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
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
Objectives and Core Topics
This assignment examines the role of work-life balance as a strategic employer branding tool to enhance employee motivation, specifically focusing on Generation Z. The research aims to evaluate how companies can meet the unique expectations of this digital-native cohort to remain competitive in the face of demographic shifts and skills shortages.
- The theoretical foundation of work-life balance and intrinsic/extrinsic motivation.
- Characteristics and employer expectations of Generation Z (Digital Natives).
- Practical implementation of work-life balance measures within the Adidas Group "Campus".
- Evaluation of employer branding strategies in attracting and retaining young talent.
Excerpt from the Book
4.3 Evaluation in Respect of Work-Life Balance and Motivation
The decision of the corporation examined comes to the Adidas AG. Adidas is a German multinational and lifesyle-fashion corporation based and headquartered in Herzogenaurach, Bavaria. Founded in 1920 by Adolf Dasler, the company is specialized on sportswear manufacturing with more than 55.000 employees worldwide constituting a market cap in the amount of $ 25.2 billion. In the global competition, Adidas belongs to the most popular brands for enthusiastic athletes of all ages. Recent triumphs are referred to the strategy of campaigning with young and fashionable celebrities such as the German tennis player Angelique Kerber and the US rapstar Kanye West. According the Adidas homepage, the headquarter in Herzogenaurach is presented as a „campus“ where employees are enabled to work free and independent paying tribut to their work-life balance requirements.
To start with the evaluation, the first examination deals with the aspect of (1) flexible working possibilities. On the one side, flexible working – in the perspective of Adidas – is the opportunity to do sports while working. In contrast to other employers from different sectors, Adidas’ central idea is to promote the employees to invest more in sports in order to stay healthy and keep pleasure at work. Hence, the „campus“ provides basketball, volleyball and tennis courts. On the other side, flexible working also represents the possibility to use the flexitime model. Adidas employees are able to manage their individual working time due to their personal wishes. Overtime hours can be saved on a time account for taking one or more days off the work. In addition, the concept of home office is offered to create changing working environments to meet the employees’ personal wishes.
Summary of Chapters
1 Introduction: Provides an overview of current social changes and defines the focus on Generation Z as a strategic target group for modern organizations.
2 Principles and Achievements of Work-Life Balance: Defines work-life balance, explores its emergence, and details specific instruments like flexible working models and health promotion, while explaining motivation theories.
3 Reflection on the Generation Z: Analyzes the demographic and societal shifts, characterizes "Digital Natives," and outlines their specific expectations towards employers based on statistical data.
4 Examination on the Adidas Group „Campus“: Outlines the research methodology, defines success criteria, and evaluates the practical application of work-life balance measures at the Adidas headquarters.
5 Conclusion and Outlook: Summarizes the findings, highlighting the necessity for companies to continuously adapt to the changing needs of new generations to ensure long-term competitiveness.
Keywords
Work-Life Balance, Generation Z, Employer Branding, Intrinsic Motivation, Extrinsic Motivation, Digital Natives, Adidas Group, Demographic Change, War for Talents, Flexible Working, Talent Management, Employee Retention, Organizational Strategy, Workplace Health Promotion, Modern Work Environment
Frequently Asked Questions
What is the central focus of this research?
The paper focuses on the significance of work-life balance as a strategic tool for employer branding, specifically tailored to the needs and expectations of the Generation Z workforce.
Which demographic cohort does this study specifically address?
The study specifically addresses Generation Z, often referred to as "Digital Natives," who were born from 1995 onwards and are shaped by the omnipresence of the internet and social media.
What is the primary objective of this assignment?
The primary objective is to evaluate how specific work-life balance measures influence intrinsic and extrinsic motivation, using the Adidas Group "Campus" as a practical example for successful implementation.
Which scientific methodology is applied in this paper?
The paper utilizes a structured evaluation approach by selecting a multinational corporation, defining key success criteria (flexible work, technical environment, diversity), and assessing these against generational expectations.
What is covered in the main section of the paper?
The main section covers the theoretical foundations of motivation and work-life balance, characteristics of generational change, and a detailed practical analysis of how Adidas meets the needs of its young employees.
Which keywords best characterize this work?
Key terms include Work-Life Balance, Generation Z, Employer Branding, Digital Natives, Motivation, and the Adidas Group.
Why is the "Adidas Campus" considered a relevant case study?
It is relevant because it integrates various work-life balance measures—such as sports facilities, flexitime, and high-tech working environments—specifically designed to align with the lifestyle and expectations of younger professionals.
How does "intrinsic motivation" relate to the findings of the study?
The study concludes that when employers provide an environment that allows for the integration of private needs (like sports or social networking) into the workday, it significantly boosts the intrinsic motivation of Generation Z employees.
- Arbeit zitieren
- Cam-Duc Au (Autor:in), 2016, Work-Life Balance for the Generation Z Using the Example of the Adidas Group, München, GRIN Verlag, https://www.grin.com/document/365341
