Gen Who?

Understanding the different generations in the workplace is crucial to the success of your employer brand. The last time we counted, there were  four generations working side by side. That’s a first in human history! Did you know that each generation has unique values and requires different ways of communicating? The GK Tribe Global Employer Brand Audit will do a full 180º and 360º review of your employer brand and social media, and then provide a comprehensive implementation plan.

The employer brand is the experience of an organization – it’s reputation (external) and it’s culture (internal). On the inside of your business, your employer brand is shorthand for the emotional connection with employees. It frames how you motivate employees to deliver what your business promises to customers and how you nurture a working environment that prospective employees will want to join. It’s the glue that binds a business.

What are your new Values?

As a result of the well-documented global economic downturn, businesses are currently struggling with a major shift in internal values.  Short-term strategies for survival have given way to increased expectations as a return to a new normal emerges. A recent global economic conditions survey by McKinsey suggests that companies are beginning to look towards a more positive long-term future. Reassessing core company values is key in determining clarity, vision and focus for future growth. It generates a new feeling of hope to invigorate and inspire a battle weary corporate community. Vasken Kalayjian, CEO at GK Brand, Inc., says, “Jump-starting growth begins when you harness the full engagement of your employees with clearly communicated intention and renew a strong sense of purpose”.

GK Brand’s Employer Branding capability is a strategic asset that measurably defines an organization’s perceived image externally and within. This strategy advocates engaging existing employees and future talent to buy in to in values that speak to the heart of a company. A Watson Wyatt/WorldatWork survey concludes, not surprisingly, the significant impact the economic downturn has had on the decline in employee morale and motivation, particularly for top performers.  How to re-energize and re-engage employees now becomes a high-priority organizational effectiveness strategy. Re-defining and communicating a company’s core values are at the heart of increasing understanding and awareness, and are essential to driving recovery.

In a return to the new normal, reduce the negative impact of inactively engaged employees. GK Brand’s Employer Branding team provides clients customizable services in Employer Branding Strategy, Recruitment Marketing and Employee Communications. Connecting your employees with a clear sense of who you are and where you are headed has never been more important in maintaining market share and shareholder value.

Four Generations that are currently in the workplace:

First there is the Veteran generation. They are also known as Silents and Traditionalists and they were born between the time periods of 1928-1945. Then there is the Baby Boomer generation. They were born between 1946-1964. There is also Generation X, also known as Gen X and Xers. They were born between 1965-1979. Lastly, there is Generation Y, also known as Gen Y and Yers. They were born between 1980-2000.

4 Generations. Photo credit: Arielle Bossert

4 Generations. Photo credit: Arielle Bossert

For more information about GK Brand’s Employer Branding services, please email

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