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Dominic Thurbon: Work not as employing people, but as the employment
experience, and the employment experience and the customer
experience are just like this. The things that we do to
excite, engage and inspire people at work are the same things
that if we do for our customers, we will incite, engage,
inspire and make them raving fans as customers as well.
So 3 frames to take this discussion. Number 1, I really do
think that Gen Y is a very lazily applied term and in
essence, everyone's to say, I really do think people say, and
I think telling, inspiring and compelling stories doesn't
just attract Gen Y, it attracts everyone. But Gen Y have
quite specific and just younger people in general have quite
specific and quite different emerging stories that are
compelling.
There's a theory called social identity theory, and it
basically it's a very compelling articulation of what it
research. What it says in describing the way we make decision
about where we work, is when you're getting up in the morning
and you look in the mirror, you're basically asking yourself
3 questions. Number 1 is, how do I see myself in the world?
Number 2 is how do I think others see me? And the crucial bit
that's very technical, is how do I think others see me,
because you can't really know. You can only form opinions
about how other people see you, and it's where a lot of the
self-destructive narrative stuff comes from but it's how do I
see myself, how do I think others see me, and crucially, the
third bit, is how then do I want to be seen?
We did an exit survey for the Consulting Engineers Association of Australia, why were people
leaving. The number 1 reason in this case was money, and they
were leaving consulting to get into mining and were being
paid 3 times as much. So, money does matter when you're talking
that big of scale. The second reason was that people were
saying the technology they had access to at work, was
not as good as the technology they used at home or when studying,
and that makes them feel, makes them feel that they're working
in a non- denominative industry.