Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Hur påverkar värdeorientering preferens av organisationsattribut? - En kvantitativ undersökning av relationen mellan materialistisk/postmaterialistisk värdeorientering och preferens av organisationsattribut hos Generation Y

Johansson Tziampazis, Malin LU (2014) SOCM04 20141
Sociology
Abstract (Swedish)
I en tid präglad av globalisering, teknisk innovation och individualism har kampen om talangfulla medarbetare vuxit fram. Arbetsgivarens behov av att framstå och uppfattas som attraktiv har kommit att bli betydande, speciellt i relation till Generation Y som olikt tidigare generationer byter arbetsgivare flera gånger under sin yrkeskarriär. En generationskohort, så som Generation Y, består av individer som under sina formativa år vid en bestämd tid exponeras för samma betydande externa händelser, vilka gör att individerna tenderar att utveckla liknande preferenser, beteende och attityder. Då arbetsmarknadens generationella sammansättning förändras och Generation Y successivt utgör en större del blir det viktigare för arbetsgivarna att... (More)
I en tid präglad av globalisering, teknisk innovation och individualism har kampen om talangfulla medarbetare vuxit fram. Arbetsgivarens behov av att framstå och uppfattas som attraktiv har kommit att bli betydande, speciellt i relation till Generation Y som olikt tidigare generationer byter arbetsgivare flera gånger under sin yrkeskarriär. En generationskohort, så som Generation Y, består av individer som under sina formativa år vid en bestämd tid exponeras för samma betydande externa händelser, vilka gör att individerna tenderar att utveckla liknande preferenser, beteende och attityder. Då arbetsmarknadens generationella sammansättning förändras och Generation Y successivt utgör en större del blir det viktigare för arbetsgivarna att skräddarsy sitt Employer Brand efter generationskohortens preferenser.
Enligt Ronald Inglehart har det i de avancerade industriländerna i väst sedan efterkrigstiden skett en övergång från en prioritering av materialistiska värden till postmaterialistiska värden, vilken innebär att värden kopplade till självförverkligande och livskvalitet blir centrala i individens liv. Värdeförändringen påverkar troligtvis mer specifika värden och värderingar, så som exempelvis preferens av organisationsattribut.
Syftet med denna undersökning är att undersöka relationen mellan Generation Y-studenters värdeorientering och preferens av organisationsattribut, genom att testa undersökningens hypotes: Individens värdeorientering påverkar individens preferens av organisationsattribut.
Generations- och kohortteori används tillsammans med Ingleharts teori om den tysta revolutionen för att tillsammans med mätinstrument för värdeorientering och preferens av organisationsattribut besvara undersökningens frågeställningar och testa undersökningens hypotes. En kvantitativ surveyundersökning utförs med hjälp av elektroniska enkäter för att samla in data, och bearbetning av data görs i IBM SPSS.
Majoriteten av respondenterna har en värdeorientering som består av både materialistiska och postmaterialistiska värden, men postmaterialistiska värden tenderar att prioriteras högre än materialistiska. Organisationsattribut från kategorin ”Människor & kultur” anses som mest attraktiva, medan attributen från kategorin ”Ersättning & möjlighet att avancera” anses som minst attraktiva. Trots att preferens av organisationsattribut varierar beroende på värdeorientering, föreligger inget statistiskt samband mellan värdeorientering och preferens av organisationsattribut. (Less)
Abstract
In an era characterized by globalization, technological innovation and individualism the battle for top talent has emerged. Employers’ need to be seen and perceived as attractive have become significant, especially in relation to Generation Y that unlike previous generations change employer several times during their professional careers. A generational cohort, as Generation Y, consists of individuals who during their formative years are exposed to the same significant external events, which means that the individuals tend to develop similar preferences, behavior and attitudes. The change of generational composition in the work force and the fact that Generation Y gradually constitutes a major part of it, makes it more important for the... (More)
In an era characterized by globalization, technological innovation and individualism the battle for top talent has emerged. Employers’ need to be seen and perceived as attractive have become significant, especially in relation to Generation Y that unlike previous generations change employer several times during their professional careers. A generational cohort, as Generation Y, consists of individuals who during their formative years are exposed to the same significant external events, which means that the individuals tend to develop similar preferences, behavior and attitudes. The change of generational composition in the work force and the fact that Generation Y gradually constitutes a major part of it, makes it more important for the employers to tailor their Employer Brand to the preferences of the generational cohort.
