GEN Y AND THE WORLD OF WORK A report into the workplace needs, attitudes and aspirations of Gen Y Russia

1 GEN Y AND THE WORLD OF WORK CONTENTS FOREWORD

FOREWORD 3 In 1939, Winston Churchill famously described It is in this context that Gen Y Russia—those born Russia as “a riddle wrapped in a mystery inside an between 1983 and 1995—have grown up. They have SUMMARY OF OUR RESEARCH 4 enigma”. Russia, the largest country in the world, lived through turbulent times, but with an availability spans 11 time zones and is a land of extremes. Lake of technology and new social freedoms that were 1. GEN Y RUSSIA AND THE WORLD OF WORK 6 Baikal in Siberia is the deepest lake in the world not available to their parents they should have an and holds roughly one fifth of the world’s fresh opportunity to prosper. Instability, though, is never water. Mount Elbrus, near Russia’s border with far away. Much, of course, will depend upon how the 2. LEADERSHIP 10 Georgia, is Europe’s largest mountain. Russia also rest of the world responds to the crisis in Ukraine and has a rich array of natural resources at its disposal. how Russian foreign policy is acted out in the Crimea. 3. ENTREPRENEURSHIP 12 It is the second largest producer of dry natural gas in the world and the third largest oil producer.1 Several key areas are explored in this report based 4. ATTRACT 16 on answers given by 1,000 Russian 18–30-year-olds The country has undergone dramatic political and about their attitudes to issues surrounding their work 5. RETAIN 20 economic change over the last few decades and that and careers. We wanted to know what attracts them continues to the present day. Emerging from years of to a potential employer and what makes them stay in 6. TECHNOLOGY AND SOCIAL MEDIA AT WORK 24 communist rule, Mikhail Gorbachev sought to reform a job. We asked what they look for in an ideal boss and and restructure the Soviet economy in the mid 1980s what they regard as markers of success in their careers. ABOUT HAYS 26 through ‘glasnost’ and ‘perestroika’, allowing more We explored their attitudes to changing jobs and transparency, certain economic freedoms and the starting their own businesses. Further, we asked about SELECT BIBLIOGRAPHY 27 expansion of trade that was not state-controlled—the their use of social media that is transforming the way Komsomol economy. Just as the economy accelerated, people communicate at work and in their leisure time. in 1991 the former fell apart. By then many state assets had fallen into private ownership and Our findings show that Russia is a different place to whilst individual and political freedoms were increasing, the other economies that we have explored so far in so was the country’s debt burden. Vladimir Putin this series. Young Russians prioritise personal wealth succeeded Yeltsin as President with an initial agenda of creation, personal development and entrepreneurial law and order. Over time, with increased state control opportunities more highly than other countries of both the media, energy resources and the Duma surveyed. This also makes sense in the context of through Putin’s United Russia party, the country has the shift in the political situation and the economic become an authoritarian ‘sovereign democracy’ that change experienced in recent years. Yet in other has reduced the pace of democratisation. Following the ways they are similar to their counterparts elsewhere debt default in 1998, the Russian economy recovered in the world. This report offers insight and practical with growth rates reaching nearly eight per cent support for the HR community, managers and business on average between 2003 and 2007.2 Oil and gas leaders as they seek to understand and motivate revenues were central to this—they now account for this critical segment of the Russian labour market. more than 50 per cent of the federal budget revenues3 and 75 per cent of all Russian exports. Sensibly, the government built up substantial financial reserves4 and won popular support by increasing benefits, subsidising James Cullens state sector employment, paying unpaid wages and Group HR Director bringing prosperity to ordinary citizens.5 However, Hays balancing the budget will not be easy going forward. In 2005 the government was able to do this at an oil price of US$20 a barrel. In 2013 it needed a price of US$103.

Given the low level of state debt, the government will be able to borrow more, but that could lead to higher inflation and a drop in living standards for many Russians—something that could trigger social unrest and a degree of political instability.

2 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 3 SUMMARY OF OUR RESEARCH

ABOUT OUR SURVEY For our eighth Hays report on the needs GENDER SPLIT YEARS IN WORK and aspirations of Gen Y worldwide, we asked young people in Russia to tell us how they see their future at work. 44%

A total of 1,000 members of Gen Y Russia took part in our survey. A large proportion—38 per cent—are working Male Female in at least their second full time job, 51% 49% compared to a cross-country average of 15% 19 per cent. Only 17 per cent are students, 13% and 11 per cent are working part time. 11% 10% 7% The research explores what young Russian people look for in the world of work, what kind of career they 0–12 months 13–24 months 25–36 Over 3 years Not started Still in months working since full time aspire to, the rewards they expect AGE SPLIT completing education and what gives them job satisfaction. full time It throws light on the kind of working education 11.9% 11.8% environment they seek and the qualities 8.8% 9.7% 8.1% 8.1% 7.5% 7.8% they look for in their bosses. Finally 7.0% 7.0% 4.0% 3.8% 4.5% the research reveals some insights into CURRENT WORKING STATUS the way Gen Y Russia relate to social 38% media and technology. The findings 18 19 20 21 22 23 24 25 26 27 28 29 30 are invaluable for HR departments and organisations seeking to recruit, motivate and retain Gen Y Russia. REGIONAL 17% REPRESENTATION 13% 12% 11% 25.8% 8% 20.5% 16.9% 14.0% 1% 9.5% 8.6% 4.7% Working full Student/ Unemployed Working full Working Other Intern time—not first in full time and looking time—in first part time (up full time job education for work full time job to 35 hours (35 hours per (35 hours per per week) week or more) week or more)

Ural Federal District Central Federal District Southern Federal District Siberian FederalFar District East Federal District Northwestern Federal District Volga Region Federal District

PROFILE OF RESPONDENTS A total of 1,000 Russian 18–30-year-olds answered our survey. 50 per cent of our sample are working full time, a higher proportion than the 41 per cent average of other countries surveyed to date. 44 per cent have been in work for over three years. Respondents come from a number of sectors—ranging from consulting, banking and manufacturing through to sales roles—where the highest number of respondents work. Only 17 per cent are still in full time education, which is somewhat lower than the cross-country average of 27 per cent, while just over 11 per cent are working part time.

