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By Bob Murphy

By 2020, nearly half of all U.S. workers will be millennials: those born between 1976 and 2001. The new crop of millennials looking for jobs — educated, worldly, savvy people with strong resumes behind them — have a different vision of what they want in a career than the jobseekers who came before them. If you’re not tuned into their needs, you’re missing out on top talent, and those same future leaders might be going to your competitors.

So, what is it they’re looking for? Millennials aren’t looking just for money, power or prestige, but rather something a little less tangible and much less selfish: They’re looking to make a difference in the world around them. According to a����by the Boston Consulting Group, millennials are more altruistic and cause-focused than previous generations, and they believe that “working for causes is an integral part of life.”

Reaching this new generation of employees and consumers in a meaningful way requires businesses to think about how they can build their purpose into the ethos of their business to bring employees in the door, keep them around and grow them into tomorrow’s leaders.

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