Hungary’s Gen Z Workforce: Analysing youth perspectives on employer branding and their perception of the national job market
Hungary’s Gen Z Workforce: Analysing youth perspectives on employer branding and their perception of the national job market

Summary/Abstract: This paper discusses Generation Z’s perception of communication strategies used by companies in Hungary for employer branding and their expectations from prospective employers. The study applies a mixed method approach, with qualitative and quantitative techniques that combine six focus group interviews and an online survey with young people aged 18 to 26 (N = 156). Our findings indicate that Generation Z favors workplace values over salaries and expects personalized job descriptions and a deep understanding of company culture, usually acquired with peers or at job fairs. However, different subgroups within Generation Z have varying job preferences and motivations. Finally, these findings offer insights into employer branding strategies that can contribute to companies in Hungary to attract and retain younger workers.

• Details
• Contents