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Studi Kasus : Gen Y in the Workforce by Tamara J Erickson

Masalah dalam kasus:

1. Dilihat dari pekerjaan:

 Josh Lewis memiliki sifat keras kepala dan egois (Salah satu

karakteristik Gen Y). Ditunjukkan dengan memaksakan

pendapatnya kepada atasannya dengan mengabaikan pendapat

atasan langsungnya yang sudah berpengalaman.

 Ide pemasaran Film Fire Force Five dari Josh ditolak oleh

atasannya yaitu Sarah Bennet (Kepala Marketing dari Rising

Entertainment), ada film baru yang akan dipasarkan yaitu Fire

Force Five Series. Josh berpendapat bahwa pemasaran akan

sukses dengan media yang baru yaitu memasukan film secara

online sebagai marketing ploy dan menggunakan chanel promosi

dan distribusi non tradisional. Namun Sarah memiliki pendapat

yang berbeda.
“No one watches network TV anymore—or network TV ads, Josh had pointed
out during the meeting. Instead of relying chiefly on traditional marketing channels,
he said, why not try new media? Make the movie theme song available for download
for Guitar Hero. Or, even better, make one or more of the Fire Force Five movies
available online and embed teasers for the latest sequel within them.
Sarah had immediately balked, noting the creaky Rising Entertainment website,
which boasted very little traffic and even less functionality. A “successful” online
campaign for the third Triple-F movie in 2005 had nearly taken down the studio’s
entire network—including critical sales force connections.”
 Josh kurang memiliki kerjasama tim dan komunikasi yang efektif

dengan atasannya. Ditunjukkan dengan Josh mengemukakan ide

nya langsung kepada CEO Rising Entertainment yaitu Sam

Smithstone.

 Josh merasa tidak puas dengan pekerjaan karena yang

dilakukannya terlalu rutin walaupun dia bekerja di salah satu dari

tiga perusahaan entertainment terbesar di dunia.


“Josh expected that the studio, with its location in the heart of Los Angeles and
satellite offices in six countries, would offer plenty of excitement and opportunity—
ever-present TV and film shoots on the lots, hobnobbing with industry power
brokers, the inevitable offers from competing studios, and, of course, the terrific LA
nightlife. But now, with 10 months on the job, and most of that time relegated to
mundane, ancillary projects that informed the bigger initiatives his boss was
spearheading, Josh was feeling numb. Who would have thought that life in a big
movie studio could be so routine? he thought to himself.”

2. Menurut Ron Alsop (konsultan, editor dan penulis freelance dan

reporter dan editor the Wall Street Journal):

 Josh tidak sabar dengan langsung mengemukakan pendapatnya

kepada Sam (posisi lebih senior dari Sarah)

 Sarah percaya dengan pengalaman yang dia dapat bahwa semua

butuh proses dalam hal promosi film.

 Orang seperti Josh hanya memiliki sedikit toleransi terhadap

pemegang otoritas dan protokol yang tepat. Namun perilaku


seperti ini tidak akan bertahan di perusahaan, karena Josh harus

menghormati wewenang Sarah sebagai atasannya.

“This is a classic case of impatient Generation Y meets “pay your dues” Generation
X. Similar scenarios are being played out in many workplaces as Gen Yers, with
their great and sometimes unrealistic expectations, clash with older workers. Josh
Lewis is in a hurry to see his ideas implemented and get into a more senior position
at Rising Entertainment, while Sarah Bennett believes in putting in your time before
expecting recognition and promotions. It’s telling that she wasn’t even sure CEO
Sam Smithstone knew who she was, despite her role as marketing chief for the movie
division.”

3. Menurut Pamela Nicholson (President dan COO Enterprise Rent A

Car):

o Perbedaan generasi antara Sarah dan Josh berpengaruh pada

miskomunikasi dan gagal dalam menyampaikan secara jelas

pendapat masing-masing.

o Sarah tidak memberi respon positif pada Josh padahal Josh ingin

terlibat dan berperan aktif dalam pemasaran film tersebut.


“The generational differences between Sarah and Josh contribute to the
miscommunication they’re experiencing. Both of them have failed to clearly convey
what they expect from one another, and Sarah hasn’t given Josh the feedback that he,
like many Generation Y employees, needs to stay engaged and perform effectively.
The two also have different approaches to balancing work and life. Sarah keeps them
more separate than Josh, who seems comfortable using technology to work from
anywhere.”
4. Menurut Jim Miller (Wakil Presiden Eksekutif dari Sales dan

Marketing pada General Tool & Supply, sebuah distributor di

Portland, Oregon):

 Josh tidak menghormati atasannya.

