'The workplace that graduates join could look very different if Lucian Tarnowski, 23, the founder of Brave New Enterprises, a consultancy, gets his way. Studying religion at the University of Edinburgh, he became interested in why Generation Y, those born after 1980, “are seen as the most difficult workforce to manage”.

He intends to bridge the gap between what employers offer and what graduates need. Doted-upon Gen Yers expect a more personal experience, Tarnowski says. “A challenge is making them feel that they’ve joined a team, not a faceless organization.” For the MTV generation, entertainment and technology are part of work. “We’ve been brought up with high-interest things, so we’re easily bored.”

If firms fail to adapt, retention rates will plummet, he says. The consultancy advises on everything from reward schemes to recruitment. Already 65 firms have signed up to a spin-off, Brave New U. Graduates will be able to befriend potential employers via Facebook, “the complete opposite” of CV websites such as Monster.' The Times, December 6th 2007

For the full story click here