The Ketchup Generation: Entry-Level Jobs Really are There for You, Even During a Recession; Here's the Secret

I want full credit for this ketchup thing. Let me explain. What's the ketchup generation?

If you're older, think of your kids. If you're under 30, think of your friends. If you're a girl, think of your boyfriend. You must have noticed that there's something about the under-30 set, especially guys.

The editor of my book, Bulletproof Your Job (HarperCollins), is a 28-year-old, not-quite-Ivy League grad (though he should be) who defines the under-30 generation not as Generation X or Y but as the "New Millennium Generation." In fact, he described my book as the "new millennium" version of Sun Tzu's Art of War. I call this group simply THE KETCHUP GENERATION (a Viscusi-ism I'm about to trademark).

Everyone I know under 30 loves ketchup. I mean, on everything. When I grew up, it was just for french fries, hamburgers, and hot dogs. And they don't even care if it's Heinz, as I do (being a New York snob, if it's not Heinz, it's not ketchup) - they just want ketchup. (I would have voted for Mrs. Kerry... had SHE been running.) Regionally, you are welcome to replace the word "ketchup" with "ranch dressing" if you're on the West Coast and with "Tabasco" if you're down south. It's a generational thing. Ketchup is the new Hellmann's, like 70 is the new 60.

I'm hoping my phrase catches on. I'd like to hear Andy Rooney on "60 Minutes" grumbling one day about Viscusi's Ketchup Generation. I want the Viscusi Ketchup Generation to replace Generation Y. I want lots of feedback on this essay, especially if you're a ketchup fan.

Don't you hate when Wendy's or McDonald's makes you pump the ketchup into those tiny little cups as opposed to grabbing a handful of the packets? What am I doing? Working here all of a sudden? Do I get a discount for doing my own ketchup pumping? Ugh.

Anyway, getting back to my Ketchup Generation theory, I'm worried about the "Ketchup Kids" using this "recession" for their excuse for not finding real jobs today. What's worse, I'm worried that they will use their fear that they can't find jobs and the 6.5% unemployment rate as an EXCUSE to not even look. The Ketchup Generation is using the media hype around the economy as an excuse for not finding work.

Hey, Ketchup dudes and dudettes, the jobs are there! You need to go find them. Don't use the economy and media hype as excuses to go get an MBA or law degree. Who are you kidding? It's just a cop-out. (Those degrees are great, but just wait until you've been in the work force to decide how great they are for your career.) Other Ketchup Kids will decide to "take a year off" (whatever that means) under the false premise that their chances of finding that first job are zero.

Listen, there's nothing wrong with these alternatives. But if the Ketchup Kids are using "the economy" as a reason to not look for a job, they're wrong. And we - the media - are sending the wrong message, which is the most upsetting thing of all.

Although the unemployment rate is the highest it's been in eight years, it is still relatively low by international standards. The knee-jerk reaction of employers to what they hear and read is to fire SENIOR workers in order to save the company all that salary money. Employers still have jobs they need to fill. Entry-level employees or interns represent an inexpensive way to fill those jobs. Simply put, entry-level workers are "cheap labor." Go Ketchup!

So in actuality, a recession is a great opportunity for these Ketchup Generation workers to find jobs. Even better, when you find that entry-level job, you may find you have more responsibility than you otherwise would because employers, trying to stretch their budgets, are giving Generation Ketchup the tasks that the senior workers - who were recently fired - once had. Those Generation Hellmann's. Entry-level Ketchup Kids often luck out and get more responsibility then they imagined. As a result, they learn more and at a faster pace. So it's actually a better time for the Ketchup Generation than they may think.

A few tips to think about:

1) High unemployment does not necessarily affect entry-level jobs or internships. You need to understand the context of what you are reading in the economic history.

2) Remember, "chemistry" is the key to getting that entry-level job or internship, not experience. Employers do not expect first-time workers to have "experience," but they want to like you and relate to you. Chemistry is more important than your GPA. Remember you are not applying to graduate school; you are applying for a job!

3) Look the part. The means dress appropriately for the job you are applying for - it is part of what creates that "chemistry" along with a firm handshake (what I call a Viagra handshake in my book, Bulletproof Your Job), attention to detail, and doing your homework on the company to which you are applying.

4) Ask for the job. Yes, ask. A little humility goes a long way. Employers tell me they pass on candidates who don't seem interested in the job, passive, or "qualified but arrogant."