 Josh tidak menyelesaikan pekerjaan timnya yang telah ditugaskan

atasannya.
“Josh’s behavior is wrong on so many levels. He’s been hired to do a job, not this
other thing that he’d like to do. He has no respect for his boss; that’s apparent in his
actions. But he is also putting his team’s work in jeopardy by not completing, to the
very best of his ability, the tasks he was assigned. That’s unacceptable. Our
organization, which is made up of a bunch of self-directed work teams, is very flat,
so we rely heavily on collaboration”

Informasi yang relevan:

1. Profil Josh Lewis:

 Josh seorang lulusan baru dari University of Southern California

berusia 23 tahun bekerja di Rising Entertainment bagian

Marketing yang memiliki visi membuat film yang memiliki komentar

sosial yang kuat.


“A recent graduate of the University of Southern California, Josh had had visions of
making films that offered strong social commentary—like Al Gore’s An Inconvenient
Truth or Morgan Spurlock’s Super Size Me—and distributing them on open platforms
so that his message could reach the greatest number of people. With some
championing from his uncle—a well-regarded TV producer who knew people who
knew people—Josh joined Rising Entertainment, one of the top three multimedia
production and distribution houses in the world.”
 Josh merupakan salah satu gen Y. Delapan jenis karakteristik

positif yang dimiliki generasi Y adalah Peduli teknologi baru, Suka

mencoba-coba, aktif, memiliki kreativitas tinggi, tidak takut

dengan perubahan, memiliki ide-ide brilian, pintar, dan handal.

Sebaliknya, delapan jenis karakteristik negatif yang melekat pada

generasi Y adalah individualis, mudah bosan, ego sentris, tampil

beda, tidak sabar, tidak peduli, memiliki komitmen dan loyalitas

rendah, dan tidak pernah serius (Bambang, 2015)

2. Profil Sarah Bennett:

 Kepala pemasaran di Rising Entertainment berusia 37 tahun.

Memiliki gelar MBA dari Stem School of Bussiness dari

Universitas New York, meraih gelar sarjana dalam studi film dari

Sekolah Tisch yang terenal di NYU.


“Still, it was a far cry from where she started. A native of Long Island, Sarah had gotten
her MBA from New York University’s Stern School of Business and held an
undergraduate degree in film studies from NYU’s prestigious Tisch School. She moved
to Los Angeles and worked her way up in Rising Entertainment, from an entry-level
copywriter, to marketing associate, to head of the 22-person film-marketing unit. Sarah
had a lot riding on the latest Fire Force Fiverelease. A big opening weekend would go a
long way toward helping her lobby for one of the positions she was really interested in:
EVP in either international business development or family films”

 Merintis karir nya mulai dari copy writer, staff pemasaran hingga

jadi pemimpin unit pemasaran.

 Sarah telah menikah dan memiliki anak umur 4 bulan.


Alternatif keputusan:

1. Menurut Ron Alsop (konsultan, editor dan penulis freelance dan

reporter dan editor the Wall Street Journal):

 Sarah harus dengan tegas memberitahu Josh untuk menyampaikan

keluhannya ke Sarah daripada langsung menemui atasan Sarah.


“Sarah should firmly tell Josh to air his future grievances with her rather than go
directly to her boss, but she also must take steps to deal with the frustrations that
motivated him to be so headstrong. Like many Gen Yers, he wants to know that his
work is meaningful and have input into big decisions. He also needs constructive
feedback about his suggestions. Too often, it seems, Sarah has dismissed his ideas as
impractical and considered him too inexperienced to participate in important strategic
meetings. She has failed to appreciate his valuable knowledge about new media and
social networking and his creativity in dreaming up fresh marketing ploys that will
appeal to his generation, the prime movie-going audience”

 Mengambil langkah dalam mengatasi rasa frustasi yang memotivasi

Josh keras kepala. Karena Gen Y cenderung memiliki keingintahuan

yang besar dalam segala hal termasuk dalam pekerjaan apakah

hasil kerjanya bermakna dan memberi pengaruh pada keputusan

yang besar.

 Manajer saat ini harus terbiasa seperti mengurus anak untuk

pekerja muda gen Y. Namun tetap harus tegas memberitahu jika

mereka salah. Harus dapat memperbaiki moral, produktivitas,

kerja tim dan inovasi. Sehingga komunikasi Sarah dengan Josh

akan meningkat dan dapat merencanakan suatu sesi untuk

menghilangkan perbedaan mereka.


