Attracting Gen Z workforce: the effects of organizational social media policy

Abstract

Purpose Considering Gen Z’s unique formative experience with social media, this study aims to apply the cue utilization theory to investigate the effects of social media policy as an organizational cue in attracting this cohort to hospitality and tourism (H&T) companies. Design/methodology/approach A 2 (policy frame: promotion/prevention) × 2 (policy boundary: distinct/permeable) experiment was conducted with 243 Gen Z H&T job seekers. ANCOVA analyses were performed to analyze the effects of policy frame and boundary on perceived organization attractiveness and pursuit intention, respectively. Findings This study found that when a company policy promoted social media usage, Gen Z job seekers reported higher attractiveness and pursuit intention in the distinct boundary condition. However, when a company’s social media policy emphasized a prevention frame, Gen Z job seekers reported a similar level of perceived attractiveness and pursuit intention, regardless of the policy boundary conditions. Originality/value This study addressed the literature gaps of limited research on the Gen Z workforce and the effects of social media policy on talent attraction. Based on the cue utilization theory, this study identified the policy clause combinations that generated positive recruitment impacts among Gen Z members. The study provided unique theoretical and practical implications for H&T managers to use social media policy as a novel and cost-effective tool to attract Gen Z talents.

Effects of career adaptability and career optimism on career intention of tourism and hospitality students

“…Raub et al (2023) highlighted the generational differences in evaluating individual work value, such as the importance of support, work–life balance and personal development. The implementation of a promotion-oriented strategy may effectively capture the attention of Generation Z job seekers and enhance their intention to enter the T&H industry (Zhong et al , 2023). Thus, educators and practitioners need to consider what kinds of effective strategies should be formulated to improve the image of the industry among T&H students.…”

Guest editorial: Tourism talent challenge post-pandemic and the way forward

“…Continuing the generational investigation, the paper by Zhong et al (2023), “Attracting Gen Z workforce: the effects of organizational social media policy,” offers intriguing insights into how an organization’s social media policy can best attract the Gen Z workforce. Findings reveal that when a company policy promoted social media usage, Gen Z job seekers reported higher attractiveness and pursuit intention in the distinct boundary condition.…”