According to Ronald Inglehart, since the postwar period a change of priority from materialist values to post-materialist values has occurred in the advanced industrial countries in the West, which means that values linked to self-fulfillment and quality of life is central in the life of the individual. More specific values are probably affected by the value change, such as preference of organizational attributes.
The purpose of this study is to investigate the relationship between Generation Y students' value orientation and preference of organizational attributes by testing the hypothesis: The individual value orientation affects the individual preference of organizational attributes.
Generation- and cohort theory is used together with Inglehart's theory of the silent revolution, in order to together with measuring instruments for value orientation and preferences of organizational attributes answer the survey questions and test the survey's hypothesis. A quantitative survey is conducted using electronic questionnaires in order to collect data, and the data is processed in IBM SPSS.
The majority of respondents have a value orientation that consists of both materialist and post-materialist values, but post-materialist values tend to be given higher priority than materialistic. Organizational attributes from the category ‘People & Culture’ is considered as most attractive, while the attributes of the category ‘Compensation & opportunities for advancement’ is considered the least attractive. Despite the preference of organizational attributes varying depending on the value orientation, there is no statistical relationship between value orientation and preference of organizational attributes. (Less)
Please use this url to cite or link to this publication:
author
Johansson Tziampazis, Malin LU
supervisor
organization
alternative title
How does value orientation affect preference of organizational attributes? – A Quantitative study of the relationship between materialistic/post-materialistic value orientation and preference of organizational attributes among Generation Y
course
SOCM04 20141
year
type
H2 - Master's Degree (Two Years)
subject
keywords
universum, employer branding, organisationsattribut, postmaterialism, materialism, Inglehart, Generation Y, generation, kohort, surveyundersökning, elektroniska enkäter
language
Swedish
id
4463637
date added to LUP
2014-06-12 11:22:01
date last changed
2014-06-12 11:22:01
@misc{4463637,
  abstract     = {{In an era characterized by globalization, technological innovation and individualism the battle for top talent has emerged. Employers’ need to be seen and perceived as attractive have become significant, especially in relation to Generation Y that unlike previous generations change employer several times during their professional careers. A generational cohort, as Generation Y, consists of individuals who during their formative years are exposed to the same significant external events, which means that the individuals tend to develop similar preferences, behavior and attitudes. The change of generational composition in the work force and the fact that Generation Y gradually constitutes a major part of it, makes it more important for the employers to tailor their Employer Brand to the preferences of the generational cohort. 
According to Ronald Inglehart, since the postwar period a change of priority from materialist values to post-materialist values has occurred in the advanced industrial countries in the West, which means that values linked to self-fulfillment and quality of life is central in the life of the individual. More specific values are probably affected by the value change, such as preference of organizational attributes.
The purpose of this study is to investigate the relationship between Generation Y students' value orientation and preference of organizational attributes by testing the hypothesis: The individual value orientation affects the individual preference of organizational attributes.
Generation- and cohort theory is used together with Inglehart's theory of the silent revolution, in order to together with measuring instruments for value orientation and preferences of organizational attributes answer the survey questions and test the survey's hypothesis. A quantitative survey is conducted using electronic questionnaires in order to collect data, and the data is processed in IBM SPSS.
The majority of respondents have a value orientation that consists of both materialist and post-materialist values, but post-materialist values tend to be given higher priority than materialistic. Organizational attributes from the category ‘People & Culture’ is considered as most attractive, while the attributes of the category ‘Compensation & opportunities for advancement’ is considered the least attractive. Despite the preference of organizational attributes varying depending on the value orientation, there is no statistical relationship between value orientation and preference of organizational attributes.}},
  author       = {{Johansson Tziampazis, Malin}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Hur påverkar värdeorientering preferens av organisationsattribut? - En kvantitativ undersökning av relationen mellan materialistisk/postmaterialistisk värdeorientering och preferens av organisationsattribut hos Generation Y}},
  year         = {{2014}},
}