• tactful,
• sociable.

These people are most suitable for stable and responsible work that requires perseverance and a thorough approach.

X's are attentive to people and details, so they make excellent managers at all levels. Consistency and predictability of actions allows them to be appointed as managers of serious projects or developing business areas.

Thanks to their business acumen and ability to build working relationships, “X’s” can be safely sent for negotiations to other companies. They can be trusted to carry out serious projects with pre-planned results.

Disadvantages of employees X

Unlike people Y (YAYA), whose representatives are very ambitious, “Xers” can and will work hard. It was this generation that gave birth to the term “workaholism” - dependence on work. An unfulfilled project, failures at work, missed deadlines - all this is taken very seriously and painfully by them.

Excessive workload and responsibility provoke stressful situations that affect the moral and physical health of these individuals. For this reason, the "X's" in to a greater extent prone to nervous breakdowns, moral exhaustion and depression. Damage to physical health manifests itself in the form of headaches, decreased sexual activity, heart attacks, early heart attacks and strokes.

Such consequences can only be avoided by regularly alternating “work” and “rest” modes, creating comfortable working conditions and a favorable atmosphere in the team.

Test yourself

What are the 2 main types of values?

• gender and family;
• professional and national;
• spiritual and material.

What is the name of the generation born from 1946 to 1964?

• lost;
• baby boom;
• millennials.

Which generation is most active in the economy at the moment?

• Baby boom;

What makes Generation X different?

• high performance;
• reluctance to grow up;
• protest spirit, active participation in political and social life.

The main disadvantage of generation X is:

• inflated ambitions;
• exposure to stress;
• dependence on modern technologies.

Who is usually classified as the “Greek” generation, and why are these people interesting from the point of view of psychology and sociology?

Generation Y usually includes people who were born between 1981 and 2003. In the CIS, however, there is another starting point, which falls on 1983-1984 (the beginning of perestroika).

According to William Strauss and Neil Howe, authors of the Theory of Generations, the values ​​of each generation are formed before the age of 12-14, and therefore the youngest representatives of the “Greeks” are now still in search of themselves. However, the foundations have already been laid - and, most likely, they will psychological portrait will not be too different from the portrait of those who are 5-10 years older.

Key characteristics of generation Y. What's on their mind?

Coping with “millennials” can be difficult for parents, teachers, and senior management. Understanding through what prism they see the world is not an easy task, especially considering the fact that in our time the cult of individuality is stronger than ever; everyone strives to be an individual and stand out from the “gray mass.” However, psychologists still managed to identify the main features that all people of generation Y have to one degree or another.

1. Ambition

In this regard, “millennials” have no equal, but their priority is not at all what mattered to their parents and grandfathers. Unlike older people, “Greeks” do not strive to build a career in the traditional sense of the word; the constant race for solid positions and higher salaries does not matter to them.

“The main thing is to follow your heart”- they say and really sacrifice career prospects for the opportunity to do what they really enjoy.

2. Cult of individuality

We have already touched on it above, but without a doubt, this topic is worth a closer look. The new generation Y has completely different requirements for work and life. And first of all, this is explained by the fact that they grew up during a period when there was no longer any forced distribution after universities, nor a strict “tie” to the place of work and study.

Freedom of choice in everything - from subculture to the opportunity to open own business and develop it - left its mark.

For “millennials,” the priority is no longer material stability and confidence in tomorrow, but an opportunity to show your talents and realize your maximum potential, to do something that others will envy and admire.

3. Infantility

Perhaps this is the real scourge of all “Greeks”. Both those who are now 18-20 years old, and those who are in their forties, stubbornly do not want to say goodbye to childhood. They are in no hurry to move out from their parents, get married, or have children.

Many different reasons come into play here: partly, you don’t want to repeat the mistakes of your parents who started early independent life and were forced to spend most of it at a job they didn’t like, earning mere pennies and not being able to just... be free. Moreover, in the current economic situation, it is almost impossible to save up for the same apartment by earning an honest living, and no one is eager to get into mortgage “slavery.”

