An article in a leading Indian magazine, Business Today, highlights strategies of Genpact and a few other firms on the leading edge of tweaking their work cultures to align with the needs of GenNow, the new-generation workforce. The article also quotes HR provider, Mercer India, on the driving needs of the GenNow workers:

… the new workforce is driven by four needs: To acquire recognition and prestige, to bond, to comprehend and seek knowledge, and to defend themselves. This generation likes to seek novelty, push frontiers and they seek to be trusted.

I believe wise buyers of outsourcing services — those that seek to put in place strategies that ensure they achieve their anticipated ROI — need to include efforts to motivate and reward the outsourcer’s workers; this will also help minimize attrition.

Initiatives that include customers recognizing and rewarding the outsourcer’s employees for their contribution to the services delivery, or initiatives that help jointly create a career path for the workers will be highly beneficial in motivating the individuals. Such initiatives are definitely a trend I’ve noted in 2010 in Outsourcing Center’s annual Outsourcing Excellence Awards program. Several buyers and service providers that were nominated for excellence in the awards program in 2010 cite this strategy as one of their key drivers to achieving ROI in outsourcing.  

Since 1998, freelance writer Kathleen Goolsby has studied outsourcing relationships’ successes, failures, trends, and best practices. She has interviewed more than 860 executives at buyer and service provider companies and is the author of “Critical Requirements for Building and Sustaining a Successful Outsourcing Relationship,” a chapter in Global Outsourcing Strategies: An International Reference on Effective Outsourcing Relationships (December 2006, Gower Publishing). As a freelancer, she also currently serves as the Senior Writer for Outsourcing Center (whose parent company is sourcing advisory firm, Alsbridge) and has authored dozens of articles as well as white papers. In a past role, she was editor of Outsourcing Venture (a former print publication). You can contact Kathleen at ksgoolsby@gmail.com.

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