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The Cost of Millennial Retention Study

Millennial Branding and Beyond.com Survey Reveals the Rising Cost of Hiring Workers from the Millennial Generation

HR Professionals disclose the amount of money spent on training and replacing millennial employees; Numbers expected to dramatically increase in coming years

Boston, MA and King of Prussia, PA  – August 6, 2013 – Millennial Branding, a Gen Y research and consulting firm, and Beyond.com, The Career Network focused on helping people grow and succeed professionally, today announced results from a comprehensive national survey entitled, “The Cost of Millennial Retention.” The survey, which included responses from hundreds of HR professionals in various industries, found that 87% of companies reported it costs between $15,000 and $25,000 to replace each millennial employee they lose. Considering that approximately 40% of companies currently employ 50 or more millennial workers, these costs are expected to rise dramatically over the years to come. With current data showing more than 60% of millennials leaving their company in less than three years, employers are facing a very expensive revolving door.

Projections show that by 2014 millennials will account for 36% of the American workforce. In 2025, that number balloons to 75% of the global workplace. Recent Millennial Branding reports show that 45% of companies experience high turnover with those employees identified as “millennials” – by a 2:1 margin versus older generations. Of those HR professionals surveyed by Millennial Branding and Beyond.com, the majority (79%) felt optimistic that they’ll be able to increase their millennial employee retention rate, with many citing they can’t afford not to.

Specific highlights from the report include:

1. Companies are losing their millennial talent. Of those surveyed, 30% of companies have lost 15% or more of their millennial employees in the past year. Where did they go? Most felt that at least 10% of the lost millennial employees went directly to their competitors.

2. How much it costs to retain millennial employees. According to respondents, 51% of companies report that the cost of training and development is the highest when hiring millennials. After that, “interviewing,” “job posting/advertising” and “on-boarding” were cited as being the next highest costs (in that order). In addition, 71% of companies reported that losing millennial employees increases the workload and stress of current employees. 56% of employers revealed that it takes between 3 and 7 weeks to hire a fully productive millennial in a new role.

3. Some companies already have retention programs in place. While the issue of employee retention is not widespread, some companies have programs in place to stop the migration from this generation. Those programs address such things as: “workplace flexibility” (48% of companies reporting), “mentoring programs” (40%) and “internal hiring” (37%). Only 10% of companies cite using “intra-preneurship” and community service programs to engage millennials.

4. Why millennials stay and leave. What is the main indicator of whether millennial workers stay at a company? According to the survey, the majority responded that it is whether there is a “good cultural fit.” The top reasons why millennials leave their companies are because they received a better offer from another company (30%), their career goals aren’t aligned to their company (27%) and a lack of career opportunities (13%).

5. What millennials get paid. Half of companies surveyed reported that the average salary for a millennial is between $30,000 and $50,000, while 15% of the companies revealed that the average salary for a millennial is $50,000 or greater.

6. How employers hire millennial workers. Of those HR Professionals surveyed, 62% use job boards and corporate websites to recruit millennials, with social networking sites trailing far behind. Only 9% of HR Professionals reported using LinkedIn, 3% for Facebook and a mere 1% cited Twitter as a resource for recruiting purposes.

7. The healthcare debate has almost no impact on the hiring of millennials. While healthcare remains an issue closely tied to job creation and growth, surprisingly only 14% HR Professionals reported that millennials inquire about healthcare benefits during the interview process. How important is it to employers? 30% of those companies surveyed said that the current healthcare debate factors into their hiring decisions,  for employees of all ages.74% of companies responded that it did not matter if a millennial applicant is covered under their parents’ health insurance plan until the age of 26 (as is the current law), with only 9% citing that this would increase their employment chances.

Quotes:

“Companies continue to struggle retaining my generation and as a result it costs them a lot of money and productivity that they could be saving if they created a stronger corporate culture to support them.”