4 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 5 1. GEN Y RUSSIA AND THE WORLD OF WORK

The younger generation in Russia live in a world very different from the austerity and state control of their own parents’ youth. Personal and social freedom exist to a much greater degree than even a couple of decades ago. GEN Y RUSSIA’S One- party communist rule has been replaced with a form of ‘sovereign IDEAL BOSS: democracy’ with the same man holding either the role of President and Prime Minister continuously since 2000, with every possibility that he will remain in office until 2024. State capitalism exists alongside some commitment to free markets. The country is reliant on natural resources and the economy is in desperate need of diversification and reform. The population is in decline, increasing the burden on the younger generation as they move into management and leadership roles. The 58% 51% 25% 24% country is perhaps at an inflection point where much change is needed, making it DIRECTOR/ LEADER CONFIDANT/ ADVISOR an interesting time to be a member of Gen Y Russia. ALLOCATOR DISCUSS PRIVATE & OF WORK WORK MATTERS

Despite some of the increased personal freedoms the Russian people have experienced over recent decades, the state has become increasingly authoritarian MOST IMPORTANT in many areas of life. It is clear from our 21% 11% 7% FACTORS IN THE survey that younger people want to exert PEER FRIEND COACH/MENTOR more control over their own destiny, WORKING ENVIRONMENT: develop their skills and capabilities and build financial independence. I’LL RUN MY OWN BUSINESS of the Russian version of Facebook called acquiring knowledge and expertise as an Vkontakte.ru, and Maxim Nogotkov, founder important priority. These are powerful PLEASE TELL ME WHAT TO DO Our survey shows that in addition to the of Svyaznoy Bank, a mobile devices retailer needs in combination. Our sample also and consumer banking services provider. see opportunities for self-development Russian history has seen many authoritarian 11 per cent of our Gen Y Russia sample as critical to their future and one of the leaders who have thrived on control and who are already self-employed, a further So important is the need to continue to building blocks of a successful career. If it compliance. Having a leader who tells 76 per cent are interested in running boost entrepreneurial activity in Russia advances their career, helps them receive 72% 41% 40% people what to do is very much a feature of their own business or see this as their that the Skolkovo Moscow School of more recognition or would help them life in Russia today. A desire for this lives on main career objective. The only countries Management has partnered with the to earn more money, 99 per cent of the strongly with Gen Y Russia, although there with higher interest amongst Gen Y in Moscow Innovation Development Centre sample are prepared to undertake study INTERESTING FLEXIBLE MODERN/PLEASANT is a slight difference by age split within an entrepreneurial future are Brazil and to deliver entrepreneurship training to for professional qualifications or are already WORK HOURS WORKING SPACE our sample. A very high proportion of our China. When set against the backdrop of Moscow city officials who are responsible studying for them. Organisations that sample, 58 per cent, see their ideal boss Russian communism, collectivism and state for overseeing innovation in the capital.6 can offer such opportunities will be well as someone who allocates work and tells enterprise, it is perhaps not surprising that placed to attract and retain Gen Y Russia. them what to do. Women, slightly more such an entrepreneurial spirit is now more 35% 34% than men, value this, as do 25–30-year- prevalent as people look to exploit the HUNGRY TO LEARN olds more than their 18–24-year-old opportunities offered by the free market AND DEVELOP COUNTING THE CASH counterparts. This is significantly economy and sectors outside oil and As with their Chinese counterparts, by far AUTONOMY IN FLEXIBLE different from their global peers and a gas. Names such as Khordokovsky and For 64 per cent of Gen Y Russia, training the most important indicator of career YOUR WORK BENEFITS distinguishing feature of this population. Abramovich are well known in business, and development is one of the most but there are other less well known but important factors when choosing an success for Gen Y Russia is creating successful entrepreneurs from the Russian employer. When asked what they want personal wealth. It is also what they most digital world such as Vyacheslav Mirilashvili, from their careers, 57 per cent see want from their work, coming marginally Pavel Durov and Lev Leviev, the founders ahead of doing interesting work. This

6 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 7 1. GEN Y RUSSIA AND THE WORLD OF WORK

TOP FOUR FACTORS WHEN HOW GEN Y RUSSIA EXPECT DECIDING ON A POTENTIAL TO COMMUNICATE AT WORK EMPLOYER: 5 YEARS FROM NOW:

TRAINING AND DEVELOPMENT 64% 60% 56% 48%

ABILITY TO PROGRESS QUICKLY

40%

DEFINED CAREER PATH

38% MOBILE PHONE INSTANT MESSENGER EMAIL (CALL)

BENEFITS OFFERED

32%

REWARDS & BENEFITS is not surprising given the emergence Perhaps this is not surprising given the MOBILE FIVE MOST ATTRACTIVE of a middle class and the polarisation importance they ascribe to learning, access REWARDS AND BENEFITS: of wealth seen in the early to mid 90s to training and personal development. It is estimated that 20 per cent of Russians where the rich got richer and the poor What is also key for Gen Y Russia is to are active social media users. Those who became poorer. In fact, this figure is feel valued and appreciated for their are connected spend more time online on higher than any country surveyed to date. contribution at work—this was the third social networks than in any other country in Gen Y Russia seem to expect a degree of most commonly chosen satisfaction driver. the world. Given their level of connectivity, dislocation along the road to prosperity. it is perhaps not surprising then that only 68% 64% 28% 28% 24% They are prepared to study for professional WORKING ENVIRONMENT 36 per cent of Gen Y Russia see technology qualifications, particularly if it will help as blurring the lines between work and them progress and bring in more money. Gen Y Russia know what they want at social life, compared to 64 per cent of their work. For 72 per cent of our population, global peers. Our sample also see great SATISFACTION being engaged in interesting work comes benefit in instant messaging. Although 60 top. Flexible hours and a pleasant working per cent of them forecast mobile phone Financial reward comes top when defining environment are also important. Other calls to be the most common form of what brings Gen Y Russia satisfaction factors will be important when looking work communication over the next five from their work—it is the top factor for for a new employer, such as finding a years, 56 per cent see instant messaging BASE POTENTIAL FLEXIBLE LEVEL OF FLEXIBLE 65 per cent of our sample. Although fair boss, having a clearly defined career as almost as prevalent. This is far higher SALARY TO EARN WORKING— HOLIDAY WORKING— money is clearly a very important driver path and seeing evidence of the ability than their global peers at 33 per cent. BONUS WORK FLEXIBLE ALLOWANCE WORK AT HOME for them, so is the content of what they to progress quickly. The latter is far HOURS are engaged in. Varied and interesting more important for more of our sample work is the second most popular option, (40 per cent see this as key) than their chosen by 52 per cent of our sample. international peers (27 per cent).

8 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 9 2. LEADERSHIP

Russia has experienced very different leaders and Greater public spending has leadership styles in the last hundred years, from increased the cost of labour from 40 MOST IMPORTANT Czarist times, through revolution, communism and per cent to closer to 50 per cent of the country’s GDP, whilst productivity QUALITIES IN A one-party rule to the ‘sovereign democracy’ of today. has remained at less than half of As with China, for long periods of time conformity the level of the EU.7 Russia needs to WORKPLACE LEADER: improve its productivity and diversify 5 and compliance rather than independence of thought into new areas and away from its and deed have helped an individual’s career path in heavy reliance on natural resources if the economy is to prosper. Key Russia. But times are changing. to this is the need to embrace new technologies and working practices, ABLE TO as well as strengthening the country’s MOTIVATE KNOWLEDGEABLE/ overall leadership and management FAIR OTHERS EXPERT CONFIDENT DECISIVE capability. The latter point is one area that will be critical in addressing these challenges because Russia currently lags behind many advanced and emerging economies in terms 52% 50% 46% 30% 24% of its management skills.8 This is GEN Y RUSSIA’S not surprising given the relatively swift transition from communism IDEAL BOSS: to a free market economy and the scale of liberalisation and privatisation within certain sectors.

The 2007 management capability A new generation has started to find a new allocator of work (63 per cent) than men IMPLICATIONS FOR HR research highlights a sharp contrast— voice as they move out of poverty and (52 per cent) and 25–30-year-olds are more a relatively large number of well- into relative prosperity. We asked Russian likely to want an allocator of work (62 per Gen Y Russia have limited interest in a managed companies exist, but there 18–30-year-olds what they want from a cent) than 18–24-year-olds (54 per cent). boss being a friend or even someone to is significantly lower management leader and the results highlighted some discuss private matters with. There is a capability in higher-value-added significant differences. FAIR AND EQUITABLE clear focus from our sample on wanting industries, which is problematic to be given firm direction and a clear 58% 51% 25% 24% for diversifying and improving the GEN Y RUSSIA WANT WORK Fairness is important too. Perhaps this is steer on what to do and by when. The DIRECTOR/ LEADER CONFIDANT/ ADVISOR economy.9 A number of factors TO BE ALLOCATED not surprising. In the not too distant past downside of this is that people may feel ALLOCATOR DISCUSS PRIVATE & underpin these differences, such as your connections and whom you knew less inclined to show personal initiative OF WORK WORK MATTERS a lack of competition and barriers to When asked about the qualities of their were particularly important in influencing if an organisation’s overriding culture is entry and/or exit in certain sectors. ideal boss, Gen Y Russia have a very your career and prospects generally—so one of control and compliance where traditional, hierarchical view of what they life in the Soviet system wasn’t always people only do what they are told to do. There are also fewer managers want. The majority, 58 per cent of our seen as fair. Now 52 per cent of our sample working locally that have benefited sample, see the role of an ideal leader as rate fairness as the most important quality Leadership and management development from high quality tertiary being primarily that of an allocator of work for a boss to have, followed closely by programmes will need to ensure an management education. In fact as yet and 51 per cent see a boss as a leader. the ability to motivate people (50 per appropriate balance between a focused there isn’t a Russian business school It appears that there is a strong desire from cent) and being expert (46 per cent). direction and control, and encouraging in the Financial Times ranking of this generation to be given clear instruction Interestingly, Gen Y Russia do not look people to take responsibility and show 21% 11% 7% top 100 MBA programmes globally, on what to do, in sharp contrast with their for a boss to be a coach or mentor, with initiative. Also key for organisations is PEER FRIEND COACH/MENTOR whereas the other BRICS countries all international peers. Although this view is only seven per cent describing their ideal building a business culture of fairness have at least one institution listed. 10 universally strongly held by Gen Y Russia, boss in this way. This is in sharp contrast and transparency, which of course is there is a slight difference of view when age to the cross-country average where this a much wider issue for Russia too. and gender are taken into consideration. is more highly valued (44 per cent). Women are more likely to see a boss as an

10 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 11 3. ENTREPRENEURSHIP

By 2008 Russia had the 11th largest economy in the Russia is not an easy place to world, witnessing dramatic growth since 1999. Between do business. It now has high 2003 and 2007 economic growth averaged nearly 9 OUT OF 10 labour costs coupled with poor institutions, which make it 11 eight per cent. During the global economic crisis ARE INTERESTED IN SOME potentially a very uncompetitive the country went into deep recession, with growth FORM OF INTERNATIONAL market for private enterprise. TRAVEL WITH WORK The Transparency International of -7.8 per cent in 2009. It recovered slowly to 3.4 Corruption Perception Index 2013 per cent in 2012, but dropped to 1.4 per cent in the lists Russia as 127th out of the 177 countries monitored, putting it first half of 2013 due to lower export demand and equal with Azerbaijan, Comoros, softening commodity prices. Now, more than ever, World Economic Forum ranked Russia Gambia, Lebanon, Madagascar, In part, the need for more 71st out of 142 countries on this dimension, Mali, Nicaragua and Pakistan.15 Russia needs entrepreneurs to fire up its economy. transparency and help for new in part due to outcomes rather than This doesn’t sit comfortably businesses is being addressed on potential to do better. Improving access with its economic and political a number of fronts. The Agency to funding, along with education and aspirations. Bureaucracy has for Strategic Initiatives, set up by training, are two key areas for focus. burgeoned in recent years. the Russian government in 2011, During the 2000s the number has been tasked with improving Russia needs to foster a more open and of state employees increased legal and regulatory conditions supportive climate for business. Many significantly, with a quarter of entrepreneurs have fallen foul of the law or With oil and gas making up almost two for SMEs. In another step forward the workforce employed in the the authorities and a climate of corruption thirds of all exports, a lot of available capital in the public sector in Moscow, public sector and 35–40 per cent and bribery as part of everyday business and labour are consumed by this sector. officials responsible for innovation of people dependent upon the life. One estimate in 2012 states that nearly In fact, only c. 20 per cent of exports are are being trained by a partnership state in some way. Some estimates three million entrepreneurs have been ENTREPRENEURIAL made up of higher technology products between the Moscow Innovation suggest that state companies imprisoned unjustly.13 However, in 2013 and only c. ten per cent of the workforce Development Centre and Skolkovo control about half of the economy. was the news that the government had INTENTIONS: employed in manufacturing are not directly Moscow School of Management. These companies are protected declared an amnesty for businessmen related to oil and gas. Since the 1990s, from direct competition and convicted of economic crimes—of Russia’s Russia’s exports have become much more The Skolkovo Foundation, a are able to award significant current prison population it is estimated concentrated in this natural resources area, government-backed initiative, was contracts to private companies that nearly 15 per cent have been convicted partly due to rising commodity prices, and set up in 2010 as a not-for-profit owned by friends and relatives of for business-related activities.14 16 therefore the country’s exports outside this body to promote innovation and their managers. There is even ARE SELF EMPLOYED/HAVE 12 entrepreneurship and to develop recognition from the Ministry THEIR OWN BUSINESS sector are less competitive overall. Russia needs to diversify its economy and build and commercialise advanced ENTREPRENEURIAL SPIRIT of the Interior that the average 11% the skills and management expertise to technologies. This body gave cost of a bribe had increased support new enterprises in new sectors. a grant of US$780,000 in 2012 The good news is that the entrepreneurial from US$292 in 2008 to over to a company called Workle—a spirit is alive and well, with 11 per cent of our US$7,670 by 2011.17 To grow and ARE NOT INTERESTED IN 13% According to the EY G20 Entrepreneurship service that people can use to Gen Y Russia sample already self-employed, flourish, Russia needs to address HAVING THEIR OWN BUSINESS Barometer 2013, entrepreneurial businesses start their own internet-based and a further 76 per cent considering having this and focus on developing 57% create well over half of all employment in business careers. Workle offers their own business in the future or seeing stronger institutions independent most G20 economies. Providing the right jobseekers the opportunity to this as their main career objective. Out of state control, increasing conditions to foster the development and select an occupation that interests of the countries we have surveyed so far, competition and reducing 19% growth of new businesses, such as access them as well as access to remote only two index higher in this regard—Brazil bureaucracy and corruption. AGREE THAT HAVING THEIR to funding, education and training, and training and an online workplace. and China at 77 per cent and 85 per cent OWN BUSINESS IS THEIR MAIN building a positive tax and regulatory In 2013, Workle announced that respectively. For this level of interest to feed CAREER OBJECTIVE environment with business friendly it had raised US$3.5 million in its through into the wider Russian economy, policies and incentives, should therefore second round of funding from a fairer and more transparent business be a key priority for governments and Klever Internet Investment, the climate needs to emerge more quickly particularly for an economy like Russia’s. technology branch of a major in order to give investors the confidence WOULD CONSIDER HAVING Russian private investor. to invest and trust in the rule of law. THEIR OWN BUSINESS IN THE FUTURE Russia is currently in the third quartile of the EY G20 Entrepreneurship rankings, suggesting there is much more to do. It is rated far lower for innovation—the

12 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 13 3. ENTREPRENEURSHIP

PERSONAL DEVELOPMENT There is strong evidence for the There is a huge appetite amongst Gen Y necessity of entrepreneurship in Russia for more access to personal countries throughout the world. : development if it will enhance their careers, Immigrants to the US and their with 99 per cent of our sample saying either children founded 40 per cent they are willing to study further, or are of Fortune 500 firms. They also already doing so. 46 per cent would study started 28 per cent of all new further to progress at work, whereas 37 per businesses in the US in 2011 cent would do it purely to earn more money. despite representing just 13 per This is higher than the average of other cent of the US population. Across countries surveyed, which sits at 24 per cent. the EU in 2012, entrepreneurs supplied 67 per cent of all jobs. In China this was higher still at 75 per Russia currently spends only one cent. In the US, start-ups and firms per cent of its national income less than five years old accounted on Research & Development for nearly all net job creation (R&D).18 Whilst this level of over the past three years.19 spend is broadly similar to other emerging markets, what is unusual is the high proportion— nearly 75 per cent—that comes from state-funded institutions IMPLICATIONS FOR HR as opposed to the commercial sector itself. Coupled with HR departments should look to channel the relatively weak incentives to entrepreneurial aspirations of Gen Y Russia invest, this has a direct and positively for their organisations. Those negative impact on the amount expressing a desire to run their own show of innovation in the country. also have a strong need for personal development. Combining the two and offering creative project work, say in exploring new product development or new service offerings, perhaps with an HAVING AN INTERNATIONAL international dimension, is one possibility DIMENSION for some businesses. Importantly, Gen Y Russia have expressed very limited interest Gen Y Russia are keen to have some kind in Corporate Social Responsibility (CSR) of international exposure to what they do initiatives, so whereas for Gen Y in other at work, with 93 per cent interested in this countries, linking up entrepreneurial compared to 77 per cent of their global opportunities with CSR initiatives peers. A significant proportion, 37 per outside an organisation is a positive cent, prefer to reside in Russia and travel draw, it won’t necessarily be so here. on business trips and a further 17 per cent are happy to work on international projects but without the need to go abroad. Only seven per cent have a purely domestic work focus. The Russians, together with the Chinese, are the most keen to develop a broader perspective and travel abroad or be involved in international work compared to Gen Y in all the other countries surveyed.

