It might be more accurate to call them Generation C as in control. Control over when they work, no 9 to 5 tyranny for them. Control over where they work, they don’t want to be tied to the office or the home but free to work from wherever there is a viable internet connection. And this generation want more control over how they work.

Idealy they would like to be their own boss so they could opt out of all those old fashioned ideas like starting at the bottom and working your way up. They admire their contemporaries who are entrepreneurs, the “hustle culture” is the equivalent of the baby boomers,”rock culture “ where Richard Branson produced the Virginia empire out of a record shop.

The equivalent today is to come up with a gaming app sell it for lots of money and become financially independent. The attraction is the control, the creativity and the challenge. It is these three elements that will attract and retain this generation.

These young people put a lot of emphasis on wellbeing and mental health which translates to not letting work dominate their lives or infringe too much on their active  social lives. So they don’t buy into the idea of showing their committee to the organisation by working long hours or that promotion should be linked to anything other than skill and know how. If you’re good enough you’re old enough could be one of their mottos.

They bring to work a lot of expectations acquired during their education. They expect to work in a diverse environment, they expect equality to be in evidence, they have been encouraged to have opinions and to share them and as such wouldn’t expect to be deferential when coming into contact with senior managers. After all a good idea is a good idea wherever and whoever it comes from.

They are not as preoccupied with status as some previous generations were with their with corner offices and reserved parking spaces nor would they rather have an impressive new job title than a pay rise as has been the case for some in the past.

Their expectations are not unreasonable if you can get past the restless impatience and lack of experience. And if their expectations are not met well for the talented and qualified it is a candidates market.