Generation theory: X, Y, Z - who they are. X Y Z - theory of generations Generations x y z search for dialogue essays

The theory of generations is closely related to the economic development cycles of states. Rise, stability, recession, crisis, then rise again. Technologies are developing, society is changing, needs are growing, new professions and even entire industries appear and die out, but historical turns remain unchanged. Each of these periods influences the formation of generational values. Generational founders Neil Howe and William Strauss traced these cycles through the development of American society since Columbus. More than 500 years of history of one state formed the basis of their theory. According to them, each period lasts approximately 20 years. Chronological intervals differ from state to state, this is due to the fact that the economies of the countries of the world are developing in different ways, somewhere now there is a crisis, and somewhere there is prosperity. We will talk about the peculiarities of the generations of Russia of the last century, that is, about those with whom we live side by side, work, remember and honor the past and build the future. In our country, RuGenerations, the "Russian school of the Theory of Generations", is studying this issue, its publications are easy to find on the Internet, and 2 Russian books have already been published. 4 economic cycles in the theory of generations are named after the seasons. The pre-crisis period is autumn, the crisis is winter, then the spring rise and, finally, summer stability. People born in a given period are united not only by a set of values, but also by a historical mission.

Representatives of each of these generations have their own particular worldview, values, outlook on life, each has its own mission and destiny. Of course, the structure of the personality is formed under the influence of various factors: family, society, environment, profession. Still, people of the same generation are united by some fundamental characteristics. Generational values ​​are formed under the influence of the largest, most significant events in the country and the world, under the influence of the media, the upbringing system adopted in society, and a deficit. A good example is the children of war, they still do not allow themselves to throw away food, they always have a supply of food and they do not like it when food remains on the plate. Their values ​​were formed in the conditions of hunger and, despite the 80 years that have passed since then, modern abundance and prosperity, they cannot accept waste in relation to food. Because the core values ​​don't change. They form until about the age of 21 and stay with a person for life. This is the very core that defines consciousness.

So, the last five generations of Russia:

Born 1923 to 1943 - Silent generation. Generation of Winter. Archetype - Creators. They were born just before the war, survived all its horrors, saw how heroes are fighting - those born in the economic autumn. Their families suffered from massive repression. The purpose of this generation is to survive and glorify those who have accomplished the feat. Spring always comes after winter. The silent generation, growing up, begins an economic upsurge.

Born 1943-1963 - Baby Boomers Spring Generation. Archetype - Prophets ... Their basic values ​​are formed in the era of economic growth, the flourishing of ideology. They grew up in a world superpower, under the influence of the "thaw", admired the conquest of space. They are characterized by the psychology of winners. They are optimistic, collectivism and team spirit are important to them. The main task of this generation is to strengthen the values ​​that have been formed and the ideology created before them.

Born 1963-1986 - Generation X Generation Summer. Archetype - nomads ... The task of the nomads, on the other hand, is to rock the previous ideology by creating the conditions for a paradigm shift. What is happening now. You can treat differently, for example, to the existing political situation, but you cannot ignore it. Today we see that the country is ruled by people from the Baby Boomer generation, and the representatives of Generation X provide real ideological opposition. The nomads are fulfilling their mission.

Born 1986-2003 - Generation Y Generation of Autumn. People born in the pre-crisis period, when everything is crumbling, are carriers of the archetype of heroes. Their only historical task, their great destiny, is to accomplish the feat when the time comes. No matter how we relate to the Igreks, they are heroes. Their key value is improving life. It is important for them to prove that changes are necessary always, everywhere and in everything. Let's hope that their heroism will not be accompanied by such bloodshed as the previous Autumn, during the Second World War.

Born 2003-2024 - Generation Z. Generation Winter ... Their values ​​are formed during a crisis period. There are tough political battles, re-division of territories. They will glorify Generation Y someday. What these people will be is not yet fully known - the generation is just being formed. But already now they are considered special. Indigo children. Extraordinarily gifted, with a special philosophy and worldview, creators, children born with gadgets in their hands. They will have to ensure economic growth in our country.

Representatives of all five generations today shape our society. Let's not talk about the Silent Generation, since these are already elderly people over 75 years old. They practically do not affect any social processes, they have not worked for a long time (with the exception of some isolated representatives of intellectual or creative professions).

The last four generations have been socially active and interact closely with each other. And ... they can not always boast of mutual understanding. Let's see what they are.

There is a heated discussion in society that modern children - representatives of generation Z - do not read books, walk little on the street, they prefer playing football on a computer. Two-year-olds are easier and more expert in handling technology than their Baby Boomer grandmothers. This scares not only the elderly, but also the rather young parents of the X's and even the Igrekov, whose childhood was spent on the street. They are with children in a state of constant confrontation, they limit the time at the computer, they are kicked out into the street, they are forced to read long, serious books.

You shouldn't do it so fanatically, aggressively and uncompromisingly. Of course, you need to protect your eyesight, you need to develop children physically, but you should not forget that this generation is preparing for its time. A computer is a natural habitat for them. The fact that they do not read books in large volumes is normal, this is not their source of information. Generation X, partly Y, has grown up in libraries, with books in hand, in constant search for information. Generation Z does not need to collect data bit by bit, they are always at hand in their smartphone - Google knows everything. These children need to learn how to process information. They are interested in science much more than generation Y or X at the same age were interested in. Pay attention, now even the most popular children's programs and cartoons are all with a scientific bias. Something is constantly explained there. Z are creators, hard workers, creators. This is the future of Russia.

The younger generation, whose representatives are now from 16 to 32 years old, is Y. There are a lot of conversations, myths and discussions around them. Employers consider them lazy, with high expectations and demands, not backed up by real skills. All this is true, but there is a golden mean. You just need to understand what kind of generation it is and how it was formed.

