Dr Katie Best explains why London is the perfect place for ‘Generation Y’ students

Members of Generation Y have come in for some criticism from managers and the media for being demanding, difficult to manage divas. If you are born within the years 1980 - 1990 (give or take a year or two) and are thus a part of Generation Y, then you fall into this much maligned group. Unflattering distortions of the term Generation Y have included ‘Generation Whine’ and ‘Generation Why?’, reflecting their propensity to be needy and challenging, both of which can scare off employers who do not want to have to tame difficult staff members.

However, whilst many highlight the negative attributes of Gen Y, as a group, they do have some good attributes, too. These include technological competence, good networks, a global outlook and an entrepreneurial spirit, all of which can represent real value for an organisation, particularly in straitened times.

But, if you are a member of Generation Y, how do you accentuate the positives for future employers to see? Where you choose to study may shape your CV and influence your future career for the positive. London provides plenty of opportunities to develop ‘good’ Generation Y characteristics, so could provide real benefits for the student looking to enhance their strengths.

Firstly, London is a technologically savvy city, making it the perfect location for the technologically savvy generation. In fact, another good moniker for Gen Y may be Generation Wired, because they are the first generation to be reared in a technological world. They’re not scared by new technologies but, rather, embrace them, acting as advocates for new ways of interacting, working and being entertained. London, as a key centre of the technological revolution, boasts a decent technological infrastructure which ensures that you are never far from 3G or free Wi-Fi. Moreover, as a key home of the computer gaming industry and with the UK’s own silicon valley (in Reading, Berkshire) close at hand, London provides real opportunities for engaging with, and even future employment with, key players in this market.

That 3G and Wi-Fi are everywhere presents real opportunities for Gen Y to boost the networks they are renowned for having. For such a young group, they are exceptionally well networked.. In the current challenging economy, when cash-strapped companies resort to calling in favours, the power of a good network cannot be underestimated. London helps Gen Y to embrace the networking culture, whether it’s online or face-to-face. As home of a high proportion of clubs, societies and, increasingly, ‘happenstance meetings’ facilitated by iPhone applications which match the interests or business needs of users to others in the immediate vicinity, London builds your network to the hilt. When Gen Y sell themselves to their future employers, they’re not just giving them access to one exceptionally talented individual, but to two or three hundred, through the power of who they know.

This won’t just be a network of locals, however; Generation Y is full of children of the globalisation. They have been immersed in world media and transnational friendships since a very early age and this makes for desirable employees. Studying in London will help them to build your global sensibilities, as it is one of the most culturally diverse cities in the world. In London, not only can you dine in a restaurant from just about every country, but you can actively engage with other cultures at university, during work experience, and in their day-to-day lives. By studying somewhere with real global reach, Gen Y will have another key selling feature to promote to prospective employers.

Lastly, the entrepreneurial spirit which Gen Y are becoming known for will have found a good home in London - capital city of one of the most creative nations. Britain fostered key creative talents such as James Dyson, Vivienne Westwood and Richard Branson, and London lies at the heart of this. Moreover, Britain’s current government is investing heavily in promoting young enterprise within the UK. Studying in London will provide you with access to the dynamism and energy which the UK is famous for and which continues to be actively encouraged today.

In a nutshell, Generation Y are given a hard time for being difficult to live with and challenging to manage, but they have a significant skill set which they should play to their advantage. If they want to be able to play their best hand when they come to look for a job, studying in London will help Gen Y to achieve this.

Dr Katie Best is Director of MBA, BPP Business School and Researcher on Generation Y