Rethinking the Employer Branding Landscape

Sammanfattning: In this bachelor’s thesis, the employer preferences among Generation Z individuals are explored. Generation Z is currently the youngest generation entering the labour market. The entrance of Generation Z individuals is predicted to come with new challenges for firms in how to attract and retain skilful employees from this generation. By conducting a quantitative study, business students from Sweden and Denmark, belonging to Generation Z, have been asked to participate in a survey about their individual employer preferences. In the survey, participants have been asked to answer questions about how they value certain employer branding attributes. The objective of this study is threefold. The main objective is to identify what employer branding attributes are of most importance for Generation Z individuals. Further, the second and third objectives are to examine if employer preferences among Generation Z individuals are influenced by cultural dimensions, as well as if preferences are different between men and women. This study aims to provide useful insights for firms to consider in their employer branding strategies and activities. The aims and objectives are met by evaluating three hypotheses related to three research questions. The findings presented in this study show what employer branding attributes are of the highest value for Generation Z individuals, with one attribute being of particular importance - good development opportunities. Further, the findings presented show that cultural dimensions do impact employer preferences to some extent. Lastly, the findings show that employer preferences do differ between men and women. Although findings support previous research to some extent, the results of this study emphasize the importance of synergizing these three aspects in considering employer branding strategies and activities.