Dan Schawbel, founder of Millennial Branding and author of “Promote Yourself: The New Rules For Career Success (St. Martin’s Press)”

“The Millennial Generation has learned to be two things during the recession: resilient and nomadic. As the job market improves, the level of confidence will improve along with it and cause many in this age group to reevaluate their current situation, possibly seeing value in seeking greener pastures.”
Rich Milgram, Founder and CEO of Beyond.com—The Career Network

Contacts:

Millennial Branding (Spokesperson): Dan Schawbel dan@millennialbranding.com
Beyond.com (Media Contact): Sean Carney at Brownstein Group scarney@Brownsteingroup.com
Beyond.com (Survey Data): Julie Shenkman media@beyond.com

About Millennial Branding

Millennial Branding is a Gen Y research and management consulting firm based in Boston, Mass. Millennial Branding helps companies understand the emerging Gen Y employee by providing research, training, and advisory services. As representatives of Gen Y and advisers to management, our goal is to provide research and insights that will make you more profitable, grow your market share, help you understand your Gen Y employees, and turn you into an industry leader. As ambassadors to Gen Y, we want to give our generation a voice, support their careers, and connect them with brands that understand their needs.

About Beyond.com

Beyond.com, The Career Network, is focused on helping people grow and succeed professionally. By connecting job seekers and employers through 75 unique career channels and 2,500 industry and regional communities, we are changing the way job searching is done and helping people build relationships around the world. Members have access to powerful communication tools, including the all-new Career Portfolio, a compelling, engaging and visually-informative snapshot of a person’s career that can supplement a traditional resume. In addition to a 24/7 online presence, the Beyond.com community benefits from job search functions, statistical data, industry research and networking features that provide an extensive hub for managing a professional’s entire career. Beyond.com was named to Inc. Magazine’s prestigious ‘Inc. 500’ list and is a Safeguard Scientifics, Inc. (NYSE: SFE) portfolio company. For more information, please visit: www.Beyond.com.

The Future of Education Study

Millennial Branding and Internships.com Release Study on The Future of Education 

50% of students don’t need a physical classroom, 53% believe that online colleges are reputable and
39% view the future of education as being more virtual

Boston, MA – June 11, 2013 – Millennial Branding, a Gen Y research and consulting firm and Internships.com, the world’s largest internship marketplace, today announced a new study called “The Future of Education.” The study shows how students view online learning, how they believe education is changing, how they study and interact in a classroom setting and how colleges can better help them prepare for the working world. This online survey of 1,345 students from colleges across America was conducted on May 16th.

The study found that students are more willing to learn online and view the future of education as more virtual and social media driven. Only half of students think they need to attend class in a physical setting to get an education. When asked  what they saw coming next in education, 39% of students said that it would be more virtual and 19% said that they’ll be using social media to engage in the classroom. More students believe that online colleges are reputable and the majority are willing to gain professional experience in an online environment.

Additional highlights from the report include:

1. Colleges are expected to prepare students for the workplace. 25% of students feel unprepared for the working world and 69% of students believe that it’s both their college’s and their own responsibility to be prepared for the working world.

2. Students are demanding internships, career advisor support and mentoring. When asked what they believe their college is lacking that would prepare them for the working world, 52% said access to internships, 43% said people to mentor them and 35% said career advisor support.

3. They turn to internships to develop real world skills. 57% of students believe internships are most important when developing their business skills, followed by college classes at 12% and family and friends at 12%. Only 2% valued textbooks as the most important way to develop their skills. 69% of students would participate in an online internship if they were able to. 40% believe that their reliance on technology has hindered the development of their interpersonal skills.

4. Students want to study alone instead of with others. When studying for exams, 75% of students want to study by themselves and only 20% want to study with friends and classmates in person. In a classroom setting, 84% use a computer and 19% use an iPhone and tablet device to study.

5. There’s room for growth in the online education marketplace. 78% of students still believe that it’s easier to learn in a traditional classroom than online. They do value the benefits of online learning including balancing work and class, flexibility in assignments and lower costs. 43% say that online education will provide them with courses of the same or higher quality than traditional colleges.

6. Students are very interested in pursuing advanced degrees. 81% said they are interested in advanced degrees. When asked why, 55% said it would make them more employable and 38% said they would gain professional connections.

Quotes:

“Millennials understand that the future of education is online and since they were brought up with the internet, they are prepared for that change. Education should not be a one size fits all model because everyone learns differently, regardless of age, occupation and location. More online courses should be offered to cater to those who learn better in a virtual classroom.”

- Dan Schawbel, founder of Millennial Branding & author of Promote Yourself: The New Rules For Career Success

“As new modes of online higher education develop and students use technology in greater and greater numbers within and for their academic curriculum, it’s clear that the desire for relevant 21st century jobs and career experiences go hand-in-hand. To ensure the ROI of college long term – whether learning in offline or online settings, experiential education – specifically through internships and mentoring, is a must for the next generation student.”

