Momo , Vladimi ; Ly ynenko, Olena
A icle
Adjus ing bank ec ui men o he speci ics o he
millennial gene a ion as condi ions o a ac i eness
decline o employmen in he banking sec o
e-Finanse: Financial In e ne Qua e ly
P o ided in Coope a ion wi h:
Uni e si y o In o ma ion Technology and Managemen , Rzeszów
Sugges ed Ci a ion: Momo , Vladimi ; Ly ynenko, Olena (2019) : Adjus ing bank ec ui men o he
speci ics o he millennial gene a ion as condi ions o a ac i eness decline o employmen in he
banking sec o , e-Finanse: Financial In e ne Qua e ly, ISSN 1734-039X, Sciendo, Wa saw, Vol. 15,
Iss. 4, pp. 73-82,
h ps://doi.o g/10.2478/ iq -2019-0029
This Ve sion is a ailable a :
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ADJUSTING BANK RECRUITMENT TO THE SPECIFICS
OF THE MILLENNIAL GENERATION AS CONDITIONS OF
ATTRACTIVENESS DECLINE FOR EMPLOYMENT IN THE
BANKING SECTOR
olodymy
m
omo
1, o
lena
l
y ynenko
2
Abs ac
JEL classi ica ion: G01, G21, M14, M51
Keywo ds: co po a e cul u e, employe image, alue sys em, gene a ion heo y, gene a ion Z, social capi al, managemen s yle, job enla gemen ,
job en ichmen
Recei ed: 02.06.2019 Accep ed: 12.12.2019
www.e- inanse.com
Uni e si y o In o ma ion Technology and Managemen in Rzeszów 73
Financial In e ne Qua e ly „e-Finanse” 2019, ol. 15 / no. 4, p. 73-82
DOI: 10.2478/ iq -2019-0029
The a icle discusses he p oblems o comme cial banks ela ed o he de e io a ion o hei image
as employe s, especially in eyes o he millennial gene a ion, which soon will become he mos
a ac i e ca ego y o employmen in mode n business. The main c i e ia ha guide he millennial
gene a ion when choosing a u u e job a e iden i ied. A de ailed analysis o he s eng hs and
weaknesses o banks as employe s has been ca ied ou , and ad ice o image imp o emen has
been o mula ed, aimed a he young audiences o po en ial bank employees. I was p o en ha
banks should build no only an e ec i e PR campaign o c ea e a powe ul image o a eliable
employe , bu a he same ime hey should es ablish a eliable sys em o coun e ac un ai
compe i ion, ul ima ely aimed a des abilizing inancial ins i u ions, which a e mos sensi i e o
image p oblems.
1 Volodymy Momo , Al ed Nobel Uni e si y, e-mail: [email p o ec ed], ORCID: h ps://o cid.o g/0000-0002-7512-8979.
2 Olena Ly ynenko, Al ed Nobel Uni e si y, e-mail: [email p o ec ed], ORCID: h ps://o cid.o g/0000-0003-3297-8479.
In oduc Ion
www.e- inanse.com
Uni e si y o In o ma ion Technology and Managemen in Rzeszów
74
Volodymy Momo , Olena Ly ynenko „e-Finanse” 2019, ol. 15 / no. 4
Adjus ing bank ec ui men o he speci ics o he millennial gene a ion as condi ions o a ac i eness decline o employmen in he
banking sec o
Today he digi al skills ha ha e been accumula ed
by millennials (o Gene a ion Z), being digi al na i es, a e
in high demand o business and banking in pa icula .
A ac ing he app op ia e age ca ego y as p ospec i e
employees is a p io i y o con empo a y bank HR
depa men s. To a la ge deg ee, he mos di icul is no
o a ac such employees bu o e ain hem. Mainly his
si ua ion a ose due o he speci ic ea u es o he new
gene a ion, which in de ail a e examined in he s udies o
S ein and Ma ínez (2019) and S ein and Ma ínez (2016).
