Brend poslodavca kao temelj privlačnosti među generacijom Z

professional thesis

• Title (english): Employer brand as the basis of attractiveness among generation Z
• Author: Dora Poljanec
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Goroslav Keller (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-05-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Predstavljeni rad temelji se na istraživanju koje je provedeno putem anketnog upitnika, na uzorku od 78 ispitanika koji pripadaju generaciji Z. Navedenim upitnikom ispitivali su se stavovi generacije Z utjecaju brenda poslodavca pri zapošljavanju, a posebice kod zapošljavanja u telekomunikacijskoj industriji u Hrvatskoj. Cilj ovog istraživanja je pobliže opisati stavove generacije Z o zapošljavanju u telekomunikacijskoj industriji u Hrvatskoj kako bi stvorili svijest o važnosti ove teme, ali ju i dodatno opisali. Generacija Z sve se češće spominje u javnom prostoru, a njihove navike komunikacije u poslovnom svijetu polako, ali sigurno utječu i na ostale generacije. Ujedno, pripadnici generacije Z stvaraju i nove trendove u poslovnoj komunikaciji, stoga je sa stajališta brenda poslodavca potrebno pronaći nove načine plasiranja poruka prilikom procesa zapošljavanja. Pripadnici generacije Z preferiraju one poslodavce koji dijele iste poglede na svijet kao i oni, ne zadovoljavaju ih samo tradicionalni benefiti, već teže pozitivnim promjenama u radnom okruženju. Upravo zbog toga bitno je istraživati teme poput ove, kako bismo dobili nova saznanja i spoznaje o zapošljavanju generacije Z u telekomunikacijskoj industriji, posebice zato što je istraživanje pokazalo da većina ispitanika smatra brendiranje poslodavca izuzetno važnom prilikom zapošljavanja. Ova tema ostat će vrlo aktualna još neko vrijeme jer je vidljivo da postoji određen smjer u kojem ispitanici generacije Z razmišljaju, ali i da se stavovi nekih od njih tek trebaju formirati u potpunosti.

Abstract (english)

The presented paper is based on a survey conducted through a questionnaire, on a sample of 78 respondents who belong to generation Z. The said questionnaire examined the perspective of generation Z regarding the influence of employer branding in the employment proces, especially in the case of telecommunications industry in Croatia. The goal of this research is to describe, in more detail, the generation Z's point of view about employment in the telecommunications industry in Croatia, in order to create awareness of the importance of this topic, but also to describe it in more detail. Generation Z is mentioned more and more often in the public space, and their communication habits in the business world are slowly, but surely affecting other generations as well. At the same time, members of generation Z are creating new trends in business communication, so from the point of view of the employer's brand, it is necessary to find new ways of delivering marketing messages during the recruitment process. Members of generation Z prefer those employers who share the same views on the world as them, they are not only satisfied with traditional benefits, but strive for positive changes in the work environment. Therefore, this is precisely why it is important to research topics like this, in order to gain new knowledge and understanding about the employment of generation Z in the telecommunications industry. Moreover, because the research showed that the majority of respondents consider employer branding especially important during the hiring process. This topic will remain very relevant for some time because it is evident that there is a certain direction in which the generation Z respondents think, but also that some of their standpoint are yet to be fully formed.

• Keywords: brend poslodavca; generacija Z; zapošljavanje; telekomunikacijska industrija; odnosi s javnošću; stvaranje brenda
• Keywords (english): employer brand; Generation Z; recruitment process; telecommunications industry; public relations; branding
• Language: croatian
• URN:NBN: urn:nbn:hr:114:483587
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-04 08:24:45