Attraction of Generation Z

Millenials’ Employer Brand Perception in a German Retail Context

“…On the other hand, Holtbrügge and Kreppel (2015) evidenced high compensation to be the most important factor among German Millenials, closely followed by the factor job security. Findings by Steckl et al (2019) also suggest compensationas less of a major driver of Millenials' employer selection in Germany (Steckl et al, 2019). Confirmingly, previous research have found compensation being of little significance in employer selection among this generation (Baum & Kabst, 2013;Shell, 2015;Steckl et al, 2019).…”

“…Findings by Steckl et al (2019) also suggest compensationas less of a major driver of Millenials' employer selection in Germany (Steckl et al, 2019). Confirmingly, previous research have found compensation being of little significance in employer selection among this generation (Baum & Kabst, 2013;Shell, 2015;Steckl et al, 2019). They rather prefer aspects as harmonious work climate and a fulfilling job, while older generations such as the baby boomers are more concerned with job security (Sommer et al, 2017).…”

“…Thus, job security is important to about half of the respondents. Other studies found this factor being the most crucial influencer when it comes to employer selection (Steckl et al, 2019). Recognition of one's own performance (21% "very important" and 49% "important"), proximity to the workplace (17% "very important" and 46% "important") and the family-friendliness of the company (11% "very important" and 33% "important") follow in conclusion.…”

“…Besides, EB research mainly focuses on developed countries (Zhu et al, 2014;Lee et al, 2018), thus some papers have also placed EB in a German context (e.g. Baum & Kabst, 2013;Holtbrügge & Kreppel, 2015;Sommer et al, 2017;Steckl et al, 2019). Yet, a broad identification of employer attractiveness factors of Gen Y in Germany, in particular in a retail context, is still missing.…”

“…In a German context, Steckl et al (2019) surveyed 383 students (N female = 191, N male = 192) and found job security (95%), harmonious working environment (88%), social support within the team (86%), high compensation (85%) and recognition (83%) being the most important factors affecting the employer selection.…”