Based on hese s udies, hese ea u es include:
1) speci ic a i udes owa ds pe sonal de elopmen ,
ca ee p og ess and aining –
a) millennials a e mo e concen a ed on ca ee and
p o essional de elopmen han p e ious gene a ions,
so supe iso s should challenge hem wi h ambi ious
pe sonal goals o acili a e he p ocess o new skills
acquisi ion,
b) he aining p ocess should be pe ec ly clea
and ocused on p ac ical skills ha such employees will
de elop,
c) a ca ee plan should no only be ealis ic, bu
also mee he millennials’ desi es;
2) alues and mo i a ion changes –
a) ma e ial incen i es usually mean less o
millennials han o p e ious gene a ions – millennials
wan o eel ha hey a e doing some hing special,
e aining such employees by ma e ial mo i a ion only is
no longe e ec i e;
b) millennials a e mos ly in e es ed in hemsel es,
he size o he eam hey a e wo king in is no impo an
o hem, hei ole on he eam is mos impo an ;
c) physical p esence o he employee in he o ice
could be educed nowadays, and millennials a e well
awa e ha he mos impo an is wha he employee
b ings o he company, no he hou s spen .
As u he complica ion o his p oblem, he declining
a ac i eness o banking sec o employmen in Uk aine
should be desc ibed. This indi ec ly leads o a signi ican
dec ease in in e es in ele an specializa ions a highe
educa ion ins i u ions (see: Ogne yuk, 2016) and o a
possible slowdown in he p ocess o c ea ing a mode n
business in as uc u e. I should be no ed ha his
endency is comple ely opposi e o he p e ailing ends
in he labo ma ke o Uk aine in he 1990s and he i s
decade o his cen u y, when employmen in a bank was
pe cei ed as e y p es igious, he basis o ensu ing a high
weal h s a us, inancial p ospe i y and independence.
The e a e se e al easons o such a adical change o
a i ude. O cou se, one o he mos impo an easons is
he nega i e “smack” o he inancial and economic c isis
o 2014-2015 in Uk aine, du ing which abou 90 local banks
we e ound insol en . Tha led o a gene al con idence c isis
owa ds he banking sec o (Band & Ha mann, 2019).
Howe e , he e is ano he qui e ema kable p oblem
adding nega i ely o his si ua ion: in he pe cep ion o
millennials, who a e en e ing he labo ma ke igh
now, a s ong s e eo ype was o med ha is demonizing
employmen in he banking sec o inding i a leas
ou ine since i s ipula es igid s anda ds, a s i hie a chy,
and a o al lack o oppo uni ies o apid de elopmen
and ca ee p og ess. Tha is in di ec con adic ion o
speci ic ea u es o millennials, as desc ibed by S ein
(2018) and S ein (2010). Summa izing he o egoing, one
can conclude ha mos banks in Uk aine ha e a p oblem
wi h image, which is signi ican ly cu ing o he possible
in ake o young p ospec i e employees.
I should be no ed ha he p oblems o o ming an
employe ’s image in he labo ma ke a e well-s udied
by esea che s all a ound he wo ld. Howe e , ega ding
he banking sec o , his opic s ill needs o be elabo a ed
mo e deeply. Indeed, banks adi ionally do ca e abou
hei image p ima ily o a ac new clien s, bu usually
a e qui e es ained in communica ions conce ning he
mos impo an pa ame e s which po en ial employees
conside when choosing a u u e job, such as he
psychological a mosphe e in a eam, he oppo uni ies
o p o essional g ow h and sel - ealiza ion (sel -es eem),
managemen s yle, in e nal alues and co po a e cul u e
(B ailla d, 1988). To be exac , some o he lis ed a iables
ha cha ac e ize he company’s in e nal po en ial a e
ep esen ed in he ma ke ing communica ions o ypical
banks. Bu a he same ime his is a kind o “ex e nal
e sion” ha in mos cases is educed o ce ain gene al
decla a ions and he p omo ion o “socially jus i iable”
app oaches o s a ing policies. In such cases, p ac ically
he only sou ce o eliable in o ma ion o po en ial
employees o he bank a e belie ed o be umo s which a e
dis ibu ed ei he in pe sonal communica ion o h ough
social ne wo ks. Such a si ua ion could be used in ensely
by un ai compe i o s. Fo example, igh now in he e a o
anonymous communica ions he e a e so-called Employe
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Uni e si y o In o ma ion Technology and Managemen in Rzeszów 75
Black Lis s which include no only he banks which enjoy
almos he g ea es au ho i y among social ne wo k use s
in Uk aine. Hence, any, e en he mos powe ul inancial
o ganiza ion, can become he ic im o un ai compe i ion
a ge ing in e nal alues.
Thus, he p oblem posed in his s udy has a b oade
scope han simply a ac ing a ce ain ca ego y o u u e
employees as indica ed abo e. Con empo a y banks mus
build no only an e ec i e PR campaign o c ea e a s ong
image o a eliable employe , bu also c ea e a sys em
o coun e un ai compe i ion ha ul ima ely is di ec ed
owa ds he des abiliza ion o he inancial ins i u ion
which is mos sensi i e o p oblems wi h image.
p oblem Fo mula Ion
Based on he abo e, he o ma ion o an a ac i e
posi i e image o a con empo a y bank conside ing he
in e es s and he speci ic pe cep ion o Gene a ion Z, i is
necessa y o ake he ollowing s eps:
1) o s udy he ea u es o he bank’s ypical
co po a e cul u e,
2) o s udy he pe cep ion peculia i ies o he a ge
g oup o he bank’s po en ial employees,
3) o analyze he cu en sys em o alues o
po en ial bank employees,
4) o explo e app oaches ha a e u ilized by he
bank o c ea e an image as an employe ,
5) o de elop a s a egy o inc ease he
a ac i eness o he bank as an employe in he Uk ainian
labo ma ke .
me hodology oF esea ch
To he abo e aims, he me hod o ocus g oups was
used. The au ho s conduc ed a sociological su ey in
which 607 esponden s pa icipa ed. To examine he
app oaches al eady used by he bank o c ea e an image as
an employe , a classic SWOT analysis was used acco ding
o Lea ned, Ch is ensen, And ews and Gu h (1965). The
bank’s co po a e cul u e diagnos ics we e depic ed by he
me hod o expe e alua ion mainly based on ex e nal
mani es a ions, as well as on he analysis o he decla ed
alue sys em and he na u e o in e nal communica ions
in he bank.
maIn esul s oF he s udy
As ollows om he s a emen o he p oblem, he
posi ion o he au ho s is ha he main oppo uni ies o
imp o e he image o he bank as an employe is o use
he a ac i e aspec s o co po a e cul u e as he basis o
ex e nal communica ions aimed a a po en ial employee
in a ocus age ca ego y (o in any o he segmen o he
labo ma ke ). Un o una ely, i is qui e di icul o each
he consen o any inancial o ganiza ion’s managemen o
conduc di ec diagnos ics o co po a e cul u e, based on
well-known echniques such as Dennison’s (Dennison, Cho
& Young, 2000) o Came on-Quinn’s (Came on & Quinn,
2011); he e o e, a quali a i e assessmen o he exis ing
co po a e cul u e based on he classi ica ion o Schein
(1988) was conduc ed as being he mos app op ia e o
he gi en si ua ion. Ex e nal mani es a ions o co po a e
cul u e allow us o conclude ha he co po a e cul u e
ha has de eloped in a ypical bank can be classi ied
as “ amily” acco ding o Schein’s upda ed classi ica ion
(Schein, Schein & Jell, 2018). As o he s eng h o he
co po a e cul u e, i can be es ima ed as being a he
s ong.
Le us now u n o he analysis o he esul s o he
sociological s udy conduc ed wi h a ocus g oup, mainly
consis ing o s uden s om he Al ed Nobel Uni e si y,
Dnip o, Uk aine. The main ea u e o his su ey was
he pa icipa ion o he 2-4-yea s uden s om di e en
specializa ions ha belong o he Gene a ion Z, being he
a ge g oup. The esponden s we e ec ui ed using he
snowball me hod h ough communi ies and g oups in
he mos popula ins an messenge s (Vibe , Teleg am,
Wha sApp) and social ne wo ks (Ins ag am, Facebook)
which s uden s use o communica e. In ou days, 607
people answe ed he ques ionnai e. In addi ion, he
s uden - olun ee s who assis ed in he esea ch held
pe sonal alks wi h selec ed esponden s on alues and
a i udes owa ds he inancial sec o . Thus, gi en he
a he in ense communica ion wi h he esponden s, we
can conclude ha a ull-scale ocus g oup was o ganized,
du ing which he esea ch asks we e ca ied ou .