- Robin D. Richards, CEO, Internships.com

Contacts:

Millennial Branding: Dan Schawbel, dan@millennialbranding.com
Internships.com: Yair Riemer, yriemer@careerarcgroup.com

About Millennial Branding:

Millennial Branding is a Gen Y research and management consulting firm based in Boston, Mass. Millennial Branding helps companies understand the emerging Gen Y employee by providing research, training, and advisory services. As representatives of Gen Y and advisers to management, our goal is to provide research and insights that will make you more profitable, grow your market share, help you understand your Gen Y employees, and turn you into an industry leader. As ambassadors to Gen Y, we want to give our generation a voice, support their careers, and connect them with brands that understand their needs.

About Internships.com:

Internships.com — a CareerArc Group company — is the world’s largest internship marketplace bringing students, employers and higher education together in one centralized location. The innovative, Los Angeles based company, develops a wide variety of interactive, world-class tools and services to enable every student, employer and educator to better understand and optimize internship opportunities. For additional information, please visit www.internships.com. For tips on finding internships, hot internship listings and internship advice, follow Internships.com on Twitter (www.twitter.com/internships) or Facebook (www.facebook.com/internships.com).

 

Millennials and the Future of Work Study

Groundbreaking Survey Reveals The Rise of Freedom-Seeking Freelancers and Redefinition of Entrepreneurship

72% of freelancers still at “regular” jobs want to quit soon to work for themselves — New study from Millennial Branding and oDesk finds freedom is the top reason for quitting

Being an entrepreneur today is defined as having a certain opportunity-seeking mindset, not a role as a “business owner,” say 9 out of 10 professionals surveyed

REDWOOD CITY, Calif. – May 14, 2013 – oDesk®, the world’s largest online workplace, and Millennial Branding, a Gen Y consulting firm, today announced results of a new study, “Millennials and the Future of Work.” The survey, conducted by independent research firm Genesis Research Associates, examines perspectives on the future of work from 3,193 freelancers worldwide, including 1,958 Millennials (19 – 30 years old). Findings reveal a desire to follow independent career paths due to the freedom and flexibility professionals say these paths provide, as well as a groundbreaking redefinition of what it means to be “an entrepreneur.” For full survey results, please visit https://www.odesk.com/info/spring2013onlineworksurvey/ or see our infographic.

Key results include:

  • 72% of those still at “regular” jobs want to quit to be entirely independent; 61% say they likely will within two years
  • Freedom is the top reason those at “regular” jobs would like to quit; and 89% say they prefer to work when and where they choose (versus in a corporate, 9 – 5 job)
  • 90% of independent workers indicated that being an entrepreneur reflects having a certain mindset (rather than being strictly defined as having started a company)
  • Of the freelancing Millennials surveyed, 58% of those familiar with the term “entrepreneur” classify themselves as one

Professionals are crafting entrepreneurial, independent paths to freedom

Of the freelancing Millennials surveyed, 58% of those familiar with the term “entrepreneur” classified themselves as one. Among all generations, freedom to work how they want is critical — 89% said they’d prefer to work when and where they choose (versus in a corporate, 9 – 5 job). In fact, among those surveyed who were still at “regular” jobs, freedom was the top reason they wanted to quit. When comparing freelance work to “regular” jobs, freelancing was seen as providing more freedom to:

  • Work wherever they like (92% agreed)
  • Work whenever they like (87% agreed)
  • Work on more interesting projects (69% agreed)
  • Travel while working (half said they’d prefer this to having to take vacation time)

Karen Queller, a 24-year-old Millennial who is working online while traveling the world, is quick to urge others to follow a similar path: “I want my life to inspire other people to live how they want. People have a lot of fears that hold them back from doing what they really want and I think many people would love to travel and work at the same time.”

Take note, companies, it’s time to embrace independent pros — 72% of freelancers who are still at “regular” jobs want to quit soon

Among the freelancers who were still at “regular” jobs, 72% indicated that they would like to quit their job “and work only for myself at some point in the future.”

