Motivating Generation Y workers

Eighteen months ago, Eric Chester was speaking at a trade show conference. During the break, a 50-year-old small business owner attending the conference approached him, shook his head, shrugged his shoulders and said, "I've done everything I can to motivate my Gen-Y employees, but the truth is, they just don't give a damn."

Later that evening in his hotel room, Eric took out a legal pad and scribbled down the following: Why is it that so many young employees apparently don't give a damn about their jobs or the companies they work for, and what can be done about it?

That one question led Eric to compile answers that became the underpinnings of his latest book, Getting Them to Give a Damn.

An expert on Gen Y-ers (16- to 24-year-olds) due to his Generation Why company, Eric articulates the challenge this way. "Vast numbers of Gen Y-ers have been provided with all of the comfort and material needs they could possibly want. The way they see it, if you want them to work for you, you'd better be nice, offer better wages than the guy down the street, be flexible, and considerate of their 'me' time.

Although you might interpret this to mean Gen Y-ers are nothing but a labor pool of spoiled brats with issues, don't despair. Eric says they are also the most techno-savvy, independent and adaptable workforce yet. His book is packed with management insights that will show you how to find and recruit the best employees, train and transform lackluster workers into caring and committed loyalists, reduce employee turnover and enhance your guests' experience. This is a not-to-be-missed book for anyone whose labor force is dependent on Gen-Y workers.

Eric also publishes a free monthly ezine, Generation Why. Subscribe at