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Chinese society is changing rapidly, and this creates additional challenges. Values and drivers are in flux, so HR Directors and Country Managers must stay up to date on target group values and mindset if they want to communicate effectively with this changing talent pool. Media often gives the impression that Chinese graduates are beginning to reject multinational corporations in favor of local employment. Our interviews show quite the opposite; Chinese graduates still regard a career in a multinational as being highly desirable. One of the most important findings from a communications perspective is that there are large differences between job candidates. To help multinationals in China better position themselves among students who will be graduating during the years 20122015 from universities in Chinese tier-one cities, we divided candidates into four groups and identified several key strategies to enhance communications with them. Through this study, we outlined the common characteristics, influencers and drivers of upcoming graduates, and categorized them into groups to help companies better direct outreach efforts. The next generation of Chinese graduates want more and will not settle for less. Therefore, we have chosen to call them the Generation More.
How Generation Y Can Lead China, China Briefing, 2011-03-22 How Generation Y Can Lead China, China Briefing, 2011-03-22
As a result, Generation More is unsure about their future and unhappy with their majors, which in many cases were chosen by their parents based on limited information. I like teaching. Its my dream job. Maybe teach in an elementary school. [] I got into ocean engineering. My father works in a shipping company and made the decision. I had no choice; I needed to continue my studies. - Vicky, Ocean & Shipping Engineering Major
value and respect experience and seniority, while easily accepting their own role as inferior and less knowledgeable. [The boss] should be kind, be able to talk to his employees. Should listen to them carefully, not just listen to his own ideas. - Kenneth, Communication Major
Questioning Confucius
Due to the substantial generation gap between Generation More and previous generations, conflicts in the workplace are inevitable. Chinese youth are becoming less accepting of hierarchy and discipline. Whereas managers often complain about a lack of independent thinking among older Chinese employees, the new generation displays a level of critical thinking and a willingness to question authority that senior management may be unaccustomed to. Youth belonging to Generation More want to make their voices heard and be listened to. They long for flat organizations where they can take initiatives and contribute ideas. They typically feel that they have fresh viewpoints that the senior staff may lack and they are eager to express them. While this may not differ from young employees anywhere in the world, we found this to be a rather surprising finding in China, where the Confucian worldview has traditionally molded young employees to
One of the most important findings from our interviews is that Generation More is not homogeneous. While this group shares many similarities, experiences and influencers, they are also separated by different values and aspirations. We have categorized Generation More into four archetypes: the Careerist, the Hedonist, the Adventurist and the Idealist.
Careerist Focus
Me & my future
Hedonist
Adventurist
Me & the world
Idealist
Me & society
Me & my family
Drivers of motivation
Potential
Personality
Passion
Purpose
Me & my future
The Careerist
You can compare with other things such as friends, family. If you lose them, maybe your life will have very low quality but you can also realize your own value, you have your own dream. If you have a good career, you can make your life valuable. - Simon, Project Management Major
compared to other profiles in Generation More. Money and salary becomes an important driver later on in their career. I would like to work for a company that can offer me a good salary since Im a man. I need salary to support my family in the future. Maybe if I can earn a lot of money I may feel that Im successful. - Deam, Civil Engineering Major An example of a company catering to this group is Oracle China, which began its Graduate Development Program in 2003 to train future employees. This is a comprehensive education initiative aimed at grooming talented graduates from top universities to become future technology leaders. The program extends over two years and participants learn technology development as well as general business, practical skills and personal management effectiveness. Students who complete the course are offered positions with Oracle. In 2008, nearly 200 students participated in the program. Lenovo is another company always looking to recruit hardworking Careerists. The Chinese computer companys key message is: For those who do. We choose doers! Lenovo emphasizes that those in pursuit of vigorous dreams and prospective career development are encouraged to apply. Big companies often have good training programs; you know what you are capable of doing after three or five years. I appreciate some Japanese companies; they treat the company like a home. Offer some training, feels like home. I appreciate that kind of atmosphere. - Faye, Industrial Design Major Careerists need to be constantly challenged and want to work in a fast-moving, competitive environment with young and talented coworkers. They accept working overtime, as long as work tasks are challenging. Unlike the other profiles, Careerists thrive on pressure since they believe it can improve their personal abilities, and they are spurred when things are difficult.
