A survey of HR directors reveals that a huge 88% believe that the future workforce will be less loyal than past generations.  Yet worryingly, only 20% consider that they have sufficient initiatives in place to address the issue.

The survey by human capital management consultancy Penna, also found that 92% of senior HR professionals consider corporate social responsibility policies important to employer brand, recognition perhaps that social responsibility is key to the recruitment and retention of the ‘X’ and ‘Y’ generations. However, whilst this recognition of CSR is positive, only a fifth are convinced that their employer brand is aligned with business objectives. This gap between image and reality may underlie retention problems amongst staff who feel they have been “missold” their job.

Anne Riley, managing director of Penna Recruitment Communications, says: “Companies that want to compete for this new generation of candidates must think creatively and comprehensively.  Employees are increasingly sceptical of corporate messages and management speak. If the role and the workplace culture don’t match up to expectations, they are not afraid to jump ship, whether to a more rewarding employer or to start their own business.

“Once they have left, these disillusioned ‘leapers’ will have few qualms about sharing their negative experiences and disputing alleged brand values.  In the internet age such ‘word of mouth’ dialogue has far wider repercussions than ever before.”