Personnel Marketing for Generation Y

Abstract

About half of the companies' employees worldwide are Generation Y representatives, and their share will grow. They are the critical human resources of the near future. The study aims to reveal the features and tools of personnel marketing for the "Millennials" generation. The study is based on a comprehensive analysis of the socio-demographic characteristics of Generation Y. In today's dynamic world with an unpredictable future, employers need to take a fresh look at the policy of attracting, retaining, motivating, training, and encouraging young employees, taking into account their value and personal characteristics, which is becoming more urgent. The article presents the differences between Russian and foreign Generation Y and provides recommendations for managing management in the organisation. The use of the personnel marketing tools for Generation Y will help attract highly qualified young personnel, increase their productivity, and fulfil the organisation's maximum efficiency goals.