Herausforderungen für das Employer Branding und deren Kompetenzen

Generations Y and Z in Auditing—Solutions for Enthusing the Young Generations about a Job in the Audit Sector

“…This generation is influenced by the nuclear power debate, the fall of the Berlin Wall, and the ongoing competition in the labor market (Oertel, 2014). The labor market competition in particular is said to influence Generation X's materialistic attitude to life, loyalty to their employer, and performance orientation (Hesse, Mayer, Rose & Fellinger, 2015;Mangelsdorf, 2017). Although the focus of this generation continues to be on working life (Mangelsdorf, 2017), the work-life balance has become increasingly important to them (Oertel, 2007).…”

“…These generations prefer jobs that offer possibilities for making a contribution to the community and/or the environment. In contrast, "self-fulfillment" is described as making a contribution to oneself (Hesse et al, 2015).…”

“…Those promises can be revealed easily because in the Internet information is available at first hand, e.g., from former employees. Hence, employers need to use communication measures not to make promises but to give evidences and simultaneously prove authenticity (Hesse et al, 2015).…”

“…Generation Z encompasses those born since around 1995 (Scholz, 2014). This generation is experiencing a society with endless options (Hesse et al, 2015) and a shortage of skilled workers (Hesse et al, 2015). Moreover, this generation has not known a world without the Internet and digital media.…”

“…The focus of Generation Z is also on their private life (Scholz, 2014). In contrast to Generation Y, however, they prefer to maintain a work-life separation in the form of a strict separation of work and leisure time (Scholz, 2014), which would seem to involve a desire for regular working hours and fixed structures, such as having one's own office and desk (Scholz, 2014) Generation Z also appreciates an authentic employer (Mangelsdorf, 2017) as well as a profession that is meaningful and offers opportunities for self-fulfillment (Hesse et al, 2015). If the expectations for authenticity, self-fulfillment, and a meaningful job are not met, this generation can appear disloyal and erratic, although they certainly do report striving for a secure and stable job (Klaffke, 2014).…”