ëGeneration Yí seek friends at work

Sociability and learning top the league of work motivations, according to a new global survey of the Digital Generation. The survey used computer gaming models to analyse what makes work enjoyable. It has been created by workplace experts Career Innovation (Ci) in partnership with AIESEC, the worldís largest student-run organisation, with support from leading employers Marriott, UBS and Unilever.

ìIn the current climate, the desire for a sociable workplace could be taken as a sign that weíll see the return of traditional offices rather than virtual onesî comments Jonathan Winter of Career Innovation. ìBut the Digital Generation lives and communicates in new ways, so tomorrowís workplaces need to be shaped around new technology and sociable learning hubs, not rows of desks and traditional meetings. Fortunately there are huge cost-savings and performance gains associated with a move to these new ways of working.î

In a completely new approach to research on motivation, the Digital Generation Survey team started by studying computer gaming models to understand the activities that create high levels of energy and unpaid effort. ìWe identified 21 types of funî says Professor Charles Jackson who led the survey team ìand then we used these to analyse the leisure and work activities of the worldís brightest students and a sample of young workersî.

The result is a detailed wish-list for tomorrowís workplace. It reveals Fellowship (collaborating with other people) as the number one ideal work characteristic. This is followed by Discovery (learning), Application of Ability and Altruism (making a positive difference to other people). For the Digital Generation, these motivations combine with social media such as blogging, filesharing and instant messaging which enable them to manage huge networks of on-line ëfriendsí both socially and – increasingly – at work.

According to one of Unileverís top executives in Asia, networking is not just a social skill. ìManaging professional relationships is one of the most important skills for leaders in todayís worldî says Fergus Balfour, COO of Unileverís Asian Food Solutions business. ìIf tomorrowís brightest and best students enjoy networking, itís a skill that will serve them well. And it certainly helps if work can be fun, because it results in greater motivation and creativity. In the current climate there are still business opportunities. We are still expecting growth. It will take engagement, energy and creativity to achieve it.î

Are women more altruistic than men?
Young men and women have significantly different work aspirations. In line with stereotypes, men appear more highly motivated by problem-solving, competition and risk-taking, while women are more likely to say theyíre seeking friendship and altruism. This is consistent with their motivation in leisure activities too, where women also enjoy ìimmersionî (getting so involved that time flies) more than men. However, for both men and women, the top motivator is Fellowship (collaborating with others).

Asian students value ëLoveí and ëSensationí
Outside work, the most common leisure activities included travel, reading, sports, music, dance and volunteering. These were analysed against the 21 types of fun to reveal regional differences. For example, when compared to the rest, Indian students are more motivated by Expression, Physical activity, Competition and Danger (risk). Other Asian students are more motivated by Love (friendship) and Sensation (beauty). Latin Americans are more motivated by Altruism. Eastern Europeans prefer Creation. Those from Established economies emphasise Fellowship (collaboration).

As a result, students from different parts of the world are attracted to different industries. ìFor example, Indian students are attracted to the entertainment sectorî says Lucy Symons, one of AIESECís global leadership team. ìYou could call this the Bollywood effect! Employers need to appeal to learn how to appeal to these kind of motivations. Working with AIESEC is a great way to help shape the workplace for the next generation of global talent.î

AIESEC is offering employers the chance to sample the best young talent by employing them on short-term placements initially, at very low cost. Once in the workplace, The Career Innovation Company helps employers change organisational practices and the behaviour of managers by creating ìworkplace innovation labsî. These help build the kind of sociable learning environment, agile work arrangements and new technologies needed for tomorrowís relationship-driven organisations and tomorrowís global talent.