Selling retailing to Generation Y graduates: recruitment challenges and opportunities

Adelina Broadbridge, Gillian A. Maxwell, Susan M. Ogden

    Research output: Contribution to journalArticlepeer-review

    25 Citations (Scopus)


    This article broadens our understanding of the key factors held important by Generation Y graduates at the beginning of their career and in the longer term. Using the results of a questionnaire with 340 undergraduate business school respondents across two universities, students' experiences of, and attitudes towards, retail employment while a student are explored. The article moves on to consider the employment factors considered by these Generation Y students to be most important immediately after graduation and then in their longer term career. The findings demonstrate the value systems held by Generation Y and recommendations are made to retailers on how to better attract potential graduates to the sector.

    Original languageEnglish
    Pages (from-to)405-420
    Number of pages16
    JournalInternational Review of Retail, Distribution and Consumer Research
    Issue number4
    Publication statusPublished - 1 Sep 2009


    • students
    • Generation Y
    • UK
    • graduate employment
    • retail


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