The Future of Employer Branding: How are the expectations and values of Generation Z reshaping employer branding strategies and what are the implications for Managers?
(2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242Department of Business Administration
- Abstract
- Purpose:
The purpose of this paper is to examine how the entry of Generation Z in the workforce might affect the future of employer branding. This paper analyzes how employer branding is done currently and the differences between Gen Z and its preceding generations. Managerial suggestions on how to effectively approach Gen Z in terms of employer branding are given.
Methodology:
In this paper a qualitative research method is used. This is done, in order to acquire primary data with a semi-structured interview. The interviewed company is a creativity- and culture agency specializing in Gen Z research. The answers from the interview are analyzed and put into context with the theoretical knowledge of employer branding and Gen Z.
... (More) - Purpose:
The purpose of this paper is to examine how the entry of Generation Z in the workforce might affect the future of employer branding. This paper analyzes how employer branding is done currently and the differences between Gen Z and its preceding generations. Managerial suggestions on how to effectively approach Gen Z in terms of employer branding are given.
Methodology:
In this paper a qualitative research method is used. This is done, in order to acquire primary data with a semi-structured interview. The interviewed company is a creativity- and culture agency specializing in Gen Z research. The answers from the interview are analyzed and put into context with the theoretical knowledge of employer branding and Gen Z.
Findings:
Gen Z shows multiple differences in their needs, wants, and characteristics in comparison to other generations. These differences influence how Gen Z should be approached in the most effective way. For employer branding this means that the strategies for attracting and retaining this generation as employees have to be adapted.
Applications:
When adapting their employer branding, companies should focus on a transparent approach, targeted specifically to a culture or subculture of Gen Z. They should give clear benefits, appreciation, and attractive work arrangements in order to successfully attract and retain Gen Z in their workforce.
Original/value:
In this paper, we fill the research gap on how to successfully attract Gen Z employees by using employer branding specifically targeted towards them. Key findings are used to outline Gen Z characteristics, wants, and expectations of the work environment and how this affects employers' approaches to branding.
Keywords:
Employer Branding, Employer Branding Strategies, Generation Z
Paper type:
Research Paper (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9178359
- author
- Hausleitner, Victoria Sophie LU ; Duvaud, Elodie Celine LU and Andriollo, Dafne LU
- supervisor
- organization
- course
- BUSN21 20242
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Employer Branding, Employer Branding Strategies, Generation Z
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9178359
- date added to LUP
- 2024-12-03 09:55:03
- date last changed
- 2024-12-03 09:55:03
@misc{9178359,
abstract = {{Purpose:
The purpose of this paper is to examine how the entry of Generation Z in the workforce might affect the future of employer branding. This paper analyzes how employer branding is done currently and the differences between Gen Z and its preceding generations. Managerial suggestions on how to effectively approach Gen Z in terms of employer branding are given.
Methodology:
In this paper a qualitative research method is used. This is done, in order to acquire primary data with a semi-structured interview. The interviewed company is a creativity- and culture agency specializing in Gen Z research. The answers from the interview are analyzed and put into context with the theoretical knowledge of employer branding and Gen Z.
Findings:
Gen Z shows multiple differences in their needs, wants, and characteristics in comparison to other generations. These differences influence how Gen Z should be approached in the most effective way. For employer branding this means that the strategies for attracting and retaining this generation as employees have to be adapted.
Applications:
When adapting their employer branding, companies should focus on a transparent approach, targeted specifically to a culture or subculture of Gen Z. They should give clear benefits, appreciation, and attractive work arrangements in order to successfully attract and retain Gen Z in their workforce.
Original/value:
In this paper, we fill the research gap on how to successfully attract Gen Z employees by using employer branding specifically targeted towards them. Key findings are used to outline Gen Z characteristics, wants, and expectations of the work environment and how this affects employers' approaches to branding.
Keywords:
Employer Branding, Employer Branding Strategies, Generation Z
Paper type:
Research Paper}},
author = {{Hausleitner, Victoria Sophie and Duvaud, Elodie Celine and Andriollo, Dafne}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{The Future of Employer Branding: How are the expectations and values of Generation Z reshaping employer branding strategies and what are the implications for Managers?}},
year = {{2024}},
}