“We believe that the barriers of Industrial Age work simply don’t make sense for businesses that want to get more work done, or for workers who are demanding more freedom. No one today wants to be confined to a cubicle,” said Gary Swart, CEO of oDesk. “As independent professionals embrace this freedom, hours worked on oDesk have increased eightfold since 2009.”

Freelancers’ intent to follow through on the desire to quit and work only for themselves is high; 61% say they are likely to quit their “regular” job within two years (44% “probably will” and 17% “definitely will”).

Being “an entrepreneur” has become a mindset that’s critical to career success

Today many of these independent professionals classify themselves as entrepreneurs (almost 60%). The survey found that being “an entrepreneur” is defined today as someone who has a certain mindset, according to 90% of the professionals surveyed (versus only 10% who chose “someone who starts a company”). When asked to define an entrepreneur, aspects of this mindset mentioned included being a “self-starter,” “risk-taker,” “visionary,” and someone who “spots opportunity.”

“This signals a major shift in our economy and how we manage our careers,” said Dan Schawbel, founder of Millennial Branding and author of Promote Yourself. “Entrepreneurship is now accessible to everyone regardless of age or occupation. You don’t need to own a business to be an entrepreneur, but you do need the entrepreneurial mindset to be successful in business.”

Entrepreneurship is something to aspire to, especially for Millennials

While entrepreneurship can be challenging (47% of those familiar with the term “entrepreneur” felt “there are downsides” while 53% indicated it is “an entirely good thing”), Millennials are more likely to see it as “entirely good” (57%, compared to 47% of those from older generations). However, the benefits of being an entrepreneur outweigh the downsides (75% of all surveyed agreed). In fact, 38% would even recommend pursuing a “promising start-up opportunity” versus completing a “traditional college degree.”

Gen X is seen as leading the future, but 2/3rds of Millennials already think their generation is ready to take the driver’s seat

Respondents of all generations surveyed said Generation X (31 – 48 year olds) is most likely to be best-suited to run today’s businesses, and therefore to lead the future of work. However, two thirds of Millennials already say that their own generation is best-suited (versus only 31% of those from other generations who say that Millennials are best-suited). This more grandiose view of their own generation’s abilities is in keeping with well known studies on current Millennial attitudes by Dr. Jean Twenge, who found that “narcissism is markedly higher among college students in the 2000s compared to those in the 1980s.”

About oDesk

oDesk (www.oDesk.com) is the world’s largest online workplace, enabling businesses and freelancers to work together on demand via the Internet.

By using technology to remove the barriers of traditional hiring, oDesk’s platform aligns businesses’ talent needs with freelancers’ desire to work when and where they want, on projects of their choosing. More than 35M hours were worked on oDesk in 2012.

oDesk is a registered trademark of oDesk Corporation. Other trademarks are the property of their respective owners.

About Millennial Branding

Millennial Branding is a Gen Y research and management consulting firm based in Boston, Mass. Millennial Branding helps companies understand the emerging Gen Y employee by providing research, training, and advisory services. As representatives of Gen Y and advisers to management, our goal is to provide research and insights that will make you more profitable, grow your market share, help you understand your Gen Y employees, and turn you into an industry leader. As ambassadors to Gen Y, we want to give our generation a voice, support their careers, and connect them with brands that understand their needs.

About Genesis Research Associates

Genesis Research Associates is a full-service marketing research consultancy headquartered in San Diego, CA. The firm, founded in 1986, conducts robust qualitative and quantitative research, with the mission of providing accurate feedback from key audiences both for public announcements and internal insights (to inform business strategy). Clients of Genesis Research have included Intuit, Apple, IBM, Cisco, Xerox, Nissan, Allstate, Plantronics, and Wells Fargo, among many others.

Survey Methodology

The survey was conducted by Genesis Research Associates on behalf of oDesk in spring 2013, among 3,193 freelancers worldwide, including 1,958 Millennials (19 – 30 years old). All professionals surveyed had been active in oDesk’s online workplace within the past 180 days. The sample was pulled from oDesk’s global database of professionals. The estimated sampling errors is +/- 1.9. For more on the survey, a full results deck is at https://www.odesk.com/info/spring2013onlineworksurvey/, or feel free to contact press@odesk.com.

Contacts:

oDesk
Shoshana Deutschkron, Director of Communications
650-853-4152
press@odesk.com

Millennial Branding
Dan Schawbel
617-840-0073
dan@millennialbranding.com

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