Employer branding and the expectations of Generation Y
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The ongoing 2.0 revolution is changing the way information is acquired. Generation Y is on the front line. Companies are appealing to this target group as consumers and are facing new challenges in recruiting them. The concept of employer branding has allowed these companies to develop a different effort to attract these new talents with divergent expectations. This effort is intensified by the transparency that has become essential and the networks that young people have before they even start working. The objective of this thesis is to verify whether the new offer of these companies towards ...
The ongoing 2.0 revolution is changing the way information is acquired. Generation Y is on the front line. Companies are appealing to this target group as consumers and are facing new challenges in recruiting them. The concept of employer branding has allowed these companies to develop a different effort to attract these new talents with divergent expectations. This effort is intensified by the transparency that has become essential and the networks that young people have before they even start working. The objective of this thesis is to verify whether the new offer of these companies towards more emotional benefits meets the expectations of generation Y candidates. To do this, qualitative interviews were conducted with some of the most advanced companies in the employer branding process, as well as a quantitative study of more than 200 young people directly confronted with this new type of recruitment.
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