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Shaping Efficient Employer Branding Strategies to Target Generation Y

A Cross-National Perspective on Recruitment Marketing

Elena Hubschmid

Today’s working world has become excessively demanding due to the globalisation of businesses, increasing competition, accelerated technological progress, more sophisticated and informed customers as well as a continuous need to increase innovative abilities to remain competitive. Employees with their skills, knowledge and engagement form the competitive advantage and therefore significantly contribute to the overall organisational success. Therefore, a company’s ability to efficiently attract the right Generation Y talents – a culturally diverse workforce born after 1980 – through efficient target group-oriented employer branding strategies is gaining in importance. This book examines the influence of the two main phenomena – cultural and generational – on shaping the employment expectations of 459 university graduates in Economics and Business Administration of two different nationalities. Using the methods of moderated multiple regressions and simple slopes analysis, the author develops an explicit conceptual framework for examining different influences that shape employment expectations of a diverse Gen Y workforce in an international context. These expectations should be viewed as a starting point for every employer branding campaign.

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design/Graphic design: Tim Engel, Bern, www.durchzwei.ch ISBN 978-3-0343-1246-2 pb. ISBN 978-3-0351-0504-9 eBook © Peter Lang AG, International Academic Publishers, Bern 2012 Hochfeldstrasse 32, CH-3012 Bern, Switzerland info@peterlang.com, www.peterlang.com, www.peterlang.net All rights reserved. All parts of this publication are protected by copyright. Any utilisation outside the strict limits of the copyright law, without the permission of the publisher, is forbidden and liable to prosecution. This applies in particular to reproduc- tions, translations, microfilming, and storage and processing in electronic retrieval systems. Printed in Switzerland TO MY PARENTS Inaugural dissertation submitted by Elena Hubschmid in fulfillment of the requirements for the degree of Doctor rerum oeconomicarum at the Faculty of Business, Economics and Social Sciences of the University of Bern. The faculty accepted this work as dissertation on 23rd August 2012 at the request of the two advisors Professor emeritus Dr Prof. h.c. Dr h.c. mult. Norbert Thom and Professor Dr Rudolf Grünig, without wishing to take a position on the view presented therein. “If we want to attract young talent, we need to fully understand their values […]. With everyone going for a similar profile, the winners will be those who are able to differentiate themselves.” Hanneke C. Frese 1 1 Hanneke Frese is an independent consultant active in the field of “think-tank” res- earch, which aims to create a better understanding of the trends that shape the future of work, leadership, the employer value proposition, and similar topics. She has worked for Citibank in Amsterdam, Brussels, London, Zurich, and New...

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