Internal Branding and New Generation Employees a.k.a the Millennials

R. Siddharthan

Abstract


Millennials show very different approaches to life as compared to their previous generations. 'Adult Millennials" or those who are 18 to 33 years old, born between 1981 to 1996, form the current group of people entering into workforce across the industries. These people have seen the advent of internet and multipoint promotions and brand awareness since their childhood.

This article discuss how internal branding creates 'Touch Points' with this new generation workforce.


References


Millennials: A portrait of Generation Next. Pew Research Centre. February 2010.

Morley Winograd and Michael D. Hais (2011) “ Millennial Momentum: How a New Generation is Remaking America” Rutgers University Press (NJ).

Balmer, J.M.T. and Gray, E.R. (2003), “Corporate brands: what are they? What of them?” European Journal of Marketing, Vol. 37 Nos 7/8, pp. 972-97.

Hatch, M.J. and Schultz, M. (2001), “Are the strategic stars aligned for your corporate brand?” Harvard Business Review, Vol. 79 No. 2, pp. 128-34.

Longitudinal Study of American Youth, The history and monitoring the future of Generations X and Y, Institute for Social Research, University of Michigan.

King, C. and Grace, D. (2008), “Internal branding: exploring the employees’ perspective”, Journal of Brand Management, Vol. 15 No. 15, pp. 358-72.


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ISSN : 2251-1563