Employers could be failing to make the most of their workers by failing to understand the needs and motivations of the four different generations in the workplace, a new survey has revealed.

The survey, from HR consultants Penna, shows that communication on social responsibility and the ‘green’ agenda is typically targeted at Generation Y (18-30 year olds) when research shows that it is the Baby Boomers (aged between 45 and 60) who are most likely to consider these areas when applying for a job.  

Rather than preparing for retirement, UK Baby Boomers are also the least happy with their personal development opportunities and are the group that are most likely to go the extra mile for their employers.

Generation Y, often called the ‘me’ generation for being individually driven, is in fact motivated by an environment where they can feel part of a team and can make friends, while in contrast to the view that Generation Y job hops, 50% said they intended to stay with their employer for the next five years.

Anne Riley, managing director of Penna Recruitment Communications, said: “The findings from this research have wide implications for businesses from how they attract staff to how they retain them. Unless employers really understand what the different generations have to offer and what they expect out of the workplace then misunderstanding and resentment can arise particularly in inter-generational teams.”