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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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LIST OF TABLES - XVII

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XVII Figure 25: Two-way interaction between Gen Y attitudes and nationality with respect to an attractive geographic location 191 Figure 26: Two-way interaction between Gen Y attitudes and nationality with respect to a friendly work environment 192 Figure 27: Two-way interaction between Gen Y attitudes and nationality with respect to a performance-related bonus 193 Figure 28: Two-way interaction between Gen Y attitudes and nationality with respect to good possibilities for rapid promotion 194 Figure 29: Explicit conceptual framework for recruitment marketing 213 LIST OF TABLES Table 1: Selected scientific empirical surveys on employer attractiveness among university graduates 57 Table 2: Summary of the scientific findings on generation Y 80 Table 3: Statistics of item-scale Gen Y 157 Table 4: Reliability statistics for the EB construct 158 Table 5: Percentage of respondents who assigned a high level of importance to EB attributes 164 Table 6: Bivariate correlations between Gen Y attitudes and EB attributes 170 Table 7: Bivariate correlations between Gen Y attitudes and nationality 172 Table 8: Evaluation of the model and contribution of each IV 176 Table 9: Results of the hypothesis tests at the first level of reasoning 179 Table 10: Results of the hypothesis tests at the second level of reasoning 180 Table 11: Results of the hypothesis tests at the third level of reasoning 184

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