Employer Branding Strategies through the Eyes of Generation Z Based on Qualitative Findings

Abstract

Companies are increasingly focusing on employer branding in the face of changing labour market conditions. It is becoming increasingly difficult to find and retain the right workforce and to create a workplace climate and motivational systems that meet the different needs of different generations. Successful recruitment and retention of staff is increasingly driven by the HR marketing toolbox, of which conscious branding is an important pillar. In the case of employer branding, too, we are seeing that differentiated, often generationspecific, solutions rather than standardised ones can be effective. The focus of our research is on Generation Z. We conducted qualitative research to analyse which employer branding strategies are considered attractive by young people. What are the good solutions and practices that they see, what are the activities that appeal to them, that make a workplace attractive to them. In the same way, we analysed which activities and branding practices are particularly unappealing to young people. The research involved 20 mini focus group interviews using a semi-structured interview schedule. The results were evaluated using a traditional content analysis method.