Posted on Tuesday April 02, 2019

How to recruit (and retain) millennial workers

The millennial generation is one that is educated and highly sought-after by various employers. However, their career expectations and goals are often very different than those of their elders. Today we take a look at new recruitment approaches adapted to this new generation in collaboration with Tania Robichaud-Duguay, human resource advisor at UNI.

Personalized, in-person recruitment (not just online...)

While previous generations used to come knocking directly at the door of employers with CV in hand, millennials get their information off the Web and social networks. Because they have more options than their elders, they take the time to sort out job offers on employer portals and sites. Once their curiosity is piqued, some will go to job fairs or will get information from kiosks set up by employers directly on school campuses. 

For instance, we go to the campus of Université de Moncton to meet with business administration graduates. On site, we are able to present our cooperative culture and our job offers, but also to give advice on how to write a résumé or show up for an interview. It's really important to offer them something and establish a win-win relationship.

-Tania Robichaud-Duguay

Branding is essential when choosing an employer

Millennials seem to have very strong values and want the company culture in which they will evolve to reflect these values. They want to be able to identify with their employer and be proud of working there. Funny Web videos, employee social engagement projects posted on social media, blog posts that are relevant to them... An online presence allows companies to communicate their values and culture.

The change in UNI's branding allowed us to more easily reach the young generation and to put at the forefront our cooperative, social and local values which greatly resonate in New Brunswick. We differentiate ourselves from banks whose head office and senior management are located in Toronto. Our values, which resonate more with those of the new generation, are really at the basis of our recruitment success. They want to feel useful and be vectors of change in their community.

-Tania Robichaud-Duguay  

A career path made up of several employers

Compared to previous generations, millennials are less likely to spend their entire careers in one place. It just isn't that important to them. They ask themselves what they have to offer the employer and not just the other way around. As they are more autonomous, they are more looking for a coaching type of relationship that is less based on hierarchical authority.

Every week we celebrate employees that have been with us for 20, 30 or even 35 years. It will be quite the challenge if we can retain employees as long as that in the future. Employees are more mobile, less interested in stability. They are always looking for new challenges, want to improve their skills and their position in the company. They are very ambitious! You have to stand out, offer them training, projects and responsibilities equal to their ambition. We use LinkedIN Learning a great deal, which allows employees to continue their training at their own pace. It's critical to keep them motivated. The most competent and dynamic candidates will always be courted by the competition.

-Tania Robichaud-Duguay

Tania Robichaud-Duguay, Human Resources Agent

Different work conditions

Millennials want to avoid monotony and have greater diversity in their work tasks. Transparency, the quality of teamwork and flexibility are also important. Even in companies with a stricter schedule, like financial institutions, a certain amount of flexibility will be important. You have to offer a diversified range of benefits to meet their needs.  

We established a series of incentives to improve work conditions. Health and wellness program, gym and daycare available directly on site, support for personal initiatives (one of our employees just climbed Kilimandjaro!), etc. It's more difficult for us to provide telecommuting options because of our sector-based security issues, but we are becoming more open to it. We therefore have to find other ways to stand out. We are able to do it thanks to our frontline jobs and the success of our summer job program, among others. It's a great way to be initiated to UNI's culture. The Moncton area, where there is a large concentration of jobs, presents a particular recruitment challenge. We also have to prepare for a wave of retirements due to the ageing population.

-Tania Robichaud-Duguay

In fact, the 2016 census indicates that 19.9% of the New Brunswick population is 65 years or more and this age group will represent over 32% of the population in 2038, according to Statistics Canada. The success of companies and cooperatives will therefore be in large part determined by their ability to recruit and retain workers from the millennial generation.

To find out more about employment at UNI, consult the list of positions currently available.