Benchmark Study Reveals Perceptions and Realities About Generational Differences in the Workforce

Business Wire, March 16, 2000

Business Editors

ATLANTA--(BUSINESS WIRE)--March 16, 2000

Randstad's North American Employee Review Points to a More

Cohesive Workforce Driving Employers to Rethink Workplace

Strategies for All Generations

Matures, Boomers, Gen. X and Gen. Y all agree and, surprisingly, it is about what they want from work. A recent study conducted by Randstad North America, a talent-focused employment service company, found that many employer perceptions about different work ethics and values among younger and older employees were myths. Research found that employers perceived that employee motivations and criteria for job satisfaction differ among age groups. In contrast, employees often expressed similar motivations and expectations that spanned across all generations and work styles--representing a more cohesive labor pool than perceived in the past.

Seventy-seven percent of all employees said they were motivated by jobs where they have to learn new skills. And, despite employer perceptions that employee loyalty is a myth, respondents overwhelmingly professed high levels of loyalty to the job. In fact, seven in ten employees today say they feel loyal to their employer. The Randstad North American Employee Review uncovered a new definition of employee loyalty in which employees are dedicated to tasks rather than committed to a life long career.

"This study demonstrates a distorted perception of different work groups by employers," said Daryl Evans, managing director of marketing communications for Randstad North America. "In the past, we have heard a great deal about how different generations approach work--now we see that they have similar motivations and expectations regarding their careers."

Randstad's North American Employee Review reveals what Randstad's experience in working with today's talent has taught them--employers seeking to navigate in today's economy need to understand that a one-size-fit-all approach will not work when it comes to attracting and managing talent; however, there are basic needs and wants emerging that span across all age groups.

"Roper Starch Worldwide is very pleased to have joined Randstad in pursuing this groundbreaking research effort about employee motivations," said Holly Heline, vice president of Roper Starch Worldwide. "Probing into the motivations, attitudes and personalities of workers today gives Randstad and their clients a competitive advantage for understanding and managing today's talent."

Roper Starch Reports reveal that only 34 percent of Americans now prefer a traditional full-time job. The majority (51 percent) prefers non-traditional jobs that allow them to work from home, part-time, or the flexibility to drop in and out of the workforce.

"These factors combined with social trends found in the North American Employee Review describe a new workplace and a new workforce of talent that is in many ways more cohesive when it comes to employee goals and motivations across the generations," said Heline.

Randstad developed the North American Employee Review to delve into the mindset of today's employee and the issues shaping their outlook and behavior. By combining the qualitative and quantitative responses of more than 6,000 employees, the Review offers a snapshot of workplace realities and insights that give employers the tools to more effectively hire and retain employees.

All participants were equally sampled across all generations and ranged in age from 18-65. Employee insights were gathered from telephone interviews and an innovative interactive method using a group of 3,000 America Online subscribers who kept online diaries to record their attitudes and perceptions. Employers participated through executive interviews conducted by Sally Ringo Research among a cross section of North American businesses.

For a complete copy of Randstad's North American Employee Review, email andrea.dixon@ketchum.com.

Randstad North America, headquartered in Atlanta, Georgia, is a subsidiary of the Netherlands-based Randstad Holding, nv. Randstad provides a wide variety of opportunities for talent as well as strategic client related employment services. Its core practices include serving talent in Office, Industrial, Technical, Creative and Professional skill sets, as well as outsourcing and training. Randstad's opportunities include short and long term assignments, contract engagements and direct hires. Everyday Randstad matches more than 70,000 people with the right jobs throughout the United States and Canada, (and more than 1.2 million worldwide). Randstad's growing network in North America includes 450-plus locations in 36 states and Canada. For more information visit the company Website at www.randstadna.com.

Roper Starch Worldwide, one of the nation's premiere marketing, public opinion, advertising and media research firms, recently celebrated its 75th anniversary. With a corporate mission of "turning data into intelligence worldwide," Roper ties syndicated and proprietary research into productive results, helping corporate clients to manage and master change effectively. Its headquarters are in Harrison, NY, with offices in New York City; Princeton, NJ; Washington, DC; Dallas, TX; Newport Beach, CA; London and Hong Kong.