Shaping Efficient Employer Branding Strategies to Target Generation Y : A Cross-national Perspective on Recruitment Marketing

By (author) Hubschmid, Elena

Today's working world has become excessively demanding due to the globalisation of businesses, increasing competition, accelerated technological progress, more sophisticated and informed customers as well as a continuous need to increase innovative abilities to remain competitive. Employees with their skills, knowledge and engagement form the competitive advantage and therefore significantly contribute to the overall organisational success. Therefore, a company's ability to efficiently attract the right Generation Y talents - a culturally diverse workforce born after 1980 - through efficient target group-oriented employer branding strategies is gaining in importance. This book examines the influence of the two main phenomena - cultural and generational - on shaping the employment expectations of 459 university graduates in Economics and Business Administration of two different nationalities. Using the methods of moderated multiple regressions and simple slopes analysis, the author develops an explicit conceptual framework for examining different influences that shape employment expectations of a diverse Gen Y workforce in an international context. These expectations should be viewed as a starting point for every employer branding campaign.

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[目次]

  • Contents: Recruitment marketing - Employer branding - Employer attractiveness - Employment expectations - Generation Y - Comparative culture studies - Conceptual framework - Moderated multiple regression - Interaction effects - Simple slopes analysis.

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この本の情報

書名 Shaping Efficient Employer Branding Strategies to Target Generation Y : A Cross-national Perspective on Recruitment Marketing
著作者等 Hubschmid, Elena
書名別名 A Cross-national Perspective on Recruitment Marketing
出版元 Peter Lang AG, Internationaler Verlag der Wissenschaften
刊行年月 2013.01.01
ページ数 259p
大きさ H225 x W150
ISBN 9783034312462
言語 英語
出版国 スイス
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