Being an Employer of Choice: Attracting Generation Z to Work by Building Brand via Social Media

Dagmar Halová () and Michal Müller ()
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Dagmar Halová: Palacky University in Olomouc
Michal Müller: Palacky University in Olomouc

Corporate Reputation Review, 2024, vol. 27, issue 4, No 4, 283-298

Abstract: Abstract Generation Z has entered a labour market recently and most of its members are about to finish their studies and start their careers at the workplaces. It is the least numerous generation which is present at workplaces nowadays and some employers face lack of talents. To be able to recruit suitable job applicants they need to present themselves well. Since social media are natural way of communication of generation Z, they seem to be suitable tool for this purpose. This paper aims to investigate if employers are aware of specifics of generation Z and if they consider social media useful for recruiting the youngest generation at the labour market. Empirical research included combination of qualitative and quantitative method and based on findings several managerial implications were formulated.

Keywords: Employer of choice; Employer brand; Generation Z; Social media; Personnel marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41299-023-00172-0

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