Employer Branding, Social Media, Generation Z: How Social Media Can Be Used to Reach Apprentices in Austria

Lisa Madita Pall () and Christina Ortner ()
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Lisa Madita Pall: University of Applied Sciences Upper Austria, School of Informatics, Communications and Media
Christina Ortner: University of Applied Sciences Upper Austria, School of Informatics, Communications and Media

A chapter in Conference Proceedings Trends in Business Communication 2024, 2025, pp 145-167 from Springer

Abstract: Abstract This paper investigates how social media can be used for employer branding to attract Generation Z apprentices in Austria. Based on ten expert interviews, it shows that social media is perceived as highly suitable for raising awareness and generating interest in this group, particularly in the early stages of the employer selection process. Engaging content, often co-created with current apprentices, and continuous optimization are key for success. However, social media alone is not effective in convincing potential candidates, because it lacks authentic personal interaction. To maximise employer branding success, social media, therefore, must be integrated into a broader communication strategy.

Keywords: Social media; Employer branding; Generation Z; Apprentices (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-47793-6_8

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DOI: 10.1007/978-3-658-47793-6_8

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