The main esul s o he ocus g oup a e as ollows:
S angely enough, ep esen a i es o he a ge
audience p e e li e, ace- o- ace communica ion o
communica ion h ough social ne wo ks (74% o ocus
g oup pa icipan s decla ed p e e able use o his o m).
Tha ob iously con adic s he p elimina y hypo hesis,
which ga e p io i y o he con empo a y communica ion
Volodymy Momo , Olena Ly ynenko „e-Finanse” 2019, ol. 15 / no. 4
Adjus ing bank ec ui men o he speci ics o he millennial gene a ion as condi ions o a ac i eness decline o employmen in he
banking sec o
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Uni e si y o In o ma ion Technology and Managemen in Rzeszów
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ools;
The social ne wo k which is mos popula among
he a ge audience is Ins ag am, which was no ed by
86% o he pa icipan s in he ocus g oup wi h a a he
su p ising second posi ion occupied by Pin e es (14%)
and Facebook concluding he op h ee wi h a e y
modes 10%. The su ey pa icipan s had he oppo uni y
o selec se e al social ne wo ks in which hey spen
he mos ime. Qui e ema kably he ocus g oup
ep esen a i es massi ely (54%) conside YouTube a
social ac i i y spending plen y o ee ime he e. Ano he
in e es ing inding o his su ey is ha some esponden s
(up o 7% in o al) do no dis inguish be ween popula
messenge s and social ne wo ks – he ques ionnai e
p o ided a ee en y ield whe e Teleg am and Vibe
we e equen ly no ed. In he au ho s’ opinion such an
a i ude seems o be a consequence o he ac ha social
ne wo ks and messenge s a e inc easingly being used as
ading pla o ms o ma ke ing communica ion ools, and
he e o e he ocus g oup does no see he di e ence
be ween hem. The ac ha 47% o esponden s a e
looking o in o ma ion abou goods and se ices in social
ne wo ks, and 39% ocus on consume e iews which a e
also pos ed on social ne wo ks, indi ec ly e lec s o his
judgmen ;
Among he ins an messenge s, Teleg am is he
ob ious leade (81%), hen comes Vibe (52%) and
Figu e 1: Job hun ing p io i ies o Gene a ion Z
Sou ce: Focus g oup da a
Wha sApp closes he lis wi h 19%; o cou se, in his
case oo, he esponden s had eedom o make mul iple
choice o he messenge s hey use;
An in e es ing ea u e o he Z gene a ion, which
was un eiled du ing he esea ch is he way hey look o
opinion leade s, in his su ey – 60% o he ocus g oup
pa icipan s admi ed ha opinion leade s a e he mos
popula ideo blogge s hey wa ch p ima ily on Ins ag am
and YouTube (p esumably ha is also one o easons
why he ocus g oup pa icipan s a ibu ed YouTube as a
social ne wo k). I is also in e es ing o no e ha he same
o mal igu es we e ma ked by he esponden s as being
he opinion leade s ( o example he s uden pa liamen
chai o Al ed Nobel Uni e si y who has also his own
pe sonal Ins ag am channel);
When looking o employmen , pa icipan s in he
ocus g oup a e guided by he ollowing conside a ions
(see Figu e 1):
1) he emune a ion le el,
2) he wo king condi ions,
3) he company loca ion,
4) he company sphe e o ac i i y,
5) he a mosphe e on he eam,
6) he p ospec s o ca ee g ow h,
7) he lexible wo king schedule,
Volodymy Momo , Olena Ly ynenko „e-Finanse” 2019, ol. 15 / no. 4
Adjus ing bank ec ui men o he speci ics o he millennial gene a ion as condi ions o a ac i eness decline o employmen in he
banking sec o

www.e- inanse.com
Uni e si y o In o ma ion Technology and Managemen in Rzeszów 77
8) he possibili y o sel - ealiza ion.
