EMPLOYER BRANDING-DIMENSIONS OF EMPLOYER ATTRACTIVENESS AT GENERATION Y AND Z
EMPLOYER BRANDING-DIMENSIONS OF EMPLOYER ATTRACTIVENESS AT GENERATION Y AND Z

Summary/Abstract: In today's global economic context, in order to be market competitive, organizations need to differentiate themselves from their competitors not only through products and services, but especially by developing an attractive employer brand. The employer brand gives an organization a competitive advantage to attract and retain the employees it needs. Through employer branding, considered a strategic tool for human resources management, organizations can highlight internally and externally what makes them attractive and desirable in a context of recruitment and retention. The objective of this study is to identify the attributes (dimensions) of an employer's attractiveness (employer branding) seen from the perspective of generations Y and Z. The research question is whether or not there are significant differences between generations Y and Z regarding the perception of these attributes. A quantitative research method (online survey) was used for data collection. Descriptive statistics (means and standard deviations), T-test and a rank-ordered of dimensions of employer attractiveness were used to analyze the data. The results show there are no statistically significant differences between the two generations regarding the perception of the dimensions of an employer's attractiveness. Both generations place the attributes management value and the social value (of integration) in first places. This study may offer some recommendations in order to attract, recruit and retain youth generations Y and Z.

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