Magazine article Workforce

Going for Generation Y

Magazine article Workforce

Going for Generation Y

Article excerpt

Demography isn't one of the things that HR professionals expect to study in their work.

But as PricewaterhouseCoopers discovered, you've got to understand what makes tomorrow's accountants tick if you want them to work for you. To appeal to the demographic group called Generation Y, PricewaterhouseCoopers has launched a recruiting Web site tailored just for the under-22 college crowd (www.pwcglobal.com/lookhere). The interactive Flash-animated site features hip-looking young people (none of whom would fit the buttoned-down stereotype of an accountant), video clips of company interns and associates discussing their jobs, and such site sections as "Propel Your Career," "Meet Great People," "Get Cool Assignments," "Make a Difference," and "Balance Work & Life."

The Web is the primary vehicle for the campaign because to Gen Y, "it's radio, TV, newspaper, entertainment, and information all rolled up into one," says Brent Inman, leader of US. college recruiting.

The site and supporting advertising in 40 college newspapers began in February. …

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