61% o esponden s indica ed a nega i e a i ude
conce ning possible employmen in a bank, among
hose who would like o sha e hei u u e wi h he
banking sec o , a clea majo i y o 42% p e e P i a bank
(Uk aine’s bigges bank), and 20% – Monobank. The la e
ac is ema kable, since Monobank is kind o a i ual
o ganiza ion ha ca ies ou i s comme cial ac i i ies
mainly on he In e ne .
Be o e p esen ing he esul s o he SWOT analysis,
which was used o s udy he app oaches al eady used by
ypical Uk ainian banks o c ea e an image as an employe ,
i should be no ed ha o e he pas wo yea s, he
banking sec o has begun o eco e g adually a e he
c isis o 2014-15. Fo example, analys s o he si e www.
abo a.ua indica e ha he numbe o acancies p o ided
by he banking sec o , which was ela i ely s able in 2017,
in he pas yea and a hal is g owing qui e ac i ely (see
Figu e 2, cons uc ed acco ding o his si e).
In gene al, in he banking sec o , he g ea es in e es is
shown in he in ol emen o c edi expe s and specialis s
in he sales o inancial p oduc s, while he mos wan ed
a e skills ela ed o in o ma ion echnologies. Tha is
why Gene a ion Z, which was almos li e ally b ough
up by in o ma ion echnology, is he a ge audience o
inding new employees o he majo i y o con empo a y
Uk ainian banks.
Le ’s conside he gene al dynamics o employmen
in he banking sec o o Uk aine om 2006 ill 2018
p o ided in Figu e 3 in ela i e magni udes cons uc ed
on he basis o o icial s a is ics (www.uk s a .go .ua). This
speci ic pe iod was aken o include all speci ics o wo
c ises in he Uk ainian economy.
The employmen in he banking sec o is in luenced
bo h by he gene al ends o he de elopmen o he
na ional economy and i s own ends associa ed wi h he
e olu ion o in e nal business p ocesses. Such gene al
ends a e a educ ion in he numbe o employees in
banking caused by wo consecu i e c ises in 2008-9 and
2014-15. A he same ime, a no iceable educ ion o s a
in 2012-13 could be a consequence o imp o ing business
p ocesses in he banking sec o connec ed wi h massi e
implemen a ion o online echnologies. Tha is indi ec ly
e idenced by he posi i e dynamics o sala ies in he
same pe iod. I also should be no ed ha in 2014-17 a
subs an ial inc ease in he sala ies also ocu ed wi h a
signi ican educ ion in he numbe o employees in he
backg ound, bu in his case, wi hou a doub , i is a esul
o he powe ul in la iona y componen .
In 2016-17, he e was a kind o u ning poin in he
nega i e end o Uk ainian economic de elopmen and
he numbe o employees in he banking sec o was
Sou ce: www. abo a.ua
Figu e 2: Numbe o new and upda ed acancies in he sphe e o Banks – In es men s – Leasing in 2017-2019
(qua e ly)
Volodymy Momo , Olena Ly ynenko „e-Finanse” 2019, ol. 15 / no. 4
Adjus ing bank ec ui men o he speci ics o he millennial gene a ion as condi ions o a ac i eness decline o employmen in he
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Uni e si y o In o ma ion Technology and Managemen in Rzeszów
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g owing dynamically, bu he o e all cos s associa ed wi h
pe sonnel ha include no only sala ies a e dep i ed o
such dynamism. Fo example, he cos s o ec ui men ,
aining and labo p o ec ion a e p opo ional o he
o e all s a dynamics and seemingly a e no adjus ed o
in la ion. I is qui e ema kable since he a ge audience
as i was shown abo e is qui e demanding owa ds sel -
ealiza ion, de elopmen and ca ee p ospec s p o ided
by employe s.
In his con ex , he s udy o mode n ends in he
o ganiza ion o aining and p o essional de elopmen
o employees in he banking sec o , conduc ed by he
consul ing company E nes & Young (2018, Ap il 18) will be
e y in e es ing. Acco ding o he esul s o his s udy, 79%
o he banks p o ide aining oppo uni ies o employees
whe e op and senio managemen usually unde go
ex e nal aining and middle and lowe managemen a e
limi ed mainly o in e nal aining. The mos ypical leng h
o in e nal aining is 5-6 hou s o he middle and senio
managemen and 12 hou s o he lowe le el. Rega ding
ex e nal aining as indica ed abo e, i is mos ly speci ic
o op and senio managemen whe e he e e sed end
occu s – senio execu i es s udy o mo e hou s han
middle and lowe manage s – 12-13 hou s e sus 1-4.
