How to live rent free in the minds of Generation Z: A qualitative study about Generation Zers’ perception and evaluation of employer branding

Abstract

The purpose of this research was to gain an understanding of Generation Z’s (Gen Z) perception and evaluation of what makes a company attractive as a future employer. According to previous research, Gen Z puts a higher value on authenticity and trustworthiness than previous generations, therefore understanding how a company’s communication can be perceived as authentic and trustworthy was investigated. As this generation is entering the workforce, knowing how to communicate to attract and retain Gen Z is of significance. A qualitative research method using focus group discussions was employed. The sample consisted of 19 participants (F=17, M=2) aged 18-19 (born 2005), attending their last year of Swedish high school. The data was then analyzed through a Reflexive Thematic Analysis. The findings highlighted user-generated content on social media platforms, word of mouth through personal contacts, and influencers as primary information sources, with a preference for visual, humorous, and relatable content from current or former employees. An unexpected finding was that an excessive amount of advertisements could have a negative effect on the willingness to work for a company. Authenticity, relatability, and consistency were identified as key aspects of perceived employer attractiveness. The employer brand must align with other sources of information about the company for increased perceived authenticity and trustworthiness. While influencers and traditional advertising channels play a role, user-generated content, and personal connections are of higher significance in influencing Gen Zers’ opinions regarding employer brands.