MSL China Executive Whitepaper

From Mao to More

Catching up with the next generation of
talent in China
By Charlotta Lagerdahl, Caroline Dahl and Liza Zhang

About the research

About MSLGROUP Asia

For 23 years, MSLGROUPs Asia team has counseled
global, regional and local clients, helping them
establish, protect and expand their businesses and
brands across this fast-growing region.
MSLGROUP Asia was awarded Campaign
Asia-Pacific's Network of the Year, 2011 for its
enormous growth in the scale of its operations, client
relationships, talent development, reputation and
financial performance in the region.
Learn more about us at:
asia.mslgroup.com Twitter Facebook

About MSL China

Following the union with Eastwei MSL, MSL China is
now a top 5 international strategic communications
agency in Mainland China. With 200 colleagues across
4 offices, MSL China brings together over 20 senior
consultants with more than 12 years of strategic
communications experience in this key global market.
Part of MSLGROUP Greater China, the largest PR &
social media network in the region today, MSL China
provides knowledge driven, integrated campaigns and
advisory services spanning nearly every industry and
communications discipline. MSL China has received
recognition from the International Business Awards,
The Holmes Reports PR Agency of the Year, the
China International PR Association and Chinas New
Media Festival for its creativity and effectiveness in
strategic communications and industry-leading social
media offering.
Learn more about us at:
mslchina.com.cn

About MSLGROUP
MSLGROUP is Publicis Groupes strategic communications and engagement group, advisors in all aspects
of communication strategy: from consumer PR to
financial communications, from public affairs to
reputation management and from crisis communications to experiential marketing and events. With more
than 3,500 people across close to 100 offices worldwide, MSLGROUP is also the largest PR network in
fast-growing China and India. The group offers
strategic planning and counsel, insight-guided
thinking and big, compelling ideas followed by
thorough execution.
Learn more about us at:
mslgroup.com blog.mslgroup.com Twitter YouTube

About MSLGROUP Brand & Talent

Brand & Talent is MSLGROUP's global practice for
advisory to clients for maximizing their employee
investment by attracting better people to contribute
more to their business for longer.
From employer branding, to recruitment marketing, to
employee engagement and change management, we
find innovative and meaningful ways to manage our
clients reputation as an employer before, during and
after people association with them. MSL China is
ongoing advising clients in mainland China in regards
to employer branding, internal engagement and
change management, successfully combining local
China specific insights with best practice from the
global practice.
Learn more about us at:
mslgroup.com/what-we-do/practices/brand-talent

Photo by Joi on flickr

At the end of 2011, MSL China conducted desktop

research as well as 55 in-depth interviews with
Chinese students in universities throughout Shanghai,
Beijing, Guangzhou and Chengdu. Majors included
engineering, finance, industrial design, architecture,
linguistics, tourism management, psychology, international economy and trade, public relations, communication, journalism, law, sociology and human
resources.

From Mao to More

Presenting the new, challenging
Generation More
Attracting talent in Mainland China is a major challenge for multinational companies;
local managers testify that their biggest challenge for growth in China is finding and
retaining the right talent1. While it is a reality that current employees are hard to retain,
and experienced hires are difficult to find, managers say that attracting recent
graduates has proven to be increasingly difficult2. This is widely because managers
lack relationships with this group, and find it difficult to approach them; there is little
shared experience and few points of reference to rely on. Many of our clients have
told us that they simply do not understand how to attract and retain this new generation.
This might seem to be true for most markets, but our research shows that China
poses unique challenges in this regard:

Parents still wield strong influence over their childrens career decisions

Graduates have sky-high expectations, to the point of being unrealistic

Many graduates reject as outdated the notion that they have to work hard in order
to succeed

Most education and career choices are considered random and uninformed; this
leads to feelings of frustration and confusion

Chinese society is changing rapidly, and this creates additional challenges. Values and
drivers are in flux, so HR Directors and Country Managers must stay up to date on
target group values and mindset if they want to communicate effectively with this
changing talent pool.
Media often gives the impression that Chinese graduates are beginning to reject
multinational corporations in favor of local employment. Our interviews show quite
the opposite; Chinese graduates still regard a career in a multinational as being highly
desirable.
One of the most important findings from a communications perspective is that there
are large differences between job candidates. To help multinationals in China better
position themselves among students who will be graduating during the years 20122015 from universities in Chinese tier-one cities, we divided candidates into four
groups and identified several key strategies to enhance communications with them.
Through this study, we outlined the common characteristics, influencers and drivers
of upcoming graduates, and categorized them into groups to help companies better
direct outreach efforts.
The next generation of Chinese graduates want more and will not settle for less.
Therefore, we have chosen to call them the Generation More.

How Generation Y Can Lead China, China Briefing, 2011-03-22

How Generation Y Can Lead China, China Briefing, 2011-03-22

Who is this
Generation More?

