LinkedIn B2B Institute, GWI examine the impression of the pandemic on information employees 21-40

On a typical working day, BETAs receive 32 emails and are asked to attend at least three meetings
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Headshot by David Cohen

LinkedIn's B2B institute has teamed up with target group company GlobalWebIndex to create “Working in BETA: The Emerging B2B Decision Maker,” a new study of 17,000 knowledge workers between the ages of 21 and 40 in 10 markets, and their changing behaviors and Attitudes changed in a world of Covid-19.

The two parties named the study group the BETAs, saying they are the first cohort of digital natives to take on leadership roles and become buyers and decision makers in the global workforce. About two thirds of them are the final decision maker for their company or the final decision maker for their department or team in purchasing.

They wrote, “The group was called BETAs; because the line between life and work is “blurred”; They have “developing” expectations that formal structures will be replaced by development opportunities for the individual. Their dexterity with "technology" gives them an edge when it comes to work styles. and they will use their "activism" to work and use it as a filter to assess employers, colleagues, customers and suppliers. "

The main results included:

  • The loss of dedicated work areas due to the pandemic is most intense among this group, most likely to live in shared households or with their parents rather than outside of a home office. Almost one in five does not have their own job, compared to just over one in ten other business people.
  • Eight out of ten business people around the world regularly work late or work overtime, while one in ten said they always worked late and 15% said they always worked overtime. The BETAs group is eight points ahead of other professionals in terms of regular delays and 13 points in terms of regular overtime.
  • More than half of BETAs use personal smartphones for work, compared with 40% of 41 to 50 year olds and around a third of 51 to 64 year olds.
  • BETAs spent 3.5 hours a day on their smartphones around the world, while other professionals around the world spent almost two hours a day, dropping to an hour and 20 minutes for those aged 51 to 64. The two parties wrote, "Smartphones are the device they work on the most, as opposed to other age groups who prioritize laptop or desktop."
  • BETAs value professional development through self-improvement and self-development. 80% worldwide participate in online learning in order to learn or improve skills, expand knowledge or acquire qualifications. The LinkedIn B2B Institute and GWI wrote: “In return, they are most likely expecting promotions worldwide. They put an above-average premium on job satisfaction – despite the impact of the pandemic on companies and the loss of jobs. "
  • On a typical working day, BETAs receive 32 emails and are asked to attend at least three meetings. During 2020, an average of almost 8,500 emails and almost 800 meetings are processed.
  • Three out of four BETAs say they are connected online all the time, while six in ten think it is important to be available at all times, and a third worry about spending too much time on their phones.
  • 83% of BETAs want companies to take at least one action related to the Black Lives Matter movement, such as: These include reviewing recruitment policies, ensuring leadership diversity, supporting local initiatives, and making donations to charity. The LinkedIn B2B Institute and GWI wrote, “In the US and UK, using social media to support diversity is one of the lowest-rated options among BETAs. This reflects the concern of some that using this channel to demonstrate support might be superficial or too performative. Instead, BETAs prioritize internal reflections and changes in these markets – they expect brands and employers to take action to reflect their values. "

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