Abstract

This paper discusses Generation Z’s perception of communication strategies used by companies in Hungary for employer branding and their expectations from prospective employers. The study applies a mixed method approach, with qualitative and quantitative techniques that combine six focus group interviews and an online survey with young people aged 18 to 26 (N = 156). Our findings indicate that Generation Z favors workplace values over salaries and expects personalized job descriptions and a deep understanding of company culture, usually acquired with peers or at job fairs. However, different subgroups within Generation Z have varying job preferences and motivations. Finally, these findings offer insights into employer branding strategies that can contribute to companies in Hungary to attract and retain younger workers.


Keywords: Generation Z, Hungary, job market, employer branding, youth studies

 

 

Bibliography:

de Lucas Ancillo, A., del Val Nunez, M., and Gavrila, S. (2020): Workplace change within the COVID-19 context: a grounded theory approach. Economic Research - Ekonomska Istraživanja, 34 (1): 2297-2316. doi:10.1080/1331677X.2020.1862689

Dillman, D. A., Smyth, J. D., and Christian, L. M. (2014): Internet, phone, mail, and mixed-mode surveys: The tailored design method (4th ed.). John Wiley & Sons.

Dimock, M. (2019): Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. Retrieved June 18, 2023, from https://www.pewresearch.org/facttank/2019/01/17/ where-millennials-end-and-generation-z-begins/

Dixon, G., Mercado, A., and Knowles, B. (2013): Followers and generations in the Workplace. EngineeringManagement Journal, 25 (4), 62-72. doi:10.1080/10429247.2013.11431996

Downs, H. (2019): Bridging the Gap: How the Generations Communicate. Concordia Journal Of Communication Research, 6. doi:10.54416/SEZY7453

Edwards, V. (2020): How to Communicate With People From Different Generations. Science of People. Retrieved 17 October 2022, from https://www.scienceofpeople.com/ communicationgenerations/ int

Ferincz, A. and Szabó, Z., (2020): Z generáció hatása a munkáltató szervezetekre. Munkaügyi Szemle, 56 (2). 88-92.

Figurska, I. and Matuska, E. (2013): Employer branding as a human resources management strategy. Human Resources Management & Ergonomics, 7.

Livingstone, S. (2008): Taking risky opportunities in youthful content creation: teenagers' use of social networking sites for intimacy, privacy and self-expression. New Media & Society, 10 (3). 393-411. doi: 10.1177/1461444808089415

Martin, G. and Beaumont, P. B. (2003): Branding and People Management: What's in a Name? Chartered Institute of Personnel and Development.

Menor, J. H. (2010): 10 Strategic Tips for Employee Retention. 2010. The Recruiters Lounge. (online) Retrieved April 15, 2023, from http://www.therecruiterslounge.com/2010/08/17/10- strategic-tips-foremployee-retention/.

Morgan, D. L. (1997): Focus groups as qualitative research (Vol. 16). Sage publications.

Morgan, D. L., Krueger, R. A., & King, J. A. (2017): Focus group kit (Vols. 1-6). Sage publications.

Palfrey, J. and Gasser, U. (2008): Born Digital: understanding the first generation of digital natives. New York: Basic Books, 2008.

Parker, K. and Igielnik, R. (2020): On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far. Pew Research Center. Retrieved August 11, 2023, from https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facingan-uncertain-future-what-we-know-about-gen-z-so-far-2/

Pilcher, J. (1994): Mannheim's sociology of generations: an undervalued legacy. Journal of Sociology, 45 (3), .481-495.

Riessman, C. K. (1993): Narrative Analysis. Sage Publications.

Sullivan, J. (2004, February 23): The 8 elements of a successful employment brand. Talent Management Through Leadership. https://drjohnsullivan.com/uncategorized/the-8-elementsof-a-successful-employment-brand/

Tapscott, D. (1998): Growing up Digital: the rise of the Net Generation. New York: McGraw Hill.

Tapscott, D. (2009): Grown up Digital: How the Net Generation Is Changing the World. New York: McGraw Hill.

Tari, A. (2010): Y Generáció. Budapest: Jaffa Kiadó.

Tari, A. (2011): Z Generáció. Budapest: Tercium Könyvkiadó.

Turner, A. R. (2013): Generation Z: Technology’s Potential Impact in Social Interest of Contemporary Youth. Minnesota: The Faculty of the Adler Graduate School, 2013

Valentine, A. C. (2021). Baby Boomers, Generation ‘X’ and Generation ‘Y’ in the Workplace: A melting pot of expertise. Resource1. Retrieved April 10, 2023, from https://www.resource1.com/ baby-boomers-generation-x-and-generation-y-in-the-workplace-a-melting-pot-of-expertise/

Wingard, J. (2021): The Great Resignation: Why Gen Z Is Leaving The Workforce In Droves... And What To Do About It. Forbes. Retrieved May 1, 2023, from https:// www.forbes.com/sites/jasonwingard/2021/09/02/the-great-resignation-why-gen-z-is-leavingthe-workforce-in-drovesand-what-to-do-about-it/?sh=3bcd90455f87

Wise, J. (2023): Gen Z Statistics 2023: How many people are in Gen Z? Earthweb. Retrieved May 1, 2023, from https://earthweb.com/gen-z-statistics/