Den som väntar på något gott väntar alltid för länge : En studie om Generation Y och deras värderingar i arbetslivet

This study aims to examine the work-related values of Generation Y and why they exhibit these values. In order to understand this group of people and explain the reasons to their values the theoretical framework will primarily be Zygmunt Bauman’s theory of the individual society and Göran Ahrne’s theory of organizations. In a small addition, this study also aims to assess the possible consequences of these values in the labour market. Especially in relation to organization’s Employer Branding, i.e. their strategies to attract, motivate and retain workers. Previous research shows that work-related values differ between generations. We are using a qualitative method collecting data through interviews to get a detailed and nuanced view of their values. The study indicates that the people of Generation Y value development and social environment (including leadership) the most. It serves as ways to cope with the uncertainties of the flexible society. They also seem to value instant gratification as a result of being used to getting that through innovations such as the Internet. If this need is not satisfied it is likely that their motivation drops and that they start looking for alternative jobs. They seem to be driven by the need for development and this combines with their lack of patience to result in frequent job changes. Organizations will therefore face a difficult challenge to retain members of this generation. This task will be particularly notable as Generation Y soon becomes the largest generational group in the labour market.