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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 ABBREVIATIONS - XVIII

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XVIII LIST OF ABBREVIATIONS BFS Bundesamt für Statistik (Swiss Federal Statistical Office) BRICS Brazil, Russia, India, China, South Africa cf. confer CEO chief executive officer CSR corporate social responsibility DEBA Deutsche Employer Branding Akademie DV dependent variable EB employer brand e.g. exempli gratia (for example) EOC employer of choice EVP employer value proposition gfs. Gesellschaft für praktische Sozialforschung (Society for practical social research) Gen Y generation Y GLOBE Global Leadership and Organisational Behaviour Effectiveness HR human resources HRM human resource management IBM International Business Machines IDV individualism IV independent variable Jr. junior KPIs key performance indicators MMR moderated multiple regression n/a not available oec. oeconomicarum OECD Organisation for Economic Cooperation and Development PA Pennsylvania PD power distance PJ person–job PO person–organisation rer. rerum RBV resource-based view RJPs realistic job previews ROI return on investment R&D research and development PA Pennsylvania sig. significance XIX UA uncertainty avoidance URL uniform resource locator USA/US United States of America USP unique selling proposition VRIN value, rarity, inimitability, nonsubstitutability XX INT RO DU CT ION 1

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