Zewnętrzny employer branding na LinkedIn – analiza treści postów wybranych firm w kontekście pokolenia Z
Employer Branding on LinkedIn: A Content Analysis Selected Companies’ Posts in the Context of Generation Z

Summary/Abstract: The aim of this article is to examine employer branding communication on LinkedInconducted by three selected companies—mBank, Allegro, and PZU—with particularemphasis on content addressed to Generation Z. The study employs a mixed-methodcontent analysis (quantitative and qualitative) of posts published over a three-monthperiod, supported by a critical review of the literature on the presence and expectationsof Generation Z in the labour market, as well as employer branding strategiesin social media. Preliminary findings indicate that the analysed companies makeefforts to adapt their communication to the characteristics of this generationalgroup, although the scope and intensity of these activities vary. In the next stagesof the study, the analysis is planned to be extended to a full year and to include theperspective of the audience, namely representatives of Generation Z.

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