Overall, my research highlighted the need for development, matched value-set between employer and employee, and flexibility for attraction and retention of all generations and especially for Generation Y. CSR was not found to be a critical driver for attraction or retention. This is in contrast to aforementioned previous quantitative
research that supports CSR as crucial to attraction and retention. These findings are significant as on surface employees may agree that CSR is critical in the attraction and retention; when asked open-ended questions, employees discuss the need for personal development, flexibility, and values match.