Between 1986 and 2003, the country actually changed. The USSR did not become, the formation of a new state system began. Children saw how their parents lost their jobs, were left without money and the usual stability. This is the time when the burst of terrorist attacks began: the explosions of houses, the subway, the seizure of schools, theaters, planes. What has always seemed like a Hollywood film fiction, suddenly became so close, became a reality. The old ideology has already been trampled underfoot and a new one has not yet formed. The system of Soviet education has been completely destroyed. Many experiments began and not all of them were successful. And it is exactly under them that Generation Y falls. All this in aggregate: uncertainty about the future, fear of terrorist attacks, confusion in education - completely changes the idea of ​​how to raise a child. Parents begin to show overprotection, simply by virtue of the fact that the child is scary. If for Generation X, a mother who meets from school is a big shame in front of friends, then for Y it is the norm. Moreover, the norm, raised to the rank of the rules of some educational institutions. Guardianship has no boundaries. Control begins to extend to the lessons. Tutors are hired almost from the first grade. Parents (Gen X) take their role very seriously. They act exactly according to the books. X, who love to learn, develop, inclined to self-reflection, began to read a lot about how to raise children and did it with their characteristic fanaticism. It is important for them to achieve professionalism in everything, parenting was no exception.

The attitude towards the child in the family and society has radically changed. From childhood, he is instilled with the idea that he is a person. They begin to seriously consult with him. They start to constantly praise him, even if he did nothing. Praise just for being there. Let's remember what X had to do as a child for a Baby Boomer parent to praise? Child Y is in constant interaction with the parent. He knows that he is valuable in himself. Now add hyper control and the desire of parents to give their child everything that he did not have. Remember how you used to buy gifts: "I'm buying this now, but it's also for my birthday." And if the toy is expensive, then at once for all the holidays of the year. X do not save on children. The result is a generation of people who are uncompromisingly confident in their worth. They come for an interview and say: "I want a salary of 100,000." To the question: “What can you do? What can you give the company for this money? " They calmly answer: “Nothing so far, but I'm ready to learn. I calculated, I need so much. " They are convinced that they are welcome everywhere.

The players are absolutely confident in themselves. By this they very much annoy the X, who are characterized by constant doubts and the need to prove something. Imagine an interview, just a question: "What can you do?" Applicant X will begin to talk, demonstrate professionalism, and Y will make it clear that here they should be glad that he just came. Among other things, this generation is developing critical idealism. On the one hand, a person idealizes himself, on the other, he criticizes everything around him. These are people of complete mental freedom. Science fiction no longer exists. They are confident that whatever they can think of can be done, it's just a matter of time. They grew up in a crumbling system, so they have a global attitude of responsibility for the world. They vote for global projects. After a couple of days at a new job, they may openly declare how bad everything is, and you need to immediately improve. True, this is often not followed by action. Optimism and courage are their motto. They are sure that you can criticize everything around. However, the Igrekov lack the ability to build relationships, analyze information. They know how to collect it from different areas, but not dive deep. This makes it impossible for them to make the correct causal relationships.

They are characterized by a rapid loss of attention and concentration. Perseverance and determination are no longer values. Changing jobs because something didn't work out here is the norm. Why prove? Why fight? You can just try again. For this they are considered frivolous and even dreamers. They avoid long-term goals and don't know how to plan. These are the people of today. At the same time, Y can be extremely productive if a large project for them is broken into pieces and constantly intermediate control is carried out, the result is noted. For the most part, this is categorically rejected by the X, for whom trust and independence are important.

I thought a lot about how to lead the Games, and developed my own "coaching-authoritarian" style. Coaching style feedback, help in understanding goals and development zones. Also, the players need to be given the opportunity to make a mistake themselves and learn from it, but with the help of analysis through coaching, help them realize the consequences.

It is important to maintain constant interest in the project. If you can sell them the routine as something incredibly interesting, they will perform well. Players need a mentor, so it's important to demonstrate your expertise. The mentor leader is an important part of managing the Game.

From the traditional, authoritarian system, leave tight control, the system of rewards / punishments, and authoritarian decision-making. In planning, you need to rely on the visualization of plans and results. Players must see their actual result, otherwise they tend to overestimate it or not attach importance to mistakes. Classic control and reporting also remain. Moreover, the reports Y should compose themselves, so they learn to analyze the information. And finally, "punishment" with an explanation. The gamers are very loyal to themselves, and often the X begin to "play" with them as caring parents at work. But it is important for Igrek to show that there are consequences for a mistake, they are real and justified. It is necessary not only to talk about responsibility, but, indeed, to "punish". For example, to make it clear: until you cope with this project, I will not give you a new one, the one you want.

Remember, Gen Y is superficial. This, by the way, is noticeable in the way the educational services sector is developing. If there are many people among the Xs with several higher educations and the concept of "gaining experience" is the norm for them, then the Igreks are increasingly choosing short courses aimed at developing specific skills. This is no longer the future, this is the present, it can only be understood, accepted and lived in it.

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People who have one way or another in the selection of personnel, more and more often today can hear about certain generations X, Y and Z. But what does this mean? Who are these people and why should they be involved in cooperation? According to HR professionals, the young generational theory opens up wide boundaries for staff recruitment and management.

Date of birth question

For the first time, two people spoke about the peculiarities of age differences in 1991 - researchers from the United States Neil Howe and William Strauss. They created a theory that was based on differences in values ​​between people of different generations. These differences were studied, as well as the reasons for them, for example, the situation in the economy and politics, the technological development of society, etc. Some time later, the theory began to be applied in practice, because it has proven to be very effective in business. Today this theory is being used more and more often.

Age theory includes three main components (generations X, Y and Z) and one additional (baby boomers). Let's consider them in more detail.

Baby boomers

Baby boomers are people born between 1943 and 1963. As a rule, they are, teamwork and team play. Self-development is understood by them as an increasing ability to achieve collective goals.

