Human Resource

Management 1
Assignment

Name: Asif Mahamud

MBA semester 2 (2021-23)
Roll no: 95/MBA/210003
Paper: C 206-I HRM 1
Department of Business Management, University of
Calcutta
Assignment Problem: Recruiting generation y vis a vis generation z: a case of IT and ITES
companies in India
Introduction:
IT and ITES industry are driven by multi-generational workforce. Senior leaders or senior members in organization need to
work with Gen X or Y. Gen Z employees started entering the workforce in 2017-18. Managing expectations and driving
performance in such a diverse manpower field is a huge challenge. Cognizant (2012) in its report of June 2012, explained
various means that are being undertaken by companies to ensure that all the workforce remains engaged. The current
Generations are technically qualified, aspirational to rise rapidly in the hierarchy and restless. This has led to an alarming
rate of attrition in the service sectors, specifically in the IT industry. In our study, we are focussing on Recruitment of Gen Z
and Gen Y in IT and ITES companies in India
Scope of the Study:
The study has been kept for the employees working in the IT industry in India. In this study two generations Gen Y and Gen
Z were studied. Further, the psychographic attributes (attitude, personality, values, interests and lifestyle) are normally
used to study consumer segments and behaviour. For this study, the emphasis is to study work ethics, derived out of
psychographics dimensions.
Demographic Groups:
Demographic Born (Range of Values, Traits and Characteristics
Group Years)
Gen Y 1980-1996 Collaborative, confident, socially conscious, impatient, tech savvy
Gen Z 1997 and beyond Tech savvy, work life balance, always connected, entrepreneurial

According to Statista, in 2021, the rate of hiring intent across India by various IT/ITES sectors stood was estimated to be at
19 per cent. This was an increase compared to the previous year when the hiring intent was at just ten per cent. Therefore,
companies are looking to work with people across all positions.
Thus, they face a common issue attracting and retaining workers of all generations. Companies were already struggling to
manage millennials, the recent entry of Gen Z into the workforce is causing them trouble too. The generation gap exists in
the IT and ITES companies, too and is bothering recruiters. The gap is the unfamiliarity of recruiters with the work
behaviour of the newer generations, which is bound to happen.
Research and Analysis:
I did a survey to study the behaviour of both the generations and learn the psychology of them. In my survey, I asked them
to choose any one option from 1. Challenging Job, 2. Flexibility at Work, 3. Career Growth, 4. Good Work Environment, 5.
Compensation & Recommendation, and 6. Transportation. The result is:

Requirement from workplace (IT/ITES companies)

Transportation
Y
Compensation &
Recommendation
Good Work Environment
Z Career Growth
Flexibility at Work
0 2 4 6 8 10 12 14 16
Challenging Job

More Questionnaires and their results:

1. 2. 3.
Which is more Valuable? In which do you believe in?
Q
Priority
Z Z
Job Stability Job Flexibility
Z

Y
Y
Y
0% 20% 40% 60% 80% 100%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Handsome salary and career advancement
Collaboration
Work-life balance Working Independently
4. What do you find on the 1st 5. Job Security vs Career 6. Feedback
day Growth

Z Z
Z

Y
Y Y
0% 20% 40% 60% 80% 100%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Washroom Free wifi
Free food Job Security Career Growth Straight Forward Encouraging

