The Attractiveness of Employee Benefits in Agriculture from the Perspective of Generation Z

Michaela Heřmanová, Kateřina Kuralová, Michal Prokop () and Ladislav Pilař
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Michaela Heřmanová: Department of Management and Marketing, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 00 Prague, Czech Republic
Kateřina Kuralová: Department of Management and Marketing, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 00 Prague, Czech Republic
Michal Prokop: Department of Management and Marketing, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 00 Prague, Czech Republic
Ladislav Pilař: Department of Management and Marketing, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 00 Prague, Czech Republic

Agriculture, 2024, vol. 14, issue 7, 1-29

Abstract: This article addresses the pressing issue of attracting Generation Z to the agriculture sector in the Czech Republic, a vital issue given its crucial role in ensuring food security and sustainability. During demographic changes and declining interest from younger generations to work in agriculture, it is essential to understand and meet the specific needs of this generation. This article examines the alignment between advertised employee benefits and the preferences of Generation Z, offers a new employee benefits categorization, and highlights possible interventions to increase the attractiveness of the agricultural sector in the labor market. Based on a literature review, quantitative content analysis of job advertisements, and a questionnaire survey, the research aims to evaluate the current offers of employee benefits in the agricultural sector in the Czech Republic in terms of their attractiveness and how they are perceived by Generation Z before then categorizing these employee benefits. The results show that benefits from the “Holiday and times off” category have the highest value for Generation Z and that, on the contrary, they value benefits from the “Benefits for work–life balance” category the least. A total of seven categories of employee benefits have been newly identified.

Keywords: agriculture; agricultural companies; employee benefits; employer attractiveness; Generation Z; human resources; recruitment; sustainability (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2024
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