“Today’s bosses may sometimes feel like babysitters, but they’ll have to get used to
spending more time with their young workers. The investment should pay off in
improved morale, productivity, teamwork, and innovation. Clearly, Sarah has been
struggling to balance her time at the office with her family responsibilities. But that
doesn’t excuse her failure to encourage more communication with Josh. She needs to
find opportunities to explain how his contributions matter and affect the success of
the company’s marketing programs. Josh and Sarah should plan regular sessions to
hash out their differences. While Josh might prefer text messaging and e-mail, it is
critical that he and Sarah meet face-to-face for more substantive conversations about
workplace attitudes and expectations.”

2. Menurut Pamela Nicholson (President dan COO Netrprise Rent A

Car):

o Sarah seharusnya memuji Josh daripada mengkritik

laporannya.

o Sarah harus mengundang Josh ke pertemuan tersebut

mengingat antusias Sam pada ide Josh.

o Langkah penting:

1) Training: memberi pelatihan pada karyawan dalam

menjadwalkan waktu untuk teman dan keluarga,

perencanaan makan makanan yang bergizi dibandingkan

fast food, mempersiapkan strategi pembiayaan dan

personal budget, menggunakan keuntungan untuk

perencanaan pensiunan dan layanan lainnya.

2) Feedback: memberi peringkat kinerja rekan setimnya

dari peringkat atas ke bawah dan memberikan alasan


mengapa mereka memilih orang tersebut. Sehingga dapat

memberi saran untuk memperbaiki diri.

3. Menurut Jim Miller (Wakil Presiden Eksekutif dari Sales dan

Marketing pada General Tool & Supply, sebuah distributor di

Portland, Oregon):

 Penting bagi Josh mengetahui bahwa melakukan pekerjaan

hebat ketika diberi tugas yang paling biasa adalah mewakili

siapa dirinya sebenarnya.

 Sarah bisa menindaklanjuti ide Josh dengan membicarakannya

diluar meeting jika Sarah tidak terlalu tahu tentang media

baru atau meminta Josh untuk mengawali berbagai marketing

web.

 Sarah dapat mengatakan kepada CEO Sam bahwa ide Josh

masih dalam pengembangan, bukan ide yang siap untuk

didiskusikan.

 Sarah harus mengajari Josh tentang kerjasama Tim, bersikap

transparan tentang tingkat kinerja dan tingkat komunikasi yang

dibutuhkan.

 Josh harus mencari cara dalam mengemukakan pendapatnya

dalam kerja tim.

 Jika Josh perlu menjadi maverick, dia bisa memulai

perusahaannya sendiri dan dia bisa mengikuti peraturan


bisnisnya sendiri atau pindah ke perusahaan lain yang memiliki

budaya maverick.
“To work better together, Sarah and Josh both need to recalibrate their
expectations. Sarah needs to take extra time to validate Josh’s ideas and help
him understand what it means to be a team player. For so many Yers entering
the workforce, the attitude is “I’ll be a full-time freelancer, and work will be
fun, fun, fun.” Sarah needs to counteract that by being completely transparent
with Josh about the level of performance required (a new idea needs to be fully
researched) and the level of communication required (formal presentations
rather than hallway chats). For his part, Josh needs to figure out how to pitch
his good ideas through established channels, within the established team
framework. If he really needs to be a maverick, he can go off and start his own
company, where he can follow his own business rules. Or, he can go to a
different firm that has a maverick culture.”

Keputusan akhir:

Josh dan Sarah harus mulai melakukan open communication, saling


menghargai dalam mengemukakan pendapat. Sehingga Josh dapat
mengemukakan berbagai ide dan kreatifitasnya secara bebas dan Sarah
harus memberikan feedback dari berbagai ide Josh baik positif dan
negatif. Jika negatif Sarah harus menjelaskan alasan timbulnya respon
tersebut. Hal ini dapat meningkatkan kerjasama tim.
DAFTAR PUSTAKA

Bambang, S. 2015. Generai Y: Karakteristik, Masalah, dan Peran


Konselor. Seminar dan Workshop Internasional Malindo. Asosiai
Bimbingan dan Koseling (ABKIN).

Erickson, TJ. 2009. Gen Y in the Workforce. Harvard Business Review


Case Study.

Wetlaufer, S. 2000. When Everything Isn’t Half Enough. Harvard


Business Review Case Study.