Research Brief Submitted to Marcus ThomasOur course intends to examine the similarities and differences and relative satisfaction of work experiences of the young AD/PR professional in the United States compared with those in London. We hope to identify desired changes that would increase employee satisfaction and understand how young professionals impact the overall quality of the agencies. We’ll analyze characteristics of young pros such as, but not limited to, communication, gender, use of technology and social media, levels of autonomy, motivation, power gaps, obstacles, ethics, and cultural and political climates in working in U.S. vs. London. We will examine obstacles they have to overcome to bridge the gap from education to a career as a young professional in the UK and the U.S. We seek to understand millennials in public relations & advertising, in digital and entertainment agencies and working in public affairs or on political campaigns. The goal is to put research into practice and address what decisions agencies need to consider in recruiting and retaining young professionals and what millennials need to consider in selecting jobs.
Our research was inspired by Geert Hofstede's work on how culture influences values in the workplace. Gert Jan Hofstede, Michael Minkov, Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill USA, 2010 Read the full research brief: |