Organizations compete to attract and retain top talent and differentiate themselves from their competitors; they work on employer branding strategies. This study analyzed how organizations should communicate their employer brand in social media to attract Generation Z talent. This is a qualitative research with a phenomenology design. The research technique used was the semi-structured interview. Twenty university students and graduates of business or engineering schools were interviewed; they participated on a voluntary basis. This study reveals that participants apply to an organization for the following reasons: salary, work environment, reputation, benefits, and career path. Regarding social media, the interviewees’ favorites are LinkedIn and Instagram. In relation to social media content, companies should keep in mind that Generation Z not only wants to see job offers but also to learn more about them, specifically their characteristics, as this will increase their desire to become a part of them, and in some cases, may even be decisive in accepting an offer.
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/659501 |
| Date | 01 January 2022 |
| Creators | Carbajal-Cribillero, Meredhit, Javier-Niño, Gabriela, Mäckelmann, Mathias, Gallardo-Echenique, Eliana |
| Publisher | Springer Science and Business Media Deutschland GmbH |
| Source Sets | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/article |
| Format | application/html |
| Source | Smart Innovation, Systems and Technologies, 280, 469, 478 |
| Rights | info:eu-repo/semantics/embargoedAccess, Attribution-NonCommercial-ShareAlike 4.0 International, http://creativecommons.org/licenses/by-nc-sa/4.0/ |
| Relation | https://link.springer.com/chapter/10.1007/978-981-16-9272-7_38 |
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