MSL China Executive Whitepaper

Catching up with the next generation of talent in China 5

Parents still influence

career choices
The Chinese saying three years make a gap
accurately explains how fast Chinese society is
changing and how generation gaps are being
created. Consequently, the generation gap
between Generation More and its parents is
enormous. This creates tension between traditional and modern values, pushing this young and
seemingly enlightened generation to make
surprisingly traditional choices, based on what is
considered important by the parental generation.
I think a lot of my decisions were made by my
parents. I wanted to choose a university in Beijing or
another place but they insisted that I stay in
Shanghai. The pressure from parents is very heavy
I think. I think my parents push their opinions on me
all the time.
- Stephanie, Japanese Language Major
According to the students interviewed, parents
generally care about two things: job security and
remuneration. They push their children to choose
majors which will help achieve these two goals or
which they believe will do so; we found that both
parents and students are surprisingly unaware of
certain realities, and instead base many decisions
on assumptions, word-of-mouth or what is
considered hot at the time. An example is
finance, which became immensely popular around
2009 and 2010, since parents believed it implied a
bright future and high remuneration.
I wanted to learn finance. It was popular, not
because I loved it. - Summer, Electronics Major
Actually public finance was chosen by my mother
and father. They thought it would be a great
opportunity; and I would have a bright future if I
chose it. - Jamie, Sociology and Finance Major
Whats hot also influences which employers
Generation More want to work for, including
companies they have heard about from friends
and acquaintances, but may not have a keen
understanding of. Several students interviewed
stressed that their biggest desire was to work for
large multinational corporations that have high
brand recognition. Yet, when we asked students
about these ideal companies, they barely knew
anything about them.
Im not quite familiar with these companies.
Between big, international accounting firms, how
can you really tell the difference? - Jeremy, Information Management & Information Systems Major

As a result, Generation More is unsure about their future

and unhappy with their majors, which in many cases were
chosen by their parents based on limited information.
I like teaching. Its my dream job. Maybe teach in an
elementary school. [] I got into ocean engineering. My
father works in a shipping company and made the decision.
I had no choice; I needed to continue my studies. - Vicky,
Ocean & Shipping Engineering Major

But Generation More brings

a brand new attitude to the
table
Whats in it for me?
Compared to the parental generation, where contribution
and hard work are valued and aspired for, Generation More
instead wants to know what the employer can give them,
and they have distinctly mixed feelings about working
hard.
My parents emphasize old things in society and working
hard. My generation, we think working hard is not the most
important thing. We think its necessary but not the most
important. - Simon, Project Management Major
Our respondents, on the other hand, tended to stress that
their aspiration is to learn as much as they can from one
employer and then move on. They are eager to gain
experience and are always thinking about the next
opportunity.
I think the things Ive learned here are enough. I have no
more things I can learn here. Another door is opening for
me. - Kenneth, Communication Major
Very few students highlighted the value of growing with a
company for a significant period of time. Instead, the
group is impatient and impulsive: if they dislike their
current employer, they will generally just walk away,
without much afterthought.
I have heard that we should sign two or three years with a
company. Is that true? When Ive learned the companys
knowledge, its enough. - Stephanie, English Language
Major

Questioning Confucius
Due to the substantial generation gap between Generation
More and previous generations, conflicts in the workplace
are inevitable. Chinese youth are becoming less accepting
of hierarchy and discipline. Whereas managers often
complain about a lack of independent thinking among
older Chinese employees, the new generation displays
a level of critical thinking and a willingness to question
authority that senior management may be unaccustomed to.
Youth belonging to Generation More want to make their
voices heard and be listened to. They long for flat
organizations where they can take initiatives and contribute ideas. They typically feel that they have fresh viewpoints that the senior staff may lack and they are eager to
express them. While this may not differ from young
employees anywhere in the world, we found this to be a
rather surprising finding in China, where the Confucian
worldview has traditionally molded young employees to

value and respect experience and seniority, while easily

accepting their own role as inferior and less
knowledgeable.
[The boss] should be kind, be able to talk to his employees.
Should listen to them carefully, not just listen to his own
ideas. - Kenneth, Communication Major

But they DO need a role model!

Having a strong faith in ones own abilities, including
questioning seniority, does not mean that Generation More
is incapable of looking up to others. Instead, Generation
More longs for role models but not just any role model.
They fantasize about following in the footsteps of admired
heroes and inspirational leaders.
Like Bill Gates; he didnt go to university and he developed
his own company. - Chandler, English Language Major
Highly admired amongst Chinese university students are
Steve Jobs, Bill Gates, Kai-fu Lee (the former China CEO
of Google) and Jack Ma (the founder of Alibaba). One
student explains why she admires Jack Ma:
I think hes creative, he always has innovations. When he
was young, he didnt have a smooth life. He changed his life.
[] The college entrance examination; he failed twice. He
didnt give up. - Stephanie, Chemical Engineering Major
This places huge expectations on their own bosses and
future leaders. For members of Generation More to not
feel that they have better ideas than their superior to bring
to the table, they need their leader to be a larger-than-life
character, someone to imitate and model themselves
after. Most of our interviewees could not model themselves and their careers after their parents, who they
watched work hard while staying relatively poor; further
fueling the need for an external hero. While technical
skills are important, Generation More longs for just more;
a boss, mentor, inspirer, life coach and spiritual leader all
wrapped into one person. Everything else might just prove
to be a huge disappointment.

