Retaining Millennials: Values-Based Communication Tactics Employers can use to Appeal to a Supposed Risk-Adverse Generation
College of Arts and Sciences
Master of Science (MS)
NACO controlled Corporate Body
University of North Florida. School of Communication
Dr. Tulika Varma
Dr. Shio Nam
Dr. Chunsik Lee
Dr. John Parmelee
Dr. Andrea Adams-Manning
Millennials are growing within the workforce, but they are becoming difficult to attract and retain for longer than two years at a time. In addition, Millennials have generational-specific values that are different than their predecessors. Identifying and applying these workplace expectations to organizational policies have made it challenging for leaders to appeal to this generation. Millennials desire five aspects from their workplace: work with a purpose, to be their own boss or work for a boss that is a mentor, a collaborative work environment, flexible work schedules, and work-life integration and/or work-life balance. Using a survey research method, this thesis outlines how Millennials appreciate these values in a workplace and, because of this appreciation, employers and recruiters should consider them for attrition and recruitment purposes. This thesis also examines why the assumption that Millennials are job hoppers who would rather work for themselves than an established corporation is unfounded. Finally, this thesis finds that the risk aversion trait Millennials possess affects their potential for decision making regarding their career that this trait can be used by organizations to market communication positions to this generation.
Santillo, Erica, "Retaining Millennials: Values-Based Communication Tactics Employers can use to Appeal to a Supposed Risk-Adverse Generation" (2019). UNF Graduate Theses and Dissertations. 905.
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