Return to search

Employer branding on social media to engage Generation Z

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.

Identiferoai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/659501
Date01 January 2022
CreatorsCarbajal-Cribillero, Meredhit, Javier-Niño, Gabriela, Mäckelmann, Mathias, Gallardo-Echenique, Eliana
PublisherSpringer Science and Business Media Deutschland GmbH
Source SetsUniversidad Peruana de Ciencias Aplicadas (UPC)
LanguageEnglish
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/article
Formatapplication/html
SourceSmart Innovation, Systems and Technologies, 280, 469, 478
Rightsinfo:eu-repo/semantics/embargoedAccess, Attribution-NonCommercial-ShareAlike 4.0 International, http://creativecommons.org/licenses/by-nc-sa/4.0/
Relationhttps://link.springer.com/chapter/10.1007/978-981-16-9272-7_38

Page generated in 0.0021 seconds