Publications
Purpose Beyond Profit: Things That Matter When Millennials Go Job Hunting
DownloadBuder, F. & Kittinger-Rosanelli, C. (2021). Purpose Beyond Profit: Things That Matter When Millennials Go Job Hunting. NIM Marketing Intelligence Review, 13(2), 50-55. https://doi.org/10.2478/nimmir-2021-0017
2021
Dr. Christine Kittinger-Rosanelli
Purpose Beyond Profit: Things That Matter When Millennials Go Job Hunting
Keywords: Millennials, Values, Career Motives, Job Motivation, Survey, Leaders of Tomorrow
Abstract
In a survey of future leaders, millennials answered what motivates them in their careers. Having a positive impact on society was the most important measure for career success, followed by working on interesting and fascinating projects. The classical measures of career success such as a high salary, extensive decision-making authority, leading a large team or power over people were reported to be much less important. A significant proportion of the respondents said they decided not to apply for initially interesting job openings or even turned down interesting job offers if an employer did not fit their values. The Leaders of Tomorrow see a need for lasting change that effects all operations and traditional business models. Companies that fail to increase their efforts now may risk missing the boat for the future. Those who fail to establish a purpose beyond profit will shrink their talent pool.
Authors
- Dr. Fabian Buder, Head of Future & Trends, NIM, fabian.buder@nim.org
- Dr. Christine Kittinger-Rosanelli, Managing Editor, NIM Marketing Intelligence Review, NIM, christine.kittinger@nim.org
Other articles of the MIR issue “Brand Activism”
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