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Youngistan focus shifts from money

So you thought fancy workplaces and fat pay packets were enough to keep young employees? Think again. Companies are struggling to deal with ambitions of the young brigade, reports Ruchi Hajela.
Hindustan Times | By Ruchi Hajela, New Delhi
UPDATED ON MAY 23, 2008 11:40 PM IST

So you thought fancy workplaces and fat pay packets were enough to keep young employees? Think again. Corporate India is realising that putting more responsibilities on those tender shoulders and giving them a hard-nosed perspective on long-term prospects could be a better way to go.

“Youthification” of the country’s work-force, the bulk of them under 25 and very, very restless, is now a major challenge for human resource manager, a survey by HR services firm TeamLease said this week. Managers are still coping with this regime change.

It seems that in the mindset of Youngistan, an expression popularized by Pepsi’s youth-charged advertising, with more jobs chasing people, the rules have changed. For instance, big companies may not entice them as much as a growing one.

“Today’s youth has higher aspirations, is more impatient, has more choices and does not view employment as a relationship but as a transaction,” Surabhi Mathur, General Manager, Permanent Staffing, TeamLease Services, said in a statement.

The survey said a clearly charted out job profile and long-term career planning are bigger motivators than money for those under 25 to take up a job.

Some think a wider engagement is necessary.

“Many organisations rely on inflated salaries but in the long run, organisation attractiveness moves from monetary advantage per se to work environment, the quality of the work, the culture and work-life balance,” said Vikram Karayi, Senior Vice President (HR) at Steria India.

Companies holding themselves back from handing over responsibilities to a young worker might need to change their ways.

“Young people are very ambitious and they want to be CEOs as of yesterday. They want to handle responsibilities and take up challenging tasks,” said Yasho V Verma, Director of Human Resources at consumer electronics firm LG.

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