Reaching Gen Y

When it comes to attracting the younger generation to the federal workforce, the federal government can look to some of the best practices in the private sector for ideas. Pamela Evans, global digital marketing manager at IBM, told Wired Workplace last week that the key to IBM's success in recruiting and retaining the younger generation is simply getting to their level, which often means reaching out online.

"Gen Y definitely has an affinity to being online at all times," Evans said, "so it's very important as we think about how we can engage them and nurture them to use a customer-driven approach to marketing where we intercept them where they go for communication."

Evans added that because Gen Y often cares so much about making a difference, IBM launched its Smarter Planet campaign to enable younger workers to work on projects that help the planet. "It's not just about working nine to five," she said. "It's about what can I do to extend what I do in my office work to community organizations."

Like some federal agencies - namely the Homeland Security and Transportation departments - IBM also has used online communities or "jams" where employees can submit, comment and collaborate on new ideas. "I think everyone likes to feel connected to feel like they are part of an organization that's doing some meaningful work and these tools are a way to help listening, to help understand what's important to employees," she said. "Folks like to be heard, and if you are recognizing their work and providing a forum where they can present to their peers what they've accomplished, that helps build teamwork that makes everyone feel good about where they work."