Most baby boomers are currently retired, although there are some who still work. A distinctive feature of this category of people in Russia is their enviable endurance.

Generation X

Generation X are people born from 1963 to 1983. Their distinctive features are such traits as the ability to rely only on oneself, alternative thinking, awareness of what is happening in the world, readiness to choose and change. By and large, people in this age group are loners who are dedicated to hard work and individual success. They have been moving through their careers over the years, adhering to one direction.

Generation Y

Gen Y people are people who were born between 1983 and 2003. Their understanding of dedication and success is different: in most cases, they do not like to start their professional growth from the lowest levels, hoping that in a few years they will be promoted. Their main reference point is immediate growth. This is also considered their disadvantage.

However, this disadvantage can be partially justified by the desire for maximum awareness and professionalism in several areas at once, since it is impermissible for these people to be experts in one thing. Generation Y is the hope of modern business because he is characterized by the highest technical literacy, a desire to work outside the classroom and a thirst for knowledge.

It can also be added here that, according to some experts, for example, Mikhail Semkin, executive director of the Labor Market Experts non-profit partnership and Olga Pavlova, HR specialist at MDM Bank, in the next decade, generation Y will become the main workforce.

Generation Z

Those who were born after 2003 belong to generation Z. It is too early to assess these people from the point of view of professionalism, given their age. And it is not possible at this time to say what values ​​will prevail in their minds.

But what is all this information for?

"Personnel hunting"

If we approach the issue of “hunting” for employees correctly, then it suggests an answer to why human resources specialists need to know about generations of XYZ, because HR literally sounds like “Human Resources”, which means “Human Resources”, which means that a person takes a leading role here.

The attention of modern HR specialists is increasingly focused on human capabilities. And it is the potential of employees, and not the material base of companies and corporations, that becomes their main wealth.

In addition, the personnel market is witnessing an increasingly fierce struggle for applicants, and in order to emerge from it as a winner, it is necessary to provide the talented representatives of each generation with only the best conditions. Plus, it is extremely unacceptable to evaluate these people on the same scale, because they may have diametrically opposite ideas about "the work of their life." And employees can only be best understood in terms of the XYZ generation theory.

What conditions are acceptable for each of the generations?

When working with staff, you need to understand that people of different generations will have different needs.

Baby Boomers, as a generation with stable demands, are primarily focused on sustainability. It is stable conditions that are of decisive importance here, and it is possible to motivate these people without even resorting to using material benefits.

The main motivation for Generation X is the desire to be confident in the future and a clear knowledge of all the details of their work. In addition to this, it is recommended to use the provision of the opportunity to constantly be in the process of learning and personal growth as a motivation. If we talk about the financial side of the issue, then for people who belong to generation X, the most interesting is a fixed salary, and the system of commercial incentives does not cause them very positive emotions.

Considering that generation Y is often referred to as the “network generation”, it is possible to engage them very successfully through the Internet, in particular, through social networks. For Generation Y, the basic motivation is monetary reward, the absence of bureaucratic "troubles" and a technological component, for example, the presence of high-tech equipment at the workplace. In the same case, if the organization does not introduce new technologies and the work process is not optimized, then this may adversely affect the interest of applicants in this company and activities in it.

Among other things, Generation Y prefers those organizations that have the least amount of prohibitions and restrictions. A relaxed atmosphere, a free style in communicating with colleagues, the ability to dress in a familiar manner, etc. are important here. And it will be even better if the work routine is somewhat reminiscent of a game, because this generation was raised on computer games.

What else is important to consider?

Everyone is free to adhere to their own opinion, and many may consider the XYZ generational theory a mere "fairy tale" not worthy of attention. However, any company that does not focus on modern trends (like any company that blindly takes everything on faith) slows down its development. According to Olga Pavlova, mentioned above, HR specialists must certainly take into account the interests and characteristics of the baby boomer generations, X, Y and Z. If a company needs a person from generation Y, then X or baby boomer will never replace him. An ideal situation is considered in which person-X leads person-Y, while paying attention to his point of view and.

If you do not pay due attention to the theory of generational differences, there will be a high probability of negative consequences for the company, tk. practice shows that very often a completely unsuitable person is hired for a vacant position. Striving for a quick result, HR employees can "fit" the applicant to the template, which subsequently causes disappointment for both the company and the employee, and the person who approved his candidacy, and you will have to look for a new person.

Undoubtedly, being guided by the principles of the XYZ generation theory, the company can spend much more time on its assessment, compilation and analysis of personal and professional characteristics, etc., but the result is worth it, because the company gets not only the opportunity to implement strategic plans, but also a satisfied and grateful employee.

The theory of age differences can also be used to advise existing staff, as well as job seekers. If the recruiting specialist is able to correctly convey information to the applicant, in case of refusal, the applicant will understand that the reason for this may not be his personal indicators, but the totality of the features of the labor market and the specifics of the company. In addition, knowledge about the theory of generations will help a person who is looking for a job to correct their actions and start moving in a new direction, if it did not work out in the old one.

As for corporate culture, the theory of generation XYZ helps to build it properly, because focusing on the features of the differences between generations, you can make a bias towards those values ​​that are important for representatives of the generation that predominates in the company. But the interests of others, of course, must always be taken into account.

In their work, personnel officers should be guided by traditional methods of personnel selection, and by new trends and trends in this area, because the success of a company depends on the application of the most effective strategies, and those can be found in any period of time - both in the past and in the present.

Today everyone is discussing the generations of the future -Y,Z andA, while people of the generation remain the most economically active X. Little is said or written about them, but they are the ones that shape the future of the world economy and politics. About who the people of the generation are X, and how they differ from representatives of other generations, read our article.

The most active economically today are representatives of the so-called generationsX... It has largely influenced the formation of the modern business environment and made an invaluable contribution to the development of the global economy. Generation X has a unique value system that allows them to excel in all areas of life.

