.bodytext {float: left; } .floatimg-left-hort { float:left; margin-top:10px; margin-right: 10px; width:300px; clear:left;} .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 10px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 10px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 10px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} In the employment industry, it is almost a joke when people ask for self-starters. That is the typical request of almost every employer out there: “Send me someone with initiative and drive!”

I moved from California to the Midwest a year ago. As I met and consulted with clients in California, the No. 1 complaint I heard was, “These younger workers have no initiative.” Here I expected to encounter the great Midwestern work ethic everyone has heard about. I thought that complaint would be in the past. I was wrong. Though I do not hear it as much now as I did in California, I still hear it a lot.

Younger employees today seem to bring a sense of entitlement to the job – maybe it is from all the trophies lining their bedroom shelves for just showing up at games, regardless of whether they won. But I digress.

I believe it is as much about their value system as it is about what they want to achieve. What 20-somethings want varies tremendously and what motivates them is equally difficult to determine. As I watch the trends, though, what I have noticed is that they seem to gravitate to companies that “feel” as much like family as like work. They want a personal career path they can navigate through. They like knowing that if this job isn’t a fit and they don’t like it, their employer will find another position within the company that will fit their capabilities. They like knowing their employer will honor their work/life balance.

The good news is, in the right position they are highly productive and efficient workers. Some studies show they might be the most productive workers ever. So maybe it is not the 20-somethings who are amiss; maybe it is our work environments that are still stuck in the 1970s.

Nobody likes change, but with four generations working together for the first time in history, it’s inevitable. It is easy to make the case for generational diversity planning and putting together a strategy to meet the needs of all your workers. I would bet that if you don’t focus on it and tout it to potential hires, you will find it very difficult to attract and keep good talent.

When recruiting for your work force, remember that it is a lot like dating, where looks attract and personality keeps. In hiring, pay attracts and environment keeps. I know what you’re thinking; I just said flexibility is key. That is true, and money drops to fifth or sixth on employees’ list of priorities – after they are hired.

Think of yourself when you were interviewing. Sure, benefits played a part, but in the beginning money is typically the deciding factor for most job seekers. If your environment isn’t right, money will never get the chance to drop to fifth or sixth.

With a Polk County unemployment rate of 3.1 percent and a state unemployment rate of 3.6 percent, being creative with your benefits and pay should be the newest priority of everyone in the company who deals with recruiting and retention. That includes more than just human resources folks; that’s line managers, supervisors, etc. If everyone is not on the same page with these issues, your overall curb appeal will turn into buyer’s remorse.

Nick Reddin is the business development manager at Manpower Inc.’s Des Moines office.