MSL China Executive Whitepaper

Catching up with the next generation of talent in China 7

State Owned Enterprises vs.

Multinationals
State Owned Enterprises (SOEs) are safe
but a little dull
There is a night and day difference in brand image
between multinational and national employers. According
to our interviewees, state owned enterprises are too
hierarchical and rigid, and lack freedom and openness.
However, they are also more stable and less risky with a
stronger emphasis on work-life balance as compared with
multinational employers. State owned enterprises are
generally associated with less challenge and competition.
In local companies it may be a bit boring, cant offer many
ideas, and always have to listen to the boss. There is not
much space for your own ideas. [] In multinational
companies, the work there; no excessive rules, just your ideas
are worthwhile. If you dont wear a suit its okay. You will feel
relaxed. - Kenneth, Communication Major
Also, Generation More feels that the focal point in Chinese
companies is interpersonal relationships guanxi and
the nurturing of those relationships; which they are not
generally willing to prioritize. This generation prefers to
focus on their own capabilities; something they think is
easier to do in multinational companies.
If you want to be get a promotion you need to kiss your
leaders ass. Thats the government. - Bill, Economic Law
Major
Foreign companies focus more on competence. Chinese
companies focus on relations. If I work in a Chinese company, I will have to spend a lot of time to maintain relationships with others, not improve myself. - Christine, International Economy & Trade Major

Multinationals are fun but a little risky

The students interviewed had a positive brand image of
multinational employers and, above all, American ones.
Multinationals are seen as more open, with less rules and
control than national companies. They are perceived to
pay higher salaries, but also to have more fierce competition and higher pressure. They are also associated with
international careers, teamwork, better development
opportunities and a stronger emphasis on CSR.
Companies in European countries or America do better
than us. The companies of those countries will give back to
society. In China, its less. Maybe the companies make a lot of
money, but they hardly think about society. - Chandler,
English Language Major
Most interviewed students want to work for a
multinational employer during the initial stages of their
career, then change to a job in a Chinese organization later
on, when the focus on family is stronger.
I dont think I would take a job in a Chinese company while
Im young; I want a competitive environment, a challenge.
When youre young, youre able to have that kind of
challenge. [] When youre older, you might be afraid. Faye, Industrial Design Major

Generation More in Four:

The Careerist, the Hedonist,
the Adventurist & the Idealist

MSL China Executive Whitepaper

Catching up with the next generation of talent in China

One of the most important findings from our interviews is that Generation More is not homogeneous. While this
group shares many similarities, experiences and influencers, they are also separated by different values and
aspirations. We have categorized Generation More into four archetypes: the Careerist, the Hedonist, the Adventurist
and the Idealist.

Careerist

Hedonist

Adventurist

Idealist

Focus

Me &
my future

Me &
my family

Me &
the world

Me &
society

Drivers of
motivation

Potential

Personality

Passion

Purpose

The Careerist

Me & my future

You can compare with other things such as friends, family.

If you lose them, maybe your life will have very low quality
but you can also realize your own value, you have your own
dream. If you have a good career, you can make your life
valuable. - Simon, Project Management Major

The sky is the limit

Careerists have high career goals and they will sacrifice
their personal lives for their careers. To female Careerists,
being a strong and independent woman is highlighted as
not only a career goal, but a life goal.
Theres no limitation I think. If I have the skills, being a
CEO is also okay for woman. [] I must go forward and
keep going. - Alex, Business Administration Major
I always want to be a super-woman; a strong woman in my
career. I want to be a leader. [] Maybe I will spend a long
time at work compared to other women. I will not give up on
my career. I hope my child, when he grows up, he will be like
me; independent minded, and not rely on others. - Tiffany,
Industrial Design Major
Careerists make detailed strategies for how to improve
their competitiveness; of the four profiles, they have the
clearest career plans.
In my opinion, the next ten years might be the most
important of my life; it might be a very busy ten years. It
must be scheduled from morning to night. I need to
achieve my goals step by step. - Stone, Technology of Micro
Electronics Major

Driver of motivation: Potential

Careerists value the compensation package and growth
opportunities with the employer - including salary,
bonuses, benefits, training, mentoring and fast track
programs above other aspects. Learning and personal
development are more important for Careerists first job

