A Cross-National Perspective on Recruitment Marketing
PREFACE - VII
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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