Tha ob iously could be explained by highe cos s spen
o such aining.
The skills and knowledge ha senio execu i es
p edominan ly acqui e du ing he aining p ocess
belong o such a eas as acili a ion, leade ship, sys em
Figu e 3: Gene al employmen and sala ies end in he Uk ainian banking sec o o 2006-2018
Sou ce: www.uk s a .go .ua
hinking, o change managemen . The middle and low-
le el managemen usually ocus on adap a ion o change,
communica ion skills, e hical beha io , planning and
con ol skills, ime managemen and s ess managemen .
The budge ha banks ypically spend o his pu pose
pe employee du ing he yea is UAH 1,714 (app oxima ely
55€).
In he banking sec o 57% o companies ack he
need o e ain hei employees, 36% a e linking he
aining p og am wi h he employee’s ca ee de elopmen
plan, and 73% seek o closely moni o he e ec i eness
o lea ning basically by means o es ing he acqui ed
knowledge and skills. Bu again, all hese indica o s a e
une enly dis ibu ed ac oss he o ganiza ions’ hie a chy
wi h a no iceable bias owa ds highe managemen .
In-class aining and dis ance lea ning (basically
webina s) ha e a signi ican ad an age be ween he
ex e nal aining ypes wi h no iceable ad an age o such
me hods as men o ing, coaching and lea ning in he wo k
p ocess o in e nal aining. I should be no ed ha hese
las me hods should be conside ed he co ne s one o
co po a e cul u e o building a s ong posi i e image o
he bank as an employe .
Le ’s p og ess o he de ailed summa y o he SWOT-
analysis conduc ed o de e mine he e ec i eness o
ypical app oaches u ilized in he banking sec o o
c ea ing an image as a espec able employe . In he
analysis, a e he compa ison o a iables, answe s we e
Volodymy Momo , Olena Ly ynenko „e-Finanse” 2019, ol. 15 / no. 4
Adjus ing bank ec ui men o he speci ics o he millennial gene a ion as condi ions o a ac i eness decline o employmen in he
banking sec o
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Uni e si y o In o ma ion Technology and Managemen in Rzeszów 79
gi en o he ollowing ou ques ions:
1) Will he e be enough o he company’s in e nal
capaci y o implemen key oppo uni ies o a ac ing
pe sonnel ela ed o he selec ed a ge audience? How
o make he bes use o hese s eng hs?
2) A e he e any signi ican weaknesses ha will
be blocking he implemen a ion o key oppo uni ies in
a ac ing he igh pe sonnel in he con ex o mode n
ends in he de elopmen o he banking sec o ? Wha
o do, which weaknesses o elimina e i s and o emos ?
3) A e he e any h ea s he compensa ion o which
will lead o a educ ion o capaci y o a le el ha could
deny he ma e ializa ion o key oppo uni ies? How o
compensa e hem i possible, due o wha ac ions and/o
componen s o he bank’s in e nal capaci y?
4) A e he e any h ea s ha lead o agg a a ion
o weaknesses o each he le el which could block
he implemen a ion o key capabili ies? Wha o do o
p oac i ely esis such h ea s?
s engh s. oppo unI Ies
A e compa ing he posi i e in e nal a iables o
ypical local banks in Uk aine and he main oppo uni ies
answe ing he i s ques ion o he SWOT-analysis, he
ollowing conclusions we e made:
To di e en ia e he bank as an employe ocusing on
a mode n alue sys em, i is necessa y o highligh he
ollowing ac o s ha a e e y impo an o Gene a ion Z:
S ong co po a e cul u e and s a -o ien ed s yle o
managemen ,
1) Job enla gemen (an app oach ha is based on
he a ied inc ease o asks which a e done wi hin an
employee’s o icial au ho i y – in ac i is he p o ision o
sel - ealiza ion in he chosen ield appealing o he ou h
mos powe ul ac o ha in luences he choice o a u u e
wo kplace by ep esen a i es o he a ge audience),
2) Job en ichmen (an app oach ha no only
inc eases he di e si y o asks bu also alloca es o
he employees mo e esponsibili y and au ho i y. Tha
appeals o he 2nd mos powe ul ac o ha de e mines
he u u e employmen choice).
