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What America's Top Companies Are Doing to Attract and Retain the Gen Y Careerist

Jones Soda Provides Quirky Insight Into How to Attract Gen Y follow this blog post

posted by on May 7, 2008

I have a theory.  If you can learn how to market to Generation Y, you can use those very same tactics to get Generation Y to work for your company.

One company that knows a thing or two about this is Jones Soda.  A hot company with the Gen Y crowd, Jones Soda appeals to the young consumer by being outrageous and quite quirky, offering  soda flavors like blue bubble gum and turkey and gravy  at Christmas.  There is one thing to know?Gen Y loves something quirky.   So, Jones is playing into that along with Gen Y?s desire for customization by offering customers their own branded label soda with their personal photo on the front.  And, they are now tying their retail products back into an online  community which offers users the chance to participate through My Music, My Videos, blogging  and message boards.  

Founder Peter Van Stolk is well known for being a maverick in the business world, doing things differently and with an unusual bend that has teens and young adults going well out of their way to buy his Jones products.  The company even has a wild RV (with orange and dark   grey teeth on it) that goes with them to unconventional events such as snowboarding, skateboarding and surfing.

If you go to the Jones website, you can peruse the people who work for Jones (you?ll see several Gen Yers).  They comments can give you quick insight into why Jones is getting it right on both the marketing side and with attracting young talent.    As one young careerist for Jones, Nancy Bucher ? Human Resources/Investor Relations says:  ?As the HR person, I have the pleasure of finding more great people for Jones, and taking care of existing Jonesers! A newcomer in the fall of ?04, I?m having a grand time with all the wacky people here, and love what Jones is all about. ?

 

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  • 1 point 13 months ago

    cheers. This can be used as a ready reckoner anytime.

    I also follow a blog on Importance of Human Resources: http://managehrnetwork.blogspot.com/

    Rgds, Ankur http://managehrnetwork.blogspot.com/

  • 1 point 18 months ago

    I'm glad that you highlighted Jones Soda in a recruiting context, and I think you got it exactly right with the whole quirkiness thing. But I'd go a step further and say that no matter what generation you're recruiting for, recruiters and hiring managers would do well to take a lesson out of marketing's book.

    In the past 10 years, marketers have realized that if they want to capture and maintain brand loyalty, they have to communicate with consumers on the consumers' terms, and they have to offer choices. The old 'one to many' model, where the marketer determined the channel of communication, and forced the consumer into it, simply doesn't work any more.

    Recruiting now has to adopt this approach: be at the right place at the right time with the right message - and make it clear that you know your market.