compared to other profiles in Generation More. Money and

salary becomes an important driver later on in their career.
I would like to work for a company that can offer me a good
salary since Im a man. I need salary to support my family
in the future. Maybe if I can earn a lot of money I may feel
that Im successful. - Deam, Civil Engineering Major
An example of a company catering to this group is Oracle
China, which began its Graduate Development Program in
2003 to train future employees. This is a comprehensive
education initiative aimed at grooming talented graduates
from top universities to become future technology
leaders. The program extends over two years and
participants learn technology development as well as
general business, practical skills and personal
management effectiveness. Students who complete the
course are offered positions with Oracle. In 2008, nearly
200 students participated in the program.
Lenovo is another company always looking to recruit hardworking Careerists. The Chinese computer companys key
message is: For those who do. We choose doers! Lenovo
emphasizes that those in pursuit of vigorous dreams and
prospective career development are encouraged to apply.
Big companies often have good training programs; you
know what you are capable of doing after three or five years.
I appreciate some Japanese companies; they treat the
company like a home. Offer some training, feels like home.
I appreciate that kind of atmosphere. - Faye, Industrial
Design Major
Careerists need to be constantly challenged and want to
work in a fast-moving, competitive environment with
young and talented coworkers. They accept working
overtime, as long as work tasks are challenging. Unlike the
other profiles, Careerists thrive on pressure since they
believe it can improve their personal abilities, and they are
spurred when things are difficult.

MSL China Executive Whitepaper

Catching up with the next generation of talent in China 11

I want to do foreign trade. If I do trade with Chinese, its too

easy. I cannot expand my horizons.
I want pressure because I can stand on my own. Must be a
job that keeps moving, I just want to keep moving. When
I cannot keep moving, I have to go back and I cant be
stronger when I always stand on one place. I just want to take
on more challenges. - Chiang, International Economy &
Trade Major

Dream boss
Careerists are in it for the potential, and the leader is the
key catalyst. Hence, they claim to have little or no interest
in pleasantries and other soft traits what they need is
someone who can motivate them to achieve and learn
more.
Actually, I think its hard for people who have substantial
knowledge about the industry to be nice. Pressure from
veterans can motivate me to work hard; they are not my
work-friends. Their temperament is not really important.
- Yvonne, HR Major
I like leaders who are strict with their employees, its
important for the development of the company. Im a person;
if you give me some stress, maybe I will improve much
more. - Blanche, Financial Services Major

Fortune 500 is number one

Careerists want to work for big multinational companies
with high brand recognition, which are industry leaders.
Fortune 500 companies are especially sought-after. Still,
Careerists have limited knowledge about the companies
they aspire to join.
I wanna work for Apple, its one of the biggest, high
technology companies in the world. Therere a lot of
talented people working there, young guys. I could learn
a lot from them. - Yvonne, HR Major

Entrepreneurial type: The grand

entrepreneur
Amongst Careerists, there is a strong desire to become
successful entrepreneurs. Many of the students
interviewed said that they wanted to create their own
career by establishing their own businesses. When
outlining potential business opportunities, we found that
this groups high sense of self-reliance led to atypical
entrepreneurial ambitions:
Not just opening a company, but have it go to the stock
market; something like Nasdaq in China. If you can be better
in this market, you will make more money. - Liang Bin,
Technology Information Major
You always want your company to become famous; you
want to be a successful man. The Chinese say; if youre a
soldier, youre not a good soldier if you dont want to be a
commander. - Simon, Project Management Major

Case I: PwC invests heavily

in training programs to
attract careerists
Accounting giant PwC invests heavily in
training and development programs for its
employees in China, something which
catches the eye of Careerists. PwC
promotes the development of individual
careers and offers opportunities for transferring to other divisions and departments
for short periods to gain different experiences and exposures and to get a better
understanding of the work they perform.
According to PwC, an associate employee
receives on average 120 hours of training
in their first year and in 2010 PwC invested
more than 1.2 million hours to teach and
develop its team.

The Hedonist
Me & my family

Just want a peaceful life

My dream is to go to Yunnan. Not a lot of competition. Have
my little family, have my leisure time, I think its slow. Of
course I would take my parents with me. Its a solitary life,
thats what attracts me. The place is beautiful. I think
I can be a teacher. As a teacher you can get two vacations.
- Stephanie, Chemical Engineering Major
I want to be a gardener, just plant some flowers; I think it is
a beautiful job. Because I like the smell of the flowers,
I think it can be relaxing to plant flowers in your garden.
- Daisy, Electronics Major
To Hedonists, the definition of success is to lead a
peaceful life with little to no pressure or competition.
Goals do not exclusively apply to career, but also to their
personal life and development. Hedonists usually dont
have a clear career plan.

Relationships in
the
workplace

Ideal
boss

Careerist

Hedonist

Adventurist

Idealist

Young &
talented
Learning from
Co-workers

Nice & friendly

Make friends
in the
workplace

Multicultural
& exciting
Communicate
with
foreigners

Devoted &
engaged
Share great
ideas

Pushing
&
encouraging

Friendly &
compassionate

Supportive &
freedomgiving

Charismatic &
inspirational

Drivers of motivation: Personality

Hedonists value that their personality fits with the
employer. The employer personality is mainly judged by
their attitude, company work-life balance, job security, peer
group profile, culture and leadership style. Among the four
career profiles, these students dislike the idea of working
overtime the most.
I dont want to work overtime, because in my spare time I can
do other things, and develop myself. - Sophie, French
Language Major
Maybe I wont try to be outstanding in the company.
If you do this, you will have to work overtime. - Summer,
Electronics Major
This career profile will sacrifice their careers for their family
and quit a job if they feel their private lives are suffering.
Thats why I want to get married at 25 to 28; I have three
years for my career. After three years, I can change myself
into a family and devote more time to my family. If my
husband can support me, I will sacrifice myself and
find a simple job to give more time to my family. - Yinfei Fan,
English Language Major

