In Germany’s aging population older people are retiring in record numbers while a young generation is entering the workforce. Therefore, companies must adapt to the changing expectations of the new generation in order to stay attractive as employers.
Therefore, the interest in employer branding and the need for an optimized recruiting strategy is ever growing. In this publication Fridtjof Storde examines Generation Z. He analyses their characteristics, expectations, and differences regarding the previous Generation Y.
How can companies attract young candidates from Generation Z? What are these young people looking for? The author develops suitable strategies of employer branding and recruiting that are specifically designed to attract this new generation.
Keywords:
- Generation Z;
- Generation Y;
- Employer Branding;
- Recruiting;
- Labour Market
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Context and Purpose of the Study
- 1.2 Significance of the Study
- 1.3 Research Question and Objectives
- 1.4 Structure of the Study
- 2 Literature Review
- 2.1 Generational Trends in the German Labour Market
- 2.2 Employer Branding
- 3 Research Methodology
- 3.1 Research Philosophy and Approach
- 3.2 Research Design
- 3.3 Research Methods
- 3.4 Sampling Strategy
- 3.5 Reliability and Validity of the Research
- 4 Findings
- 4.1 General Characteristics
- 4.2 Media Usage Behaviour
- 4.3 Labour Market Expectations and Suitable Ways to Communicate with Generation Z
- 4.4 Application Behaviour
- 5 Discussion
- 5.1 Labour Market Expectations of Students of 'Generation Z' in Germany
- 5.2 Differences in Values and Expectations between Generation Y and Z, and the Relevance of Focussing on Generation Z Recruitment
- 5.3 Methods to Successfully, Competitively and Sustainably Attract Generation Z
- 5.4 Development of a Framework
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research aims to investigate the recruiting strategies that effectively attract Generation Z to the German labor market. It focuses on understanding the values, expectations, and communication preferences of this cohort, particularly within the context of employer branding and labor market trends. The study provides insights into how companies can tailor their recruitment processes to successfully attract and retain Generation Z employees.
- Generational trends and characteristics of Generation Z in the German labor market
- The role of employer branding in attracting Generation Z
- Effective communication methods for reaching and engaging Generation Z
- The application behavior and expectations of Generation Z
- A framework for successful and sustainable recruitment strategies for Generation Z
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1 introduces the study, outlining its context, purpose, research question, and objectives. Chapter 2 reviews the literature on generational trends in the German labor market and the concept of employer branding. Chapter 3 details the research methodology, including the research philosophy, design, methods, sampling strategy, and reliability and validity of the study. Chapter 4 presents the findings of the research, focusing on the general characteristics, media usage behavior, labor market expectations, and application behavior of Generation Z. Chapter 5 discusses the implications of the findings, exploring labor market expectations of Generation Z in Germany, differences between Generation Y and Z, and methods to effectively attract Generation Z.
Schlüsselwörter (Keywords)
The study explores the key concepts of Generation Z, employer branding, recruitment strategies, communication methods, and labor market expectations in the German context. It focuses on understanding the values, expectations, and preferences of Generation Z in relation to their career choices, job search behavior, and employer perceptions. Additionally, the study highlights the importance of using a tailored approach to attract and retain Generation Z employees.
- Quote paper
- Fridtjof Storde (Author), 2018, How to recruit Generation Z. Successful and sustainable recruiting strategies for attracting young potential employees, Munich, GRIN Verlag, https://www.grin.com/document/427247
