Project Title: What are GenXers and Millennials looking for in an Employer or Workplace?

Project Details

About Company

BottomLine is Calgary-based research and digital marketing company helping challenger brands create an impact within the world around them.

BottomLine’s approach to each project revolves around solid, results-oriented strategies. We believe that truly compelling marketing begins with research, and ends with ROI-maximizing tactics implemented by industry experts.

Our market research process digs deep to uncover our clients’ true value, strengths, market position, and ideal customers. Key findings from our research fuel the creation of an actionable marketing strategy plan, deliberately designed and executed by a team of strategists, researchers, and implementers.

Our collective skill and experience give businesses the freedom and insight they need to truly make an impact. BottomLine crafts extraordinary, results-based solutions so our clients can get where they want to go faster and drive significant value towards the bottom line.

Project Details

As a marketing, research, and strategic planning company, BottomLine recognizes the massive change this pandemic catalyzed for both companies and employees, shifting company strategies and employee mindsets. With this in mind, we are looking to work with students to identify what people want in a workplace post-covid, particularly from the perspective of GenXers and Millennials. We want to understand what this age group is looking for in an employer and work environment.

We would like to focus on GenXers and Millennials in these 4 geographic areas: North America, Europe, Asia, and the Middle East, specifically GenXers and Millennials who are already working or have backgrounds in these industries: digital marketing, construction, private healthcare (healthcare technologies), agriculture technologies, cannabis and retail/CPG.

We are looking for 3 students with excellent writing, communication, and market research skills.

Key Project Activities:

• Conduct a study to identify what GenXers and Millennials want in a workplace post-covid (this will include focus groups and interviews).
• Draw comparisons between the attitudes of respondents in North America and Europe, Asia, and the Middle East.
• Create a full report of findings and include in a final whitepaper on the subject of Post-COVID perspectives on work.

What we hope to achieve:

• To explore and understand the psychological mindset of employees in this age group (GenXers and Millennials) post-covid
• To gain insights on the kind of work environment and work activities respondents are now attracted to, common professional ‘turnoffs’, and discover how companies can best support professional development for employees going forward.
• To recognize how personal values guide decisions for GenXers and Millennials, and examine how these perspectives have evolved from before the pandemic.

Incentives:

• Feedback - We will gladly support students by offering constructive feedback and encourage their professional development
• Recommendations - Our manager will write recommendation letters for the students that we work with throughout this project and can act as a professional reference
• Job opportunity - We will give priority to interview the students who work with us when a position becomes available

We will provide direct supervision and mentorship to the students. They will receive guidance in terms of broad goals and overall objectives.