Bridging the Gap: Attracting and Retaining Talent Across Generations

Hello CEOs, MDs & HR Pros

Welcome to our 23rd edition on talent attraction and retention. Today, we're tackling a hot topic: how to engage and keep hold of talent across different generations. Let's cut through the myth and get practical…

The Generational Mix: More Than Just Labels & Noise on Socials

We've got quite the mix in our workplaces now - from Baby Boomers to Gen Z. According to the Work Foundation at Lancaster University, 73% of business leaders in the UK have multiple generations in their workforce, with people born in the 1950s working alongside those born in the 2000s – HR Trends for 2025 you need to know, Reward Gateway UK. Whilst you might hear on socials and from different sources that there’s a huge generational gap, there isn’t, we all have quite similar basic needs at work: while generational differences do exist, we're all after similar things in our working environment. Good pay, meaningful work, and a bit of flexibility. The trick is in the delivery.

What Each Generation Brings to the Table

• Baby Boomers: A wealth of experience and industry knowledge
• Gen X: Strong leadership skills and adaptability
• Millennials: Tech-savvy with a focus on work-life balance
• Gen Z: Digital natives with a hunger for learning and purpose

It's worth noting that by the end of 2025, Gen Z is expected to make up 27% of the workforce, and by 2030, this will increase to 58% - Unlocking the potential of multigenerational workforces majorplayers.co.uk. This shift is driving significant changes in workplace expectations and culture.

Practical Tips for Attracting and Retaining Multi-Generational Talent

It is worth noting that each generation is looking for the same thing but in a slightly different ways, one size won’t fit all but here are a few suggestions.

1. Flexible Working Arrangements 🕰️ It’s not just about working from home. Think flexible hours, job sharing, term time hours or compressed hours. It's about giving people control over how they work. This is particularly important as the debate around hybrid work continues – Employee Engagement Trends, hive365.com.
2. Tailored Learning and Development 📚 One size doesn't fit all. Offer a mix of traditional workshops (blended learning is the way forward) and online modules, and mentoring programmes. Let people choose what works for them. This is crucial as 61% of millennials consider a company's learning and development (L&D) initiatives when choosing an employer - Employee Engagement Trends, hive365.com. Ensure that you are talking about your L&D strategy and initiatives at interview stage, and right the way through your employee’s time with your organisation. Have regular performance conversations, positive and developmental, follow your appraisal calendar and don’t have a once a year tick box, create a culture of feedback and learning from mistakes – this is where growth, progress, creativity and initiative lies for all generations. Plan in Personal Development Plans (PDPS) and revisit these regularly to see if training and development is on plan or if requirements have changed as goals and roles change.
3. Clear Career Progression 🚀 Show everyone - regardless of age - where they can go in your organisation. Gen Z and Millennials particularly crave this clarity. In fact, a staggering 52% of Gen Z expect promotions every 12-18 months and are willing to seek opportunities elsewhere if these expectations are not met Unlocking the potential of multigenerational workforces majorplayers.co.uk. Progression does not have to be an upward move it can be an increase in breadth and depth of a role, it can be a lateral move to widen knowledge and skills, progression can be a diagonal or zigzag progress to get to an end goal that does not always culminate in becoming a manager of people or leader of some other description but can be an authority in their field or other subject matter expert with a clear path of attainment, development and salary increases.
4. Recognition That Matters 🏆 Celebrate contributions, not just tenure. According to Culture Amp, the most influential factor associated with employee engagement is confidence in company leadership - Employee engagement trends and what to watch out for in 2025, reba.global. Recognising achievements across all generations can significantly boost this confidence. Check out edition 17 of your newsletter back catalogue, Reward and Recognition: The Secret Sauce for Talent Attraction and Retention, for hints and tips on reward and recognition to boost retention and attraction.
5. Purpose-Driven Work 🌍 Connect day-to-day tasks to bigger goals. All generations want to know their work matters. This is especially true for younger generations, with 61% of millennials considering a company's environmental and social initiatives when choosing an employer Unlocking the potential of multigenerational workforces majorplayers.co.uk. Make sure your employer brand is talking about what you do and how you do it, in the communities inside and outside of your organisation. Make your actions count, how you impact on the environment, your local community and the wider world will impact on how you can attract candidates, it isn’t just younger generations who are interested in purpose and planet.
6. Tech and Touch 💻🤝 Blend digital tools with human interaction. Use tech to streamline work, but don't forget the power of face-to-face conversations. The HR Priority Report found that 49% of HR managers said the need to explore how AI can benefit HR had increased in priority Unlocking the potential of multigenerational workforces majorplayers.co.uk. Putting in place systems that can take out some of the unnecessary basic tasks can free up employees to work on more engaging and value adding work giving them a greater sense of ownership and enjoyment.
7. Recruitment – Inclusivity is Everything

Ensure that the language you use and the requirements of the role is inclusive. There is a common theme across LinkedIn posts that I see where an entry level post or graduate role is looking for x years of experience. How can they be entry level and new to work, or just out of university and have relevant experience? (Don’t even get me started on the risks of age discrimination on requiring years experience in job adverts…!) Also, time again I hear or read about people, usually women, in their mid forties or early fifties not being interviewed or losing out to younger candidates, it is assumed they are ‘too old’ or ‘will be thinking of easing off’. Thinking laterally, someone in their early fifties do not qualify for state pension until 67, add to this that the average tenure of an employee is approximately 4 years reducing to approx.. 2 years for Gen Z and millennials. Plus, we are living longer, healthier lives. Why would you not be hiring Gen X and Baby Boomer candidates along with Gen Z and millennials to have a strong mix of backgrounds and knowledge in your business. Welcome all into your business, with the language you use and the expectations of the roles and see your business bloom.

Spotlight: Mentoring Across Generations

Consider setting up reverse mentoring programmes. Pair your tech-savvy Gen Z with experienced Baby Boomers. Both have plenty to learn from each other, and it builds understanding across age groups. There is a rich tapestry of knowledge and experience in intergenerational mentoring which can be tapped into for the good of your business and the growth of your people.

Remember: It's About Individuals, Not Just Generations

While these generational insights are helpful, always treat your people as individuals. Ask what they want, listen to their needs, and be ready to adapt. According to Forbes, 96% of employees believe empathy in leadership is crucial for retention, yet only 50% describe their CEO as empathetic - Employee engagement trends and what to watch out for in 2025, reba.global. How are you perceived as a leader by your people?

Your Action Plan

1. Review your current policies and processes. Are they truly inclusive of all age groups?
2. Set up informal chats with team members across generations. What motivates them, what does your organisation do well and what doesn’t it do so well? Think about Stay Interviews to understand why people stay with your organisation, and how to keep on doing well and do better.
3. Look at your communication styles. Are you reaching everyone effectively, are you inclusive?

Let's create workplaces where all generations can thrive together. It's not just good for business; it's the right thing to do.

Got questions or want to dive deeper? You know where to find me.

Here's to building teams that span generations!

Karen HR Maven & Menopause Coach (& Workplace Trainer)

Email: karen.leigh@peopling.co.uk

Tel: 07850 034595

P.S. Fancy a chat about how to make this work in your organisation? Book a free 30-minute consultation. Let's make your workplace work for everyone, regardless of their birth year! 📅