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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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PREFACE - VII

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VII PREFACE In a globalised world there is a differentiated demand for the understand- ing of different employee characteristics that are relevant for defining employer attractiveness. Due to the demographic tendencies that shape our time, it will become more challenging to recruit in the future a suf- ficient number of qualified and motivated young talents for the company. Especially in the USA, there is extensive literature about the representa- tives of the so-called young generation Y that is said to have very specific expectations towards their potential employers. However, the statements derived are often not empirically substantiated. Further, in terms of HR perspective, they often lack their relevance for a precise target group (e.g. university graduates that belong to the generation Y). Dr Elena Hubschmid addresses in her research the following general questions: – How do national cultures influence employment expectations towards the first employer after graduation? – Are there any similar attributes within the representatives of the generation Y (so-called Gen Y attitudes) stemming from different national cultures? Due to her personal cultural background and her specific competences, the author decides to further narrow the research questions. First, she draws her attention to two countries: a highly industrialised Switzerland (its German-speaking part) and an emerging economy of Russia with a specific focus on Moscow. Second, in view of the educational aspect, the research evolves within the target group of the university graduates in Eco- nomics and Business Administration (on the level of Master’s degree). The author opts for the quantitative survey....

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