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Personnel Marketing for Generation Y
P. 513–516.
Petrovskaya N.
About half of the companies’ employees worldwide are Generation Y representatives, and their share will grow. They are the critical human resources of the near future. The study aims to reveal the features and tools of personnel marketing for the “Millennials” generation. The study is based on a comprehensive analysis of the socio-demographic characteristics of Generation Y. In today’s dynamic world with an unpredictable future, employers need to take a fresh look at the policy of attracting, retaining, motivating, training, and encouraging young employees, taking into account their value and personal characteristics, which is becoming more urgent. The article presents the differences between Russian and foreign Generation Y and provides recommendations for managing management in the organisation. The use of the personnel marketing tools for Generation Y will help attract highly qualified young personnel, increase their productivity, and fulfil the organisation’s maximum efficiency goals.
Фаузер В. В., Smirnov A., Фаузер Г. Н., Арктика: экология и экономика 2024 Т. 14 № 2 С. 286–300
The reproduction of the old-timer population and first-generation migrants, the demographic dynamics of the status ethnic groups of the national republics of the Russian North (Karelians, Komi, Tuvans and Yakuts) and the indigenous peoples of the North, Siberia and the Far East form the population and human resources of the Russian Arctic. Those working on ...
Added: March 18, 2026
Фаузер В. В., Smirnov A., Экономика региона 2024 Т. 20 № 2 С. 395–411
Over the past three decades, the population of the Russian North has decreased by almost a quarter. Simultaneously, an increasing share of pensioners may negatively affect the availability and quality of labour resources in northern regions. The article examines the dynamics and structure of human resources in 13 regions of the Russian North in the ...
Added: March 18, 2026
Анисимов А. Ю., Пятаева О. А., Грабская Е. П., М.: Юрайт, 2024.
This course is sequentially presented methodological approaches to the implementation of the personnel management process, presented the structure and relationship of the elements of the personnel policy of the organization, the process of development of activities for personnel management in the organization. The main purpose of the presentation is to develop knowledge, skills and abilities ...
Added: February 19, 2025
Анисимов А. Ю., Пятаева О. А., Чибисова Е. И. et al., М.: КноРус, 2024.
The course consistently describes methodological approaches to the implementation of the process of technology transfer, analysis of the extent of technology transfer, and analyses of statistics on technology transfer in foreign countries and in the Russian economy. The main purpose of the presentation is to develop the students' knowledge, skills and abilities in managing processes ...
Added: February 19, 2025
Plakhotnik M. S., Volkova N., Shahzad M. B., Global Business and Organizational Excellence 2025 Vol. 44 No. 2 P. 24–37
This study aimed to understand job characteristics of generations Y and Z who present a new workforce demographic challenge for organizations. Using the Work Design Questionnaire, data were collected from 582 representatives of these generations residing in Pakistan and Russia and analyzed using a latent profile analysis and a multinomial logistic regression. The analysis resulted ...
Added: September 5, 2024
Balatsyuk E., Kresnikova E., ИНТЕРакция. ИНТЕРвью. ИНТЕРпретация 2024 Т. 16 № 2 С. 50–68
he article examines the career trajectories and work values of thirty representatives of the generation of younger millennials living in St. Petersburg and employed in education and science, IT, industry and services, with a stable average income. Based on the analysis of semi-structured interviews, narratives about the importance of permanent employment of young people are described: the desired ...
Added: June 28, 2024
Shaposhnikov S., Harvard Business Review Russia 2023 С. 1–5
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Added: December 25, 2023
Zazdravnykh E., Garipova F., Taraskina E. et al., , in: GSOM Emerging Markets Conference 2022.: M.: St. Petersburg State University Graduate School of Management, 2022. P. 251–257.
Background: Work settings play an important role in explaining a certain level of injuries or the prevalence of disorders among workers. Safety science theories attempt to identify predisposing determinants of occupational disorders to explain why certain occupational conditions impair employee health. At the same time, theoretical studies rarely explain what particular risk factors (that is, ...
Added: May 29, 2023
Afanaseva I., Человек 2022 Т. 33 № 6 С. 136–155
В центре внимания автора статьи – исследование вербально-визуальных репрезентаций в актуальных практиках современных российских художников поколения Y (миллениалов), т.е. мастеров, родившихся с 1981 по 1996 годы. В работе рассматриваются различные типы связей между словом и изображением в отечественном искусстве, формы бытования и культурные смыслы вербальных компонентов художественных текстов современного российского искусства, коннотации взаимодействия русского и ...
Added: December 13, 2022
Petrovskaya N., Экономика устойчивого развития 2019 № 3(39) С. 67–72
Objective: to make a comprehensive analysis of changes in the social assistance system in the United States. Discussion: the article analyzes the main trends in the US social assistance system in the XXI century. The article considers the transformation of the section "human resources" in the expenditure part of the Federal budget, as well as ...
