The role of employer branding for generation Zbased on HR expert interviews and their effects onthe implementation of investments

Absztrakt

Differences between the various generations were always present at workplaces. This phenomenon exists for a long time, since different generations perceive the same workplace or task differently, and also evaluate the conditions offered by employers differently. However, it is a fact that the gap has never been so great between the active generations working at the same workplace as it is today. The study presents partial results of the research of generation Z, aiming to get acquainted with and explore the specific features of selecting Human Resources Professionals (HR) in order to increase employment, especially through the applicability of the tools of employee branding. Employers find it difficult to offer tasks and an atmosphere which would be optimal, attractive and inspirational for employees with different value systems and different socialization backgrounds. Based on the results of the generation Z research project, this study presents tools that can be implemented in the employee branding process for the potential employees from generation Z. The main purpose of this study is to explore the range of tools that can be implemented in brand building that may be well targeted to the generation Z as potential employees and to provide a practical insight into the tools that can be implemented in branding process. The study also discusses what kind of generation challenges an HR specialist is facing today and what are the effective solutions and practices to use. The study presents the sub results of a primary research process. In the framework of the research, qualitative and quantitative methods were used. The study focuses on the results of the qualitative phase. In the frame of that expert interviews with HR specialists were conducted with the help of a semi-structured interview. The outcome of this research demonstrates what the HR specialists believe the benefits of employer branding are once they are able to act with a conscious and strategic approach to HR activities. The results presented by this study will provide insights into how HR professionals see the benefits of employer branding, and how they can engage with HR activities in a conscious and strategic way.