Shaping Efficient Employer Branding Strategies to Target Generation Y : A Cross-National Perspective on Recruitment Marketing.
Title:
Shaping Efficient Employer Branding Strategies to Target Generation Y : A Cross-National Perspective on Recruitment Marketing.
Author:
Hubschmid, Elena.
ISBN:
9783035105049
Personal Author:
Physical Description:
1 online resource (262 pages)
Contents:
Cover -- PREFACE - VII -- ACKNOWLEDGEMENTS - XI -- TABLE OF CONTENTS - XIV -- LIST OF FIGURES - XVI -- LIST OF TABLES - XVII -- LIST OF ABBREVIATIONS - XVIII -- 1 INTRODUCTION - 1 -- 1.1 Problem statement and the relevance of the topic - 2 -- 1.1.1 RBV perspective - 6 -- 1.1.2 Demographic challenge - 10 -- 1.1.3 Generational paradigm - 12 -- 1.1.4 National culture in a globalised world - 18 -- 1.2 Objectives of the research - 20 -- 1.2.1 Theoretical objectives - 21 -- 1.2.2 Practical objectives - 21 -- 1.3 Epistemological disposition - 22 -- 1.4 Structure of the book - 25 -- 2 CONCEPTUAL BACKGROUND AND THEORETICAL FOUNDATIONS OF THE RESEARCH MODEL - 29 -- 2.1 Recruitment marketing as a cross-function of modern HRM - 30 -- 2.1.1 Current state of research on recruitment marketing - 36 -- 2.1.2 Current state of research on employer branding - 46 -- 2.1.2.1 Employer brand - 50 -- 2.1.2.2 Employer attractiveness and employment expectations - 55 -- 2.2 Concept of generation Y - 61 -- 2.3 Comparative culture studies - 82 -- 2.3.1 Cultural dimensions according to Hofstede - 87 -- 2.3.2 Cultural dimensions according to the GLOBE study - 92 -- 2.3.3 Cultural dimensions according to Trompenaarsand Hampden-Turner - 96 -- 2.3.4 Lewis's categories of culture - 100 -- 2.4 Research gaps and research questions 108 -- 3 CONCEPTUAL FRAMEWORK - 117 -- 3.1 External factors - 118 -- 3.2 Organisational and employee factors - 122 -- 3.3 Action parameters - 124 -- 3.3.1 Indirect action parameters - 124 -- 3.3.2 Direct action parameters - 125 -- 3.4 Effectiveness and efficiency indicators - 126 -- 4 DEVELOPMENT OF THE RESEARCH MODEL - 133 -- 4.1 Overview of the research model and operationalisation of the main constructs - 136 -- 4.1.1 Operationalisation of the independent variable (IV) Gen Y - 136 -- 4.1.2 Measurement of dependent variables (DVs) - 138.
4.2 Generation of hypotheses - 139 -- 5 METHODS OF EMPIRICAL RESEARCH - 153 -- 5.1 Empirical setting, sample description, and data collection - 154 -- 5.2 Construct validity and scale reliability - 156 -- 5.3 MMR, interaction effects, and simple slopes analysis - 158 -- 6 RESULTS OF THE STUDY - 163 -- 6.1 Descriptive statistics - 164 -- 6.2 Bivariate correlations - 169 -- 6.3 Evaluation of the model - 174 -- 6.4 Results of the hypothesis tests - 178 -- 6.5 Interaction effects and the analysis of simple slopes - 183 -- 7 DISCUSSION AND RECOMMENDATIONS - 197 -- 7.1 Practical implications - 200 -- 7.1.1 Target group segmentation - 201 -- 7.1.2 The importance of Gen Y attitudes - 202 -- 7.1.3 Assessment of the nationality factor - 203 -- 7.1.4 A clear strategy and the team behind employer branding efforts - 204 -- 7.1.5 The weight of EB attributes within the holistic EB - 205 -- 7.1.6 Authentic communication - 205 -- 7.1.7 The importance of appropriate recruitment channels - 206 -- 7.1.8 Personal networks of Gen Yers - 208 -- 7.1.9 The importance of employer branding metrics - 209 -- 7.2 Scientific appraisal of the research - 214 -- 7.3 Limitations of the study and implications for future research - 215 -- REFERENCES - 220.
Abstract:
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.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
Click to View