How Employer Branding Attract the Generation Z Students to Join on Start-up Unicorn

Understanding Generation Z job seekers’ expectations and job pursuit intentions can help organizations successfully attract them. However, there is limited research on this, especially for the transition and emerging economies. With these issues in mind, this study focused on two main objectives: (1) to examine Generation Z job seekers’ expectations and their job pursuit intention (JPI) in a transition and emerging economy, with samples from Vietnam, and (2) to advance the understanding of instrumental and symbolic attributes in recruitment literature. We apply the interpretive research method to explore the hidden reasons behind generation Z job seekers’ expectations and intentions of their job pursuit. Multiple combining questionnaires and group discussions were conducted with Vietnamese final year students soon to enter the workforce. The results showed that the Vietnamese Generation Z pays more attention to the job/organization in terms of intangible attributes (e.g. office atmosphere or workplace ethics) than physical features. Our study also found that Generation Z considered instrumental organizational attributes and symbolic meaning of corporate social responsibility (CSR). Although some studies have examined the Generation Z expectation in the workplace, no studies investigated the JPI of Gen Z job seekers. In addition, most recent studies investigated the Generation Z expectation in the workplace without using any solid, theoretical foundation underpinning human resource management. Therefore, using an instrumental-symbolic framework in recruitment, our study adds to the literature by examining how Generation Z job seekers react to instrumental attributes and symbolic attributes.

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Connecting with Future Talent: A Review of Employer Value Propositions and Digital Media Channels for Sustainable Companies Targeting Generations Y and Z

Kristia

2023

J. Theor. Appl. Manage.

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Objective: This literature review aims to provide a comprehensive understanding of the employer value proposition of ethical and sustainable companies and the effective digital media channels that sustainable companies can use to attract and communicate with Generation Y and Z candidates. Design/Methods/Approach: The PRISMA systematic literature review method was combined with content analysis of selected articles from the Scopus and Web of Science databases. The selected articles were limited to those published within the last six years and in English. Findings: This study found that sustainable companies need to offer a corporate value proposition that prioritizes clear career progression, work-life balance, a supportive work atmosphere, and ethical aspects, such as reducing carbon footprint and promoting diversity and inclusion. These values are essential to Generations Y and Z, although the priority dimensions of their value propositions may differ. Companies utilize Digital media channels, including owned digital media, paid digital media by using paid endorsers or enhanced profiles on career websites, and earned digital media such as honest reviews on job board platforms and private social media from employees. Originality/Value: This review adds to the existing literature by comprehensively discussing the combined issues of employer value proposition, generational differences, and sustainability. Practical/Policy implication: This review's findings have implications for business and research practice, as sustainable companies can use this information to develop the most relevant corporate value propositions and communication strategies for future targeted talent. Companies can attract and retain top personnel and establish a positive employer brand by effectively communicating their sustainability practices and values. Additional empirical research could investigate the impact of other demographic and psychographic factors on the preferences and priorities of job seekers.

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How Employer Branding Attract the Generation Z Students to Join on Start-up Unicorn

Cited by 3 publications

References 18 publications

Social Media Analytics Overview on Employer Branding of Banking Company in Indonesia

Social Media Analytics Overview on Employer Branding of Banking Company in Indonesia

Generation Z job seekers’ expectations and their job pursuit intention: Evidence from transition and emerging economy

Connecting with Future Talent: A Review of Employer Value Propositions and Digital Media Channels for Sustainable Companies Targeting Generations Y and Z

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