ORLANDO, Fla. - To attract Gen Xers, businesses should think of the recruitment process as marketing and they should market their organization as a brand, said Will Ruch, managing partner for Hughes, Ruch & Murphy of Milwaukee, Wis. A company that maintains a distinct personality will be viewed favorably, Ruch said. To appeal to Gen Xers, a company must promise both meaningful employment and money, he said.

Ruch spoke at the Investment Company Institute's operations conference here last week. Hughes, Ruch & Murphy, a marketing, communications and advertising firm, conducted research on generational recruiting and retention through surveys, focus groups and interviews with more than 1,000 Gen X workers and baby boomer managers, Ruch said.

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