2020 Summit Creative Award-Winning Startup Marketing Agency HypeLife Creates Award-Winning Advertising Campaign for global music community HUDL Music
According to Curt Cuscino, Founder & CEO of HypeLife Brands, Millennials' focus on quality of life is effectively shifting the way success in the workplace is viewed. And what’s more, he maintains that this shift is one we shouldn’t be that surprised to see. “This is a generation with more access and more autonomy than any before it, thanks in large part to the Internet,” says Cuscino. “Questioning things, seeking out the answers on their own, finding more than one answer for every question — these are things that are ingrained in their web-based DNA’s.
“To take these questions into the workforce, and to see the changes they bring, is the logical evolution of a generation.”
HypeLife Brands suggests that the crux of these questions is grounded in a view of success not based in dollar signs. Cuscino contends that where larger corporations once had a distinct advantage in luring top talent, mainly through the promise of higher salaries, comprehensive health care packages or increased stability, Gen Y uses an entirely different set of criteria when considering a potential workplace.
“Most young workers simply do not equate money or salary with quality of life. And because smaller companies can more easily offer flexible work schedules or casual dress codes — the things that are important to Millennials — you’re seeing a surge in top talent heading to work for these kinds of groups.”
HypeLife Brands notes that the questions Millennials are asking are relatively simple, like: ‘Why can’t I finish my work at home?’ or ‘Why can’t I access social media at the office?’ or ‘Why does it matter when I come and go, as long as I get my work done?’ The problem, according to Cuscino, is that the people in a position to answer these questions are often older, and many of the sentiments behind these questions stand in direct contrast to the way their generation viewed the role of work in their lives.
“The simple reason reason this generation is choosing a quality of life over financial security is inherent in their name,” says Cuscino. “It’s because they ask ‘why’? The important hurdle for many companies will be their answers to these questions, and how those answers are reflected in the tangible workplace.”
To clear these hurdles and stay competitive in the recruitment of top Gen Y talent, Cuscino and his HypeLife team suggest companies start with four critical selling points: