Frustrated employers shouldn't criticize young workers for believing they can have it all. Mobile technology at their fingertips has Gen Y'ers feeling smart and productive.
Mark Healy believes Generation Y workers get a bad rap.
A Toronto marketing strategist and partner at Satov Consultants, Healy insists comments he often hears from frustrated employers about wide-eyed 20-somethings feeling entitled and needing instant gratification distracts from the larger picture.
Of course young workers want it all now. The simple reality is they feel they already have it all, thanks to technology and their always-wired world.
Healy spoke at the TELUS Challenge event on Workforce empowerment yesterday in Toronto, adding, "This is a generation that has grown up hyper-efficient. It¹s about contextual wiring".

Photo: Mark Healy, Satov Consultants
Smartphones, tablets, social networking and cloud apps have Gen Y'ers measuring personal and professional achievement in minutes or hours, not months or years like the Gen X or Boomer generations with whom they share today's workplaces.
Generational Differences
So Healy advises employers to manage generational differences in their businesses.
Take how we consume music. Healy told of hearing during his first year of high school in August 1989 that the Aerosmith rock band would release its next album, Pump, in October. I was psyched and I had to wait for that album to come out, he explained. Even when Healy four months later arrived at the record shop, he waited in line to buy the Pump album. Now Healy wouldn't ask Generation Y to wait for music, because they've never had to. When they hear a song they like, they download it, instantly, onto their mobile phone or computer.
Employer Frustration
No wonder employers feel sheer frustration or even hopelessness, according to Healy, over the Facebook generation believing they can go anywhere in their lives and careers. Patience is not a strong virtue with Gen Y'ers, who are more likely to jump to a digital start-up than wait in their corporate cubicle for career advancement.
Just ask Chad Saliba, a portfolio collaboration manager at Nokia Canada, who holds in his hand a Nokia Lumia 800 device. He points on his Windows Phone home screen to live tiles for apps, contacts, groups and web pages.
Individually, they indicate received personal and corporate email and text messages, or missed calls and weather forecasts.
But taken together, the Windows Phone, with Office Mobile apps and other features of the Microsoft operating platform, allow Saliba to take in and process his personal and professional world more quickly and efficiently.

Photo: Chad Saliba, Sr. Product manager, Nokia
It's all about controlling what goes where, and more importantly making it accessible to people who matter without sending the odd email and not having the right email address, Saliba told TELUS Talks Business.
People Hub
Here's a shortcut: Saliba uses the People Hub app on his Nokia Lumia 800 device to create a Work Group comprising his closest workmates so they become more than just a list of phone numbers and email addresses.
To process information more easily and instantly, Saliba collected their contact data, including Facebook, Twitter and LinkedIn pages, and pinned his closest workmates to his home screen.

Now he receives continuous feed updates with their latest news, or can send a mass email or a mass text to the Work Group. So I can focus in on who I want to talk to, instantly and easily, Saliba insisted.
Likewise, he created a Personal Group as a live tile on his Nokia Lumia 800 to receive a continuous updated picture of their lives via social media and, if required, link his friends together.
Importantly for IT departments, separate professional and personal groups allow Saliba to protect the confidentiality and integrity of company data on his device.
I can balance the two (work and personal) groups very easily on the home screen. So that's really helping delineate what's work and what's personal, and having it all live on the device, Saliba said.
Another tool at his fingertips is a Bing search app, which allows Saliba to do a visual search using a bar code, a voice search and even a musical search to identify a song he likes, and then buy the album. Instant gratification is right there. But it's a matter of covering off all your needs, Saliba explained.
Empowerment is Key
For Satov's Healy, employers need to shake off fallacies about Gen Y'ers being spoiled and self-indulgent, and focus on empowerment to retain them as workers. "If we as business owners need to retain this generation, we need to face up to the reality that, the way we worked, whether it was good or bad, will not work anymore, he told the group.
That means not telling future generations to show up at work at 8 a.m. and stay at night to 9 p,m. or even midnight, because that helped advance careers in the past. And forget yearly performance reviews for young workers. They (Generation Y) receive instant feedback from their technology, and demand the same from their human relationships, Healy argued. It also means less project-based work. Take processes and routines and try to turn them into discreet projects so this generation has a stage and an end, he added. It means providing a work-life balance to younger workers not yet weighed down by family obligations. And it means not paying annual bonuses. A year is like a decade to Gen Y. Incentives need to be shortened up, he added. The bottom line, Healy argued, is look at who Generation Y is, and then use their productivity-driven culture to bridge to older workers in an organization.
We can't be running two or three parallel companies, he insisted. We see it in our clients that have good cultures they work on and foster, that they do better getting the most out of their employees, Healy added.
That makes perfect sense to Nokia's Chad Saliba as he continues playing with the live tiles on his Windows Phone home screen. I pick up the device and I feel there's nothing I can't do. That makes me as an employee feel better about what I'm paid to do. And it makes me more confident and hopefully more successful in what I do, Saliba said.