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Journals / Sosyal Bilimler Araştırmaları Dergisi / 2019 / Cilt: 14 - Sayı: Özel Sayı

What Generation Z Wants? A Research on Unıversity Students from The Employer's Brand Perspective

Z Kuşağı Ne İster? İşveren Markası Perspektifinden Üniversite Öğrencilerine Yönelik Bir Araştırma

Didem CANSEVER
Duygu KIZILDAĞ
Pages
303–324
Publication Date
2022-10-18
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of pilot study, which card sort and questionnaire techniques have been used and tested on students who continue their university education, expectations regarding the economic and functional dimensions have been determined as more preferred.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Increasing the competitiveness by having talented employees, has prompted the businesses to make systematic efforts to attract these potential human resources.
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Key Findings & Data:Establishing employer brand studies are also one of these efforts.
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Conclusion & Impact:As a result of pilot study, which card sort and questionnaire techniques have been used and tested on students who continue their university education, expectations regarding the economic and functional dimensions have been determined as more preferred.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:İşveren Markası · Z Kuşağı · Z Kuşağının Beklentileri

Abstract

Increasing the competitiveness by having talented employees, has prompted the businesses to make systematic efforts to attract these potential human resources. Establishing employer brand studies are also one of these efforts. Businesses try to determine the opportunities which provides both keeping the current human resources and drawing talented human resources, in the manner of establishing the sense of the great businesses. This study tries to determine the expectations of Z generation from the firms they prefer to work for, from the point of the functional, economic and psychological dimensions of the employer brand. As a result of pilot study, which card sort and questionnaire techniques have been used and tested on students who continue their university education, expectations regarding the economic and functional dimensions have been determined as more preferred.

Özet

Yetenekli çalışanlara sahip olmanın rekabet gücünü arttırması, işletmeleri bu potansiyel insan kaynağını çekmeye yönelik sistematik çalışmalar yapmaya yöneltmektedir. İşveren markası oluşturmaya yönelik çalışmalar da bunlardan biridir. İşletmeler hem mevcut insan kaynağını elde tutmak, hem de yetenekli insan kaynağını çekmek için sunacakları imkanları çalışılacak en iyi işletme algısı oluşturacak şekilde belirlemeye çalışmaktadır. Bu çalışma Z kuşağının çalışmayı tercih edeceği işletmeden beklentilerini, işveren markasının fonksiyonel, ekonomik ve psikolojik boyutları açısından belirlemeye çalışmaktadır. Kart sıralama ve soru formu tekniklerinin kullanıldığı ve üniversite öğrenimine devam eden öğrenciler üzerinde yapılan pilot araştırma sonucunda ekonomik ve fonksiyonel boyuta ilişkin beklentilerin daha öncelikli olduğu belirlenmiştir.

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Cite This Article

CANSEVER, D., KIZILDAĞ, D. (2022). What Generation Z Wants? A Research on Unıversity Students from The Employer's Brand Perspective. Sosyal Bilimler Araştırmaları Dergisi, Cilt: 14 - Sayı: Özel Sayı, 303–324. https://ajindex.com/articles/592252

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