3) The men o ing sys em usually de eloped in he
inancial o ganiza ions ha ing an academy- ype co po a e
cul u e (by Shein’s classi ica ion) along wi h in ense
communica ions be ween hie a chical le els should
be clea ly demons a ed o po en ial employees – o
example, du ing special wo kshops, semina s, and o he
e en s o ganized by he companies as a i id p oo ha
he image o inancial o ganiza ion in con as o mos
widesp ead ideas a e based on mu ual us , ini ia i e
suppo , pe sonal achie emen s ecogni ion, e c.
These s ong poin s should also be used in social
ne wo king and in he p in ed p oduc s, o example in
he o m o a sc ibing – a o m which is mos adap ed o
he peculia i ies o he pe cep ion o Gene a ion Z who
mainly a e isual and ha e so called “clipped hinking”.
The p esence o such s eng hs allows us o de elop
“double-use” ad e ising ha helps no only o p omo e
solu ions and se ices, bu also o a ac po en ial
employees ( he JP Mo gan g oup was one o he pionee s
in his di ec ion, c ea ing ad e ising highligh ing on he
one hand he in e na ional/mul ina ional na u e o he
g oup’s ac i i ies and on he o he – c ea ing a highly
a ac i e a mosphe e o po en ial employees). Likewise,
banks could c ea e simila ideos o social ne wo ks
(p ima ily Ins ag am as he mos popula among he ocus
audience), which can also be displayed on in o ma ional
sc eens in he bank’s local b anches.
The exis ence o communica ions be ween hie a chical
le els (e.g. such cus oms as co ees o e en lunches wi h
he P esiden o CEO) is an impo an posi i e ac o in
a ac ing Gene a ion Z, which, as shown by ace- o- ace
in e iews du ing he su ey, is ocused on:
1) ecogni ion o s a us and p es ige
2) ealiza ion o ambi ions
3) he need o independence.
In ol ing ideoblogge s o o he ne -o ien ed opinion
leade s ha a e e y impo an o he a ge audience
could subs an ially acili a e he gene al a ac i eness o
he employe in he banking sec o .
Rela i e s abili y o he banking sec o ’s employee
headcoun eached jus ecen ly in 2016-2018 could
p o ide he basis o adap a ion and mo al and
psychological mo i a ion o he a ge audience
ep esen a i es. Mo eo e , h ough he co e age o
p ominen success s o ies in social ne wo ks, a mul i-
ace ed inne li e demons a ion (ac i e weekends, alen
disco e y p og am, he abili y o lea n a language, spo s
e en s), p opaga ions o adi ions, in e nal alues, and
o he elemen s o co po a e cul u e can consis en ly
s eng hen he posi i e image o he inancial o ganiza ion
Volodymy Momo , Olena Ly ynenko „e-Finanse” 2019, ol. 15 / no. 4
Adjus ing bank ec ui men o he speci ics o he millennial gene a ion as condi ions o a ac i eness decline o employmen in he
banking sec o
www.e- inanse.com
Uni e si y o In o ma ion Technology and Managemen in Rzeszów
80
and e ec i ely coun e ac he gene al nega i e a i ude
ha has de eloped in ela ion o he banking sec o ,
especially a e he c ises o 2008 and 2014.
Social capi al in condi ions o ela i ely s able
headcoun s can also be used as a ool o p omo ing he
bank as an employe , c ea ing a posi i e image on social
ne wo ks and o ums whe e exis ing employees exchange
iews on employe s and disa ow nega i e esponses.