The job market for entry-level jobs is better than you think. So let's go back to figuring out how to get ketchup back in the packets, away from the pump. Yes, even your boss - someone a bit older, like me - loves ketchup.

Stephen Viscusi is the author of Bulletproof Your Job (HarperCollins). He can be reached at [e-mail]. Please visit his website at www.bulletproofyourjob.com.

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Comments

[bretthummel]

I definitely agree with you that this is the perfect time for the Ketchup Generation. In fact, I was at a holiday party just last night, and I had a discussion with some fellow Millennials about how excited we were about the current economy. I am not saying that this current economic slump will not be difficult for Millennials, but during the last expansion prices had been pushed so high that it significantly reduced our ability to support ourselves let alone save enough to buy a house. Now, with prices moving lower, we, as a generation, have an incredible opportunity to ‘buy’ at the bottom.

While the downturn has been incredibly tough for older people, our generation did not have much ‘skin in the game’ aka investments, 401 k’s, etc., and over the next few years (as we accumulate wealth) we can buy assets at incredibly depressed prices.

Additionally, many in my generation are excited about the prospects of this recession because employers, as you mentioned, have become more willing to hire, promote, and utilize my generation because we cost less than our older co-workers.

Good luck with your pending book; I hope it goes well.

[char982]

Is this a theory, or something highly researched and proven? I don't mean to discredit your knowledge or experience, but as a recent grade, I'm not seeing the up-side of looking for an entry-level job in today's economy. I also have very, very few friends who have found jobs that they went to school for (we're mostly graphic & fashion design students). I've been looking for jobs since a little before I graduated in May, and the list of available jobs for me only seems to be getting less and less. And less and less and less.

[Stephen Viscusi - Huffpost Blogger]

The story itself is "tongue in cheek." Is this a well researched white paper? No. But maybe you and your friends have false expectations as to salary. Maybe you need a creative approach as to how you prepare your resume. I tell people they need 30 different resumes to find a job today. In creative fields such as graphic and fashion design, you should temp - these often lead to full-time jobs. In the creative fields, it is the senior people who are being let go, and replaced by young people like yourself. Talent is in the eye of the beholder. I'm happy to review your resume personally or answer any additional questions at my no-longer-private email, stephen@vi­scusi.com.

[MargeMcGowan]

Steve Viscusi’s article was very interesting about the “Ketchup” generation and his book Bulletproof Your Job, offers even more insight into our economy’s current status and the job market today. I strongly felt that the “ketchup” coinphrase was a metaphor for the younger generation who covers everything up and doesn’t understand the true meaning of many things in today’s society and world. It is a very interesting way to explore, identify and reach out to our future leaders.

[Stephen Viscusi - Huffpost Blogger]

Right on, Marge! Thanks for the compliment.

-Stephen

[Alex Geana - Huffpost Blogger]

As a card carrying member of the under 30 set (for a few more months anyway) I refuse to put Ketchup on anything other then Hamburgers, Fries and Omelets. Although I agree with the rest of the article.

I do have higher hopes for my food, then the current economy.

[Stephen Viscusi - Huffpost Blogger]

Alex, thanks for reading and writing. You're part of that set, and a damn good writer yourself. Thank you.

[anfractuous]

Gee, if only you had written a book about this!

[RobLTaylor]

Whoa, now. I was with you up until the ketchup pump part. Have you ever used those packets? You have to rip into each one like an animal, and then slowly squeeze the ketchup out - and they are so small that it takes at least 20 of the damn things to adequately drench your french fries (and top up your burger).

To suggest that moving to a pump-and-dip system is more taxing on the customer is laughable, and undermines, nay...obli­terates... the credibility of this piece.

Still, "Ketchup Generation"...I like the sounds of that. If you could douse a generation of Americans in ketchup I would eat every last one of them.

[Stephen Viscusi - Huffpost Blogger]

I just think the packets should be three times the size - I just hate pumping, which inevitably spills on my shirt. But I wish I had thought of your last line - if you covered everyone with ketchup, you'd eat them all!

[Stephen Viscusi - Huffpost Blogger]

As a matter of fact, I'm pitching THE KETCHUP GENERATION now and am very close to closing a deal for a pilot called "The Ketchup Generation." By the way, you can buy my current book, BULLETPROOF YOUR JOB (HarperCollins) online or in bookstores everywhere!