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Issue Date:- 16 June 2008

Report debunks myths surrounding Generation Y

A report published by the Chartered Management Institute shatters many long-held beliefs about Generation Y. 

Exploring the aspirations, working styles and motivations of today’s younger managers in the North West it exposes as myth the view that Generation Y is self-absorbed, disloyal and impatient.

The study, based on qualitative and quantitative research of managers aged 35 and under, indicates that today’s younger managers in the North West are focused on long-term skills development to boost their career options.  Combined with analysis of the views of management students, the study, published with Ordnance Survey, will be used to help business leaders and employers in the region understand how to recruit, develop and retain younger managers.  Key findings include:

Selfless, not selfish:- far from the stereotypical view of Generation Y as self-indulgent, younger managers in the North West are driven by ethics and a sense of purpose.  Only 16% claimed they would quit their job tomorrowif they won the lottery.  83% in the region want to work for an organisation that does something I believe inand 56% would only work for organisations with strong values

Committed to the cause:- debunking the myth that Generation Y lacks commitment, the report shows that 72% of respondents in the North West have been in their current job for 3 years or more and only 7% strongly agreed with the statement that there’s no point being excessively loyal to an organisation.  38% also work in the evenings, if necessary, 31% work at weekends and 20% also usetravel timefor working

Long-term career planning:- the idea that Generation Y is less committed to career planning has also been shattered by the study.  Asked why they joined their current employer, many in the North West (77%) focused on the long-term career opportunities available.  61% claim to have a personal development plan in place and 75% suggest theyknow what they need to achieve their ambitions.

Jo Causon, director, marketing and corporate affairs at the Chartered Management Institute, says:- “Generation Y has been dismissed as self-centred, yet the evidence shows that this is not the case.

Overall there is a strong desire to develop at work and enjoy their job, with inability to progress a strong negative for them.

Yet, at the same time, busy individuals working long hours can quickly become demotivated and leave.  In an era where skills are at a premium, organisations need to be aware of this and act before it becomes reality.”

Further analysis of the research shows today’s younger managers in the region believe that their future success depends on skills development.  Asked what would appeal about job opportunities, just 27% said pay is very important. 

The majority (72%) suggested they would be attracted to employers offering training and development.  81% also claimed the challenge of workis a key factor influencing their choice of job.

Vanessa Lawrence, director general and chief executive of Ordnance Survey, comments:- “It is clear from the study that younger managers wish to acquire transferable skills; with the shortage of skills across the UK continuing to be a factor for organisations, this is something that should be welcomed. 

The research confirms that there is considerable value in investing in training, both for the individual and the employer.”

CalledGeneration Y: unlocking the talent of young managers, an executive summary is now downloadable


SIGNS have been put up to deter random sales people knocking on doors in parts of Crossens, 2 locations in Birkdale and 1 in Ainsdale.

As part of the scheme, homes will receive door and window stickers, information packs and signs will be displayed at either end of the street to help reduce uninvited sales people calling.

The scheme is part funded by the Safer and Stronger Communities Partnership (SSCP) working closely with local Homewatch Schemes and Sefton Council Trading Standards.

A similar no cold calling zones has successfully been set up in Crosby in Partnership with a local Homewatch Scheme.

Trading Standards Manager, Andrew Naisbitt,said:- "Cold callers who turn up and knock on doors unannounced often use 'hard sell' and pushy tactics to make a sale. 

They will often take cash or cheques off vulnerable people and there is also a link between distraction burglary and doorstep callers.

By setting up a cold calling free zone with visible road signs highlighting this, it gives the message that such sales people are just not wanted. 

Through partnership working like this we can make a real difference for local communities and hopefully more schemes like this will be seen across the borough."

Southport Homewatch Coordinator, Margaret Jepson, added:- "An unexpected caller to an older person's can unnecessarily raise the fear of crime.

By setting up designated No Cold Calling Zones like these, it will reassure the public that positive action is being taken and hopefully prevent this practice from going on."

