Millennial Branding Gen-Y & Facebook Study

millennial branding survey reveals that gen-y is connected to an average of 16 co-workers on facebook

young people are using facebook for personal over professional reasons, yet they are ‘friending’ their coworkers.

a new study by millennial branding, of 4 million gen-y facebook profiles from‘s database of 50 million, uncovers that gen-y (ages 18 to 29) is inadvertently using their profiles as an extension of their professional personality, even though they are socializing with family and friends. 64% of gen-y fails to list their employer on their profiles, yet they add an average of 16 co-workers each to their ‘friend’ group.

other major findings in this study include:

  • 80% of gen-y list at least one school entry on their facebook profiles, while only 36% list a job entry. they define themselves by their colleges instead of their workplaces.
  • they spend an average of just over 2 years at their first job. they are job hopping multiple times in their careers.
  • only 7% of gen-y works for a fortune 500 company because startups are dominating the workforce for this demographic in today’s economy. if large corporations want to remain competitive, they need to aggressively recruit gen-y workers. gen-y will form 75% of the workforce by 2025 (by business and professional women’s (bpw) foundation) and are actively shaping corporate culture and expectations. big corporations can’t afford to be left behind.
  • “owner” is the fifth most popular job title for gen-y because they are an entrepreneurial generation. even though most of their companies won’t succeed, they are demonstrating an unprecedented entrepreneurial spirit. companies need to allow gen-yers to operate entrepreneurially within the corporation by giving them control over their time, activities and budgets as much as possible.
  • the travel and hospitality industry hires the most gen-y candidates now because young people are having trouble getting internships and jobs so they turn to bartending and waitressing jobs.
  • the us military is the largest gen-y employer overall and deloitte is the largest corporate employer. companies such as walmart and starbucks ranked high and should focus on training their in-store workers to become corporate employees when they graduate.



“gen-y needs to be aware that what they publish online can come back to haunt them in the workplace. gen-y managers and co-workers have insight into their social lives, which could create an awkward workplace setting or even result in a termination.”

dan schawbel, founder of millennial branding, gen-y workplace expert & bestselling author of me 2.0

data and analytics provided by: is the largest professional database on facebook. identified’s database includes over 50 million facebook users and 1.2 billion data points on professionals’ work history, education and demographic data. we’ve assembled a world class team of 15 engineers and data scientists to analyze this vast database and identify interesting trends, patterns and correlations. the generation y study pulled on november 15, 2011 identified four million generation y users (ages 18-29) and approximately one million users listing a job entry. 90% of these users were in the united states.


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