Attracting Young Talent in Germany : an Evidence-Based Communication Concept for Employer Branding Among Generation Z at DATEV eG
Habrunner, Nina (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604247744
https://urn.fi/URN:NBN:fi:amk-202604247744
Tiivistelmä
Demographic change and the retirement of the baby boomer generation are contributing to a structural labor shortage in Germany, intensifying competition for talent across organizations and increasing the strategic importance of those entering the labor market. At the same time, there is limited empirical evidence on which employer attributes are not only perceived as attractive by young talent, but are also associated with intention to apply.
This thesis examines employer attractiveness among young adults in Germany and develops an evidence-based communication concept for employer branding among Generation Z, using DATEV eG as a case organization. The study focused on identifying relevant employer attributes, their association with intention to apply, potential gaps between these findings and the organization’s current employer branding strategy, and relevant digital touchpoints.
Adopting a sequential mixed-methods approach, the study first captured internal perspectives through expert interviews at DATEV, then tested these findings against a quantitative survey of 18–30-year-olds across Germany.
Crucially, the study reveals a gap: employer attributes that young adults value in theory do not necessarily drive their actual decision to apply. In particular, gaining career-enhancing experience and job security within the organization emerged as significant predictors, suggesting that development and stability form a particularly relevant combination in employer attractiveness for early-career talent. In contrast, social and relational attributes, despite being rated as highly important, showed no significant association. The analysis also reveals divergences between young talent’s priorities and DATEV’s current employer branding communication. Rather than requiring a fundamental repositioning of the employer brand, the results suggest that DATEV should communicate existing strengths more clearly and strategically, particularly those related to development and security.
For confidentiality reasons, selected chapters and subchapters (5.1.1–5.1.5, 5.2, 6.1–6.3, 7.1–7.5, 8.2–8.3) have been excluded from the public version of this thesis.
This thesis examines employer attractiveness among young adults in Germany and develops an evidence-based communication concept for employer branding among Generation Z, using DATEV eG as a case organization. The study focused on identifying relevant employer attributes, their association with intention to apply, potential gaps between these findings and the organization’s current employer branding strategy, and relevant digital touchpoints.
Adopting a sequential mixed-methods approach, the study first captured internal perspectives through expert interviews at DATEV, then tested these findings against a quantitative survey of 18–30-year-olds across Germany.
Crucially, the study reveals a gap: employer attributes that young adults value in theory do not necessarily drive their actual decision to apply. In particular, gaining career-enhancing experience and job security within the organization emerged as significant predictors, suggesting that development and stability form a particularly relevant combination in employer attractiveness for early-career talent. In contrast, social and relational attributes, despite being rated as highly important, showed no significant association. The analysis also reveals divergences between young talent’s priorities and DATEV’s current employer branding communication. Rather than requiring a fundamental repositioning of the employer brand, the results suggest that DATEV should communicate existing strengths more clearly and strategically, particularly those related to development and security.
For confidentiality reasons, selected chapters and subchapters (5.1.1–5.1.5, 5.2, 6.1–6.3, 7.1–7.5, 8.2–8.3) have been excluded from the public version of this thesis.