University of Twente Student Theses
Employer attractiveness by Gen Z through organizational values in job applications and social media
Brinke, D. ten (2021) Employer attractiveness by Gen Z through organizational values in job applications and social media.
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| Abstract: | A new generation has entered and will enter the job market in the next years, however Generation Z is different from previous generations. For attracting these new potential employees, companies have to effectively use employer branding. This employer branding can be done by communicating organizational values and communicating these can be done in a variety of ways. With regard to Generation Z, being an digital generation, their main communication channels are social media. In order for organizations to increase attractiveness by these Digital Nomads, they have to discover the values and beliefs of Gen Z, to gain an advantage in the search for new talented employees. The aim of the research is to explore whether communicating organizational values in job applications and on social media channels has an influence on the perceived employer attractiveness by generation Z and their application intentions. This study investigated the effect of choice of communication channel (job application vs. social media posts) and the effect of communication of organizational values (yes vs. no) on employer attractiveness and application intentions. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/87871 |
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