4. Inner emptiness and loneliness

Despite the fact that pleasure is at the center of the lives of the “Greeks,” only a few of them are truly happy. And the vast majority live with a feeling of deep inner dissatisfaction, regret about missed opportunities and the feeling that there is not a single person in the whole world who could 100% understand them and accept them for who they are. The eternal race for more expensive things and does not please with pleasure, but only plunges a person even deeper into depression - hence the wild popularity of psychological consultants and trainings.

Motivation of generation Y. How can an employer work with such people?

The most difficult thing to communicate with “Greeks” is still those who hold leadership positions in different companies. Many people are generally put off by the coveted “nine” in the year of birth on their resume: but it’s impossible not to read it, because according to the law, the employer does not have the right to refuse a candidate for a position because of his age.

However, knowing the peculiarities of the thinking of generation Y, you can easily find an approach to them. In their work, regardless of the field of activity, they value:

· equal and fair competition, the opportunity to become the best;

· partnerships with colleagues and superiors - instead of a rigid hierarchy;

· wise leadership, not management;

· exchange of information, not its protection;

· making any decisions based on collective discussion or independent analysis, and not just instructions from above.

The best motivation for “millennials” is the opportunity to realize their potential, discover their talents, do something truly interesting and unusual, work in a friendly team and have fun to the fullest. And if you give them this opportunity, you will get the most motivated and dedicated employees you can imagine!

Material from the site

Generation Y emergence time

Generation Y, or as it is also called generation Millennium– these are people who were born between 1981 and 2003. It must be said that in different countries, depending on political, economic, and social conditions, the reference date for this generation changes. So, if in the USA generation Y includes people born in 1981, then in Russia the time of the “Greeks” began later, in 1984, after the collapse of the USSR with the beginning of perestroika.

The main events that shaped the values ​​of generation Y in Russia: - the collapse of the USSR;
- terrorist attacks and military conflicts;
- increasing consumption of alcohol and drugs by the country's population, and especially young people;
- development of digital technologies, Internet.

Generation Y values

Generation Y in business

Young people under 30 are the largest audience among young businessmen, founders or participants of new projects, and simply people who work for themselves (freelancers). There are several reasons for this love for “free swimming”:
1) Becoming market economy during their childhood. Future entrepreneurs observe the picture of business development from an early age and adapt to these realities. Naturally, the legislation of the new country played an equally significant role, where any methods of making money that are not prohibited are allowed. Therefore, the conclusion: generation Y is a product of new times.
2) Reluctance to work in teams and companies where the rules of the “old regime” apply. It is psychologically uncomfortable for young people to work in a team with the older generation, who live according to their own values. And it is not easy to work under leaders who held administrative positions during the “building of communism.” The point here is not even a generational conflict. These are just different people, with different values, different worldviews and different views. As a result, it turns out that young employees prefer either to work in a team of their peers (which is about 80% of the total number of vacant jobs) or to start their own business, choosing their own assistants and partners.

Self-realization and development of the new generation

As a result, we can form the following picture of the vision of Generation Y:
1) They are not tied to one workplace. They believe that regularly changing jobs is in the order of things. The main thing is to develop yourself as a specialist, and in which companies it doesn’t matter, your career does not depend on the employer. Naturally, employers also understand this state of affairs. As a result, in order to get a job, a young specialist must thoroughly prove that he needs this job (long-term selection of candidates for a vacant position, fairly long internships and practice before official employment, slow salary growth in the first years of work, etc.). Young workers themselves believe that this is an infringement of their working rights, but in fact this is only an adequate reaction to the excessive “career mobility” of Generation Y.
2) They are not even attached to their own business. The love of freedom, the ability to manage their personal time and independence are the reasons that Generation Y chooses this type of business as project work.
This is self-employment, which has a start time and an end time when the final goal is achieved and the finished product can be offered on the market. Large corporations and other companies also see their benefit in this: young professionals do not want to work for them, sitting in an office and adhering to corporate rules, but they want to sell the results of their activities to these companies. The latter, in turn, do not mind receiving a finished product, in which they do not need to invest money and spend their own reserves to achieve the goal.
3) Generation Y has become the “pioneers” of such a type of employment that is so specific to the older generation as remote work or freelancing. If a young specialist is given a choice about how to work: on a flexible schedule or remotely, preferences are divided approximately 50:50, depending on the specifics of the work and the life circumstances of the young specialist.

