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PRSA 2017 Counselors Academy Conference

May 7–9 | Seattle

Monday, May 2 | 3:15–4:15 p.m. | Breakout Sessions: Set IV

“Understanding and Motivating Today’s Workforce”

Millennials became the largest percentage of the American workforce in 2015. By 2020, they will make up more than 50 percent of America's workforce. Attracting and retaining millennials should be a top priority for leaders, even if statistics show millennials have the highest turnover rate of any generation. Although conventional wisdom would point to a culture of entitlement as a reason for this turnover rate, suggesting millennials will change to accommodate an earlier generation’s culture is folly.

Regardless of perception, let us not forget we need millennials in the workforce — they are the ones who have mastered social media, have the energy levels we all need and can be our best employees if we change our leadership approach. Culture is everything to the millennial generation, and unless you adapt your leadership style and corporate culture to their needs, you will not attract or retain them.


Tom Hoog, Fellow PRSA, vice chairman, H+K Strategies