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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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29 CONCEPTUAL BACKGROUND AND THEORETICAL FOUNDATIONS OF THE RESEARCH MODEL CONCEPTUAL BACKGROUND AND THEORETICAL FOUNDATIONS OF THE RESEARCH MODEL “There are always more smart people outside your company than within it.” Bill Joy 30 CO NC EP TU AL BA CK GR OU ND AN D T HE OR ET ICA L F OU ND AT ION S O F T HE RE SE AR CH M OD EL In the literature, recruitment marketing and employer branding are often used as synonyms. Within the scope of this book, there will be a distinc- tion between the two: while recruitment marketing internalises all the dif- ferent instruments of the recruitment marketing mix, employer branding mainly forms part of the communication mix18. 2.1 Recruitment marketing as a cross-function of modern HRM As previously indicated, many knowledge-intensive companies today are facing skill shortages. The need for value-adding employees will increase more drastically in the near future. Emerging countries such as China, In- dia, and some countries in Eastern Europe are catching up technologically and, therefore, contributing to the increasing demand for skilled labour (cf. Mahroum 2000: 23; Moroko/Uncles 2008: 161). Traditional flows of talented people from emerging to industrialised states have shifted, and thus movements of “brain gain” and “brain drain” can be found in every direction. This change starts threatening those countries that have prof- ited from the previous situation (cf. Mahroum 2000: 23). The situation is even more impaired because of the already mentioned ongoing demo- graphic changes around the world...

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