Literature and links

1. “Demoskon Weekly” No. 381, E. Mitrofanova “The history of the emergence of the theory of generations”
2. Natalya Sokolova “Generation Igrek” “Profile” No. 34 (685).
3. Announcement of the magazine “HR Management”, October 2007
4. Subscription to the HR Management magazine at the E-xecutive Kiosk
5. E. Shamis, A. Antipov “Theory of Generations”

This is a preliminary encyclopedic article on this topic. You can contribute to the development of the project by improving and expanding the text of the publication in accordance with the rules of the project. You can find the user manual

Generation Y or the Millennials generation, as well as the next generation, the network generation, millennials - the generation born after 1981-1983, who met the new millennium at a young age and are characterized primarily by deep involvement in digital technologies. When the term was coined, Generation Y was contrasted with Generation X, which corresponds to the previous demographic generation. The term Yllo (Young Liberty Love) is often used.

Before starting a conversation about the characteristics of a particular generation, it is necessary to make a historical and chronological explanation.

The founders of the theory of generations as such are the Americans Neilly Howe and William Strauss. In Russia, the application of this theory has its own specifics, since the events under the influence of which our generational values ​​were formed are somewhat different from the American ones.

So, according to American scientists, five generations can be counted since the beginning of the twentieth century:

Those born between 1900 and 1923 were classified as GI - the “generation of winners”. Their values ​​were formed before 1933. In Russia, this happened under the influence of the revolutionary events of 1905 and 1917, collectivization, and electrification. Hard work and responsibility, as well as adherence to ideology, were the hallmarks of a person of this generation as a worker.

Following them, from 1923 to 1943, the “silent generation” was born, which was formed before 1953 and was distinguished, according to the observation of the American founders of the theory, by patience and law-abidingness. We have decisive influence on these people except the Great Patriotic War Stalin's repressions and the restoration of the destroyed country had a positive impact. Among the main values ​​of this generation are loyalty, adherence to rules and laws, respect for position and status, honor and patience.

The baby boomer generation, associated with a surge in birth rates, came into this world in 1943 - 1963 and grew until 1973. In the USSR, its growth occurred under the influence of the Soviet “thaw”, the conquest of space, the improvement of the world superpower and the presence of the Cold War. As workers, these people are optimistic, interested in personal growth and remuneration, at the same time they are distinguished by collectivism and a proven team spirit.

1963 – 1983 (education, accordingly, continued until 1993) – the emergence of “generation X”, or the “unknown generation”. The continuation of the Cold War, perestroika, AIDS, drugs, the war in Afghanistan - all this, according to experts, shaped the readiness of these people to change. They are characterized by global awareness and technical literacy, as well as individualism, the desire to learn throughout life, pragmatism, and self-reliance. But this strong and numerous generation also feels that young people are stepping on its heels.

And young people are precisely “generation Y”, which we will try to dwell on in more detail. The years of birth of the “Greeks” are 1983 – 2003. Their life values ​​continue to form even now.

According to a survey on the topic “What is most important to you in life?”, conducted by the organizers of the same round table on the social network VKontakte, most young people prioritize learning something new and self-improvement. In second place by the number of votes is the desire to create a strong and loving family.

These results are very different from the priorities of Generation X. And of course, their life values ​​differ, but this is precisely the secret of moving forward.

