Oppi conclave nov 2013 gen y

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OPPI (Organization of the Pharma industry) had called me to speak at their national HR Conclave held at Mumbai on how to engage Generation Y (Age 22-35) working in the industry. Instead of giving "gyan" I shared 3 specific ideas which I have successfully put into practice. The audience seemed to love it.

Marketing Business Technologie

OPPI Conclave : Nov 27, 2013
Attracting and Engaging - Gen Y
Sharing Practices from my experiences, observations and
learnings from my brush with Gen Y

Prof S K Palekar
Chairperson – Executive Education
S P Jain Institute of Management & Research
skpalekar@hotmail.com

My Major Gen Y Experiences

OF VARIOUS AGE GROUPS
Yuva Parivartan (NGO) : 15 – 20
Eureka Forbes (Sales) : 22-27
Exec Edu at S P Jain Institute (Education) : 30 -35

skpalekar@hotmail.com

Yuva Parivartan ( 1998 – Now )
“Giving a second chance” to dropouts
www.yuvaparivartan.org
Realizing the demographic dividend of India
through “livelihood skilling” .

Last year we trained 1 Lakh + in 75 centers
skpalekar@hotmail.com

Gen Y Eureka Forbes ( 1998- 2009)
“Your Friend For Life” at your door !
www.eurekaforbes.com
6000 people in 175 offices
Low fixed compensation : High Attrition
Huge load of sourcing, hiring and training
Making “Unready” candidates “Ready”
For one of the toughest selling jobs in India

skpalekar@hotmail.com

Gen Y at the
Executive Education Center
of S P Jain Institute
http://www.spjimr.org/pgemp/index.asp

Young Executives 30 – 35
Who learn concurrently with their job

skpalekar@hotmail.com

Gen Y Characteristics









Tech Savvy
Access to many influences
Less influence of parents and teachers
Multi-tasking
Attention deficit
Digital Interaction vs Real interaction
Traceable footprints : GPS, Uploads, tweets
Ambitious and also want instant gratification
skpalekar@hotmail.com

My Take
 They are grown up physically but still to
grow in their outlook and purpose
 They have many influences and their “Digital
: Real“ ratio is increasing day by day
 Traditional influences of parents, teachers,
bosses, and company values are waning.
Their heroes are on Twitter, Facebook, You
tube
So, what do we do?
skpalekar@hotmail.com

So what do we do?
Sharing 3 Practices….

Gamification
Treat them as customers and not employees
Involve them in on-line communities
skpalekar@hotmail.com

Gamification
Example : Gathering Competitive Information
“Knowledge Olympics” at Eureka Forbes
Events, Participants, Marshalls,
Medals, Prizes, Photos, Video Conferences

skpalekar@hotmail.com

Treat Them as Customers

You are not employing them.
You are motivating them to get satisfied through work.

skpalekar@hotmail.com

Service Profit Chain Model from HBR

You need a “Positioning” for internal customers too !
skpalekar@hotmail.com

Consistently practiced.

Repeatedly reinforced.

Built into KRAs.

Linked to managers’ bonuses.

Visibly deployed.

Built into the systems.

Earning
Learning Euro-Champ
Fun

skpalekar@hotmail.com

Pride

Increase Earning Potential
Steps To Success Plan

Earn Forex
Millionaire at 61
In House Boutique
Company Bike
Incentive Plan
Basic Salary

skpalekar@hotmail.com

Involve them on-line
when they are off-site

The practice of using blogging
to create a community for each academic course

skpalekar@hotmail.com

Summary of 3 Practices

Gamify the work for Generation Y
Treat Generation Y employees as customers
Use tools like blogging for Generation Y

skpalekar@hotmail.com

Thank You

skpalekar@hotmail.com
+91 9821046013

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