14 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 15 4. ATTRACT

Attracting talent is a key challenge for any Russian business, but the competition is fierce. According to the European Bank for Reconstruction and TOP FOUR FACTORS WHEN Development (EBRD), 45 per cent of expanding firms DECIDING ON A POTENTIAL in Russia think that skills shortages place constraints EMPLOYER: on their growth.20 There has been significant pressure on wages in high-skill industries. TRAINING AND DEVELOPMENT 64%

ABILITY TO PROGRESS QUICKLY

40% A sub-par secondary level education system has, over a period of time, failed to supply the skills that employers today DEFINED CAREER PATH CAREER SUCCESS are looking for.21 As a consequence, INDICATORS: there simply are not enough specialists available across industries and 38% functions, which in turn increases demand and puts further pressure on wages. Finding new and creative ways BENEFITS OFFERED 66% 54% 40% to attract talent has never been more important for businesses in Russia. 32%

TWO MAIN MEASURES OF CAREER SUCCESS acquiring knowledge and expertise is a Gen Y Russia are very clear in how they REWARD IS IMPORTANT key aspect of what Gen Y Russia want judge success and what they want from Such has been the pace of change from their career, chosen by 57 per cent CREATING ACHIEVING JOB ACHIEVING A their careers—a combination of building in Russia that within Gen Y Russia When it comes to rewards, base salary of our sample. Organisations will need PERSONAL SATISFACTION/ WORK/LIFE personal wealth and the chance to be there is a sub-group known as and the potential to earn a bonus are to demonstrate that they have a strong WEALTH/BEING ENJOYING MY BALANCE engaged in interesting work. These ‘Generation Elusive’ who were born the key decision factors for Gen Y Russia training function and that progression on WELL PAID WORK two elements are stronger drivers than between the end of the Brezhnev when choosing a new employer. For 68 merit is possible quickly and is the norm. 22 all of the other countries surveyed to era and the start of perestroika. per cent of our sample, base salary is date, suggesting that a focus on these Now in their mid-twenties to mid- key, closely followed by the potential to As part of developing themselves and 29% 25% 25% will be critical to bringing the best thirties, they witnessed the end earn a bonus for 64 per cent. The latter building their experience base, being talent on board for organisations. of the totalitarian state and with is more popular than in any of the other engaged in work with an international it disappeared access to welfare, countries surveyed. Flexibility on hours flavour is important for Gen Y Russia— PERSONAL DEVELOPMENT education, healthcare and any and the ability to work at home, along whether that happens to be working certainty of wages from the state. with access to private healthcare are IN THE FAST LANE on projects run from Russia or those of much less interest to this group. involving business travel overseas. Only For 64 per cent of Gen Y Russia, access seven per cent of our sample want to stick to good quality training and development to domestic work with no travel at all. OBTAINING A ATTAINING A ACHIEVING is the most significant factor when RANGE OF LEADERSHIP PROFESSIONAL deciding to join a prospective employer. EXPERIENCES POSITION RECOGNITION This is far above their international peers who average 41 per cent. Furthermore,

16 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 17 4. ATTRACT

IMPLICATIONS FOR HR Migration is one solution that governments around the world Having a clear and strong employee typically are able to use to address value proposition has never been labour issues and bridge skills more important. HR departments can gaps. Currently, migrants make help to address the obvious hygiene factors such as positioning base pay up about 8.5 per cent of the total Russian population,23 which is appropriately, ensuring that the overall high compared to other emerging reward schemes are as attractive as is economies. Many relatively feasible, as well as putting in place market unskilled people have come competitive benefits where affordable. into Russia from former Soviet countries in the hope of a better Aside from these points, other key life, but found it difficult to secure attraction factors are access to training work or obtain a ‘propiska’ or and development, having clearly equivalent permission to reside defined career paths and offering quick in the capital. More advanced career progression. Building personal economies will actively seek out development opportunities that certain high-skill occupations or combine overseas travel, training with industry sectors by using special participation in internationally mixed visas or points systems to select cohorts or particular project work or people and access talent. Russia short-term secondments, will all play takes a rather different, more well to the needs and aspirations of this restrictive approach that does generation. Being able to evidence all not particularly encourage high- of these areas to candidates prior to skilled workers. For those not from interview, in person and across social former Soviet countries, language media channels will be important if is of course a significant barrier, businesses are to attract the best talent. particularly for professionals. What may be perceived as a fairly authoritarian government could also be a negative point for many.

