Loyalty at work no longer pays — and it’s employers who are to blame is the latest from Business Insider. The author tells a story that many can relate to. A story of declining benefits and broken promises. All in pursuit of the last penny. Do you think that describes your time at GM? Are you as loyal to them as they are to you?
But as a marketer who has conducted years of research and cultural reconnaissance on Gen Z, millennials, Gen X, and baby boomers, I know that what seems to most drive young people today is the freedom to pursue their passions. They care less about money and are financially driven as a means to an end, pursuing things like side hustles, immersive travel to unusual places, music festivals, costly fitness classes, and mental health investments like therapy and life coaches.
That’s why I’ve strongly encouraged the companies I work with to create sabbatical programs, such as five years of service matched with three months of paid leave to travel or pursue personal interests (with parameters that keep them from quitting on their first day back); to establish corporate partnerships that help employees pursue physical and mental wellness; and to create programs where employees are permitted and encouraged to dedicate a percentage of their paid time pursuing passions or work for non-profits.
A company that matches this demand with benefits, rather than just higher salary, can win loyalty.
(graphic by Peggy-Marco @ Pixabay)
