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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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4 DEVELOPMENT OF THE RESEARCH MODEL - 133

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133 DEVELOPMENT OF THE RESEARCH MODEL 134 DE VE LO PM EN T O F T HE RE SE AR CH M OD EL Cross-cultural research […] brings with it a host of complex methodological issues that re- searchers must address. […] By far the most important concept that researchers need to be aware of when conducting cross-cultural research is equivalence, which we define as a state or condition of similarity in conceptual meaning and empirical method between cultures that allows comparisons to be meaningful. Equivalence needs to be established as much as possi- ble for all aspects of research, including sampling methods and characteristics, language, data- collection procedures, theoretical framework, and meaningfulness and relevance of hypothe- ses (Matsumoto/Hee Yoo 2006: 243). After having carefully assessed the theoretical bases in the previous chap- ters, the author has chosen to evaluate the importance of the 19 EB at- tributes65 (see chapter 2.4) that are important for Gen Yers by performing a cross-sectional study66. The number of attributes defines the number of hypotheses to be tested in the empirical part of the research, whereas the author’s reflections (i.e. 19 hypotheses67) will be tested at three levels of reasoning. First, the author assumes that Generation Y attitudes influence the importance of certain EB attributes that an ideal employer and an ideal future job should possess. Second, the author alleges that nationality influences the importance of certain EB attributes that an ideal employer 65 Undoubtedly, many more attributes make up a holistic employer brand. However, it...

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