Net Generation: Talent 2.0
Almost ten years ago, in his groundbreaking book Growing Up Digital, Tapscott described how members of the N-Gen were beginning to think, learn, and create in fundamentally different ways than their parents. Through the Net Generation Strategic Investigation, Tapscott will revisit the Net Generation - which has now grown up - and will provide insight into the impact this generation will have for marketers and employers in the next ten years.
As a subscriber to the Net Generation program you will get the insight you need to:
- Create brand messaging that resonates with the most influential consumer generation in history
- Leverage the power of youth social networks and user generated media
- Create new products that stand out and win with youth
- Make efficient media buying decisions in a rapidly changing media world
- Differentiate your employee recruitment program to appeal to the next generation of workers
For senior line and HR leaders, the "War for Talent" will continue to be a pressing business issue for institutions that are designing workplace programs geared to the "Net Generation." This program is an extension and practical implementation of the insights crystallized both in Don Tapscott's book Wikinomics: How Mass Collaboration Changes Everything, as well as our 2006 Net Generation study. Talent 2.0: Talent Management & the Wiki Workplace is an extensive effort that will provide business and government institutions with practical, innovative ideas on how to better lead Net Gen talent and create a productive Wiki Workplace for all employees.
The comprehensive research from New Paradigm reveals that members of this youth generation are the largest (and most diverse) demographic group. They are on the threshold of beginning to dominate the economic, marketing, and workplace environments. They are especially unique in their extensive use of collaborative technologies like MySpace and Facebook, and they're the first generation to be seen as truly influencing their parents' decisions and buying patterns.
We have identified eight thematic cultural and lifestyle norms that characterize this group - Freedom, Customization, Scrutiny, Integrity, Collaboration, Entertainment, Speed and Innovation. These norms will impact how organizations manage this talent with profound implications for leadership, job design, communication, workplace technologies and organizational structure. This shift in perspective will have a dramatic impact on how companies redesign HR and management practices in order to remain competitive.