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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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197 DISCUSSION AND RECOMMENDATIONS “Domestic identity of people is going to decrease. Look at what our children are doing online, how they communicate worldwide. Virtual mobility will be huge in the future.” James H. Wall94 94 Global Managing Director, Talent Solutions and Chief Diversity Officer at Deloitte. 198 DIS CU SS ION AN D R EC OM ME ND AT ION S To date, as previously mentioned, very little research has been conducted on the cultural differences of Gen Yers around the world. Owing to this relative lack of research, US findings on generational differences and char- acteristics have mostly been adapted to other parts of the world without second guessing. The results obtained from the present research show clearly that understanding the differences between the expectations of graduates in developed and emerging economies is a key element in the success of any organisation’s employer branding strategy. This knowledge can provide employers with the ability to compete and achieve high per- formance in a multi-polar globalised world, in which an environment is marked by multiple centres of economic power (cf. Farley/Malkani/Smith 2008: 3). The purpose of the present study was twofold. First, the author sought to advance our understanding of the concepts of Gen Y by means of the operationalisation of this construct and of the EB through the definition of the EB attributes that are important to Gen Y individuals. Second, the author sought to gain insight into the importance of nationality as a factor that moderates the strength...

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