As mentioned above, generation Y was greatly influenced by the development of network communication technologies, such as e-mail, short message service, instant online messaging and other new media resources such as video hosting YouTube and social networks (Livejournal, MySpace, Facebook, Twitter and etc.).

One of the most important distinguishing features of the psychology of modern youth is multitasking in the use of communication tools: they can chat with several people at the same time, read the text of a website on a distant topic, and follow updates on Twitter and blogs. Among them, the consumption of media such as television and radio has been reduced tenfold.

Children of the Russian millennium

“The children of the Russian Millennium are, perhaps, the first generation that does not have heroes, but has idols. We assume that they themselves will become heroes and models for other generations, despite the fact that they do not always want to be such.” - Coordinator of the project “Theory of Generations in Russia-Rugenerations” Evgenia Shamis

The person who once said that young people will be perceived negatively at any time was right. The older generation will always look at the younger generation a little askance, and sometimes even with caution. And what is evident is not so much a conflict of generations or a difference in the views of fathers and children, but a natural precaution towards everything new and still little known.

In order to properly understand the character of modern Russian youth, we need to turn to the time when they came of age.

Modern “young people” are people under 30 years old - that is, as already indicated, the generation of the late 80s and early 90s. In literature, there is such a thing as the “lost youth” of that time. She got lost in the labyrinth of changes that were taking place in our country at that time. She became lost both for the state and for the older generation.

A colossal revaluation of values ​​and an irrevocable change in all ideals made itself felt.

Thus, the childhood of modern “young people” did not take place in the most simple conditions. Over time, these conditions broke some, led them down the wrong path, taught some to be cynical about everything and everyone, while others made them stronger and more purposeful. And the latter are the absolute majority. Otherwise, there would be no news about more and more Olympiads won by Russian students, and we would not rejoice at the sporting achievements of our young compatriots.

Of course, problems exist: drugs, alcoholism, and teenage recklessness. But here, as with any rule, there are exceptions. And, of course, you cannot put all young people under the same standard. People with immoral behavior have existed and most likely will always exist.

By the way, now we hear less and less criticism of young people. The older generation, those people who have something to compare with, understand that life changes, the world is not static, and a person, like a litmus test, reacts to the slightest changes. And if anywhere you can hear the notorious: “We were different at your age,” then, as a rule, with the addition: “It’s true, the time was different...”.

Much of what people could once only dream of has become within reach and everyday life for today’s youth; moreover, it has become the order of things. The Internet, video communication, satellite telephone and other technological advances make a person absolutely mobile and independent. And all this left a certain imprint on the character and behavior of young people.

Probably, unlike older generations, this generation is not ready to die for the sake of a universal idea, but it can just as successfully bring something new, go beyond established boundaries and expand the horizon of its actions. All this is possible thanks to inner freedom and the ability to navigate many aspects of modern life.

Previous generations first started families, then started careers - and more often did this simultaneously and immediately. Today, young people see and understand that having this approach to life, their parents divorced long ago and to this day have a job they don’t like. Most millennials also want a family, but they want to make the right choice the first time, and the same thing happens with work. But, again, every rule has its exceptions.

"Trophy Generation"

Another name for generation Y is the “trophy generation.”
This term reflects the tendency of modern character to manifest itself in competitive activities, as well as in other areas of life, where there is no winner and loser, since time after time “friendship wins” and everyone receives “gratitude for participating in the competition.”

A survey among employers confirmed that the younger generation manifests itself in the same way in corporate culture. Some employers note that young people have too high expectations from their employment; they prefer to adapt working conditions to their lives, and not vice versa. However, they are able-bodied, want impact from their work and greater participation in decision-making, and often prefer to use flexible working hours.

PricewaterhouseCoopers expert Svetlana Kulganek gave an interesting presentation on the topic of employers' attitude towards people of generation Y. According to her, working with generation Y is one of the most important tasks.

