Generation Z in the Czech labor market: what they look for in an employer brand

Andrea Linares

Master's thesis

Abstract:

Nowadays, companies and employee candidates find themselves in a very competitive labor market. In the case of the Czech Republic, years of low unemployment rate and a high demand for qualified workers has led businesses to increase the focus on how to effectively recruit. This thesis is a source for Czech companies to understand what employer brand is and to provide insights on what values and benefits Generation Z, the latest generation to enter the market, looks for in an employer. For the purpose of this research, a survey was conducted among 136 Gen Zers in the Czech Republic. They were found to prefer the job security of a stable job than to become entrepreneurs, and to value the morals and ethics that companies portray in their culture. Moreover, work-life balance benefits such as above-average vacation days and flexible schedules are within their priorities. Finally, although salary remains an important element, a job that provides personal growth, a motivating environment and career growth were more relevant. By applying these insights into their employer brand and choosing within the long tail benefits and values to differentiate from the competition, companies can profit from the talent of the Generation Z, win the war for talent and obtain a competitive advantage.

Abstract:

Nowadays, companies and employee candidates find themselves in a very competitive labor market. In the case of the Czech Republic, years of low unemployment rate and a high demand for qualified workers has led businesses to increase the focus on how to effectively recruit. This thesis is a source for Czech companies to understand what employer brand is and to provide insights on what values and benefits Generation Z, the latest generation to enter the market, looks for in an employer. For the purpose of this research, a survey was conducted among 136 Gen Zers in the Czech Republic. They were found to prefer the job security of a stable job than to become entrepreneurs, and to value the morals and ethics that companies portray in their culture. Moreover, work-life balance benefits such as above-average vacation days and flexible schedules are within their priorities. Finally, although salary remains an important element, a job that provides personal growth, a motivating environment and career growth were more relevant. By applying these insights into their employer brand and choosing within the long tail benefits and values to differentiate from the competition, companies can profit from the talent of the Generation Z, win the war for talent and obtain a competitive advantage.

Keywords

Generation Z, Employer brand, Czech labor market

Keywords

Generation Z, Employer brand, Czech labor market, Company values, Company benefits

Language used: English

Date on which the thesis was submitted / produced: 30. 11. 2019

Thesis defence

• Date of defence: 18. 6. 2020
• Supervisor: Martin Machek
• Reader: Daniela Černá

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / Management