18 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 1917 5. RETAIN

Retaining talent in Russia is a key challenge for any organisation. Whilst money is a key motivator for HOW MANY EMPLOYERS many people, there are other factors at play too and GEN Y RUSSIA EXPECT understanding these is important for business leaders and HR professionals if they want to retain talent. TO HAVE IN THEIR CAREER:

1—3 4—6 7—9 10+

WHAT GEN Y RUSSIA WANT 39.4% 38.1% 13.2% 9.3% MOST FROM THEIR WORK:

PERSONAL WEALTH JOB SECURITY Union, causing further pay inflation in Job security is also on Gen Y Russia’s There are factors that are of little interest 73% 22% places as far afield as Uzbekistan and minds. Whilst 32 per cent believe this to Gen Y Russia too. They get less Georgia. People moved jobs regularly is still possible across all areas of the satisfaction from helping others (12 per because it became the norm and there was job market, for 35 per cent of them it cent), solving problems (14 per cent), or INTERESTING WORK VARIETY a very obvious reward for doing so—they is seen as not achievable. 20 per cent actually feeling that they have made a could increase their compensation very believe that job security is possible in positive contribution at work (21 per cent). 71% 17% quickly for relatively little effort. Against the public sector, but this drops to just On this latter point they are the lowest this backdrop, it has never been more 13 per cent for the private sector. across our global sample. This seems at important for companies in Russia to odds with the high need that they have develop a longer-term retention strategy Given the high proportion of Gen Y Russia for personal achievement and perhaps ACQUIRE KNOWLEDGE AND EXPERTISE HELPING OTHERS that goes beyond just the monetary. who are not sure how long to stay with reflects a very individualistic approach to their first employer, this provides a great doing what brings in personal reward. 57% 14% Our research suggests that reward is opportunity to influence them and keep still at the heart of talent retention in them engaged and retained. Organisations WORKING ENVIRONMENT Russia and that people are still fairly need to look closely at their employee mobile when it comes to considering value proposition and tweak it to address Gen Y Russia have some different needs their employment prospects. issues relevant to their workforce. to their global peers. Firstly, they have the lowest interest expressed of all countries Russia is facing tough demographic THE WAR FOR TALENT change quite dramatically. A middle WINNING LOYALTY IT’S ALL ABOUT REWARD in having any social life around work at 15 challenges. The Russian population is class had begun to emerge and the large per cent compared to the global average One in three of our Gen Y Russia sample Money is clearly the most important declining with birth rates falling and Gen Y Russia have emerged into a very multinational corporations (MNCs) had of 31 per cent. Working in teams is also think they should stay for up to two years motivator for this group. 73 per cent mortality rates increasing. It is a hard place different workplace from that which started a war for talent, hiring people more commonly favoured than the global with their first employer. Six per cent of want personal wealth most from their to attract talent to. There are obvious their parents knew under the communist across the former Soviet Union for their average. For 40 per cent of them, having them, similar to Gen Y China, would move work. It goes without saying that failing barriers that make it a tough place to live system. As the last of this generation were sales forces and factories. Mistakes a modern and pleasant working space or after just six months, but the majority, 55 to address this will lead to difficulties for foreigners, such as the language, as well born in 1995, there were still relatively were made as Western companies’ office is important, and alongside Gen Y per cent, are undecided on how long to in attraction and retention. However, as a combination of the climate, the level of few Western style shops, restaurants demand for skills inflated base pay rates China on 43 per cent, they are the top remain there. 77 per cent expect to have after reward, the other drivers for Gen Y infrastructure and personal safety issues. and cars on the roads in Moscow. There and encouraged people to take a very two countries in our global sample on this up to six employers throughout their career Russia are being engaged in interesting Even mobility within Russia can be difficult were protests on the streets against the short-termist view of the world. Some factor. Somewhat important to them is against our global average of 76 per cent. work (71 per cent) and acquiring to manage, so in this context, developing ‘snickerisation’ of Russia. In the space companies even applied Moscow pay the possibility to have flexible hours, for 41 knowledge and expertise (57 per cent). and retaining local talent is critical. of a year or two, that had started to scales universally across the former Soviet per cent. However this is below the global

20 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 21 5. RETAIN

average of 43 per cent so it is less of a A shrinking population dependent driver. Having pleasant office surroundings upon the state with c. 142 rather than the ability to work at home is million people, Russia has the what Gen Y Russia appear to be looking for. eighth largest population in the world. However, these numbers IMPLICATIONS FOR HR are declining due to lower life expectancy, higher mortality rates This presents quite a stark and relatively and lower birth rates. The birth materialistic picture when it comes to rate is currently 12.11 births per motivating and retaining Gen Y Russia. 1,000 people but the death rate Provided they are getting trained and is higher at 13.97. Between 1993 developed and provided they can see and 2008 the population dropped that they are achieving, a focus on really from 148.6 million to 142 million. competitive reward packages will go a Despite the state’s efforts in 2005 long way to keeping staff. Couple this to increase the birth rate with a with interesting work and a culture of natalist programme, followed making personal success transparent by an increase in maternity and companies should be able to engage benefits in 2006, the population and retain many more of them. Add in a is still shrinking with an estimated decent working office environment and drop to 125 million by 2025. in theory that will retain a large number of our sample. Our data also suggests In 2006 for every ten people that bosses who allocate work, tell people of working age, there were six what to do, but reward results fairly, will pensioners. The pension number meet with Gen Y Russia’s workplace needs will rise to eight by 2025 which and aspirations. That doesn’t mean it isn’t exacerbates the dependency worth trying to build a more collegiate problem.24 Added to the fact that at and inclusive culture, with managers least a quarter of the labour force who can coach and mentor people, but are employed by the state and some regardless, reward and personal success 35–40 per cent dependent upon the do appear to be key to this group. state in some way, this means that structural weakness is increasing.

