Looking to attract Gen Y as members? It might be time to turn your attention inward and focus on hiring them first.

Experts say that means pushing past the negative stereotypes that the group is entitled, lazy and needs constant hand holding to recognizing that their socially responsible, can-do attitude may be just the jolt the credit union industry needs  moving forward.

“Gen Y wants to be a part of something bigger,” said Matt Monge, vice president of people and development at the $427 million Fort Campbell Federal Credit Union in Clarksville, Tenn., who feels credit unions could have the edge as an employer of choice. “You've got to connect what your organization does, and what they'll be doing individually, with the bigger picture,” Monge said. “Why does it matter? Why is it significant? Whose life will be better as a result of their work?”