The new rules of engagement

This Viewpoint describes the challenges that the market research industry is facing when it comes to Millennial employees and outlines some positive steps that should be taken.

The new rules of engagement

Samantha Bond

Northstar

The millennial mind-set

Millennials have traditionally been described as the problem generation, being more outspoken and demanding than their predecessors – whether this be as employees, consumers or research participants. Often, problems get talked about but are swept under the carpet, humans intrinsically favouring habit over change.

Take a case in point: employee engagement. We’ve long been discussing the changing needs of millennial employees, yet Deloitte’s 2014 global survey reveals that 75% of organisations struggle to recruit top talent. Moreover, 70% of millennials see themselves working independently in the future. This suggests...

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