22 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 23 40% CAN’T RESIST LOOKING AT WORK EMAILS WHEN ON HOLIDAY

40% 43% CAN’T RESIST LOOKING FIND IT HARD TO AT WORK EMAILS WHEN SWITCH-OFF FROM ON HOLIDAY WORK AT WEEKENDS DUE TO CONSTANT CONNECTIVITY

6. TECHNOLOGY AND 43% 33% FIND IT HARD TO AGREE THAT SOCIAL MEDIA AT WORK SWITCH-OFF FROM EMPLOYERS ARE WORK AT WEEKENDS WITHIN THEIR RIGHTS DUE TO CONSTANT TO CHECK THE CONNECTIVITY FACEBOOK PAGES OF FUTURE EMPLOYEES

Despite the fact that as recently as 2011, Russia didn’t feature in the top 50 The Cyrillic alphabet was an 40% countries for internet availability,25 both internet and social media usage in Russia 33% 44% important factor in the development AGREE THAT THINCAN’TK RESISTTHAT LOOKING have exploded in recent years. There are now more than 62 million internet of the Runet. Yandex became the EMPLOYERS ARE EMAT WOPLOYRKERS EM AISHOULDLS WHEN largest Russian search engine and WITHIN THEIR RIGHTS TRUSON HOLIDT THEIAYR TO CHECK THE EMPLOYEES TO USE users in the country and the number of daily users has risen from 3.2 million VKontakte and Odnoklassniki the FACEBOOK PAGES OF PERSONAL SOCIAL 26 main social networking sites in local FUTURE EMPLOYEES MEDIA AT WORK in 2003 to 57 million in ten years. Whilst global social media channels such language for young people and old as Facebook and Twitter are actively used, local ones such as VKontakte and alike. These channels flourished in part due to the lack of state interest Odnoklassniki are more popular. VKontakte is the second largest social network and intervention. Online businesses could operate without the need for 44%40% 43% service in Europe after Facebook with an estimated 239 million accounts as of political connection that was a very THINCAN’TK RESISTTHAT LOOKING FIND IT HARD TO EMPLOYERS SHOULD th different reality to that of bricks and AT WORK EMAILS WHEN SWITCH-OFF FROM January 2014. Twitter is popular too with Russia ranked 14 in the world. TRUSON HOLIDT THEIAYR WORK AT WEEKENDS mortar organisations. Blogging also EMPLOYEES TO USE DUE TO CONSTANT took off with Livejournal becoming PERSONAL SOCIAL CONNECTIVITY MEDIA AT WORK one of the mainstream platforms.

