Elizabeth Cogswell Baskin

Middle-aged Millennials: Recruiting and retaining an experienced generation


Many Millennials are now more than a decade into their careers. Although the bookend birth years of the generation vary depending on the researcher and/or media outlet, 1980 to 1994 is the block we use at Tribe to define the Millennial generation. That means the first Millennials are turning 38 this year.

They’re no longer those fresh college grads hoping to get a foot in the door.  They’ve done stuff. They know things. They’ve maybe even learned how to manage others. They’re valuable employees, not just for their potential but for their experience.

They’re not kids anymore, and they’re not kidding around about what they have to offer. So what does your company have to offer them?

This is a good time to reexamine your employer brand and your employee value proposition. Since Millennial employees, especially those in the technology field, have plenty of job options, it’s worth investing time and money into making your company more competitive in the talent market.

What’s good for Millennials is often good for other generations too. For instance, Millennials value flexibility in terms of when and where they work. So do many Gen X and Boomer employees, whether they’re dealing with growing kids or aging parents or just the desire for work to accommodate the demands of their personal lives.

However, the most important element of the EVP for Millennials is the work they’re getting to do. Sure, they expect work-life balance and constant feedback and an ethical organization. As they begin having kids, they value solid benefits and competitive salaries even more than when they were younger. And they’re happy to have any extra perks, from a great coffee bar to mobile dental care that show s up on-site. But they care more about the work they’re doing and why.

The employer brand helps communicate that EVP, and that communication begins with recruitment. How are you building that brand with potential job candidates? What are you sharing about what it’s like to work for your company? Should they expect to be challenged with opportunities to grow their careers? Given the responsibility to run some projects of their own? Will they able to collaborate with other talented people? Will they work they do be recognized for contributing to the overall success of the company? And is the vision of this company something that makes them excited to get to work every day?

In terms of retention, it’s helpful to tell the stories of employees’ and their individual efforts. For instance, you might do a regular feature on your intranet or in your internal magazine or newsletter that interviews employees who are highly engaged in their work and excited about how it contributes to the company goals and vision. Or you can tell those stories through video or podcasts. Giving those concrete examples of real people thriving in their jobs is one of the best ways you can promote your employer brand.

Interested in defining your employer brand or EVP? Tribe can help.