Project information
Employer branding in recruiting Generation Z employees (EBGenZ)

The proposed project plans to research Generation Z's preferences when choosing an employer. This topic is relevant because Generation Z has only recently entered the labour market, and a significant portion of its members are still studying. As part of sustainable age management, employers need to understand the preferences of this generation in order to be competitive in recruiting employees and subsequently be able to cooperate effectively with them. At the same time, demands on employers are growing with the aging population and the fact that Generation Z is less numerous than previous generations.
The proposed research, which is part of the dissertation Employer branding in recruiting Generation Z employees, aims to identify the preferences of Generation Z when choosing an employer and based on this, to draw implications for the theory and practice of employer branding. This goal will be achieved through international quantitative research. This research will consist of three phases. First, a study will be conducted on a sample of 300 respondents, with the questionnaire based on Berthon's model. This study will determine the general preferences of Generation Z when choosing an employer. Subsequently, an experiment will be conducted on a sample of 695 respondents, who will evaluate AI-generated vignettes of fictional employers in order to reveal which employer attributes actually influence job seekers' decisions. The experiment will again be based on Berthon's model. Subsequently, a comparison of these two studies will be made.
Last but not least, the project will include a trip abroad to fulfil the mandatory foreign internship. The purpose of the internship abroad will be to consult on research procedures and obtain valuable recommendations for completing the dissertation.