Gen X value system

This system is a set of behavioral and social attitudes that have developed under the influence of many factors. The system has a direct impact on a person's opinion regarding certain phenomena and things that he encounters throughout his life. It is she who is the main reference point in the process of making important decisions. Changing the value system during life is possible, but it is extremely rare.

Due to the huge variety, values ​​are usually divided into several main categories. Most often, researchers distinguish 2 types of values :

Value # 1

Spiritual

This category is one of the fundamental. This includes all attitudes and ideals under the influence of which the individual's ideas about good, justice, beauty, good, evil, and so on are formed. It is on the set of spiritual values ​​that ideas about what is necessary and what should be, preferences and desires, aspirations and impulses depend;

Value # 2

Material

Material values ​​include consumer values, expressed in material form: basic necessities, private property, availability of goods and services.

The final set of values ​​of each person is individual and unique. It is rather difficult to take into account each element of this system. However, there are certain combinations of values ​​(gender, family, national, professional) that are inherent in representatives of certain “generations”.

Generation theory

For the first time, several scientists started talking about this theory in the first half of the 90s. According to this theory, approximately every 20 years, a new generation of people is born, whose value system is fundamentally different from the value system of their parents, grandparents. The formation of the value system of a representative of each new generation actually ends by the age of 11-15, after which it is only supplemented and strengthened. Already at this age, one can notice the first differences: the attitude towards other people, money, material and spiritual benefits, the style of consumption and behavior in general.

The calculation and description of "generations" begins at the end of the 19th century. Each of the generations has its own unique values, which were formed under the influence of many factors. The activities of representatives of each generation provoked the creation of new conditions, which, in turn, began to influence the formation of the value system of the next generation.

The Lost Generation (1890-1900)

The first generation referred to in this theory is people born in the years 1890-1900. This era is characterized by social inequality, stratification of society, disillusionment with civilization, cultural decline and decadence. Representatives of the “lost generation” grew up and formed under conditions of despotism and monarchism, and the most important event of that era was the unprecedented global military conflict - the First World War and the collapse of the imperialist state. In response, representatives of the generation took an active part in revolutionary events, the formation of modern states, the creation of new ideas, the development of science and a new culture.

Winners (Greatest) (1901 - 1925)

According to various versions, representatives of this generation were born from 1901 to 1925. These people grew up in an era of global changes in the social and political world order. Bold ideas, new directions of science and technology, strengthening of totalitarian and authoritarian societies - all this influenced the system of values ​​of representatives of the “generation of winners”. People born at this time were participants or witnesses of the Second World War, the creation of the UN, the post-war restoration of world order.

The Silent (1925-1945)

People born on the eve of and during the Second World War (1925-1945) are usually called the “silent generation”. They had to grow up and live in the post-war period, to restore the destroyed economy and industry. The period of their activity was the beginning of the Cold War, slow but steady economic growth, gradual improvement of living conditions and quality of life, the absence of global shocks, and the strengthening of power structures. However, childhood for these people was extremely difficult, which could not but leave an imprint on their entire life.

Baby boom (I) (1946 - 1964)

The silent generation and the "winners" gave birth to a huge number of children, as a result of which there was a population explosion (1946-1964). The era of the baby boom marked the beginning of the sexual revolution, the heyday of rock music and hippie culture. Authoritarian rulers no longer suited society, which often led to unrest and local conflicts. Demonstrations, rallies, popular demonstrations and protests became typical of this era.

At the same time, protest moods and narcissism began to prevail. People of the “generation I” gave preference to self-realization, rejecting the generally accepted social responsibility. This generation was one of the first to talk about the fact that the main thing in life is getting pleasure and changing the world. People from the baby boom generation actively promoted the ideas of equality, non-violence, democracy and tolerance.

Generation X (1965 - 1979) (according to some researchers - until 1982)

The socially active and freedom-loving baby boomers were replaced by representatives of generation X, born from 1965 to 1979 (according to some researchers - to 1982). In some cases, all children who were born before the 1990s and even the 2000s are also included here, but this is not true.

The formation of the X's value system was influenced by: the war in Afghanistan, the Chechen war, the stagnation and fall of socialist regimes, the end of the Cold War, the opening of borders, freedom of movement, globalization, an increase in the number of emigrants, the fall and subsequent rapid economic growth.

Representatives of the unknown have become even more independent from the official authorities. However, in contrast to the worldview of the baby boomers, attempts to change the world have been replaced by the absolute or partial indifference of the X's to what is happening in the political arena. Sexual relations outside of marriage became the norm, as did the lack of religiosity and patriotism. Gen Xers are getting divorced more often, but family values ​​still play a primary role for them.

These people are not used to stability. Before their eyes, the entire system of the world was changing radically, and they got used to the difficulties associated with these changes. Infantilism and decadence are alien to them, they are active, quick-witted, they can be called "disruptive". They rely only on themselves, always have a plan "B", do not get lost in the face of difficulties and are ready for any difficult situations.

"X" changed the world beyond recognition. These people are characterized by high efficiency and productivity, they are persistent and diligent. For "X people", career, educational level, material wealth play an important role. They strive to be successful, but often do not look for new ways, but use long-proven routes.

Aygun KURBANOVA,
HR Director of the company "Relief"

People over 45 are professional and executive, without unnecessary ambitions. Explain this to the management of the company

Sometimes employers are afraid that subordinates will be older than the manager. But that's okay! The main thing is to entrust older employees with suitable work, not associated with high rates and constant stress. And there is always enough such work at the enterprise. For example, we have a lot of employees in our company who turn 50 this year. Just a year of anniversaries. And all these specialists work productively. Therefore, I am happy to take people over 45 years old to my department. They are more efficient, reliable, professional, and at the same time they do not have unnecessary ambitions (like a university graduate who does not know how to do anything, but wants a lot). I can rely on such an employee, as I am sure that everything will be done 100%. After all, he has both responsibility for the result and unwillingness to lose his job. This is exactly what HR directors should explain to top managers of the company.

