The deluge of press about the difficulty of attracting and keeping Generation Y employees is amazing.

Here’s an example of a press release pandering to the media infatuation with the topic. Even the sheep are suffering : “Fewer and fewer people are choosing the sheep and beef industry as a career. There are huge job choices across a wide range of industries and for young people, the world is their oyster.”

Now is a great time to start asking for a wider range of benefits from your employer. Companies are beginning to understand that if they don’t start caving to Generation Y demands then there won’t be quality job applicants.

Ask for flexible schedules and jobs that foster personal growth because that will make the most impact on your life. Pat Katepoo gives good advice on how to ask.

Not that Generation X didn’t want this stuff in a job ten years ago. But Generation X did not have the demographic power to demand it. Generation Y does, and employers are shaking in their boots. Finally.