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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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XI ACKNOWLEDGEMENTS The three years of my PhD research have been a very challenging and worthwhile journey: a rollercoaster with all the possible ups and downs. Many people have accompanied and strongly supported me during the process of writing my dissertation. I would like to take this opportunity to thank some of them personally. First and foremost, I would like to express my deepest gratitude to my doctoral advisor, Professor emeritus Dr Prof. h.c. Dr h.c. mult. Norbert Thom, for his constant support and guidance in the course of these past three years of intensive research. My daily scientific discussions with Pro- fessor Thom provided me with many insightful remarks and comments in relation to my dissertation project. I have a tremendous admiration and respect for his excellent academic advice, open attitude towards new ideas, and ability to encourage, inspire, and motivate, especially in the difficult moments. Further, I am very grateful to Professor Dr Rudolf Grünig of the University of Fribourg, Switzerland, for critical discussions and his valu- able suggestions during the doctoral seminars Bern-Fribourg in 2009 and 2011 that guided my reflections as the work on this dissertation progressed. I very much appreciate his readiness to take up the role of the second advisor. My special thanks are due to Dr Kerstin Alfes, senior lecturer of the University of Kingston in London, for her valuable support during the intensive phase of data analysis. Kerstin’s fascination for quantitative data analysis became mine, and I will always remember autumn...

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