THE RISKS AND REWARDS of MOTIVATING YOUNG SALES PROFESSIONALS: AN ANALYSIS OF MILLENNIALS IN THE PHARMACEUTICAL INDUSTRY

Melissa Mustica
Steven Cates
Jason Jackson
Purdue University Global

ABSTRACT

Millennials represent the largest group of potential employees in the U.S. today. This
research examined the potential risks associated with the employment, motivation, rewards, and
retention of young college graduates in sales and marketing positions in the pharmaceutical
industry. Millennial and Generation X sales professionals within the pharmaceutical industry
were surveyed concerning their perceptions about satisfaction of their present positions, present
compensation and rewards, and potential for long-term stays at their present employers. Findings
indicate that Millennials are a higher risk to the organization, and as individual employees, in
comparison to Gen X; however, comparable in perspective on other factors related to career,
motivation, satisfaction, and turnover. It is suggested that Human Resource Management
professionals and Marketing and Sales executives in the pharmaceutical industry consider unique
and innovative strategies in an effort to motivate and retain these valuable employees.

Keywords: Millennial, Generation X, potential risks, pharmaceutical industry, marketing