Millennials (Y, YAYA) (early 80s - late 90s)

Most of the economic models and incentive systems were created specifically for the X's. Thanks to this, the HR director can quickly achieve an increase in labor productivity, while using the "standard" set of motivators, both material and non-material.

"X" are accustomed to achieve everything on their own. Career and life in general for them is a kind of step-by-step strategy. First you need to graduate from school, then go to college or university, get a profession and "crust". After that, the newly minted specialist comes to the enterprise and starts from the “bottom” - he works as a line or junior office staff with the prospect of slow but sure career growth. Management or expert positions "X" reached (and still reach) at the age of 30-40 years.

Motivating workers X

In most cases, fast career growth is impossible for them. Representatives of "X" are trying to "sell themselves" more profitably, but at the same time they understand that in order to implement such a plan, it is necessary to correspond to the declared price. Empty ambitions are rare for them, they know their worth well and require adequate reward for their work.

Material motivation plays a huge role in motivating Gen X workers. Moving up the career ladder, obtaining new powers or responsibilities, solving assigned tasks, fulfilling the production plan - all this should be noted not only in the form of praise or recognition of merit from the side of the management, but also quite tangible material reward. The increase or bonus itself may even be insignificant, but it must necessarily be.

The most effective way of non-material motivation for X employees is the opportunity to acquire new knowledge and improve their qualifications. Courses, seminars, business trips, webinars - all of this will be appreciated by representatives of Generation X.

Recognition of merit plays an equally important role - public awards, the provision of a personal workplace, personal benefits, and so on. A great way to recognize such an employee is to appoint him as a mentor who should be engaged in teaching newcomers to the team. With this trick, the HR department can decide immediately 3 problems:

Problem # 1

Increase mentor motivation

By appointing an employee as a “teacher”, management demonstrates their loyalty and trust, which in turn encourages the mentor to perform their own work better;

Problem # 2

Reduce the time for a beginner to adapt

It will be easier for a new employee to join the team and get involved in work processes if an experienced employee is engaged in adaptation and training, and not a representative of the personnel service;

Problem number 3

Reduce the workload of the HR department

How to use X's human resources

The “unknown generation” was formed at the dawn of the era of media communications, when the Internet and other types of mobile communications were more rare than the norm. For this reason, for many X's, live communication and real human relationships are of fundamental value. They are not so dependent on social networks and the Internet in general, so their picture of the world is much more realistic than that of representatives Y and Z.

Characteristics of people from generation X

• have rich life experience,
• have extensive work experience,
• have certain merits,
• have a good education,
• diversified,
• tactful
• sociable.

These people are best suited for stable and responsible work that requires perseverance and a solid approach.

Xs are attentive to people and details, so they make excellent managers at all levels. Consistency and predictability of actions allows them to be appointed as leaders of serious projects or developing areas of business.

Thanks to business acumen and the ability to build working relationships, "Xs" can be safely sent for negotiations with other companies. They can be trusted to carry out major projects with pre-planned performance.

Disadvantages of workers X

Unlike people Y (YAYA), whose representatives are very ambitious, "X" can and will work hard. It was this generation that gave birth to the term "workaholism" - addiction to work. An unfulfilled project, failures at work, failure to meet deadlines - they all take it very seriously and painfully.

Excessive workload and responsibility provoke stressful situations from which the moral and physical health of these individuals suffers. For this reason, X's are more prone to nervous breakdowns, mental exhaustion and depression. The damage to physical health manifests itself in the form of headaches, decreased sexual activity, heart attacks, early heart attacks and strokes.

Such consequences can be avoided only with the help of regular alternation of the "work" and "rest" modes, creation of comfortable working conditions and a favorable atmosphere in the team.

Check yourself

What are the 2 main types of values ​​that are usually distinguished:

• gender and family;
• professional and national;
• spiritual and material.

What is the name of the generation born from 1946 to 1964?

• lost;
• baby boom;
• millennials.

Which generation is the most active in the economy at the moment?

• Baby boom;

What's special about Gen X?

• high efficiency;
• unwillingness to grow up;
• protest spirit, active participation in political and public life.

The main disadvantage of Generation X is:

• overestimated ambitions;
• exposure to stress;
• dependence on modern technologies.

For completeness, I started with homework and analyzed who divided people into generations and by what principle.

It was initiated by American researchers Neil Howe and William Strauss, who in 1991 presented the so-called theory of generations to the world in their book Generations. According to her, representatives of each generation have certain characteristics due to the environment in which they were brought up and matured.

Psychologists say that the formation of values ​​in a person takes place up to 10-12 years. It is logical that during this period the greatest influence on the future personality is exerted by the school with the curriculum and the list of references, friends, society, the level of its technology and, of course, parents, who lay the norms of behavior and perception of the world through their example.

Here are the generations I've known throughout my life:

• The Majestic Generation (1900-1923)
• Silent Generation (1923 -1943)
• The Baby Boomer Generation (1943 - 1963)
• Generation X ("X") (1963 - 1983)
• Generation Y ("The Game") (1983 - 2003)
• Generation Z "Z" (since 2003)

But all the attention in this article I devoted to the last 4 generations. So, let's begin.

Generation of baby boomers: young at heart and soul

The generation got its name from the birth spurt after World War II. Today, this generation is represented on the Internet less than others: 37.7% of them use the World Wide Web according to TNS research MMI 2/2017, Gemius 01-07 / 2017, Mediaanalyzer (Factum Group) 07/2017. Many marketers ignore this category as too old to pay attention. At the same time, you can see a lot of studies about the youngest generation Z, while its representatives do not even have their own financial resources yet.

When were born: according to Strauss and Hovev, "boomers" were born between 1943 and 1963, today they are between 55 and 75 years old.