I want to do foreign trade. If I do trade with Chinese, its too easy. I cannot expand my horizons. I want pressure because I can stand on my own. Must be a job that keeps moving, I just want to keep moving. When I cannot keep moving, I have to go back and I cant be stronger when I always stand on one place. I just want to take on more challenges. - Chiang, International Economy & Trade Major
Dream boss
Careerists are in it for the potential, and the leader is the key catalyst. Hence, they claim to have little or no interest in pleasantries and other soft traits what they need is someone who can motivate them to achieve and learn more. Actually, I think its hard for people who have substantial knowledge about the industry to be nice. Pressure from veterans can motivate me to work hard; they are not my work-friends. Their temperament is not really important. - Yvonne, HR Major I like leaders who are strict with their employees, its important for the development of the company. Im a person; if you give me some stress, maybe I will improve much more. - Blanche, Financial Services Major
The Hedonist
Me & my family
Just want a peaceful life
My dream is to go to Yunnan. Not a lot of competition. Have my little family, have my leisure time, I think its slow. Of course I would take my parents with me. Its a solitary life, thats what attracts me. The place is beautiful. I think I can be a teacher. As a teacher you can get two vacations. - Stephanie, Chemical Engineering Major I want to be a gardener, just plant some flowers; I think it is a beautiful job. Because I like the smell of the flowers, I think it can be relaxing to plant flowers in your garden. - Daisy, Electronics Major To Hedonists, the definition of success is to lead a peaceful life with little to no pressure or competition. Goals do not exclusively apply to career, but also to their personal life and development. Hedonists usually dont have a clear career plan.
Careerist Relationships in the workplace
Young & talented Learning from Co-workers
Hedonist
Nice & friendly Make friends in the workplace
Adventurist
Multicultural & exciting Communicate with foreigners Supportive & freedomgiving
Idealist
Devoted & engaged Share great ideas
Ideal boss
A focus on relationships
Collective values are fundamental to Hedonists. Of the four profiles, this group is the most traditional and the one who listens to their parents the most. Hedonists put more emphasis on relationships than the other profiles. They prefer teamwork over individual work and want to develop new friendships in the workplace. Conflicts are strongly disliked and they long for superiors who show kindness and sympathy. Everyone wants the boss to be a friend of yours. - Stephanie, Chemistry Engineering Major
Case II: IKEA looking for the right personality fit when hiring
Swedish furniture retailer IKEA takes a marketing approach to recruitment, in order to identify people with the right mindset and behavior rather than just attracting a large volume of candidates. The company has a strong corporate culture and wants to hire people who can live the companys ideals by communicating the IKEA spirit and vision and translating them into daily actions and behavior. To get to know their target employees better, IKEA brought together twenty potential candidates. Group members had to answer a series of written questions and participate in a personal interview, discussing what they knew about the company. IKEA also wanted to see how candidates reacted to recruitment specifications, and even what language would best appeal to them. IKEA further interviewed its present employees to get an understanding of how the recruiting policy was applied in practice and how employees viewed their work experience. Based on these research findings, IKEA produced a range of ads to be used in different media channels.
