Understanding Employer Attractiveness for Generation Z in the IT Industry: Insights and Implications for Future Recruitment Strategies

• Published in: European journal of management issues (Online) Vol. 32; no. 1
• Main Authors: Teresa Hofer, Teresa Spiess, Christian Ploder, Reinhard Bernsteiner
• Format: Journal Article
• Language: English
• Published: Oles Honchar Dnipro National University 01.03.2024
• Subjects: Employer Attractiveness; Employer Branding Strategy; Generation Z; IT Sector
• ISSN: 2519-8564; 2523-451X

Purpose: This research delves into understanding the selection criteria of Generation Z, specifically those with an IT education background, in choosing potential employers. The study aims to bridge the gap in knowledge regarding employer attractiveness from the perspective of this emerging workforce cohort. Design/Method/Approach: A quantitative approach was employed, utilizing a survey method to gather data. The study predominantly targeted students from an Austrian business school, resulting in a sample size of 156 respondents. The survey included a Conjoint Analysis to evaluate various employer attributes. Findings: The findings highlight the significance of workplace flexibility, Work-Life Balance, and meaningful, varied job tasks for Generation Z. Salary emerged as a crucial factor influencing their choice of an attractive employer. While symbolic attributes were slightly more critical than instrumental ones, no significant impact of professional experience on the perceived relevance of symbolic attributes was found. Theoretical Implications: The study enriches the Instrumental-Symbolic Framework by validating the importance of symbolic attributes for Generation Z. Practical Implications: Practitioners can leverage these insights to tailor their Employer Branding strategies to attract Generation Z, focusing on flexible work arrangements, meaningful work, and competitive salaries. Originality/Value: This research provides new insights into the preferences of Generation Z in the IT sector, highlighting the nuanced differences in their employer selection criteria compared to previous generations. Research Limitations/Future Research: The study’s limitations include its focus on two specific educational institutions and the lack of rural-urban differentiation among respondents. Future research could explore these criteria across diverse geographic and institutional contexts. JEL Сlassіfіcatіon: J24, M12, M51