Date of Graduation

Spring 2016

Document Type

Honors Research Project

Degree Name

Bachelor of Science in Business Administration

Major

Marketing: Marketing Management Program

First Reader

Susan Hanlon

Second Reader

Andrew Platt

Abstract

The purpose of this research project as part of the Honors Business Integrated Forum was to explore growth and innovation in the Millennial marketplace. Specifically, this particular project focused on how The J.M. Smucker Company could better attract and retain Millennial talent. Primary and secondary research was conducted in order to gain insight into the Millennial mindset and workplace trends. This research led to several findings about Millennial interests including their desires to create formal and informal bonds at work, uphold a work-life balance, interact with companies prior to the interview process, and live in more urban settings with social opportunities among other interesting characteristics. These findings lead to various recommendations for The J.M. Smucker Company to implement in their recruiting and hiring practices in the near future.

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