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

Author

Listed:
  • Dagmar Halová

    (Palacky University in Olomouc)

  • Michal Müller

    (Palacky University in Olomouc)

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.

Suggested Citation

  • Dagmar Halová & Michal Müller, 2024. "Being an Employer of Choice: Attracting Generation Z to Work by Building Brand via Social Media," Corporate Reputation Review, Palgrave Macmillan, vol. 27(4), pages 283-298, November.
    • Handle: RePEc:pal:crepre:v:27:y:2024:i:4:d:10.1057_s41299-023-00172-0
    DOI: 10.1057/s41299-023-00172-0
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    References listed on IDEAS

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    1. Könsgen, Raoul & Schaarschmidt, Mario & Ivens, Stefan & Munzel, Andreas, 2018. "Finding Meaning in Contradiction on Employee Review Sites — Effects of Discrepant Online Reviews on Job Application Intentions," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 165-177.
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    5. Caroline Akhras, 2019. "An Exploratory Look at a MENA Leadership Yardstick," Proceedings of the 12th International RAIS Conference, April 3-4, 2019 3CA, Research Association for Interdisciplinary Studies.
    6. Raoul Könsgen & Mario Schaarschmidt & Stefan Ivens & Andreas Munzel, 2018. "Finding Meaning in Contradiction on Employee Review Sites — Effects of Discrepant Online Reviews on Job Application Intentions," Post-Print halshs-01897830, HAL.
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