The Adventurist
Want to lead an exciting life
Im still young and I want to experience exciting things. Life is too short. Life is always by chance. Maybe tomorrow, Ill change my mind. - Yvonne, Tourism Management Major My dream is to stay in the UK and work as a Formula One journalist. Maybe it will not be as I expected, maybe I will hate it. If I hate it, I will just quit and go for another dream. You dont know what will happen tomorrow. Maybe youll die tomorrow. - Alice, Journalism Major Adventurists never make long-term plans for the future. Instead they prefer to go with the flow and see what happens. This group is the most changeable and unpredictable of the four types. First I thought my personality is suitable for HR but then I thought it was very boring. I dont like always working in the office. Im not sure what kind of career is suitable for me. I always change, Im changeable. - Sharon, Finance and HR Major Adventurists are much like Careerists due to their focus on learning and personal development, but whereas Careerists have a clear and consistent career focus, Adventurists are willing, or want, to try different professions. Of the four profiles, they are the most confused about their future careers. Actually my dream is to get different kinds of jobs in different places. I dont like to have the same job too long. I want to try different things. Actually, I want to teach English. Maybe more jobs, maybe be a bartender. I want a good job to experience life, maybe in different small companies, different departments. - Summer, Electronics Major
Careerist Main reasons for changing job
No challenge or promotion Better salary offer elsewhere
Hedonist
Too long work hours Too much pressure
Adventurist
Boring work tasks and workplace No freedom
Idealist
Company not taking responsibility Cant express opinions
By highlighting passion and people with passion in recruitment ads, Google has become one of the most attractive employers in China especially amongst Adventurists. Google stresses that No matter what major you are in, if you have passion, Google is your home. The Chinese e-commerce company DangDang.com communicates a similar message to its potential employees; they stress that they do not choose talent based on their major; instead, they look for people with passion. According to DangDang.com, a person with passion will learn fast and work better. While Careerists argue that it is not possible to combine a career with a hobby, Adventurists think that it is. For instance, several students interviewed pointed out that they want to combine their interests in sports with their job. I want to be a commentator, like a news reporter for tennis matches. I really like tennis and I play tennis. - Cindy, Japanese Language Major
Want to be in control
Adventurists want to create their own path in the work place, and they want their superiors to be supportive and not interfere too much. They want to be in command of their own work time and treasure flexible work hours and the ability to work from home whenever they want. I think its the freedom to choose how to live, not be framed, I think its the most important. If the time is totally under my control, I think I can accept overtime work. I think I should have control of my spare time. - Stone, Technology of Micro Electronics Major Maybe I will be freelancer because I can have freedom from Monday to Friday and only work on weekends. - Jun Qian, Journalism Major
Case III: Procter & Gamble pulls out the big guns to attract adventurists
Procter & Gamble has already adapted its recruitment efforts to Mainland China and what it offers to meet the needs of adventurous students belonging to Generation More. Rather than just promising higher wages, the company highlights opportunities for flexible hours, the chance to work from home, and the guarantee of regular three-month sabbaticals.
The Idealist
Me & society
I just feel China has to change. Journalism is a way to change Chinas situation now. - Amie, Journalism Major
Careerist Spare time
Extra courses Internship
Hedonist
See friends Learning a language
Adventurist
Travel Daydream
Idealist
Volunteer work Seminars
Idealist
Well-being of society
also provides opportunities for each employee to engage in volunteer activities in the local community during work hours; another feature that attracts Idealists. Idealists are eager to speak their minds, and they are not afraid of criticizing whatever they feel is wrong in their environment. Of the four types, these youth are the hardest to steer. I hope that I can express my opinion. Everyone can express their opinion very freely. We are free to say something. - Eddy, International Economy & Trade Major
I can hopefully have a school of my own. So thats why Im gonna be a teacher on my own. I think I can do a better job. - Jeremy, Information Management & Information Systems Major
Careerist
Company spokesperson
Hedonist
Family and friends Teachers Weibo, Renren Recruitment websites Official websites
Adventurist
Friends Teachers Recruitment websites Official websites Weibo, Renren
Idealist
TV & newspaper Teachers Friends Recruitment websites Official websites Weibo, Renren
Going online
One of the most common ways for all four profiles to get information about different employers is the internet. Chinese recruitment websites are one of the most common. The recruitment websites most mentioned in the interviews included: 1. 2. 3. 4. 5. 6. 7. www.yingjiesheng.com (the biggest and most popular one) www.dajie.com www.51Job.com www.tmjob88.com www.zhaopin.com www.hiall.com.cn www.chinahr.com.
