People in Generation X were born between 1964 and 1979. Generation Xers value job security. The members
of Generation X are also independent. They like challenging work rather than repetitive work and dislike
supervisors who look over their shoulders.
Competitive challenges facing HRM departments include:
1. Responding strategically to changes in the marketplace
2. Competing, recruiting and, staffing globally
3. Setting and achieving corporate social responsibility and sustainability goals
4. Technology
5. Containing costs while retaining top talent and maximizing productivity
6. Employee challenges
1. Strategic advice and counsel: HR managers often serve as in-house consultants to supervisors, managers,
and executives. Given their knowledge of internal employment information and productivity metrics as well as
their awareness of external trends such as economic and unemployment data and new legal and regulatory
issues, HR managers are an invaluable resource for making decisions. In some companies, generally larger
ones, the top HR manager acts as the chief compliance or ethics officer to help employees wade through gray
areas when it comes to right and wrong and ensure personnel comply with the laws and regulations that affect
their industries. HR managers are also being relied on more heavily to advise compensation committees.
2. Service: HR managers perform such services as recruiting, selecting, testing, and planning and conducting
training programs. Technical expertise in these areas is essential for HR managers as they design and
implement talent-management programs.
3. Policy formation and implementation: HR managers generally propose and draft new policies or policy
revisions to cover recurring problems or to prevent anticipated problems. HR managers also monitor the firm’s
managers and employees to ensure they follow established HR policies, procedures, and practices. Perhaps
more important, they are a resource to whom managers can turn for policy interpretation.
4. Employee advocacy: HR managers listen to employee concerns and represent their needs. The HR manager
must ensure that the interests of the employee align with the interests of the organization.
The newest generation entering the workplace is Generation Z. The members of Generation Z were born in the
mid-1990s and early 2000s. It’s been estimated that by 2020, they will make up 20 percent of the workforce.
These workers have never known life without smartphones and social media, and they expect to be trained and
managed with digital tools. They are also more comfortable with racial, cultural, and sexual diversity than
other generations and want to change the world for the better. A large number of members of this generation