Added: September 29, 2022
Petrovskaya N., Вестник НГИЭИ 2021 № 10(125) С. 68–77
Introduction. The article considers the immanent features of the personnel marketing model for Generation Z. Materials and Methods. The research is based on the works of foreign and Russian authors in the field of generational analysis. Various interpretations and time boundaries of the modern generation of teenagers are considered, their characteristic features are analyzed. Results. ...
Added: September 29, 2022
Petrovskaya N., Управление 2021 Т. 9 № 2 С. 103–113
The article considers digital labor platforms - virtual spaces where the organization of labor is carried out and social relations are formed according to certain rules. The study uses logical, economic-statistical and systematic methods of cognition. The COVID-19 pandemic has created additional impulses to increase the workforce employed using digital labor platforms. In fact, digital ...
Added: September 29, 2022
Atlantis Press, 2021.
Generation Y (Millennials) is a young generation that has several characteristics that are a far cry from the previous Generation X. Half of the employees of companies around the world are Generation Y, and their share will grow. They are the critical human resources of the near future. To build an effective workforce policy, necessary ...
Added: September 29, 2022
Н.Е. Петровская, Экономика устойчивого развития 2021 № 3(47) С. 188–192
Purpose: to consider the issue of personnel marketing transformation in the context of transit to a polyaggregate model of human vitality. Discussion: there is a systematic increase in the life expectancy of people, which leads to an increase in the duration of working life. Globalization has led to a shift from the “one job for ...
Added: September 29, 2022
Petrovskaya N., Экономика устойчивого развития 2021 № 1(45) С. 104–107
Purpose: to consider the application of personnel marketing for small businesses. Discussion: the article shows the role of small businesses in providing employment. In the context of large-scale structural and technological changes, it is small businesses have sufficient flexibility and the ability to keep people busy. At the same time, it is very important to ...
Added: September 28, 2022
Брусов А. С., В кн.: Материалы Международного молодежного научного форума «ЛОМОНОСОВ-2021».: М.: МГУ, МАКС Пресс, 2021.
Цифровизация кадровых технологий с учетом лучших кадровых практик может предусматривать возможность формирования в рамках федеральной государственной информационной системы в области государственной службы конструктора оценочных заданий, развития цифровых профилей кадров с привязкой к профессиональному развитию, реализации системы планирования проведения и участия в мероприятиях по обмену опытом, проведения совещаний, собеседований, вебинаров и иных мероприятий в формате видеоконференцсвязи, ...
Added: June 8, 2022
Tkachenko E. V., Социология: методология, методы, математическое моделирование 2021 № 52 С. 36–60
The article is devoted to the description of the original method of generational differences analysis. This method is called the maximum differentiation scheme. With the help of the scheme we investigated unique trends in the millennial generation (born 1982–2000), which were observed neither in the entire sample nor in the other two generations for three ...
Added: March 27, 2022
Petrunina D., Социологические исследования 2022 № 2 С. 57–64
The article analyzes Russian millennials’ perceptions of their generation. Despite
the correspondence of Russian millennials to the general characteristics described in the foreign
academic discussion, the article notes that the experience of the Russian millennial generation differs
from the global one, as for the most part it includes the national historical and cultural context. The
theoretical aspects of the ...
Added: March 21, 2022
Zaichenko N. A., Zaichenko L., Kersh N., Sage, 2022.
The first two decades of the 21st century have contributed a growing body of research, theorisation and empirical studies on learning and work. This Handbook takes the consideration of this topic into a new realm, moving beyond the singular linking of identity, learning and work to embrace a more holistic appreciation of learners and their life-long ...
Added: December 13, 2021
Asaturian D., Экономическая социология 2021 Т. 22 № 3 С. 158–169
In recent years, Silicon Valley startups have become some of the most successful corporations in the world. They advance the abandonment of bureaucratic control of employees, for example, they do not keep track of what time employees come to work or what they are wearing, and instead delegate decision-making rights to employees and are attentive ...
Added: June 7, 2021
Брусов А. С., В кн.: Материалы Международного молодежного научного форума «ЛОМОНОСОВ-2020».: М.: МАКС Пресс, 2020.
Важное значение для системы управления кадрами государственной гражданской службы Российской Федерации имеет влияние кадровых практик на показатели кадрового состава.
Основываясь на показателях кадрового состава и учитывая влияние кадровых практик на данные показатели государственным органам могут быть рекомендованы к использованию те или иные лучшие (наиболее подходящие) кадровые практики. ...
Added: December 15, 2020
Rebiazina V. A., Zbandut N., , in: Digital Transformation and Global Society: 5th International Conference, DTGS 2020, St. Petersburg, Russia, June 17–19, 2020, Revised Selected Papers.: Springer, 2020. Ch. 29 P. 387–400.
Increased attention to the growth of collaborative consumption (CC) is primarily connected to rapid digital transformation and spread of information technology, in both developed and emerging markets. CC affects most areas of everyday life, changing transportation methods (Uber), short-term rent (Airbnb), ways of entertainment (Youtube), tasks (TaskRabbit), and financing (Kickstarter). As the younger generation representatives ...
Added: October 28, 2020