Date of Award


Document Type


Degree Name

Doctor of Business Administration (DBA)


Bisk College of Business

First Advisor

Jeff Cerny

Second Advisor

Darby Proctor

Third Advisor

Emily Martinez-Vogt

Fourth Advisor

Robert Schaller


This qualitative phenomenological study was conducted to understand why millennials are not remaining long-term in news media firms located in North Alabama. Long-term is defined as three or more years of employment in the news media firm where they are currently employed (Deal et al., 2010; Deloitte, 2014; Gedeon, 2013 & Saiidi, 2014). There is a lack of understanding as to why millennial generation employees in North Alabama news media firms, on average, fail to remain employed long-term. As of March 2015, millennials are the largest working generational cohort in the U.S. workforce (Feeney, 2015; Pew Research Center, 2015). The baby boomer generation is retiring in large numbers, and there are not enough generation X members in the workforce to fill their vacant positions. Businesses will have to rely on recruiting, developing, and retaining millennial generation employees long-term to fill these vacancies and remain viable. Key factors to attracting, recruiting, onboarding, motivating, managing, developing, and retaining millennial employees in the news media firms of North Alabama will be explored.


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