A few weeks ago, my colleague Glenn Demby referred to a study conducted by Age Wave and The Concourse Group that breaks workers into six distinct categories [Editor's Note: See Safety Careers Weekly, Sept. 9]. This is an important study and I'd like to discuss it in a little more detail.

Study Background

Entitled the "New Employee/Employer Equation," this year-long survey of 7,718 U.S. workers in every industry makes pointed observations about the current and future profile of the American workforce. The main findings:

• Radical changes in workers' attitudes have substantially altered conventional concepts of the American worker;
• Corporate America is generally not aligned with the needs and requirements of this new, increasingly diverse American workforce;
• Perhaps most distressing, the youngest workers, tomorrow's leaders, are uncommitted to their work and often constitute a negative influence in the workforce;
• Older workers are blossoming, showing a can-do attitude across much of the workforce.

The Six Categories

As Glenn discussed, the researchers identified six distinct categories of workers whose differences derive more from attitudes toward work and life circumstances than age, gender, race or ethnicity:

1. Self-Empowered Innovators (14%)

The most engaged segment of the workforce is also the smallest. Hardworking, entrepeneurial, well educated and self-empowered, they are looking for work that continues to empower and stimulate them, enables them to continue to learn and grow, and has greater social purpose. For them, work is about building something with lasting value.

2. Fair & Square Traditionalists (20%)

A slim plurality of the workforce consists of highly reliable, loyal workers who seek traditional rewards from their work. With below-average educations and above average incomes, they seek stable and secure environments, have the longest average tenure and are highly engaged. The study characterizes them as "hard workers and good team members." For these employees, work is about the American dream - a steady, predictable path to success.

3. Accomplished Contributors (17%)

With an emphasis on contribution, this group sees itself as loyal, hard-working, reliable, capable and typically very experienced. They seek personally stimulating work that allows them to learn and grow. They have a very positive view of their employer, workplace and colleagues. Hard workers and great collaborators, they view work as an opportunity to be part of a winning team.

4. Maverick Morphers (15%)

Confident, intellectually curious with a high-energy drive and unending ability to raise their personal achievement bar, this group continually brings innovation to the workplace. Members seek new ways to work or new technologies that increase productivity and communication. Successful but always needing that next challenge, they are most often found in smaller organizations. Morphers seek lives filled with change and adventure - work for them is one of multiple opportunities to achieve these goals.

5. Stalled Survivors (19%)

The youngest workforce segment looks for employers who can make it easier to cope with what they perceive to be stressful lives with too many demands. Many of them hold out hope for a more productive and successful future, but for now, they want the full menu of company benefits and a fun work environment. For them work today is a source of livelihood but not yet (or not currently) a very satisfying part of their lives.

6. Demanding Disconnects (15%)

This group holds the distinction of being the least satisfied and least productive segment of the workforce. Although they demand a wide range of benefits, they bring very little energy or commitment to the table. These are often mid-career professionals who feel dead-ended and want their employers to step up and make things better. Individuals in the group view work as generally frustrating and see its value largely in terms of near-term economic gain.

What It Means

Work plays different roles in peoples' lives. Employees in each of these segments want different things from their work experience. Therefore, employers must target segments that are best suited to the nature of the work within their business and create powerful employer brands to attract the desired talent. They must adjust work situations to bring out the best in terms of engagement and performance.

Wishing you career success!

Lauryn Franzoni
ExecuNet
www.execunet.com

WHERE ARE THE JOBS?

Where are new jobs growing the fastest right now? Here's a top 10 list according to a recent report:

1. Healthcare
2. Sales
3. Administrative/Clerical
4. Skilled Labor/Trades
5. Accounting/Finance
6. Customer Service
7. Information Technology
8. Engineering
9. Professional & Business Services
10. Retail

Source: CareerBuilder.com survey

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