Links with other generations: Baby boomers are the parents of the late X's and the grandparents of millennials. Consequently, it was the "boomers" who formed the foundation of development for Gen X.

Values: For "boomers" the period of growing up is savoring the victory of the USSR in the Great Patriotic War, space flights and the Soviet "thaw". Baby Boomers believe in government and power. Their future has always been clear, so it is important for them to maintain this state of certainty.

How to buy: Most baby boomers go to markets or small shopping malls.

However, they often buy online: 11.9% of all Internet users of this age use online shopping. But for "baby boomers" it is important to communicate with real people - this is really not enough for them in retirement. The boomers compensate for the need for communication by visiting shops / markets. And we wonder where grandparents rush to in the morning.

For "baby boomers" packaging does not matter - it is important for them how this product will help them. But if they have already chosen a brand or product, then they are ready to go to the other end of the city for it and stand in line. They are happy to tell their relatives and friends about all the interesting finds.

It is also important to note that the category of “boomer” buyers is predominantly women. This is primarily due to demographic realities: women live longer than men. In addition, when a woman is left alone, she continues to buy goods for herself or her children. When a man remains alone, he goes to the store only for the most necessary things.

Favorite brands: The hallmark of this generation's audiences is dedication to merchandise. In the context of "boomers" it is not entirely correct to use the concept of a brand, because the goods of famous brands were simply not available to them. Yes, they would rather buy a product that they have heard about for many years than start experimenting. And if they have already become your clients, then, most likely, they will remain them for life.

Characteristic: They value youth incredibly. For "boomers" it is not only the happiest period of life, but also the time of the driving force, when it is possible to build the future - your own and society. This is how they want to feel themselves - young in heart and soul.

Family values ​​are incredibly important for representatives of this generation. A large, full-fledged family is a sign of success. To build happiness alone, in their opinion, is difficult. Baby Boomers strive to help the younger members of the family - both financially and on the farm. It also has to do with the desire to experience your own worth.

Generation X: Autonomous and always busy

They are also called the "unknown generation". "X" are distinguished by their readiness to change, great individualism.

When were born: According to the above theory, this category includes people born from 1961 to 1981, that is, they are now between 35 and 55 years old.

Links with other generations: Despite the fact that Xs are the children of baby boomers, there is a misunderstanding between these generations. The Boomers blame the X's for their lack of ambition. While older people are accustomed to working hard, planning everything and talking openly about it, their children are less optimistic about a happy future. They are more concerned with the present and generally are not inclined to share their plans.

Values: X's values ​​were influenced by the war in Afghanistan, the emergence of drugs and worldwide concern over a new disease, AIDS.

How to buy:"X" prefer "live" stores, but are actively exploring online shopping. They choose places where they can buy everything at once, saving valuable time.

Gen X shoppers need to feel unique about themselves. Raised in an environment where everyone dressed alike, they strive to stand out in adulthood. Therefore, the opportunity to purchase a product that makes them special will always be perceived as an advantage.

But the real need for X's is choice. Born at the time of the emergence of super- and hypermarkets, they have become discerning consumers and go to stores only for essential goods, while comparing the offers of sellers. It is important for them to understand WHAT they are buying (carefully read the composition on the packaging) and how much this product suits them.

Gen X shoppers need to feel unique

How to get through to the X's: The richest people in the world, the founders of Google, Tesla, Amazon, Space X are from this particular generation. And this is not just a coincidence.

Xs were born before the advent of the Internet, and this affects their behavior and preferences on the Internet. They don't speak millennial or zeta slang and don't always understand the mechanics of the site. They want clear instructions, direct hyperlinks, and a simple interface.

According to a study by Citypost Mail, the "unknown generation" spends more time on social networks than millennials - on average 6 hours 58 minutes per week they spend browsing Facebook. Mostly they visit social networks from 20.00 to 00.00 and more often use PCs than smartphones.

Until recently, this age category was more represented in Odnoklassniki, but today they are massively coming to Facebook. 58% actively visit YouTube - mainly to find useful information. Only 8% actively use Instagram.

To attract the attention of the classic "X", it is worth appealing to their nostalgia and need for comfort. It is best to avoid surveys and quizzes, however it is helpful to offer your audience interesting and informative video content. A joint study by Google, Ipsos Connect and Flamingo has identified 3 types of content for which X visits Youtube: the one that causes nostalgia, the one that informs, and the how-to-do content.

To attract the attention of the classic "x", it is worth appealing to their nostalgia and need for comfort

Generation Y: Act here and now!

They are also called millennials. This generation is building the present, and they are the target of all marketers in the world. Every millennial considers himself special, but there is one "but": every other representative of this generation thinks the same way.

Therefore, millennials often suffer - expectations do not match reality. Millennials have to live in a competitive environment: they watch success stories like "He made a million at 22, but what have you achieved?" The violent combination of overestimated self-esteem, unrealistic expectations and vulnerability requires special treatment.

Links with other generations: Millennials are the children of X's and the grandchildren of Baby Boomers. Their parents tried to give them freedom of choice, followed them diligently, and also inspired the belief that they were special.

How to buy: The purchasing power of the "gamers" is enormous. They don't shop as often and are increasingly fond of online shopping. However, hypermarkets and supermarkets are still favorite places for offline shopping and entertainment.

According to research by the analytical agency Markswebb Rank & Report, 53% of all online purchases are made by millennials. Most often, they do this using their smartphones - 73% of the generation enter the online store using their mobile (data from Internet Marketing Inc. for 2017).

Before purchasing a product on the Internet, representatives of a generation read reviews, look at photos, visit company pages on social networks, compare prices and look for discounts.

Millennials shop on the go, while listening to music, chatting with friends and commuting. Therefore, it is important for them that the site interface is convenient and simple.

53% of all online purchases are made by millennials

Favorite brands: When choosing brands of "igruk", the experience of those who have already used the company's products is most worried about. They make an exception for luxury brands - their prestige and status do not give rise to doubts. Only imperfect service can fail.

