Generation Z and Employer Branding: Communication Habits and Expectations in the Hungarian Workforce

Absztrakt (kivonat)

Every generation has different communication preferences concerning frequency, style, speed, value, and media (Edwards, 2020). Employers of cross-generational workplaces must therefore be aware of the most effective methods of communication. Currently, at least four generations coexist in the same labor market, according to Dixon et al. (2013), namely Baby Boomers (born from 1946 to 1964), Generation X (1965-1980), Millenials (1981-1196), and Generation Z (1997-2012). It has been observed that different generations have unique preferences regarding communication (Downs, 2019) and that the COVID-19 pandemic has reshaped working culture resulting in changes regarding communication habits and expectations (de Lucas Ancillo, del Val Nunez & Gavrila, 2020). Additionally, companies can rely on new strategies for employer branding via the use of social media platforms nowadays as the use of social media positively relate to corporate reputation (Sivertzen et al., 2013). Hence, this research aims to investigate how Generation Z perceives communication strategies from companies in Hungary shared on social media for employer branding and what they expect from their prospective workplaces. To obtain data, a combination of personal focus group interviews is conducted with the addition of an online survey. The participants are chosen from a pool of members of the Hungarian active labor market who are born in years that are defined as Generation Z. Thus, in terms of research methodology, mixtures of qualitative and quantitative methods are used in order to explore the phenomenon in-depth, but also to gain a consistent sample size for analysis. For the latter, mathematical and statistical approaches is applied, while for the purpose of analyzing qualitative data, narrative analysis is used. The research points out that Generation Z prioritizes values rather than salaries when looking for a workplace, they expect less flexibility and responsibility at their workplace, and their motivation factors differ from those who entered the job market before or only shortly after the COVID-19 pandemic.