Thought Leadership: What Motivates Different Generations in the Workforce?
As featured in the SCLAA magazine May 2025 Edition.
Defining Attraction and Retention
Attraction is the process of positioning your brand as an employer of choice within a specific market segment or the broader market. It involves creating a compelling value proposition that draws potential employees to your organisation. Factors influencing attraction include:
Company Culture: The actual or perceived environment and values of the organisation.
Salary and Benefits: Competitive remuneration packages that meet market standards.
Work-from-Home Agreements and Flexibility: Options for remote work or flexible hours.
Career Opportunities: Clear pathways for advancement within the organisation.
Learning and Development Opportunities: Support for skill-building and professional growth.
Social Causes: A commitment to sustainability or other meaningful initiatives.
Leadership Perception: The belief that the company has effective and inspiring leaders.
Retention, on the other hand, focuses on keeping employees engaged and committed over the long term. While attraction and retention often share common roots, the factors that initially draw someone to a company may evolve as they become part of the organisation.
Why Understanding Attraction and Retention Drivers Matters
Bluntly put, your success as an employer hinges on these two factors. Attracting and, more importantly, retaining top talent is essential for the sustained success of any business. High turnover can lead to increased costs, knowledge loss, and a negative impact on morale, whereas engaged employees drive productivity and innovation.
There are some general factors that are outlined across the board but there also some industry specific factors from within the Supply Chain as well.
Generational Differences in Attraction and Retention
Baby Boomers (Born 1946-1964)
Attraction Drivers:
Stability and job security.
Strong leadership and organisational values.
Opportunities for legacy-building or making a meaningful impact.
Retention Drivers:
Recognition for their experience and contributions.
Opportunities for mentorship or sharing knowledge.
Flexible retirement options or phased retirement plans.
Generation X (Born 1965-1979)
Attraction Drivers:
Work-life balance and flexibility.
- this generation are more than lily have a family so flexibility and working from home arrangements are very important and are less likely to be given up
Opportunities for personal and professional growth
This could be project-based opportunities to move laterally to another team
A focus on results rather than micromanagement.
Retention Drivers:
Autonomy and trust in their decision-making abilities.
A clear path for upward mobility.
Support for family-oriented benefits, such as childcare options.
Generation Y (Millennials, Born 1980-1994)
Attraction Drivers:
A strong sense of purpose and alignment with organisational values.
- This does not to be clearly articulated and embedded
Emphasis on social responsibility and sustainability.
Access to cutting-edge technology and tools.
Retention Drivers:
Regular feedback and coaching.
- The need for more reassurance and feedback is higher in this generation
Opportunities for skill development and career progression.
A collaborative and inclusive work environment.
Final Thoughts
Understanding what motivates different generations is key to crafting strategies for attracting, retaining, and engaging a diverse workforce.
While generational preferences may vary, the core principle remains the same: employees want to feel valued, supported, and aligned with the mission of the organisation. By addressing these needs thoughtfully, employers can build a thriving and multi-generational workforce.