The 5 New Employee Types and How to Reach Them


The 5 new employee types and how to reach them


New research from Morning Consult identifies five common employee archetypes and recommends ways for communicators to use these profiles to guide engagement.

Emma Atkinson, Ragan Communications

Increasing employee retention often means getting out ahead of problems that might cause workers to leave. So, how can companies determine what employees like — and dislike — most about their workplaces?

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According to a new report from Morning Consult, modern workers fall into one of five archetypes, from most to least common:

  • Traditionalists: “A job is just a job,” is these workers’ motto, with many reporting high job satisfaction and a strong preference for in-person work. Traditionalists are most likely to work hourly jobs.
  • Transactionalists: These employees skew younger, and of the five types have the highest percentage of Gen Z workers. Transactionalists report lower job satisfaction and tend to not prioritize career growth. They are least likely to have work benefits (including health care) and are often employed part time.
  • Aspirationalists: These are the workers who are driven by career purpose, finding high levels of job satisfaction and who feel most fulfilled by work. Aspirationalists “live to work” and are most likely to be millennials with dependents.
  • Minimalists: Employees in this category don’t expect a lot from their jobs. While they don’t often prioritize their work, minimalists are relatively satisfied with their jobs. They also skew male and are most likely to be remote or hybrid, as well as salaried.
  • Lifestylists: These workers have the strongest preference for remote jobs and see work as a means to support their personal priorities. Lifestylists skew female and are less likely to have dependents.

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