Source of information
The company homepage is a frequent source of information, as are Chinese social media sites: Sina Weibo, Renren and Douban. Using social media channels, students are able to locate current employees at specific companies to get insights from them.
companies and trying different jobs. Friends are a very big source of information for all the profiles but specifically for Hedonists.
The Adventurist
Adventurists are not as focused in their search efforts as for example Careerists, since their plans change constantly. They might come across an interesting initiative on the web or in a newspaper, which makes them turn to Baidu to search for more information. They are more likely to be triggered by what they consider to be opportunities compared to what they consider to be jobs, which means that they to a lesser extent than the other groups are scrutinizing job sites and companies' career sites.
Hedonist
Work-life balance Stability Harmony Friendly atmosphere Team work
Adventurist
Freedom and flexibility Fun and Diversified work International assignments
Idealist
Work with CSR Possibility to contribute Freedom of speech/ responsiveness
Key message
The Hedonist
Hedonists prefer to work for state owned enterprises and do not know much about different companies. Hedonists and Adventurists put the most emphasis on experience; they will learn about companies by entering different
Do not neglect the familys influence when it comes to making important decisions such as the first employer. It is not enough to convince the candidate, the parents need to support the choice as well, something which companies need to consider when creating their communications strategy. Dont sell educate. Both students and parents are making surprisingly uninformed choices when it comes to studies and future employment. Be the one who guides them. We recommend companies to start targeting students as early as the high school level, to outline the benefits of employment in your industry in an easy-to-understand way. This approach will lead to more informed choices at the university level, decreasing the risk of unmotivated and uninterested people, and you will compete for the attention of students (as well as their parents!) in a much less saturated market.
Develop a clear Employer Value Proposition (EVP), based on your most important recruit archetype. You cannot and should not treat Chinese university graduates as one collective entity. Accept that you cannot win them all; while at all times stay authentic and true to your brand, focus on the drivers of the group most suited to your company culture. Up the ante in providing individually tailored development plans and career paths. Generation More emphasizes the individual over the collective, and wants to know whats offered in terms of personal development and remuneration. Build your corporate reputation. Brand awareness in the target group will give you a larger selection of candidates and supportive parents, even if it is a shotgun approach, that in itself will not guarantee attracting the students who best fit your organization. PR, advertising and other communication efforts outside narrow trade media will impact students and their parents and strengthen the overall image and attractiveness of your company. Fame counts.
Focus on middle management. While the quality of a companys managers is always important, for Generation More, we believe that we may see a huge clash between reality and expectations when they enter the workforce and start reporting to their first bosses. To bridge this gap, companies should: Enhance middle management capabilities: The old truth People dont leave companies, people leave bosses seems especially true for Generation More. Companies need to understand the importance of its managers, and ensure their training and management capabilities. Manage expectations; include elements in onboarding programs that outline the relationship and mutual expectations between recently graduated new recruits and their direct line manager.
Companies in China need to keep in mind that not even on their first day of on boarding, this group has a plan to stay on with the company for a long time. It is a good strategy to create strategic alumni programs to ensure keeping the relationship going, and leverage the fact that there will be a big pool of ex-employees in the market who might if the company plays its card right - be convinced to rejoin the company after they get more experience elsewhere.
If your company has exceptionally qualified leaders, we suggest leveraging this asset through communication. But before you boast too much about your organization, make sure you are aware of the already sky-high expectations for managers, and consider the consequences of not living up to these expectations.
MSL China regularly publishes Executive Whitepapers with insights and comments on trends, the industry and society as a whole. To get information from MSL China or to subscribe to future whitepapers, as well as to contact us for any other matter, please send us an e-mail on greaterchina@mslgroup.com or call us +86 21 5169 9311 (SH) or +86 10 8573 0688 (BJ). MSL China Executive Whitepaper May 2012 Copyright MSL China