Favorite brands of millennials include Nike, Adidas, Apple, Samsung, Viktoria's Secret, Dior, Tesla and others.

Values:"Games" - a generation that follows a dream, instead of a prestigious and highly paid profession, they choose an occupation that brings pleasure. Millennials are of little concern about stability and careers - they prefer to move horizontally up the career ladder. However, it is imperative for them to receive instant rewards.

Millennials do not think in terms of the future; they simply do not undertake to predict what will happen to them in just 10 years. This can be explained: for their predecessors, nothing changed for decades, while during the growing up of millennials, significant events took place almost every year.

With regard to family values, the "igroki", contrary to stereotypes, raise them to a new level. However, millennials have their own special attitude towards marriage - you don't have to rush with it. In addition, members of this generation openly acknowledge and often support same-sex relationships.

Another characteristic feature is the desire to be fashionable. They choose their life's work because it is fashionable. They are engaged in fashionable sports, not useful ones. They become vegetarians because this is a trend that their predecessors, X's, started.

Generation Z: technological and fastidious

Born with a phone in their hands, these children can give odds to all their predecessors in the speed of information perception. But keeping the attention of the classic "zeta" is a big challenge for marketers, because only something unique and impressive deserves their attention.

When were born: Google zetas everyone born after 1993. Jeremy Finch and Tessa Weggert believe that Gen Z are people born between 1998 and 2008. William Strauss and Neil Howe start counting Gen Z from the 2000s. According to Sarah Jib, Z is everyone who was born in the second half of the 90s.

Links with other generations: Traditionally, Z are children born by generation X. Everything that for X was the technology of the future for the Zetas is already a reality. Millennials are often Zetas older brothers or sisters, but the difference in perception of information between them is quite large.

How to buy: According to joint research by Google and Ipsos, the Zetas are mobile shoppers. 2 out of 3 teens shop online, and most of them use their smartphones. Online they buy video games, general groceries, clothing and accessories. It is interesting that the representatives of the generation adore shoes and it is they who are considered a sign of "coolness". Ukrainian teenagers actively support domestic producers.

Sharing economy is another distinguishing feature of the Zetas: for example, it is much more economical to share the same things with other family members. However, representatives of the generation are not averse to paying extra for comfort and authenticity. And, of course, the toughness.

Favorite brands: A brand for a typical Zeta is not a product and its qualities. These are the opportunities it provides: to be stylish, bright, modern, cool. The Zetas are less likely to favor classic brands. A famous name is nothing, because there are young companies that offer modern goods and services.

In 2016, Google conducted a study that found Z's favorite brands:

1. Youtube
2. Netflix
3. Google
4. Xbox
5. Oreo
6. GoPro
7. Playstation
8. Doritos
9. Nike
10. Chrome

Gen Z people adore footwear and consider it a sign of "cool"

Values: Money for the Zetas is opportunity, the key to freedom of action and implementation of ideas. But not a single rich person will be an authority for them. The richest, most authoritative and coolest one who has millions of Instagram followers. It's cool, and being cool is what the typical generation wants.

In fact, the Zetas are concerned about more global issues. A proactive attitude is what sets them apart. Interestingly, one of the main motives for this is the desire to be "in the subject" and not be faced with the judgments of friends.

The younger generation is concerned about environmental problems. For example, Google research has shown that 80% are aware of the world's environmental issues, and 76% of them are concerned about them. At the same time, the “zetas” are not at all interested in the news of politics, and they consider news releases to be continuous negative. To keep abreast of events, they follow bloggers, and they often find out about important events through popular memes (for example, Mikhail Saakashvili running on rooftops or the sudden success of the Russian football team at the World Cup).

However, their preferences and values ​​change quickly enough.

None of the generations poses a threat, since it was created by the previous generation and is the result of their activities. Every marketer knows that the most difficult task is to change the behavior of their audience in decision-making, shopping, and consumption. Only a few succeed in doing this, but such visionaries did not think that they would radically change the next generation with their new phone, fast food restaurant, shoes or video. But would they be able to create their product if, in turn, they did not have the influence of previous generations, social events and other facts that happened during their growth? I'm sure not.

Each generation is a whole epoch from "you will eat everything to the last piece" to "why the Internet is not working again" or "why should I call if you can write an SMS". Between these words 40 years and 2 generations. Each next generation will go through its own stages of development and formation. And today we can analyze already known generations and predict what the next will grow up to. I bet it's interesting.

Generation X, Generation Y, Generation Z - these phrases often appear at HR conferences and in special articles. Who are these gentlemen? Why do you need to know them by sight? How can you attract them to your company? According to labor market experts, the theory of generations is not a fashionable hobby, but an expansion of opportunities for attracting and managing personnel.

Tell me when you were born ...

In 1991, two American researchers decided to describe the features and differences of different generations: William Strauss and Neil Hove. The theory they created was based on the fact that the value orientations of different generations differ significantly. Strauss and Hove studied these differences, as well as the reasons that gave rise to them (political and social situation, level of technical development, significant events of their time). This scientific achievement soon found a sphere of practical application: it turned out that the theory of generations is very useful to use in business structures, and now modern HR people are guided by it. “The deep values ​​of generations are an important guideline for specialists in the field of personnel management,” says Mikhail Semkin, Advisor to the General Director, Empire of Kadrov holding. This thought is continued by Sofya Pavlova, business development manager of the recruiting company Beagle: “Indeed, professionals of different generations have their own characteristics. Working for a recruiting company can reveal many differences between generations. " But what are these differences?

Baby boomers. According to Mikhail Semkin, the main values ​​of the baby boomer generation (born in 1943-1963) are interest in personal growth, collectivism, team spirit. Such employees understand personal growth as a growing ability to achieve results together, as a team. Now almost all baby boomers have reached retirement age. Despite this, many of them are still in operation. A feature of most Russian baby boomers is enviable health and endurance.

