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Attracting Gen Z talents: do expectations towards employers vary by gender?

  • Purpose – This paper explores, which employer attractiveness attributes Generation Z (Gen Z) talents prioritize. Comparing the findings for female and male participants, this study examines whether gender-specific work value orientations prevail among Gen Z talents and impact their expectations toward employers. Design/methodology/approach – A survey was conducted among 308 students of business, economics and management in Germany. Data were collected using the employer attractiveness scale of Berthon and colleagues (2005) complemented by an additional dimension focusing on work–life balance. Findings – Findings indicate that Gen Z talents primarily expect a fun work environment, a positive team atmosphere and supportive relations with colleagues and superiors. Application aspects and work–life balance enabling services are expected the least. Expectations of four of the six attributes measured differ significantly among women and men, indicating that traditional gender assumptions continue to be reflected in the work value orientations of Gen Z talents. Research limitations/implications – The sample was limited to business, economics and management students in Germany. Additional research should include a wider variety of respondents of different disciplines and countries. Practical implications – Practical implications refer to emphasizing the social value of employment in the employee value proposition and customizing employer branding activities by gender. Originality/value – This study contributes to the literature by empirically determining which employer attractiveness attributes Gen Z talents expect and whether and how these expectations vary by gender.

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Metadaten
Author of HS ReutlingenLassleben, Hermann; Hofmann, Lisa
DOI:https://doi.org/10.1108/GM-08-2021-0247
ISSN:1754-2413
eISSN:1754-2421
Erschienen in:Gender in management : an international journal
Publisher:Emerald
Place of publication:Bingley
Document Type:Journal article
Language:English
Publication year:2023
Tag:EmpAt scale; Gen Z; employer attractiveness; employer branding; gender-specific work value orientations; talent attraction
Volume:38
Issue:4
Page Number:16
First Page:545
Last Page:560
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:650 Management
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt