How Gen Y Is Changing Office Culture in China-China-Gold Brand Consulting

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How Gen Y Is Changing Office Culture in China 2013-10-08 17:11:05 Release　Author：cuyoo　Read Flow：2966次: Two years into her first job as a management trainee with a property development company, 26-year-old Hazel Wang decided to quit despite not having another job lined up.

'It was a huge decision for me,' said the former Shanghai resident. 'But I felt the old job could not help me achieve my self-actualization goals.'

Ms. Wang, who has since found a new job with a software company in Beijing, is happy with the outcome. 'Now I can learn more things that are interesting. The new company offers a big platform for me to develop,' she said.

Like Ms. Wang, a growing number of young Chinese workers are asserting themselves more and demanding their voices be heard in the workplace.

That's according to Ning Lu, China business director for U.S.-based consulting firm InclusionINC, who says so-called members of Generation Y-which it defines as those born in the period 1980-97-will vote with their feet and quit their jobs if they don't get what they want.

About 366 million Chinese-or around 40% of the population of working age 15 years to 59 years-fall into that generation, the consulting firm estimates.

A report issued earlier this year by human-resources consultancy Aon Hewitt found that members of Gen Y, which the findings of this survey describe as people born in the 1980s, became the main age component in China's talent market in 2012.

As this younger generation becomes a bigger part of the workforce, many Chinese companies-including both state-owned and independent firms-are overhauling human-resource management to attract and keep this vital demographic.

Raised in a time of great social and economic change in China and lavished with great attention from doting parents as a result of China's one-child policy, Gen Ys emerged as well-educated, highly opinionated members of the workforce. But they are also highly fickle.

Aon Hewitt estimated average staff turnover in China last year at just under 20%, and Ms. Lu said the rate for Gen Y could be as much as 10% higher.

Gen Ys will jump jobs in search of better learning and career-development opportunities in more creative environments. A 2011 study of the generation by IBM found that of employees who remained with the same company for one to five years, more than 80% cited career development as quite important. They also prize work-life balance and will run for the door if work pressure gets too much for them to handle.

'If you want to have post-80s employees, you have to make the workplace more inclusive and more creative,' Ms. Lu said. 'Gen Ys don't just want to execute orders, they want to participate in decision making.'

'They question authority and hate to be told what to do,' Ms. Lu added.

Chinese tech giants Alibaba and Baidu have taken significant steps to change their human-resources policies, including sharply increasing starting salaries and creating more flexible working environments, in an attempt to include younger workers' needs to attract them to join and encourage them to stay longer with the company, she said.

Meanwhile, some state-owned companies are working to close their talent gap versus non-state players, Ms. Lu added.

Bank-card company China UnionPay has revamped its employee training platform to make it more interactive and social-media-based. Training modules can be accessed from electronic mobile devices and are designed to be more fun for employees.

'Such training plus social network discussions can grab tech-savvy Gen Y's interest and yield better training results,' said Ms. Lu.

'Inclusiveness is a concept that's still being established here,' said Ms. Lu. 'It might take a few years but eventually China will be in line' with other countries such as the United States, she said.

Companies that take the initiative now to create more workplaces that take into account this generation's characteristics will get a competitive edge in the talent war and see better business results in the future, Ms. Lu said.

The Chinese government might also wish to take note of the rising power of the Gen Ys.

'These younger people cherish more freedom of speech and are increasingly adopting concepts from democracy,' Ms. Lu said. 'It's important for the government to grasp how they think and understand their expectations if it wants to build this country into a better place.'

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How Gen Y Is Changing Office Culture in China