Given the nature and level of governmental COMMUNICATION AT WORK Only one per cent of the population control in certain areas of everyday life in In the 1950s the Soviet Academy used the internet in 1999 but by 2010 Russia, this relative freedom is perhaps of Sciences founded a special When it comes to communication at this had jumped to an estimated social media43% channels are not perhaps Organisations33% that want to attract the best surprising, particularly when compared community in the heart of Siberia. work, Gen Y Russia are different from 43 per cent of households. There is as important in recruitment in Russia as talent should try to bring the use of these FIND IT HARD TO AGREE THAT to the Chinese approach to the internet , literally ‘small their global peers in their outlook and of course great regional variation they appearSWIT toCH be-OFF in FRotherOM geographies. channelsEM PLselectivelyOYERS ARE into their working and social media in general. However, it academic town’, in expectations. Email is rated lowest of our within the country given the spread WORK AT WEEKENDS cultureWITHIN where THEI appropriate.R RIGHTS Company of the population. The central IMPLICATIONSDUE TO CONS TAFORNT HR TO CHECK THE may have come about more by accident was dedicated to scientific entire global sample with only 48 per cent CONNECTIVITY websitesFACEBOOK are not PA whereGES OF this generation than design. From his early years in office, advancement for the state and seeing this as the most common means of region, including Moscow, is home hang out.FUTURE Developing EMPLOYEE aS Facebook presence Gen Y Russia are a connected generation Vladimir Putin focused on exercising state a dozen research centres were communication compared to the global to 29 per cent of internet users and with plenty of content on reward, training, who spend a lot of time online. Given their control over the print and television media. opened. Novosibirsk State average of 63 per cent. Texting too is very the Volga region, including Sochi, development and career paths as well as focus on mobile and instant messaging In sharp contrast to China, nothing was University was founded in 1958 to low. However, Gen Y Russia and China are comes next with 16 per cent. giving an insight into the type of work that provide a talent pool of scientists to usage, these channels could be important put in place to monitor the internet once it the two stand-out nations when it comes people can expect to do may well open up work in the research centres. When With state television no longer the for organisations33% to look at closely in terms 44% emerged as a tool of social influence and to the use of instant messenger. Both, at a new source of candidates, but it requires the Soviet Union was broken up, dominant channel for people to of engagingAGRE withE TH customers,AT clients and THINK THAT information dissemination. In part this was 56 per cent, top their peers by some way time andEM PLresourcesOYERS SHOULD to do this well. this left many scientists displaced access local and world news, Russia employeesEM fromPLOYERS this AR demographic.E due to low levels of local mobile phone in seeing this as having a strong future, WITHIN THEIR RIGHTS TRUST THEIR and facing a world of delayed has become a different place. TO CHECK THE EMPLOYEES TO USE 27 One area for companies to monitor and internet penetration at that time, with the global average at 33 per cent. AlthoughFA Gen YCEBOOK Russia PAGE Sare OF used to using PERSONAL SOCIAL wages and little or no investment. will be the amount of time that people coupled with an inability to monitor usage. Whilst some of them left Russia, social mediaFUTURE at work, EMPLOY theyEES don’t see it as MEDIA AT WORK Still the most popular method of spend connected to work email in their Within a decade, Russia has become the others started their own enterprises a key recruitment channel to help them communication for 60 per cent is the personal time. For some it will be fine, largest internet market in Europe with in the local market. Building on the find a new job and they don’t see it as a mobile phone call. Again, this is true in but for others it may become detrimental the highest internet penetration and Akademgorodok heritage, in 2010, particularly useful work tool. Facebook China, along with Russia, Poland and to how effectively they can operate. engagement of its BRICs counterparts. the ‘Silicon Taiga’ technology park and VKontakte44% are still primarily social was opened to support innovation Sweden and all four are above the global employers to check their social footprint. channels THINratherK TH thanAT having a work purpose. Gen Y Russia have adapted well to the average that sits at 53 per cent. Gen Y Russia are a very connected in high technology areas including LinkedIn andEMPL TwitterOYERS S HOULDappear to be lower use of social media and technology telecoms, nano-technology, demographic, but at this point in time, some TRUST THEIR priorities for them to engage with too. bio-engineering and laser SOCIAL MEDIA TO FIND A JOB EMPLOYEES TO USE and don’t appear to see it as intrusive PERSONAL SOCIAL 28 as Gen Y in other countries do. technologies. Since it opened it MEDIA AT WORK has attracted a number of Western Gen Y Russia are fairly traditional when A CONNECTED GENERATION technology companies as clients. it comes to recruitment. The majority REFERENCES think that having a short CV is the most 1. US Energy Information Administration (2014) ‘Russia Country 10. Financial Times (2013) ‘Global MBA Rankings’, http://rankings. 20. EBRD (2013) ‘Transition Report—Russia’, Ch. 6, http://www. 36 per cent of our sample think that critical factor to take care of when looking Analysis’, http://www.eia.gov/countries/country-data.cfm?fips=RS ft.com/businessschoolrankings/global-mba-ranking-2013 ebrd.com/downloads/research/transition/tr13.pdf 2. Sharma, R. (2012) ‘Breakout Nations: In Pursuit 11. Sharma, R. passim 21. Hays (2013) ‘The Hays Global Skills Index—Russia’ technology is blurring the line between for a job. Having a LinkedIn profile and of the Next Economic Miracles’, p. 87 12. EBRD (2013) ‘Transition Report—Herfindahl index’, Ch. 2, http:// 22. Judah, B. (2013) ‘Fragile Empire. How Russia Fell in and out work and social life. They are by far the a personal Facebook page are not yet 3. US EIA passim www.ebrd.com/downloads/research/transition/tr13.pdf of Love with Vladimir Putin’, Yale University Press, p. 107 holiday and 43 per cent of Gen Y Russia find 4. Belka, M. (2012) ‘Russia and the World: 2012-2020’, National 13. Kesby R. (2012) ‘Why Russia locks up so many 23. EBRD (2013) passim lowest of all their global peers in this regard seen as important for recruitment by this Bank of Poland, http://acig.ru/gaidar/files/belka.pdf entrepreneurs’, July, BBC News Magazine 24. Pirani, S. (2010) ‘Change in Putin’s Russia: Power, it hard to switch off from work at weekends 5. EBRD (2013) ‘Transition Report—Russia’, http://www. 14. Boyde (2013) passim Money and People’, Pluto Press, p134 ff. with the global average at 64 per cent. generation. Clearly, the domestic channel, ebrd.com/downloads/research/transition/tr13.pdf 15. Transparency International (2014) ‘Corruption Perceptions Index 2013’, 25. Internet World Stats (2011) ‘Top 50 countries with the highest internet Less than one in five (19 per cent) of Gen Y due to constant connectivity—whereas this VKontakte, is a more commonly used tool for 6. Boyde, E. (2013) ‘Opportunities multiply for Russia’s entrepreneurs’, http://cpi.transparency.org/cpi2013/results/#sthash.KwwIlEz3.dpuf penetration rate’, http://www.internetworldstats.com/top25.htm Financial Times, http://www.ft.com/cms/s/2/949c0aa2-4886- 16. The Economist (2014) ‘Briefing—Putin’s Russia, p.20, February 1 26. Kritsch, A. (2014) ‘The State of Social Media in Russia’, Hootsuite, appears to be easier to do for all of their 11e3-8237-00144feabdc0.html#axzz2xuuVA9uq, November Russia see social media as distracting at connecting with people in the local market. 17. Cited in Judah, B. (2013) ‘Fragile Empire. How Russia Fell in and out of http://blog.hootsuite.com/social-media-in-russia/ work compared to the global average of peers apart from Gen Y China. Although they 7. The Economist (2014) ‘Briefing—Putin’s Russia’, p.19, February Love with Vladimir Putin’, Yale University Press, pp. 105, 178 and 221 27. Pirani, S. (2010) ‘Change in Putin’s Russia: Power, are less intensive in their use of social media Whilst they assign relatively low importance 8. Bloom, N. & Van Reenen, J. (2007) ‘Measuring and explaining 18. EBRD (2013) ‘Transition Report: Innovation in Russia’, Ch. 7, http:// Money and People’, Pluto Press, p.213 41 per cent. However, 2 out of 5 find it hard management practices across firms and countries’, Quarterly www.ebrd.com/downloads/research/transition/tr13.pdf 28. EBRD (2013) ‘Transition Report’, Ch. 2, http://www.ebrd. Journal of Economics, Vol. 122, No 4, pp. 1351–1408 than Gen Y China, this Russian generation to social media as a recruitment tool, 19. 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24 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 25 ABOUT HAYS SELECT BIBLIOGRAPHY

Acemoglu, D. & Robinson, J. A. (2012) ‘Why Nations Fail. The Origins Of Power, Prosperity and Poverty’, Profile Books Alexeev, M. & Weber, S. (2013) ‘The Oxford Handbook of the Russian Economy’, OUP Hays is the world’s leading recruiting expert Bloom, N. & Van Reenen, J. (2007) ‘Measuring and explaining management practices across firms and countries’, Quarterly Journal of Economics, Vol. 122, No. 4 in qualified, professional and skilled work. CIA (2013) ‘The World Factbook: Russia’, Central Intelligence Agency We employ over 7,800 staff in 239 offices Boyde, E. (2013) ‘Opportunities multiply for Russia’s entrepreneurs’, Financial Times, http://www.ft.com/cms/s/2/949c0aa2-4886-11e3-8237- 00144feabdc0.html#axzz2xuuVA9uq, November 17 across 33 countries. Last year we placed Dimbleby, J. (2009) ‘Russia: A Journey to the Heart of a Land and its People’, BBC Books Djankov, S., Miguel, E., Qian, Y., Roland, G. & Zhuravskaya, E. 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26 GEN Y AND THE WORLD OF WORK GEN Y AND THE WORLD OF WORK 27 hays.com

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