Attracting Generation Z to apply to job vacancies in Lappeenranta
Altun, Berivan (2018)
Altun, Berivan
Saimaan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018112217854
https://urn.fi/URN:NBN:fi:amk-2018112217854
Tiivistelmä
The objective of this study was to discover what companies in Lappeenranta do to attract more Generation Z employees to their job vacancies. Additionally, the study aimed at finding out how the companies have changed their marketing methods and to what extent they are aware of the changes the Generation Z members have brought to the work environment. Moreover, the research was aimed at discovering how the companies plan to further advance their methods to fit the environment as well as whether they were aware of the increasing importance of employer branding.
The data for this thesis was collected from various literature and online sources as well as from a questionnaire. The literature sources varied all the way from handbooks to books which solely focused on Generation Z. The Online sources included articles and other publications. The questionnaire was self-made and distributed to seven notable employment agencies which had franchise branches in Lappeenranta. In addition to this, one job advertisement from each of these companies was selected for additional analysis.
The results of the study showed that even though the companies were, to some extent, aware of Generation Z’s effect on the work environment, most of them failed to put their knowledge to practice. The social media platforms which they employed were not used to their full capabilities. These platforms were mostly used as a one-way communication channel. For Generation Z, which wants to be connected continuously, expects transparency and sharing of information from companies, this was clearly a shortcoming. Additionally, most of the companies seemed to be aware of the importance of employer branding for the Generation Z members. Despite this, majority of the companies failed to communicated their brand as an employer in the job advertisements.
Based on the abovementioned discoveries, the companies should invest more into developing the marketing channels and using their social media platform to their full capacities. In addition, the companies should concentrate on researching Generation Z characteristics further and adapt to the changing environment better. Moreover, the companies should attempt to build an improved, sustainable two-way communication channel for their current employees as well as potential employees. Establishing real time chat boxes as well as staying connected and using maintainable communication channels throughout their social media platforms can achieve this.
The data for this thesis was collected from various literature and online sources as well as from a questionnaire. The literature sources varied all the way from handbooks to books which solely focused on Generation Z. The Online sources included articles and other publications. The questionnaire was self-made and distributed to seven notable employment agencies which had franchise branches in Lappeenranta. In addition to this, one job advertisement from each of these companies was selected for additional analysis.
The results of the study showed that even though the companies were, to some extent, aware of Generation Z’s effect on the work environment, most of them failed to put their knowledge to practice. The social media platforms which they employed were not used to their full capabilities. These platforms were mostly used as a one-way communication channel. For Generation Z, which wants to be connected continuously, expects transparency and sharing of information from companies, this was clearly a shortcoming. Additionally, most of the companies seemed to be aware of the importance of employer branding for the Generation Z members. Despite this, majority of the companies failed to communicated their brand as an employer in the job advertisements.
Based on the abovementioned discoveries, the companies should invest more into developing the marketing channels and using their social media platform to their full capacities. In addition, the companies should concentrate on researching Generation Z characteristics further and adapt to the changing environment better. Moreover, the companies should attempt to build an improved, sustainable two-way communication channel for their current employees as well as potential employees. Establishing real time chat boxes as well as staying connected and using maintainable communication channels throughout their social media platforms can achieve this.