MSL China Executive Whitepaper

Catching up with the next generation of talent in China 13

A focus on relationships
Collective values are fundamental to Hedonists. Of the
four profiles, this group is the most traditional and the one
who listens to their parents the most. Hedonists put more
emphasis on relationships than the other profiles. They
prefer teamwork over individual work and want to develop
new friendships in the workplace. Conflicts are strongly
disliked and they long for superiors who show kindness
and sympathy.
Everyone wants the boss to be a friend of yours.
- Stephanie, Chemistry Engineering Major

SEOs provide a fitting work environment

Of the four types, Hedonists are the most loyal to their
employer, and they are the most tolerant of boring work.
Hedonists typically prefer to work in state owned
enterprises since they tend to be associated with secure
employment, stability and work-life balance.
The quality of life, maybe, is an important part. Just
because youre in the government, you will get more free
time than other companies. [] I can do things I like in my
free time. Improve the conditions of my life and family. Its
very important; balance. - Luixin, Sociology Major
Hedonists put an emphasis on enjoying little, everyday
things; another area where state owned enterprises score
relatively high:
You get a lot of things; like during the Mid-autumn Festival,
the company will give you a moon cake or something like
that. The welfare is good. Its easy for me to be happy, I find
happiness in small things. Dont have too many complaints.
- Yan, International Economy and Trade Major
Compared with other profiles, Hedonists also focus more
on the physical attributes of the workplace.
Maybe some plants, flowers, in the office and the air
conditioning is good, some air and some light can come
through the window. And the temperature in the office is
good; about 24 degrees. - Tina, Finance Major

Entrepreneurial type: The romantic

entrepreneur
The Hedonists entrepreneurial dream is to establish and
own a small-scale lifestyle business, for example a coffee
shop, a small hotel or a boutique where they can sell
curated books, flowers, handicrafts or other things they
love. They commonly talk about their ideas with friends
during late nights while studying for an exam. Hedonists
have a slightly nave attitude to starting a business; it is
seen as a hobby and a way of self-fulfillment, where they
can make friends rather than enjoy the actual business
aspects or as an outlet for hard work.
We like the smell of books. Many girls like this; they will
come to our shop. - Sissi, International Economic
Law Major
I prefer to be the manager of a coffee bar. Many people come
here and I can see many peoples lives. When they come
here, I can see a lot of kinds of people; they might be happy
or not happy. [] Its interesting to research their lives I think.
- Stephanie, Japanese Language Major

Case II: IKEA looking for the right

personality fit when hiring
Swedish furniture retailer IKEA takes a marketing
approach to recruitment, in order to identify people with
the right mindset and behavior rather than just attracting a
large volume of candidates. The company has a strong
corporate culture and wants to hire people who can live
the companys ideals by communicating the IKEA spirit
and vision and translating them into daily actions and
behavior. To get to know their target employees better,
IKEA brought together twenty potential candidates. Group
members had to answer a series of written questions and
participate in a personal interview, discussing what they
knew about the company. IKEA also wanted to see how
candidates reacted to recruitment specifications, and even
what language would best appeal to them. IKEA further
interviewed its present employees to get an
understanding of how the recruiting policy was applied in
practice and how employees viewed their work
experience. Based on these research findings, IKEA
produced a range of ads to be used in different media
channels.

The Adventurist

Me & the world

Want to lead an exciting life

Im still young and I want to experience exciting things.
Life is too short. Life is always by chance. Maybe tomorrow,
Ill change my mind. - Yvonne, Tourism Management Major
My dream is to stay in the UK and work as a Formula One
journalist. Maybe it will not be as I expected, maybe I will
hate it. If I hate it, I will just quit and go for another dream.
You dont know what will happen tomorrow. Maybe youll die
tomorrow. - Alice, Journalism Major
Adventurists never make long-term plans for the future.
Instead they prefer to go with the flow and see what
happens. This group is the most changeable and
unpredictable of the four types.
First I thought my personality is suitable for HR but then I
thought it was very boring. I dont like always working in the
office. Im not sure what kind of career is suitable for me.
I always change, Im changeable. - Sharon, Finance and
HR Major
Adventurists are much like Careerists due to their focus on
learning and personal development, but whereas
Careerists have a clear and consistent career focus,
Adventurists are willing, or want, to try different
professions. Of the four profiles, they are the most
confused about their future careers.
Actually my dream is to get different kinds of jobs in
different places. I dont like to have the same job too long. I
want to try different things. Actually, I want to teach English.
Maybe more jobs, maybe be a bartender. I want a good job to
experience life, maybe in different small companies, different
departments. - Summer, Electronics Major
Careerist
Main
reasons
for
changing
job

