Date of Graduation

Spring 2016

Degree

Master of Arts in Communication

Department

Communication

Committee Chair

Gloria Galanes

Keywords

Millennial, young professional, Springfield, organizational assimilation, sensemaking, recruitment, retention

Subject Categories

Communication

Abstract

The purpose of this study is to investigate to what extent have Millennial young professionals assimilated into Springfield, Missouri's culture. Using organizational assimilation and sensemaking as the theoretical framework, this qualitative thesis research study utilized four focus groups (n=20) to draw its results. Based on a previous foundational study and additional research, five characteristics Millennials want in a city were identified—affordability, community engagement and involvement, Millennial collaboration, entertainment and meaningful experiences, and authenticity. These characteristics also served as the criterion for the results. The findings revealed that Springfield young professionals, based on the five characteristics, have fully assimilated into Springfield's culture. The results and discussion can be used to serve the City of Springfield and the Springfield Area Chamber of Commerce's strategic recruitment and retention efforts of young professionals and families.

Copyright

© Nii Kpakpo Ekow Abrahams

Open Access

Included in

Communication Commons

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