"Wooing Generation Y," this new breed of young and talented workers is demanding that executives rethink their plans of action - and interaction. This point is driven home by a recent study conducted by SelectMinds, a provider of corporate social networking solutions, which revealed that Gen Y demands networking opportunities in order to be happy in the workplace.

Among the findings:

• 77% of surveyed workers between the ages of 20 and 29 believe that social aspects of work are very important to their overall sense of workplace satisfaction, as compared to 67% of their older colleagues;

• 41% of respondents rank "cementing relationships with colleagues and supervisors" as the number one challenge when transitioning into a new job, ahead of adapting to a new company culture (33%) and learning new job responsibilities (27%);

• 86% of respondents are "more likely to listen to information and recommendations if they are presented by someone I know and trust;"

• 46% rate the availability of support/networking programs for employees with common interests as a very important factor in their decision to join and/or remain with an employer, compared with 36% of their peers;

• 72% cite professional networks as very important to their career development;

• 81% of Gen Y-ers feel somewhat or very disconnected from the information flow, politics and career opportunities across their organizations;

• 28% report leaving a job because they felt disconnected from the company; and,

• 20% say they have switched jobs because of poor relationships with colleagues.

Given Gen Y's swelling power in business, coupled with their apparent craving for social networking opportunities in the workplace, communications executives must get on board and implement these offerings; they will fail to do so at their own risk.