Generation X and Y command a powerful segment of the workforce. A combined demographic of 120 million people, Generation X and Y count some of today's top performers among their ranks. Independent, socially conscious, tech savvy, and open to change, these groups are distinct from their predecessors, the Baby Boomers. They also require special efforts on the hiring front. To compete for candidates in these groups, recruiters need to tune into Gen X's and Gen Y's unique characteristics and create a recruitment program tailored to their preferences.

Who are Generation X and Y? Generation X is the post baby-boom generation, composed of individuals born between 1961 and the 1981. Gen Xers are culturally progressive, technically savvy, and have their own way of doing things. They are also known as the latchkey kids, a skeptical, non-committed group in terms of career direction.

Generation Y, also known as the Millennials, was born between 1981 and 2003. The group is large and has almost twice as many members as Generation X. A generation born with computers at their fingertips, they are known for their tech savvy perspective. Unlike their predecessors, this group is decisive and career driven. Members of Generation Y desire a range of options and often lead socially conscious lives.

Despite their differences, the Generation X and Y do share common ground. Both groups have a sophisticated understanding of technology and expect it to be well utilized. The web wins over traditional media as a primary source of information. Generation X and Y often select personal fulfillment over monetary rewards, seeking a casual work environment, telecommuting options, and time off to enjoy life. They also desire personal attention on the job. These groups are interactive and appreciate immediate feedback. Generation X and Y also want opportunities to lead.

What does it take to successfully recruit Generation X and Y? If you haven't guessed, the old rules of recruiting do not apply here. Generations X and Y do not expect to stay with one company and climb the ladder. Their loyalties are divided. Young job seekers today have more options in the job market, giving them increased leverage in terms of benefits and work environment. Money, lifestyle issues, and an interesting work are all part of the recruiting equation, as well as opportunities to learn and grow.

What are some things you can do to attract Generation X and Y?

• Emphasis the Internet in your recruitment strategy. Create media that is modern and upbeat, focusing on unique ways to deliver information. Also, provide lots of online tools to help candidates learn about the company and interact with recruiters.
  
  
• Create a high impact recruiting message. Generation X and Y are used to being marketed to and need a very distinctive message to get their attention. Be careful not to go overboard though. A genuine, straightforward approach usually works best.
  
  
• Deliver a work culture with options. Work-life balance is very important to Generation X and Y. These groups want flexibility, learning opportunities, relationships with decision-makers, challenging work projects, responsibility, and personalized career development.

Generation X and Y may seem a bit high maintenance, but the potential rewards are great. These individuals strive for excellence and deliver strong results when well motivated. Generation X and Y also represent a large and increasingly important part of the workforce. As time moves on, their behaviors and preferences will come to shape corporate life. Today or tomorrow, learning to hire Generation X and Y effectively is something we will all need to learn to do better.

Recruiters World Special Reports is a timely, in-depth news series that explores vital issues and trends affecting the human-capital industry. Published monthly, Recruiters World Special Reports is presented and distributed exclusively through Recruiters World in Review. Visit the Special Reports archive to read previous articles. Watch for new articles as they appear on the Recruiters World home page.