Young people presenting modern market labor, will be actively working in the next ten years. The main features of this generation are as follows: the guys are focused on education more than on work, they strive to go to large cities and other countries, they have clear requirements for employers, and a well-formed worldview. They don’t want to work according to the principle of “this is how it should be”; they need interest in what they do.

The presence of career priorities and obligatory interest are, perhaps, the main features of generation Y.

Yers, as a rule, do not have such a deep fundamental education as Xers, and many of them prefer to develop simultaneously in several areas. They are distinguished by high learning ability, versatility and quick adaptation. Therefore, by the age of 23, many people already have more than one education diploma, often in completely different fields, which is reflected in their behavior on the labor market. Among them, short-term retraining and advanced training courses are in great demand, helping to save time, which is highly valued by them.

And although representatives of generation Y are mostly people with higher education, they do not always become “white collar” workers and often find themselves in a variety of areas of business, be it manufacturing and the mining industry or, say, civil service. Considering the abilities and love of young people for new technologies, many of them, unlike Generation X, easily master professions related to communications and IT. The Igreki also enjoy conquering completely new areas where there is not yet much competition.

Youth about youth

Diving into aspects modern trends development of personality, I still became interested, how do young people characterize themselves? And is she satisfied with the behavior of her peers? Here's what I found out:

Elena, 19 years old

The modern young man is bright, dynamic, self-sufficient, independent, constantly on the move and searching. Modern students have a desire to study in order to get a decent and decent job in the future. interesting work so as not to depend on parents and grandparents. Many accuse young people of passivity and inaction. This is wrong. Even during their studies, modern students try to earn extra money to help their parents. In any case, I try and so do my friends.

Kirill, 30 years old

Modern young people, especially teenagers, are always surrounded by temptations: bright color advertising beckons them to drink beer; famous actor encourages you to smoke, promising an instant solution to all problems; The slot machine makes you thirsty for easy money. The unstable child's psyche is very sensitive to such things. You need to constantly control yourself, not give in to temptations, not get into bad company... I, in turn, could not avoid this, as a result, I have not been able to quit smoking for 10 years now.

Sergey, 25 years old

Modern youth, in my opinion, are frivolous and want everything at once. It seems to me that our generation has not yet fully comprehended its destiny and does not have clear plans for the future. Perhaps this is due to general instability and the fact that this very future is not yet known to anyone.

Kira, 18 years old

Whatever the current generation, it is important to remember one thing: in order to preserve the connection between generations and times, we must pass on to our children the most valuable things that our parents taught us. After all, there are two eternal things in the world: the sky above our heads and the youth of our souls. Both are equally important for everyone. And woe to those who see only gray clouds in the sky, and measure the age of their soul only by the years they have lived.

Anna, 29 years old

I agree, a qualitative “conflict” between generations has always existed. We can say that this is quite normal, because there is a clear difference in interests, value systems, etc. But here it should be noted that the most important thing in society is morality, spiritual values ​​and ethics. Today's youth are in no way to blame for what is happening, because alcohol, drugs, the sex industry, and luxury goods are produced under the patronage of the older generation (the capital is in their hands). Also, a certain part of the blame lies with the government, because... There is a complete absence of state, civil and moral ideology in the country. Man as a whole, and especially the younger generation, needs ideological direction and a visible outline of vital principles.

Of course, the younger generation can always be reproached with something. After all, they have energy, but still little experience. At the same time, approximately the same can be said about the previous generation: after all, they have experience (even if not always positive), but they no longer have energy.

Generation Y are the guys who want everything at once. They are not ready to put up with routine and uninteresting work, and do not want to separate work from self-realization. They will not do something now for the sake of the future, put off good things for later, and endure hardships today. They want to leave their mark, not be a cog in the mechanism. Not to lay bricks, but to build a temple - that’s what they want. And to make life interesting, you want to be part of something big, achieve something, grow and develop, change the world around you, and not just make money. They are ready to work hard - but only on the condition that they see what they are doing it for.