THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
Retail Solutions
Food & Drink

Job fulfilment, not pay, retains Generation Y talent, says iOpener Institute Report
Employers benefit from fulfilled staff

With increasing recognition of the need to attract, foster and retain Millenial, or Generation Y, talent in the retail industry, it is important to understand what motivates the up-and-coming senior management class of the future.


Job fulfilment, not pay, retains Generation Y talent, says iOpener Institute Report

New research from the iOpener Institute for People and Performance, which analysed responses from over 18,000 professionals, has shown the digital generation – Generation Y – values job fulfilment over financial reward.  The iOpener analysis clearly shows that Generation Y, the digital cohort born after the early 1980s, are motivated to stay with their employer, and to actively recommend their organization to friends, by the level to which they are fulfilled their job, rather than levels of pay.

This new analysis established that factors such as belief in the firm’s economic or social purpose, and pride in the organisation and its work, had a strong correlation with the likelihood of someone staying with company.  Virtually no correlation was found between increased levels of pay and someone’s likelihood of staying in the job.  There was also a strong correlation between someone’s job fulfilment and their likelihood of recommending the firm to a friend – a critically important finding for Generation Y who are widely networked and use digital platforms to share opinion.

Jessica Pryce-Jones, founder director of the iOpener Institute and author of “Happiness at Work – Maximising Your Psychological Capital for Success”, notes, “This Generation Y insight report provides an important wake-up call for management to pay attention to employee feelings of engagement, empowerment, purpose and future development if they are to retain and foster young talent in their company.  This is a particular issue in retail industry as the high street struggles against the continued effects of recession.”

“The science of identifying and improving people’s happiness at work is now an exact one, with proven method and, most importantly, measurable commercial advantages.  Recruiting talent is expensive, so measures which retain younger staff saves hard cash, and avoids expensive business disruption. Positive word-of-mouth recommendations across a Generation Y employee’s social network play a powerful role in attracting talent, and therefore provides employers with hard financial advantage.”

The Retail Bulletin has launched which puts the best candidates in front of the best retailers. Go to to see the latest opportunities and register for the latest job alerts.
We also organise the Retail HR Summit 8th October 2013 which is the annual event for all those involved in retail HR, Training and people management. Detail will be announced shortly, but if you are interested in attending or speaking , please email:

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
National Minimum Wage Breakfast Briefing
National Minimum Wage Breakfast Briefing
20 September 2018
6th Floor 1, St. Martin's Le Grand London, EC1A 4AS
National Minimum Wage Breakfast Briefing