This master thesis investigates how important a good user experience of the career site is to Generation Z when choosing a new employer, and which sub-areas of the user experience play a particularly important role. A user test in combination with a quantitative questionnaire was conducted in cooperation with the "Handwerkskammer OWL" in Bielefeld. The evaluation of the quantitative study shows that user experience plays an important role in the choice of employer, and that the sub-areas of accessibility and utility are of particular importance. Based on the results of this study, recommendations for action can be given for the career pages of craft enterprises.
The shortage of skilled workers in Germany is a widely discussed topic. Above all, craft businesses are desperately looking for new young people whom they can train and recruit for their company on a permanent basis. Since young potential employees primarily use the Internet to look for jobs, it is important for craft businesses to have a presence there in the form of a website. Jobseekers can use a company's career site to find out about vacancies and learn a lot of information about the company. The problem with many career pages of craft businesses is that they are not user-friendly, as they were programmed many years ago and have not been optimized since. This often leads to a poor user experience, as important information is no longer up-to-date and other relevant content may be difficult to find.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Explanation and Definitions
- Webdesign
- Usability & User Experience
- Career website
- Characterization of Generation Z
- Generation Z
- The Values and Demands on the Employer of Generation Z
- User Experience
- Accessibility
- Utility
- Usability
- Joy of Use
- Psychology as the Basis of User Experience
- User Search and Navigation Behavior
- Laws of UX
- Color Psychology
- Typography on the Web
- Gestalt Principles
- Person-Organization Fit Theory
- Research Methodology
- Choice of Methods
- Data collection
- Structure of the User Test
- Info page of the User Test
- Career page B of the User Test
- Career page A of the User Test
- Methodological Principles for Questionnaire Construction
- Quality Criteria of the Questionnaire
- Scale levels
- Answer Scale
- Structure of the Questionnaire
- Procedure for Data Analysis
- Results and Findings
- Reliability analysis
- Results of the Questionnaire
- Binomial Test
- Discussion
- Interpretation of the Results
- Recommendations for Action and Transferability
- Conclusion
- Limitations of the Study
- Recommendations for Future Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master's thesis aims to investigate the significance of a positive user experience on a career site for Generation Z when choosing a new employer, particularly within the skilled trades sector. The research focuses on identifying specific sub-areas of user experience that play a crucial role in the decision-making process.
- The importance of user experience for Generation Z in selecting employers
- The role of accessibility and utility in the user experience of career sites
- The application of psychological principles to enhance user experience on career sites
- Recommendations for improving career sites for Generation Z in the skilled trades sector
- The impact of user experience on employer branding and talent acquisition
Zusammenfassung der Kapitel (Chapter Summaries)
The thesis begins with an introduction to the problem of skilled worker shortage in Germany, particularly within the craft industry. It highlights the importance of online presence for craft businesses, specifically career sites, and discusses the challenges posed by outdated and poorly designed websites. Chapter 2 provides definitions for key terms including web design, usability, user experience, and career websites. Chapter 3 explores the characteristics of Generation Z, focusing on their values and demands on potential employers. Chapter 4 delves into the different facets of user experience, including accessibility, utility, usability, and joy of use. Chapter 5 examines the underlying psychological principles that influence user experience, such as user search and navigation behavior, laws of UX, color psychology, web typography, and Gestalt principles. The research methodology chapter outlines the chosen methods, data collection processes, and the structure of the user test, including the details of the test pages and questionnaire construction. The final section, results and findings, presents the reliability analysis, results of the questionnaire, and the results of the binomial test.
Schlüsselwörter (Keywords)
The primary focus of this master's thesis revolves around the user experience of career sites, especially for Generation Z applicants within the skilled trades sector. Key themes include the impact of user experience on employer selection, the importance of accessibility and utility, and the application of psychological principles to enhance user experience. Other important aspects include the values and demands of Generation Z, employer branding, talent acquisition, and recommendations for improving career sites in the skilled trades sector.
- Quote paper
- Till Uphoff (Author), 2023, The Importance of the User Experience of a Career Site for the Company Selection of Potential Applicants of Generation Z. An Analysis Using the Example of Career Sites in the Skilled Trades Sector, Munich, GRIN Verlag, https://www.grin.com/document/1401912
