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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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153 METHODS OF EMPIRICAL RESEARCH METHODS OF EMPIRICAL RESEARCH 154 ME TH OD S O F E MP IRI CA L R ES EA RC H 5.1 Empirical setting, sample description, and data collection The empirical setting of this study is represented by the faculties of Eco- nomics and Business Administration of five universities in the German- speaking part of Switzerland – Bern, Fribourg, Zurich, Basel, St. Gallen – and two universities in Moscow – Moscow State University, named after Lomonosov, and the national research university/Higher School of Eco- nomics. The sample description according to age and gender is presented in Fig. 16. The student sample most likely represents the value orienta- tions of the next generation of employees and managers. Swiss Male (113) Swiss Female (112) Rus Male (80) Rus Female (154) GENDER AGE OF SWISS GRADUATES AGE OF RUSSIAN GRADUATES Age 23 (15%) Age 22 (5%) Age 24 (20%) Age 25 (23%) Age 26 (14%) Age 27 (10%) Age 20 (12%) Age 21 (43%) Age 23 (9%) Age 22 (25%) Age 24 (5%) Fig. 16: Sample description according to age and gender 155 METHODS OF EMPIRICAL RESEARCH The data for this study were gathered during April and May 2011 from two groups of students, namely final year Master’s students in business administration and economics in two universities in Moscow and five uni- versities in the German-speaking part of Switzerland. In total, 600 ques- tionnaires in English75 were distributed to students during class time, with 555 returned either during class or by...

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