The Employer of Choice for Generation Z
(2021) SKOM12 20211Department of Strategic Communication
- Abstract
- Being in their early 20s, Generation Z has left its childhood behind and has entered the job market. However, employers have yet to prepare for their arrival. As strategic communication practitioners lack knowledge about attracting this cohort as future employees to their brand, and theorists in employer branding have overlooked Generation Z largely, this thesis aims to explain factors that enhance Generation Z’s application intention to their employer of choice. Moreover, it investigates which employer brand attributes people of Generation Z most prefer in their desired employer. Using the Theory of Planned Behavior, employer prestige, as a valuable concept in employer branding, is put under the microscope for the first time, proposing... (More)
- Being in their early 20s, Generation Z has left its childhood behind and has entered the job market. However, employers have yet to prepare for their arrival. As strategic communication practitioners lack knowledge about attracting this cohort as future employees to their brand, and theorists in employer branding have overlooked Generation Z largely, this thesis aims to explain factors that enhance Generation Z’s application intention to their employer of choice. Moreover, it investigates which employer brand attributes people of Generation Z most prefer in their desired employer. Using the Theory of Planned Behavior, employer prestige, as a valuable concept in employer branding, is put under the microscope for the first time, proposing three assumptions about its positioning within the framework. The results of the quantitative data analysis reveal that attitude (β=0.525) and subjective norm (β=0.295) impact the application intention of Generation Z, whereas self-efficacy has no impact. Employer prestige does not affect the intention in either of the proposed research models. Still, university prestige influences the relation of self-efficacy on the application intention (β=0.156). At the same time, both moderators, prior industry work experience and study program have no impact on the relation of attitude or self-efficacy on the application intention. Furthermore, Generation Z most values employer brand attributes related to culture fit and colleague relations, which directly impact their employment situation. Thus, this study contributes to employer branding, the Theory of Planned Behavior, and Generation Z in the labor market. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9048739
- author
- Woytaszek, Lisa LU
- supervisor
- organization
- alternative title
- An Examination of the Intention to Apply for an Employer of Choice and the Role of Employer Prestige within the Theory of Planned Behavior
- course
- SKOM12 20211
- year
- 2021
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- employer branding, theory of planned behavior, employer prestige, employer attractiveness dimensions, employer of choice, employer brand attributes, generation z
- language
- English
- id
- 9048739
- date added to LUP
- 2021-07-01 10:17:11
- date last changed
- 2021-07-01 10:17:11
@misc{9048739,
abstract = {{Being in their early 20s, Generation Z has left its childhood behind and has entered the job market. However, employers have yet to prepare for their arrival. As strategic communication practitioners lack knowledge about attracting this cohort as future employees to their brand, and theorists in employer branding have overlooked Generation Z largely, this thesis aims to explain factors that enhance Generation Z’s application intention to their employer of choice. Moreover, it investigates which employer brand attributes people of Generation Z most prefer in their desired employer. Using the Theory of Planned Behavior, employer prestige, as a valuable concept in employer branding, is put under the microscope for the first time, proposing three assumptions about its positioning within the framework. The results of the quantitative data analysis reveal that attitude (β=0.525) and subjective norm (β=0.295) impact the application intention of Generation Z, whereas self-efficacy has no impact. Employer prestige does not affect the intention in either of the proposed research models. Still, university prestige influences the relation of self-efficacy on the application intention (β=0.156). At the same time, both moderators, prior industry work experience and study program have no impact on the relation of attitude or self-efficacy on the application intention. Furthermore, Generation Z most values employer brand attributes related to culture fit and colleague relations, which directly impact their employment situation. Thus, this study contributes to employer branding, the Theory of Planned Behavior, and Generation Z in the labor market.}},
author = {{Woytaszek, Lisa}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Employer of Choice for Generation Z}},
year = {{2021}},
}