The objective in this paper is the depiction of the work-life balance concept as a strategy of employer branding in order to finally improve intrinsic and extrinsic motivation as a result thereof. Focussing on the practical example of the Adidas Group and its workplace in Herzogenaurach - which is known as „The Adidas Campus“ - the emphasis lies on the evaluation how the expectations of the „Generation Z“ are met and what consequences are revealed.
The society nowadays undergoes manifold social alterations such as demographic change, globalisation or change of generations. The dynamics of these developments do not relate only to the people but also to the companies who have to accept
these challenges. The necessity to act upon the requirement of social and economic adaption lead to the formula of success. For instance, attracting young professionals by creating targeted employment conditions constitutes simultaneously the solution for lack of specialists and the aging workforce in an organisation.
According to a recent online survey conducted in Germany by the online statistics portal „Statista“, 81% of young professionals between 25 and 34 years consciously care about work-life balance. Focussing on the needs of junior employees, who also go by the term of „Generation Z“ for people born beginning from 1995, represents the current strategic orientation of companies. The „Generation Z“ or „Digital Natives“ are to be distinguished from their predecessors in terms of expectations towards employer. In comparison to the „Babyboomers“ or „Generation X“, the present generation is surrounded by the omnipresence of Internet and thus social media. Respecting this fact by providing a complying digital work environment, can influnce employer branding and employee motivation in a positive way.
Table of Contents
List of Figures
List of Tables
1 Introduction
2 Principles and Achievements of Work-Life Balance
2.1 Definition and Emergence
2.2 Instruments for Compromising Work and Privat Life
2.3 Theory of Intrinsic and Extrinsic Motivation
3 Reflection on the Generation Z
3.1 Change of Generations and „War for Talents“
3.2 Characteristics of the „Digital Natives“
3.3 Expectation Towards Employers Based on „Statista“ Survey
4 Examination on the Adidas Group „Campus“
4.1 Methodical Approach
4.2 Key Criteria for Success
4.3 Evaluation in Respect of Work-Life Balance and Motivation
5 Conclusion and Outlook
Bibliography
ITM Checklist
- Quote paper
- Cam-Duc Au (Author), 2016, Work-Life Balance for the Generation Z Using the Example of the Adidas Group, Munich, GRIN Verlag, https://www.grin.com/document/365341
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