Analysis of employer brand for young people

Abstract

Different approaches to determining the employer brand were analyzed. The main components of the employer brand were identified. It is customary to divide the components of the employer brand into tangible and intangible ones. Material ones include wages, official employment, the material system of motivation. Intangible components are additional benefits, office, rating, and reputation of a company, type of activity of a company, the possibility of training and development. A tendency of the lack of information to form the employer brand for Generation Z was detected. Generation Z is the people born in 1997–2012. The list of value propositions of employers in the labor market for Generation Z was analyzed. The results of our own research – a survey among students (1341 respondents) having or not having experience – were analyzed. To analyze the results of the survey, mathematical expectation, root mean square deviation, and coefficient of variation of expert evaluation results were used. The rating of the components of the employer brand and their integrated scores in terms of attractiveness for Generation Z were established. The aspects to which employers need primarily to pay attention to for forming a value proposition in the labor market when selecting personnel were established This study is important because the main components of the employer brand and their priority for Generation Z were not investigated in the scientific field. As a result of the study, companies were rated by their attractiveness as a place of work or internship in retail and FMCG (fast-moving consumer goods) spheres. These data can be used by HR-brand agencies, HR departments of international and national companies. Using the results of the survey of the formation of the employer brand for Generation Z will allow enterprises to take into account the expectations of their target audience.

Talent Management and Generation Z: A Systematic Literature Review through the Lens of Employer Branding

“…It was evident that Generation Z demonstrates a prioritisation of workplace wellbeing and employee satisfaction. Factors such as salary level, employer-provided training, flexibility and leisure time, and opportunities for personal and professional growth within the organisation were deemed important by this cohort (Anggraeni 2022;Dzhulai et al 2022;Garai-Fodor and Jackel 2022;M. Islamiaty et al 2022;Kunal et al 2022;Lukić-Nikolić and Lazarević 2022).…”

“…According to RQ3, this systematic investigation also uncovered that the majority of studies retain an exploratory nature, frequently utilising methods to assess and substantiate simple and less robust hypotheses (e.g., Dzhulai et al 2022;Garai-Fodor and Jackel 2022;Kunal et al 2022;Samoliuk et al 2022). Furthermore, it was observed that a substantial number of these studies are conducted and published in university-affiliated journals (e.g., the studies by Jackel and Garai-Fodor 2022;Lukić-Nikolić and Lazarević 2022;and Wawer 2022).…”

“…This discovery indicates that the authors aimed to gauge the perceptions of the respondents when selecting a company prior to entering the job market. This suggests a heightened interest in the specific aspirations of this generation in contrast to potential constraints, perceptions, or concerns of employers regarding the categorisation of employees belonging to this particular generation (e.g., Dzhulai et al 2022;Kunal et al 2022;Lukić-Nikolić and Lazarević 2022). The field of tourism and hospitality is the sole professional sector mentioned, and it is only referenced in three studies (Goh and Okumus 2020;Kapuści ński et al 2022;Tang et al 2020).…”