No challenge
or promotion
Better salary
offer
elsewhere

Hedonist
Too long work
hours
Too much
pressure

Adventurist
Boring work
tasks and
workplace
No freedom

Idealist
Company not
taking
responsibility
Cant express
opinions

Driver of motivation: Passion

Adventurists value passion including fun and diversified
work assignments freedom, independence and international assignments above all other aspects. They dream
about working in a dynamic and energetic workplace with a
multinational workforce. Adventurists like change and get
easily bored if they are not stimulated. Of the four types,
Adventurists are the ones who talk about being the most
engaged in their future job but only if they really like it.
I think I will stay until the day Im bored with this kind of job.
- Vicky, Chinese Language Major

By highlighting passion and people with passion in

recruitment ads, Google has become one of the most
attractive employers in China especially amongst
Adventurists. Google stresses that No matter what major
you are in, if you have passion, Google is your home. The
Chinese e-commerce company DangDang.com communicates a similar message to its potential employees; they
stress that they do not choose talent based on their major;
instead, they look for people with passion. According to
DangDang.com, a person with passion will learn fast and
work better.
While Careerists argue that it is not possible to combine a
career with a hobby, Adventurists think that it is. For
instance, several students interviewed pointed out that
they want to combine their interests in sports with their
job.
I want to be a commentator, like a news reporter for tennis
matches. I really like tennis and I play tennis. - Cindy,
Japanese Language Major

Want to be in control
Adventurists want to create their own path in the work
place, and they want their superiors to be supportive and
not interfere too much. They want to be in command of
their own work time and treasure flexible work hours and
the ability to work from home whenever they want.
I think its the freedom to choose how to live, not be framed,
I think its the most important. If the time is totally under my
control, I think I can accept overtime work. I think I should
have control of my spare time. - Stone, Technology of Micro
Electronics Major
Maybe I will be freelancer because I can have freedom from
Monday to Friday and only work on weekends. - Jun Qian,
Journalism Major

Wherever the wind takes me

My dream job is freedom. I want to travel more than work,
find a job which takes me to many different countries, maybe
for one or two years. And then go back to China and then go
out again. I dont want to stay in one country for a long time.
- Sharon, Finance and HR Major
Of the four profiles, Adventurists have the strongest desire
to discover the world outside of China. Freedom is a key
concept for Adventurists.
When I get tired of a certain city I will change jobs to another
city. Find another more interesting job, Ill change. When Im
young I will try different kinds of jobs in different places.
- Summer, Electronics Major

Eager to interact with multinationals

The job should have a lot of foreigners. People with different
views of the world, you can share opinions and ideas. If this
company can meet all my standards such as a lot of
foreigners, send me to other parts of the world I can stay
long-term. But just company very ordinary or I cannot get
things I want; I think I will change company very quickly.
- Jarvis, Architecture Major
Adventurists typically feel that working for state owned
enterprises implies too little excitement and too much
stability; this life does not suit their adventurous aspirations. Thus, these students prefer to work for multinational
companies or large Chinese companies with assignments
abroad. Adventurists also have a desire to communicate
with different nationalities and they are more comfortable
than the other profiles in interacting with foreigners.
I think international companies are more fun, you can meet
more people. Exchange ideas and work abroad. And local
ones are very dull, maybe very boring. People are not so
competitive, dont fight to reach their goals. - Yvonne,
Tourism Management Major

Case III: Procter & Gamble

pulls out the big guns to
attract adventurists
Procter & Gamble has already adapted its
recruitment efforts to Mainland China and what it
offers to meet the needs of adventurous students
belonging to Generation More. Rather than just
promising higher wages, the company highlights
opportunities for flexible hours, the chance to
work from home, and the guarantee of regular
three-month sabbaticals.

MSL China Executive Whitepaper

Catching up with the next generation of talent in China 17

The Idealist

Photo by kafka4prez on flickr

Me & society

I just feel China has to change. Journalism is a way to

change Chinas situation now. - Amie, Journalism Major
Careerist
Spare
time

Extra courses
Internship

Hedonist
See friends
Learning a
language

Adventurist
Travel
Daydream

Idealist
Volunteer work
Seminars

Want to heal the world

Idealists have high expectations for the world in which
they live and being able to contribute to society is the
primary career goal for these students. They are typically
already engaged in extracurricular volunteer activities in
school, which they find meaningful and fulfilling.
We do some charity; donate money to the poor. I think its
very meaningful. [] When I graduate, I will also enter some
charity organization. - Paul, Architecture Major
Idealists particularly want to contribute to Chinese society.
One interviewee pointed out that his career objective is to
change peoples ideas and reform policies and wanted to
hold an influential government position to make this
possible. Whereas other career profiles mainly focus on
the well-being of themselves, their friends and families,
Idealists prioritize the well-being of society.
Contributing to society, thats success. I will try to do
something for society, to give a better life to all people in
society. [] If I can earn a lot of money, is that success?
I dont think so. Its just one element in life. - Eddy,
International Economy & Trade Major
Careerist
Definition A successful
of success career