X. “Generation X (from 1963 to 1983) is characterized by: readiness for change, choice, global awareness, informality of views, self-reliance,” says Mikhail Semkin. This generation of employees can be called “the generation of loners” dedicated to hard work and individual success.

Sofia Pavlova also speaks about these features of the Xs: “These are people who are accustomed to building their careers gradually, throughout their lives and moving in one direction. There are many examples when "X" work for 30-40 years at the same plant, enterprise or government institution, where they accumulate experience for years, starting their professional path from the lowest levels. As a rule - right after the institute's bench, where they received specialized education. "

Y. Generation Y (from 1983 to 2003) has its own understanding of success and determination. “The“ gamers ”are often not ready to start their way from the bottom and slowly grow upward, waiting for years for promotion and an increase in remuneration,” says Sofya Pavlova. It is the "focus on immediate reward" that Mikhail Semkin considers the main disadvantage of the "gamers" employees.

However, young workers have an excuse. “Y” accounts for an incredible flow of information and a very unstable external professional environment, ”Y” cannot afford to be a specialist in a certain very narrow field and work in it all his life, ”says Sofya Pavlova. According to Mikhail Semkin, Generation Y is the main hope and support of modern companies. " Why? “This generation is characterized by an unprecedented level of technical literacy, an increase in the volume of work performed at home, a desire for new knowledge,” the expert continues.

According to Mikhail Semkin, these people will become the main labor force in the labor market in ten years. However, the attractiveness of "gamers" for modern employers is explained not only by their high technical literacy. According to the observations of Sofia Pavlova, it is not so often now that you can meet a person of this generation who works by profession - more often they prefer to work in those areas where high earnings are possible here and now, and it does not require years of painstaking work. " Nowadays, when companies need a lot of service workers and middle managers, Generation Y can feel quite confident in the labor market.

Z. Generation Z is still too young to say anything about their professional characteristics. “It is difficult to say what values ​​exactly Generation Y will pass on to its followers, since time is accelerating and technologies are changing at a great speed,” agrees Mikhail Semkin. Nevertheless, in one of our previous articles, interesting considerations were made in this regard.

Hunting season

Why do HR specialists need all this? But if you ask the question a little differently: "Why does a human resources specialist need this?", Everything will fall into place. “Initially, the term Human Resources means that a person is in the first place,” emphasizes Sofia Pavlova. The focus of business is shifting towards human potential. It is he, and not tangible assets, that becomes the main wealth of the company.

In addition, the personnel market is entering a period of active struggle for each applicant. To win it, you need to offer the best deal for talented employees from every generation. All generations cannot be measured by the same yardstick - they have too different ideas about the "dream job". “The theory of generations is very important for understanding the driving factors and motivation of workers,” says Mikhail Semkin.

What "X" is good, then "igruku" ...

What is “best conditions” as understood by employees of different ages?

Baby boomers. This generation, as Mikhail Semkin notes, is the most stable in terms of its demands and is strongly focused on sustainability. If you create stable conditions for baby boomers, you can also “charge” them to achieve a result with the help of non-material motivation.

X. "The main motivation for" X "is to be an integral part of the corporate culture, confidence in the future and a clear organizational structure," says Sofya Pavlova. According to Mikhail Semkin, one of the working motivators for representatives of this generation is the opportunity to learn throughout their lives. As for material motivation, according to Sofya Pavlova, X prefer fixed salaries. Too much variable part of the salary makes them nervous.

Y. "Gamers" are sometimes also called "network generation". Unsurprisingly, they are most easily recruited through the World Wide Web, especially social media. “The main motivation for” Y ”is financial reward, lack of bureaucracy, technological effectiveness (for example, equipping offices with high-tech equipment),” says Sofya Pavlova. Mikhail Semkin fully agrees with this: "If the company does not introduce new technologies, there is no activity to optimize and automate business processes, this can scare off promising generation Y employees."

In addition, “gamers” are attracted to companies that have few restrictions and prohibitions. Generation Y values ​​a relaxed atmosphere and a free style of communication, does not like to adhere to the dress code and walk along the line. Another effective method of motivation for the generation that grew up on computer games is to “disguise” the work routine with the aesthetics of the game.

Should not be neglected

You can, of course, dismiss the theory of generations as just another invention of theorists. But companies that dismiss most trends as quirks slow down their development (as do those who accept them thoughtlessly and without careful elaboration). “A special approach to representatives of different generations is, of course, necessary,” says Sofya Pavlova. - As they say, "there is a merchant for each product", and where you need "X", "Y" will not replace it. Ideally, when there is a symbiosis: “X” take patronage over “Y”, while listening to the younger generation and adopting a new one from them ”.

What could be the consequences of neglecting generational differences? “There can always be negative consequences, most often this is due to the fact that the company gets“ not its ”candidate,” the expert continues. “In the race for a quick result, consultants can 'adjust' a person to a position, which entails quick disappointment for both the newly minted employee and the company, and the consultant himself who will need to select a replacement."

“Taking into account the differences between generations, the psychological profile of the candidate and deep knowledge of the client company, the consultant will spend more time searching,” continues Sofya Pavlova. “But as a result, in addition to financial reward, he will also receive results in the form of people grateful to him.”

Also, the theory of generations helps not only to select personnel for the company, but also advise the employees and job seekers themselves. This is how Sofya Pavlova sees it: “The market dictates its own, and at the present time it is easier for“ Y ”to find the job of their dreams, since they are much more adaptable, while“ X ”may need more time for this. Here, the main task of the recruiter is to indicate to the candidate his importance and individuality, so that in case of refusal, the person understands that the matter may not be in him, but in a combination of factors and current market conditions. Indeed, thanks to the professionalism of the recruiter, the candidate can turn his attention to other areas, where, perhaps, he has not seen himself before. "