Against the backdrop of demographic change and the resulting shortage of skilled workers, Generation Y (birth years after 1980) is gaining increasing importance. Julia Ruthus provides a comprehensive characterization of Generation Y and presents their preferences regarding an employer of choice, as well as their job-related needs in comparison to other generations. She identifies the decision-making parameters for a 'Employer of Choice' for Generation Y and illustrates the differences to other generations based on the results of an empirical study involving 438 individuals.