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Relating to Younger Employees

Draw in young employees by tuning in to their interests.

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This story appears in the March 2007 issue of Entrepreneur. Subscribe »

Tony Schor is 42, but when the Deerfield, Illinois, entrepreneur dons torn jeans and tunes his iPod to hip-hop, he's not just acting young--he's acting smart. "The reality is, to attract younger employees, you have to appreciate their interests," says Schor, who estimates he spends $10,000 a year for himself and his employees to attend pop concerts and sporting events, not to mention the hours he spends personally scouring clothing stores and downloading music from the internet.

He feels it's well worth it because it keeps Investor Awareness Inc., the five-person investor relations company he co-founded nearly 13 years ago, a friendly, welcoming place for young hipsters to work. "Now more than ever, there's such competition for good employees," says Schor, who projects sales of nearly $1 million for 2007. "You need to recognize the person, not just the businessperson."

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