The recruitment of the Millenials: a challenge for Manageritalia. The dual analysis that shortens distances
The research project for Manageritalia, one of the main associations of professional managers on the Italian scene, stems from the client's need to identify expectations and understand the needs of the Millennials, the first native digital generation native, to be able to consistently and effectively adapt their proposal to what is still a little studied target . There are two challenges that Manageritalia is facing. The first concerns the trend towards non-association of young workers, who do not perceive the benefits of membership. The second is related to the evolution of the professional figure of the Manager, who must not only have technical skills but must be distinguished by soft skills that allow them to operate in increasingly dynamic contexts.
From an operational point of view, the research project has distinguished Millennials by age group into Early Millennials (born between 1992 and 1997) and Adult Millennials (born between 1980 and 1991). In this way, it was possible to identify the respective opinions/expectations regarding the professional figure of the Manager (Phase 1) and the needs with respect to the Professional Associations (Phase 2) in order to assess the consistency or otherwise within the same macro target. The research allowed Manageritalia to identify the different profiles of potential users in order to consistently adapt its proposal in terms of content and engagement methods.