Hedonist

A peaceful life
Family
A big pay check happiness

Adventurist
An exciting life
Being free

Idealist
Well-being of
society

Drivers of motivation: Purpose

Idealists value the greater purpose of the employer,
including its corporate reputation and commitment to
environmental, social and governance-related issues,
above other aspects. How the company takes
responsibility for its employees is also of great
significance.
To Idealists, the company mission matters; it should have a
greater purpose and be aligned with their own values.
Values highlight faith and devotion to the employer. Of the
four types, Idealists put the least emphasis on financial
benefits.
When I search for one company, I want to know what kind of
culture the company has and what is the value, it should
have a high mission. If you dont agree with the mission,
you will not do your best, not devote yourself to the company
or the career. - Eddy, International Economy and
Trade Major
Not quite important to earn money. Some people earn a lot
of money but they lose more, maybe they lose their friends.
- Chandler, English Language Major

Eager to speak their minds

Equality, freedom of expression and responsiveness are
central concepts for Idealists, and they want to work with
people who have great ideas; work in a team where all
members are devoted and want to change something.
Starbucks Coffee Company understands this. To attract
Idealists, Starbucks China has created a new
communication strategy stressing that employees arent
just choosing a job, but deliberately choosing a wonderful
brand where the company is proud of every employee
and where every employees voice is heard. In fact,
Starbucks does not use the term employee, preferring to
call coworkers partners to demonstrate the significance
of each staff member; from barista to manager. Starbucks

Photo by kafka4prez on flickr

also provides opportunities for each employee to engage

in volunteer activities in the local community during work
hours; another feature that attracts Idealists.
Idealists are eager to speak their minds, and they are not
afraid of criticizing whatever they feel is wrong in their
environment. Of the four types, these youth are the
hardest to steer.
I hope that I can express my opinion. Everyone can express
their opinion very freely. We are free to say something.
- Eddy, International Economy & Trade Major

Want to learn about CSR issues

Idealists typically want to launch their careers in
international companies. Just like Careerists and
Adventurists, Idealists have aspirations to work abroad,
but not because they want an international career or to
explore the world, but because they believe they can learn
about CSR issues abroad. Yet, Idealists typically consider
many big and international corporations too commercial to
work for. The long-term goal of Idealists is to work in a
domestic company or start a business of their own.
I would prefer to stay in a domestic company; my idea is to
change China, not American society. [] If I can, I will work in
an international company to learn about their professional
ideas and skills about journalism and then go to China to
practice it. [] You love the country; you think it can be better,
more democratic for people to live. - Amie, Journalism
Major

Entrepreneurial type: The philanthropic

entrepreneur
Just like Careerists and Hedonists, Idealists dream about
starting their own business but with a different purpose;
becoming philanthropic entrepreneurs is a chance for
them to contribute to society in their own way. They can be
free and have their own objectives and independent ideas.
Just like Adventurists, Idealists highlight freedom. One
student stressed that he wanted to start his own school as
an attempt to change the school system in China.

Case IV: Alibaba Group

reaches out to idealists by
taking responsibility
Chinese Business-to-Business e-commerce group
Alibaba aspires to provide a better life to its
employees and their families. In September 2011,
Alibaba Group declared it would launch a RMB 3
billion interest-free housing loan scheme, called
iHome, for its employees. Those employees who
served the group for at least two years and are
planning to buy their first apartment can apply for
these loans. Alibaba has also set up an education
fund worth RMB 500 million, which will be used
for the construction of education facilities and
cooperation with related education organizations.
Alibaba will cooperate with local schools in
Hangzhou to help solve problems regarding
preschool and primary education for the children
of its employees. Alibaba will further give more
than RMB 40 million in one-time subsidiaries to
its junior employees due to Chinese commodity
prices increases and rapid inflation.

I can hopefully have a school of my own. So thats why Im

gonna be a teacher on my own. I think I can do a better job.
- Jeremy, Information Management & Information Systems
Major

Communication Strategies
to Attract Generation More;
The Careerist, the Hedonist,
the Adventurist & the Idealist

Source
of
information

Careerist

Hedonist

Adventurist

Idealist

Company
spokesperson

Family and
friends

Friends

TV &
newspaper

Recruitment
websites

Teachers

Official
websites
Weibo, Renren
Teachers

Teachers

Teachers

Weibo, Renren

Recruitment
websites

Recruitment
websites

Official
websites

Recruitment
websites

Official
websites

Weibo, Renren

Official
websites

Friends

Weibo, Renren

Going online
One of the most common ways for all four profiles to get
information about different employers is the internet.
Chinese recruitment websites are one of the most
common. The recruitment websites most mentioned in
the interviews included:
1.
2.
3.
4.
5.
6.
7.

www.yingjiesheng.com
(the biggest and most popular one)
www.dajie.com
www.51Job.com
www.tmjob88.com
www.zhaopin.com
www.hiall.com.cn
www.chinahr.com.

The company homepage is a frequent source of

information, as are Chinese social media sites: Sina Weibo,
Renren and Douban. Using social media channels,
students are able to locate current employees at specific
companies to get insights from them.