NHS Direct Helps Take the Pressure off GPs and A&E

NHS Direct is helping take the pressure off GP surgeries and A&E as it increasingly continues to advise callers to treat themselves at home.  According to new independent research, 39% of callers in the North West region were advised to treat themselves at home and if NHS Direct had not intervened, nearly 50% of those callers would have gone to their GP and over 25% would have gone to A&E.  IFF Research, who carried out the evaluation, interviewed 605 people in NHS Direct’s North West area and found that 71% of those callers would either have gone to their GP or attended A&E if they had not been able to phone NHS Direct.  Of the 71%, 40% stated they would have sought help from their GP and 31% said they would have gone to A&E.

National picture:-

Looking at all 9 NHS Direct regions as a whole the picture is fairly consistent.  Nationally, the research confirms that a high proportion of callers (41%) were advised by NHS Direct to treat themselves at home and if we had not intervened, nearly 50% of those would have gone to their GP and over 25% would have gone to A&E.  In comparison, the independent evaluation also highlights that nationally NHS Direct referred 11% to A&E, 28% to a GP (10% for urgent appointments), 5% to walk-in centres, 4% to a dentist and 3% to a pharmacist.  In 2007 NHS Direct’s core telephone service took 5 million calls.

The independent evaluation of 4554 calls to the service shows that 73% of callers would either have gone to their GP or attended A&E if they had not been able to phone NHS Direct.  Of the 73%, 44% stated they would have sought help from their GP and 29% said they would have gone to A&E.

“These figures quite clearly show that NHS Direct is helping take the pressure off GP surgeries and A&E and what is particularly significant is how many of the callers advised to treat themselves at home would have otherwise gone to doctors’ surgeries and A&E.  It is also clear that the public like the service they get.  Our patient satisfaction ratings are very high compared to almost any health, call-centre or online service.  We know there are huge opportunities for further use of telephone, internet and TV in healthcare, but it’s good to know that what we do today has such a positive effect and is appreciated by the public.” said NHS Direct chief executive Matt Tee. 

NHS Direct Referral Process:-

Of the 4554 callers questioned 93% felt the referral process, which included self care advice, was efficient and the same percentage said NHS Direct “helped me deal with the issue I was calling about”.  Of the 4163 callers who followed NHS Direct’s advice, 95% were satisfied.  The speed with which NHS Direct can be contacted “compared to how long it takes to book an appointment with GP or other provider” was one of the main reasons for satisfaction according to callers.  NHS Direct offers reassurance and according to IFF Research the service stops callers panickingand gives them confidence they are accessing the correct service.  The advice is also trusted and callers tend not to question it.

There are 3 main reasons callers ring the service – 65% had a new health concern (illness or injury); 22% wanted general information and 12% had an existing concern/complaint which was worsening.

Mark Speed, IFF Research joint managing director, said:- “These are very positive findings for NHS Direct – with very high levels of caller satisfaction in terms of the way the call was dealt with, the appropriateness of referral and the efficiency of the process.”

Healthcare Providers:-

IFF also carried out 35 in-depth interviews with healthcare providers - a cross sectional not representative sample - which will underpin a series of related studies which NHS Direct is currently developing with academic partners.  Whilst there was a good degree of positive feeling among the small number of health providers surveyed by IFF, and although they felt NHS Direct referrals are appropriate and timely, healthcare providers also felt that there is still a tendency for NHS Direct to err on the side of caution.  According to IFF, healthcare providers do understand the rationale behind such caution but feel NHS Direct’s referral system could still be further improved.

In response to this Tee explained:- “Following this research, we are examining a number of options including highlighting how many calls are diverted away from each provider to counterbalance providers’ experience of inappropriate referrals.  We are also considering providing an increased quantity of referral documentation which would help counteract claims of those who feel NHS Direct duplicates existing services.”

Regional breakdown per NHS Direct region:-

The regional figures for all 9 NHS Direct regions show a similar picture to the national one.  The box below breaks down the figures per NHS Direct region.  The figures below also clearly show that of those were advised to treat themselves at home significant numbers would have either gone to their GP or A&E.

NHS Direct Regions Interviewed % felt they were advised to treat themselves at home % would have otherwise gone to GP % would have otherwise gone to A&E
East of England 456 42 52 23
East Midlands 381 41 46 25
London 624 43 43 28
North East 215 37 51 33
North West 605 39 43 30
South East 960 43 50 25
South West 409 39 52 28
West Midlands 417 43 50 27
Yorks & Humber 476 36 46 27
NATIONALLY 4554 41 48 27

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