Main Body:
IT and ITES Companies:
IT stands for Information Technology.
ITES is for information technology enabled services.
IT is the study of the design, management, development, implementation, and support of computer-based information
systems, typically about computer hardware and application software.
ITES is part of IT. ITES Self means IT with enabled services. ITES is the study of outsourced service which has arisen due to
involvement in various fields of IT such as banking and finance, BPO, call centres, etc.
Generation Z
Generation Z or Gen Z are people born from 1997-2012. Since they are entering the workforce, their spending capacity
increases and will keep growing. Understanding this new demographic requires capturing talent from this generation, even
though they seem like a completely new breed to current recruiters. Keep reading to understand what makes them unique
and how you can appeal to them.
Recruitment Strategies for Different Generations of talent
How is Gen Z unique?
 Tech-savvy
 Care about social causes
 More focus on the meaning of their work
 Youngblood with fresh ideas
 Eager to learn and join the workforce
 Short attention spans
Millennials or Generation Y
Perhaps we think that Millennials and Gen Z fall in the same category. Even though they are young and share
characteristics, they differ. Millennials are individuals born between the years of 1980-1996.
How are Millennials unique?
Since they have a few years of experience in the workforce, they are more equipped to handle managerial and executive
roles while also bringing a relevant perspective. Since millennials are active consumers, catering to them requires a fresh
perspective. Who is better equipped to appeal and design products for millennials than millennials themselves?
Millennials welcome collaboration, unlike Gen Z, who prefer working individually. Moreover, they are hard-working and
dedicated to their jobs. Since they are career-driven with few responsibilities, they go the extra mile to be great at their
jobs.
Recruitment strategy for Gen Z?
Speed Gen Z grew up with devices and the internet, and therefore are used to a fast pace. Therefore, Gen Z needs speed,
whether online shopping or the recruitment process. Companies are always looking for young talent to train and retain;
Gen Z has many options. Therefore, speed up your recruitment process to get a competitive edge over other companies.
Campus recruitment. 
Maintaining strong relationships with colleges and universities is crucial to connecting with Gen Z talent. Increasing
efficiency by accurately measuring KPIs and employing recruitment event best practices can make the recruitment process
accurate.
Highlighting the culture
Gen Z has grown up with the notion of finding meaning and themselves in all aspects of their lives. They are the ones who
have adopted unconventional careers. Thus, they look for purpose in their work, and therefore we should highlight the
importance of IT/ITES company’s culture when trying to attract them to work with the company.
Leverage social media
Social media is where the Gen Z and millennials hang out frequently. Leverage it ASAP right now to appeal to the younger
crowd. We don’t need to spend money on ads; just posting on the company’s official page is enough. We can encourage
people within the company to circulate the post to get applicants.
Personalizing communication strategy.
Generation Z people like to get straight forward feedbacks over encouraging feedbacks. Asking Gen Z people to join
our talent community before they apply, and sharing content based on their indicated interests. During the interview
process, sending frequent updates to let candidates know about their hiring status can make them satisfied. And when it
comes time to make an offer, sending a small care package that speaks to the new hire can make the work done.
Offer Career Growth
As a recruiter, if we can offer job security, upward mobility, a defined career path, and the promise of retirement, we can
become very attractive to members of this generation. This means more than just promises; if a candidate works for us for
a year with no sign of potential improvement, they’ll be highly likely to start looking for alternatives.
Development
Most members of Generation Z cherish and deserve a clear set of development opportunities so they not only progress in
their roles, but can develop new skills as well.
Recruitment strategy for Millennials?
Job flexibility
If the job role has room for being flexible in terms of location or workload, offering it readily to millennials can make the
work done. Since they love their freedom, it would attract them to your company and retain them. Burnout is common
nowadays, so millennials would love to work at our company if the role has little to no pressure.
Highlight collaboration
If the job is not flexible or has low pressure, we can highlight the collaborative aspect. Since Millennials are collaborative
and like to work in that environment. Therefore, highlighting the working together as a part of the job will attract them.
Focus on compensation
Millennials are hard workers with years of experience. Therefore, they understand the value of their work and need the
appropriate compensation. Many companies try to underpay millennials due to their age, and millennials do not like to be
treated that way. Therefore, focusing on fair compensation is the best strategy to recruit and retain the millennial
candidate. Everybody wants to be appreciated and paid fairly for their work, which is valid for millennials.
Open to Listen
Millennials have been forced by circumstance to be entrepreneurs and self-motivated individuals, and while not all
business ventures succeed, they have their own experiences and their own ideas that can prove to be valuable feedback for
any company.
Salary vs Non cash Benefits
Salary is not the most important factor in a job for millennials. When asked, millennials said they were likely to choose good
benefits over pay raises. When interviewing millennial candidates, we should highlight monetary benefits such as health
insurance and retirement funds, as well as non-monetary benefits such as vacation policies and job flexibility.

References:
Study materials: Link 1
Questionnaires used for the survey: Link 2
(For pc, ctrl+click on the links)