The gene al conclusion which can be d awn om he
compa ison o oppo uni ies and s eng hs: he banking
sec o undoub edly has a qui e imp essi e se o s eng hs
ha can be used o a ac he a ge audience. The e
a e ob ious app oaches o using s eng hs o ealize
oppo uni ies, which as a ule, do no equi e addi ional
esou ces.
weaknesses s. oppo unI Ies
A e compa ing he nega i e in e nal a iables o
ypical local banks in Uk aine and he main oppo uni ies
answe ing he second ques ion o he SWOT-analysis, he
ollowing conclusions we e made:
The main p oblems ha should be immedia ely
elimina ed, which objec i ely lead o blocking he posi i e
p ospec s o in ol ing he a ge audience, is he lack o
in o ma ion abou inancial o ganiza ions as an employe ,
a nega i e image a e he e en s o 2014 and, o cou se,
he skep ic a i ude o he a ge audience owa ds
employmen in he inancial sec o in p inciple (see he
esul s o he su ey). To do his, as no ed in he analysis o
s eng hs and oppo uni ies abo e, i is necessa y o use he
ea u es o co po a e cul u e, which can be cha ac e ized
as a he non-s anda d o inancial o ganiza ions. Since
co po a e cul u e is a qui e easily enewable esou ce
we can conclude ha he po en ial is su icien no only
o he implemen a ion o basic capabili ies, bu also o
coun e ac ing he main in e nal nega i e ac o s p o ided
he inancial o ganiza ion is no going o make co ec ions
in he gene al di ec ion o de elopmen o co po a e
cul u e ocused on he de elopmen o employees, he
o ma ion o in e nal social capi al (social ies, collec i e
alues, e c.).
Signi ican inc ease o he s a ing wage is ob iously
no possible (employees mus i s p o e his/he
e iciency, use ulness, e c., be o e ecei ing mo e sound
emune a ion). Howe e , he emphasis on com o able
wo king condi ions, he mo al and psychological clima e in
he o ganiza ion, can g ea ly weaken his disad an age.
Wo k wi h junio s as po en ial employees o he bank
in a mo e dis an u u e should begin oday o ensu e
u u e in ake o he a ge audience ep esen a i es. The
Uk ainian inancial sec o can ake ad an age o he new
oppo uni ies p o ided by educa ional e o m connec ed
wi h dual p og ams in he amewo k o which s uden s
s a ing om he i s yea o s udy combine hei s udy wi h
p ac ical aining a he chosen job place in an en e p ise
ha is in e es ed in hem as u u e p o essionals.
To a ac he in e es o olde schoolchild en who
also a e closely ela ed o Gene a ion Z ha is ocused
on li e communica ion and seeking success, whe e e
possible (see he su ey esul s abo e), i is ad isable o
conduc “li e” ac i i ies, o example, in pa ne ship wi h
ad anced educa ional ins i u ions ha a e in e es ed in
a ac ing schoolchild en as po en ial en an s.
The gene al conclusion ha can be d awn based on
a compa ison o oppo uni ies and weaknesses is he
ollowing: he e a e weaknesses ha block he apid
p og ess owa ds he goal bu hei in luence can be
coped wi h a he quickly and e icien ly using in angible
componen s o he banking sec o ’s in e nal capaci y such
as social capi al.
s engh s. h ea s
As a esul o he answe o he hi d ques ion a e
compa ing he posi i e in e nal a iables o he bank and
he main h ea s, he ollowing conclusions we e made:
The main h ea he in luence o which po en ially can
educe he po en ial o he inancial o ganiza ion, is he
low le el o sala y o young employees compa ed wi h
compe i o s. Howe e , as shown abo e he e a e qui e
e ec i e ways o coun e ac his equi ing a he limi ed
esou ces. The logic o ac ions aimed a his dange lies in
appeal o he ea u es o Gene a ion Z:
1) p opensi y o isk,
2) sel -con idence,
3) adap abili y o change.
Fo such people a co po a e cul u e and p ope
s yle o managemen , possibili ies o employee on- he-
job de elopmen , job enla gemen , job en ichmen ,
and o he mo al and psychological incen i es al eady
discussed abo e should be o e ed. The a ge audience
should be in o med abou hese p ospec s h ough
Volodymy Momo , Olena Ly ynenko „e-Finanse” 2019, ol. 15 / no. 4
Adjus ing bank ec ui men o he speci ics o he millennial gene a ion as condi ions o a ac i eness decline o employmen in he
banking sec o