Gen Y Engagement and Branding: An Integrated SEM-AHP Approach

Abstract

Multigenerational nature of the workforce makes engagement more captivating as each generation has distinctive engagement drivers. However, Gen Y is found to be the least engaged segment of the workforce worldwide. Therefore, the purpose of this paper is to identify the factors which affect the engagement level of Gen Y and to develop a model of employer branding for Gen Y. The paper also prioritizes the identified factors and sub-factors relating to the different aspects of employee engagement for implementation purpose. SEM was used to develop and define factors of employee engagement for Gen Y using a questionnaire designed to gather data from 220 middle managers working in Indian IT/ITES companies. Thereafter, a fuzzy analytic hierarchy approach was employed to prioritize these factors using a questionnaire to interview 5 experts from industries and academics regarding the different aspects of employee engagement. Results indicate that strategic learning capability (SLC), intrapreneurial orientation (IO), and ambidextrous leadership (AL) have a positive and significant effect on employee engagement. FAHP results illustrate that knowledge interpretation, knowledge implementation, innovation, risk-taking, and opening behaviour of ambidextrous leaders are most important in engaging millennials in IT/ITES sector.