The Influence of Corporate Social Responsibility on the Attractiveness of Employers in the Perception of Generation Z

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

“…The value aspects that job seekers from both generations are looking for do have many similarities, namely prioritizing jobs that offer clear career progression (Dutta et al, 2021), work-life balance (Anakpo et al, 2023;Gibb, 2023;Priyashantha, 2022;Reineholm et al, 2023;Ronda et al, 2018), a supportive work atmosphere (Lesenyeho et al, 2018;Prakash et al, 2022) and of course a good salary (Binu Raj, 2020;Deepa & Baral, 2019;Hosseini et al, 2022;Sulich, 2020), but some studies find that the priority dimensions of their value proposition are slightly different, because they are also influenced by their family life cycle and work experience (Binu Raj, 2020;Dutta et al, 2021;Emelifeonwu & Valk, 2019;Schroth, 2019). A value proposition that includes the ethical aspects of the company, such as the company's efforts to reduce the carbon footprint of its production, its efforts to value diversity and inclusion, and other good practices, can certainly make the company more highly valued than companies that do not promote these aspects and also become a preferred workplace for the best talent (Dabija et al, 2020;Klimkiewicz & Oltra, 2017;Maj & Kasperek, 2020).…”

“…In terms of relationships with managers, millennials expect open communication and feedback and clarity of tasks and goals to be achieved (Dutta et al, 2021;Schroth, 2019). Regarding the sustainability aspect offered by the company, Generation Y and Generation Z have similar attitudes, namely they appreciate the company's efforts to be ethical from the aspect of preserving the environment and socially responsible, which can be assessed by the company's corporate social responsibility activities, and they consider the company to be superior to companies that do not promote sustainability values (Dabija et al, 2020;Klimkiewicz & Oltra, 2017;Maj & Kasperek, 2020). However, two separate studies in the context of millennials and Generation Z in Poland show that Generation Y is less likely to accept a job offer in a company that engages in unsustainable practices, while this reason is not strong enough for Generation Z to reject a job offer (Klimkiewicz & Oltra, 2017;Maj & Kasperek, 2020).…”

“…Regarding the sustainability aspect offered by the company, Generation Y and Generation Z have similar attitudes, namely they appreciate the company's efforts to be ethical from the aspect of preserving the environment and socially responsible, which can be assessed by the company's corporate social responsibility activities, and they consider the company to be superior to companies that do not promote sustainability values (Dabija et al, 2020;Klimkiewicz & Oltra, 2017;Maj & Kasperek, 2020). However, two separate studies in the context of millennials and Generation Z in Poland show that Generation Y is less likely to accept a job offer in a company that engages in unsustainable practices, while this reason is not strong enough for Generation Z to reject a job offer (Klimkiewicz & Oltra, 2017;Maj & Kasperek, 2020). Unfortunately, it is difficult to differentiate that a company is unethical, many job seekers still give a favorable judgment and are interested in applying to companies that have a low CSR performance, but their social media communication is active, encourages engagement with the audience and highlights the positive practices of their company (Jakob et al, 2022).…”

Understanding the Impact of Generation Z on Risk Management—A Preliminary Views on Values, Competencies, and Ethics of the Generation Z in Public Administration

“…Understanding the behaviour of Generation Z to promote sustainable development is essential not only for companies but also for public authorities who can thus shape social and economic policies and adopt regulations to encourage the involvement of young people in CSR actions carried out by companies on a voluntary or mandatory basis. Given that Generation Z is geared towards digital media, these young people spend more time looking for the information posted on public portals or social media, and the responsible behaviour of companies is very closely monitored and appreciated [ 16 , 17 ]. These consumers are very vigilant and very well informed, which is why they quickly sanction any detected greenwashing attempt [ 18 , 19 , 20 , 21 , 22 ].…”