MSL China Executive Whitepaper

Catching up with the next generation of talent in China 21

The power of word-of-mouth

Students looking for information about employers
frequently consult their friends; word-of-mouth is a very
important source of information.
Careerist

Key
message

Hedonist

Adventurist

Idealist

Advancement
possibilities

Work-life
balance

Freedom and
flexibility

Work with
CSR

Financial
benefits

Stability
Harmony

Fun and
Diversified
work

Possibility to
contribute

Friendly
atmosphere

International
assignments

Challenging
environment

Freedom of
speech/
responsiveness

companies and trying different jobs. Friends are a very big

source of information for all the profiles but specifically
for Hedonists.

The Adventurist
Adventurists are not as focused in their search efforts as
for example Careerists, since their plans change constantly. They might come across an interesting initiative on
the web or in a newspaper, which makes them turn to
Baidu to search for more information. They are more likely
to be triggered by what they consider to be opportunities
compared to what they consider to be jobs, which means
that they to a lesser extent than the other groups are
scrutinizing job sites and companies' career sites.

Team work

The Idealist
The Careerist
Chinese university students generally start searching for
company information when they are juniors (3rd year) and
seniors (4th year) in the university. Amongst the four
profiles, Careerists are the most active in searching for
company information. They know the most about different
companies, including multinational ones.

The Hedonist
Hedonists prefer to work for state owned enterprises and
do not know much about different companies. Hedonists
and Adventurists put the most emphasis on experience;
they will learn about companies by entering different

Idealists get most information from the news; television

and newspapers from both Chinese and international
sources. These students are more likely than others to be
sensitive to what is going on in society. They are skeptical
and in need of objective information.
I will read some foreign websites like New York Times, BBC
and China Daily. I will search this way to know more about
this world. - Eddy, International Economy and Trade Major

China graduate opportunities

MSL Chinas seven tactics
The research has clear implications for companies
communications strategy when targeting Generation More.
Below, we outlined a few key findings:
1

Do not neglect the familys influence when it comes

to making important decisions such as the first
employer. It is not enough to convince the
candidate, the parents need to support the choice
as well, something which companies need to
consider when creating their communications
strategy.
Dont sell educate. Both students and parents are
making surprisingly uninformed choices when it
comes to studies and future employment. Be the
one who guides them. We recommend companies
to start targeting students as early as the high
school level, to outline the benefits of employment
in your industry in an easy-to-understand way. This
approach will lead to more informed choices at the
university level, decreasing the risk of unmotivated
and uninterested people, and you will compete for
the attention of students (as well as their parents!)
in a much less saturated market.

Develop a clear Employer Value Proposition (EVP),

based on your most important recruit archetype.
You cannot and should not treat Chinese university
graduates as one collective entity. Accept that you
cannot win them all; while at all times stay
authentic and true to your brand, focus on the
drivers of the group most suited to your company
culture.

Up the ante in providing individually tailored

development plans and career paths. Generation
More emphasizes the individual over the collective,
and wants to know whats offered in terms of
personal development and remuneration.

Build your corporate reputation. Brand awareness in

the target group will give you a larger selection of
candidates and supportive parents, even if it is a
shotgun approach, that in itself will not guarantee
attracting the students who best fit your
organization. PR, advertising and other
communication efforts outside narrow trade media
will impact students and their parents and
strengthen the overall image and attractiveness of
your company. Fame counts.

MSL China Executive Whitepaper

Catching up with the next generation of talent in China 23

Focus on middle management. While the quality of

a companys managers is always important, for
Generation More, we believe that we may see a huge
clash between reality and expectations when they
enter the workforce and start reporting to their first
bosses. To bridge this gap, companies should:
-

Enhance middle management capabilities: The

old truth People dont leave companies,
people leave bosses seems especially true for
Generation More. Companies need to
understand the importance of its managers,
and ensure their training and management
capabilities.
Manage expectations; include elements in onboarding programs that outline the relationship
and mutual expectations between recently
graduated new recruits and their direct line
manager.

Companies in China need to keep in mind that not

even on their first day of on boarding, this group has
a plan to stay on with the company for a long time. It
is a good strategy to create strategic alumni
programs to ensure keeping the relationship going,
and leverage the fact that there will be a big pool of
ex-employees in the market who might if the
company plays its card right - be convinced to rejoin the company after they get more experience
elsewhere.

If your company has exceptionally qualified leaders, we

suggest leveraging this asset through communication. But
before you boast too much about your organization, make
sure you are aware of the already sky-high expectations for
managers, and consider the consequences of not living up
to these expectations.

MSL China regularly publishes Executive Whitepapers with insights

and comments on trends, the industry and society as a whole.
To get information from MSL China or to subscribe to future
whitepapers, as well as to contact us for any other matter, please send
us an e-mail on greaterchina@mslgroup.com
or call us +86 21 5169 9311 (SH) or +86 10 8573 0688 (BJ).
MSL China Executive Whitepaper
May 2012
Copyright MSL China