How to attract, retain and engage the next generation

In case you aren’t aware, Columbus is known as a “magnet city” for bright, young talent. Among our superlative rankings in various publications (and social media news feeds), we have one of the largest concentrations of college students in the country, the largest young professional membership organization in the nation and some of the world’s best and boldest brands headquartered right here. We have a lot going for us.
Within Franklin County alone, more than 100,000 college students (18- to 21-year-olds) and nearly 450,000 young professionals (21- to 45-year-olds) live within a population of 1.2 million. This means that nearly half of the people living here are young professionals. Of those, 1 in 3 are considered millennials.
By 2020, millennials will comprise more than 1 in 3 of adult Americans. So, Columbus is ahead of the curve by five years.
Millennials also account for more than $1 trillion in U.S. consumer spending and will make up as much as 75 percent of the U.S. workforce by 2025, according to The Brookings Institute.
These numbers are impressive. What’s even more impressive is that we have the opportunity to continue to attract, retain and engage our city’s young professionals with three simple tips: plant, feed and watch them grow.
Plant
Remember Johnny Appleseed? He was the American pioneer who became a folk hero by planting apple trees across large parts of the Midwest, including Ohio. He made a name for himself — literally — by doing something he was passionate about.
We need to constantly encourage our young professionals to explore their passions, through innovation, service, entrepreneurship and travel.
Plant the seed of exploration as part of your corporate culture. (And if you’d like to brush up — the Johnny Appleseed Museum is located in Urbana, Ohio.)
Feed
Next, work to create, or maintain, a work environment that is authentic, enjoyable and a good place to be valued. This feeds millennials’ needs as tech-savvy, socially conscious and highly focused on integrating work and life.
You don’t need to replace the boardroom table with a billiards table, but there are some easy ways to focus on better quality of life at the office.
Give your employees a paid vacation day to participate in a company-led volunteer effort. In fact, ask them to help you organize it.
Encourage their participation in business networking and community events versus keeping them in the office.
Whatever it is, learn what they are passionate about and nurture this need. Not only is this good for the community, but others will begin to talk about what a wonderful workplace you’ve established. (Also, nominations are now open for our “Wonderful Workplaces for Young Professionals” Awards at cypclub.com).
Watch them grow
Above all, make sure you are giving ample opportunity for your young professionals to have a place at the table. Nurture their need to succeed and watch them grow — personally and professionally. It will pay dividends sooner than you may think and will attract others.

You have the power to impact the future by investing in your young professionals now.

Derek Grosso is the president, CEO and founder of the Columbus Young Professionals Club, recognized as the largest membership organization of young professionals in the U.S. with more than 22,000 registered members. Derek is an entrepreneur, public speaker and business consultant for young professional groups in cities around the country looking to prosper and grow.