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Being an Employer of Choice: Attracting Generation Z to Work by Building Brand via Social Media

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Abstract

Generation Z has entered a labour market recently and most of its members are about to finish their studies and start their careers at the workplaces. It is the least numerous generation which is present at workplaces nowadays and some employers face lack of talents. To be able to recruit suitable job applicants they need to present themselves well. Since social media are natural way of communication of generation Z, they seem to be suitable tool for this purpose. This paper aims to investigate if employers are aware of specifics of generation Z and if they consider social media useful for recruiting the youngest generation at the labour market. Empirical research included combination of qualitative and quantitative method and based on findings several managerial implications were formulated.

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Funding

This article was supported by the Ministry of Education, Youth and Sports of the Czech Republic within the project IGA_FF_2021_015 of Palacký University Olomouc.

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  1. The Department of Economic and Managerial Studies (DEMS) of the Faculty of Arts, Palacky University in Olomouc, Křížkovského 12, 779 00, Olomouc, Czech Republic

    Dagmar Halová & Michal Müller

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  1. Dagmar Halová
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  2. Michal Müller
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Correspondence to Dagmar Halová.

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Halová, D., Müller, M. Being an Employer of Choice: Attracting Generation Z to Work by Building Brand via Social Media. Corp Reputation Rev (2023). https://doi.org/10.1057/s41299-023-00172-0

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