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Employer Branding on Social Media to Engage Generation Z

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 280))

Abstract

Organizations compete to attract and retain top talent and differentiate themselves from their competitors; they work on employer branding strategies. This study analyzed how organizations should communicate their employer brand in social media to attract Generation Z talent. This is a qualitative research with a phenomenology design. The research technique used was the semi-structured interview. Twenty university students and graduates of business or engineering schools were interviewed; they participated on a voluntary basis. This study reveals that participants apply to an organization for the following reasons: salary, work environment, reputation, benefits, and career path. Regarding social media, the interviewees’ favorites are LinkedIn and Instagram. In relation to social media content, companies should keep in mind that Generation Z not only wants to see job offers but also to learn more about them, specifically their characteristics, as this will increase their desire to become a part of them, and in some cases, may even be decisive in accepting an offer.

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Authors and Affiliations

  1. School of Communications, Universidad Peruana de Ciencias Aplicadas, Prolongación Primavera 2390, Lima, 15023, Peru

    Meredhit Carbajal-Cribillero, Gabriela Javier-Niño, Mathias Mäckelmann & Eliana Gallardo-Echenique

Authors
  1. Meredhit Carbajal-Cribillero
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  2. Gabriela Javier-Niño
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  3. Mathias Mäckelmann
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  4. Eliana Gallardo-Echenique
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Corresponding author

Correspondence to Eliana Gallardo-Echenique .

Editor information

Editors and Affiliations

  1. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. Universidade Portucalense, Porto, Portugal

    Ricardo Cayolla

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Carbajal-Cribillero, M., Javier-Niño, G., Mäckelmann, M., Gallardo-Echenique, E. (2022). Employer Branding on Social Media to Engage Generation Z. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_38

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