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 bartend 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


Millennial Branding (Spokesperson): Dan Schawbel (Research Data): Eliza Walsh

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.

About Millennial Branding:

Millennial Branding is a Gen-Y research and management consulting firm based in Boston, MA. Millennial Branding helps companies understand the emerging Gen-Y employee and consumer by providing constant information through our research, training, and advisory services. As representatives of Gen Y and advisers to management, our goal is to provide research and insights that will make you more profitable, grow your market share, help you understand your Gen-Y employees, and turn you into an industry leader.

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