Jeff Korhan: The Next Generation

Jeff Korhan

The next generation to join the green industry will not surprisingly have different expectations than many of us that have been here a while.  Nevertheless, I believe their contributions will be relevant to our combined success.

Growth and opportunity.
The young men and women who are about to enter the workforce have experienced some of the best and worst economic conditions in modern history. They will respect the value of hard work, but their aspirations about it may not be the same as yours.

If you have kids in college now, you know there are countless opportunities available to them, both socially and academically. And it’s the students themselves who are driving this diversity of choices.

What is their motivation? Growth. This is a generation that is interested in growing, as opposed to just building a resume. They will be seeking out companies that offer opportunities for growth in all of its forms.

Technology and access.
This generation was introduced to technology at a very young age. It began with the toys we gave them, and then with the computers they used in school. Most importantly, when they moved up to computers was just about when the Internet was born.

The Internet obviously gives all of us access to both information and people. This is why your next hires will also expect access to you from day one. They have easy access now to their professors, and will be looking for that same interaction throughout their career.

Also, it is relevant to note how this generation perceives technology. To them it is merely a tool for getting a job done. They don’t necessarily get excited about having the latest technological gadgets as some of us do. So, before making them your technology expert, consider if they really want that role.

Values and sharing.
It should not surprise anyone that the students now in high school and college are a social generation. They grew up on Facebook, so they are inclined to join groups and openly share.
To attract and retain young talent, your company will need to serve a higher purpose by providing a place where they will enjoy spending their time. Build a culture based on core values and encourage your staff to freely use the social networks to share what they love about your company.


Jeff Korhan is a speaker, consultant and top-ranked blogger on new media and small business marketing. www.jeffkorhan.com; jkorhan@gie.net