Randstad North America Releases Latest Workforce Data to Give Employers Insights About Job Satisfaction and Generational Differences

Business Wire, April 17, 2001

Business Editors

ATLANTA--(BUSINESS WIRE)--April 17, 2001

-- Nine out of 10 employees say that true success is about being trusted to get
a job done; trust ranks higher than pay or title

-- 67 percent rank flexibility as part of their personal definition of
workplace success

-- 81 percent of workers over the age of 55 are interested in trying new things


-- Gen Xers are not job-hoppers: 77 percent currently say that success is
finding a company where you want to work for a long time

Companies in the U.S. have laid off nearly 300,000 workers in the first quarter of this year. While staff reductions are increasing, unemployment is still relatively low and the battle to retain good, talented, loyal employees continues.

Companies that have laid off workers still face the challenge of keeping their best employees to run the business effectively and profitably. The latest workforce data from Randstad North America and Roper Starch Worldwide gives employers the insight they need to attract and retain the most talented workers, thereby reducing operational costs associated with recruiting and hiring new employees.

Randstad North America and Roper Starch Worldwide, Inc., today announced the results of the 2001 Randstad North American Employee Review, a study that explores generational mindsets about satisfaction, motivation and success in today's workforce.

The Randstad Review identified the three key elements that drive employee satisfaction - trust, flexibility and a career mindset. It also uncovered some myths about the way Matures, Baby Boomers, Gen Xers and Gen Yers view work, which will help employers better understand and manage employees of different generations.

"This is the second year that Randstad North America worked with Roper Starch Worldwide to survey the opinions and satisfaction level of today's workforce," said Daryl Evans, managing director - marketing and communications for Randstad. "Employers can leverage the survey data to increase employee satisfaction and better understand workforce issues. In turn, satisfied employees will improve customer service and lower employee turnover, which have a positive impact on a company's bottom line."

Understanding Generational Differences

The Randstad Review unveils some information regarding some generational myths and stereotypes. For instance, rather than being stagnant in a job while waiting for retirement, 81 percent of Matures (age 55 to 69) are interested in trying new things. GenXers' work styles do not mirror the myth of being job-hopping slackers; 77 percent of Gen Xers (age 21 to 35) say that success is finding a company where you want to work for a long time, and 73 percent find satisfaction in knowing their work helps clients or customers. Baby Boomers are known as the selfish "me" generation, but in reality Baby Boomers (age 36 to 54) truly want to make a contribution to their clients and employers. Gen Yers are often viewed as having a sense of entitlement and wanting opportunities handed to them; however, the truth is Gen Yers (born post-1980) have an entrepreneurial spirit that makes them very self-reliant.

What Drives Employee Satisfaction?

Success in the workplace is not judged just by the size of a paycheck. The Randstad Review found three key elements that drive employee satisfaction: trust, flexibility and a career mindset. Nine out of ten employees (91 percent) define true success as being trusted to get a job done, surpassing fulfillment from money or a title.

Flexibility is still important to the 2001 workforce - employees are not willing to give up the flexible work schedules that have emerged over the last 10 years - and 67 percent of people ranked flexibility as part of their definition of workplace success. Employees who have some flexibility in when, where or how they get their work done are more satisfied with their jobs.

More than three-quarters of employees say finding a company where they want to work for a long time is important and nearly six in 10 say that it would be great if an employer helped them with career planning. Employees are eager to receive training and counseling to help them excel in their work. By fostering the career mentality through training, employers demonstrate commitment to an employee that can result in employee loyalty.

Methodology

The 2001 Randstad North America Employment Review study was conducted using rigorous telephone and online survey methodologies. The study was based on a sample of more than 2,300 telephone interviews and 300 online interviews conducted among adults aged 18 to 65 who are either working or plan to enter the workforce within the next ten years. Interviews for the study were conducted in September and October of 2000. The telephone survey was conducted among a cross-section of people aged 18 to 65 in the US and in the metropolitan areas of Toronto and Montreal in Canada via a random-digit-dial (RDD) method. The online portion of the study was conducted through DMS, the online reach practice of America On-line, among 300 Americans aged 18 to 65 who subscribe to America On-line. Conducting the study through DMS allowed the survey to be fielded among the 25 million-plus subscribers of AOL--the largest single on-line sampling frame currently available.