Naslov
EMPLOYER BRANDING: AN INVESTIGATION INTO THE DIFFERENCES IN PERCEPTION OF THE ATTRACTIVENESS DIMENSIONS AMONG GENERATION Z MEMBERS IN CROATIA
(EMPLOYER BRANDING: AN INVESTIGATION INTO THE DIFFERENCES IN PERCEPTION OF THE ATTRACTIVENESS DIMENSIONS AMONG GENERATION Z MEMBERS IN CROATIA)

Autori
Ružić, Erik ; Benazić, Dragan ; Paliaga, Marko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Conference Proceedings of the 10th International Scientific Conference "Finance, Economics and Tourism - FET 2022" / Družić, Gordan ; Benazić, Dragan ; Učkar, Dean ; Afrić Rakitovac, Kristina ; Basarac Sertić, Martina - Pula : Juraj Dobrila University of Pula, Croatian Academy of Sciences and Arts (HAZU), 2023, 29-47

ISBN
978-953-377-007-9

Skup
The 10th International Scientific Conference "Finance, Economics and Tourism - FET 2022"

Mjesto i datum
Pula, Hrvatska, 22.09.2022. - 24.09.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
employer branding, factors of attractiveness, generation Z

Sažetak
30The 10th International Scientižc Conference “Finance, Economics and Tourism - FET 2022” ABSTRACT In today’s challenging economic environment, people and their knowledge, skills, attitudes and values can make the difference and most certainly affect organisational performance. Knowledgeable and skilled employees are a competitive advantage in the knowledge-based economy. Talent, as a pillar of success, has become a top concern for companies. In order to attract, retain and engage such employees, companies put an impetus on shaping attractive work conditions, organisational cultures and promoting behaviours in line with the employee preferences. In short, companies strive to offer some values to their employees. Of particular importance for companies are the potential employees who access the labour market for the first time. Generation Z are the ones for whose services companies are currently fighting and will fight for in the near future. In order to attract members of generation Z, companies should shape attractive value propositions and build a valuable employer brand. Moreover, in the process of building value propositions companies should start with a crystal- clear understanding of what digital natives want. The main aim of the paper was to deepen the knowledge about attractiveness preferences of young potential employees and on the differences between them based on different variables. A structured questionnaire was distributed electronically to students of graduate and undergraduate study programmes and a total of 220 fully completed questionnaires were sent back. Descriptive statistics as well as t-test and analysis of variance were used to analyse the data. The findings result in identifying specificities of potential employees in Croatia. One such specificity refers to this segment appreciating less social values such as belonging and acceptance in the workplace then compared to peers from other countries. The research will contribute to the existing body of knowledge by providing new insights into specificities, differences and preferences of attractiveness factors among young employees. Based on the research results, marketing and HR managers in conjunction will be able to shape attractive and highly personalized value propositions in order to attract young employees from the very first moment they access the market.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA