Proceedings of the IISES Annual Conference, Sevilla, Spain

OPINION OF HR EXPERTS ABOUT THE LOYALTY INCREASING SOLUTIONS AND EMPLOYER BRANDING CAMPAIGNS IN CASE OF Z GENERATION

MONIKA FODOR

Abstract:

Soon, we will find ourselves facing the problem of generation differences in all workplaces, which means we better prepare ourselves for dealing with them. During my primary research, I focused on the Z generation, and my goal was to introduce how we can separate young people beginning their careers according to their preferences for choosing a job, and how we can strengthen their loyalty. The Z generation was born into the world of information technology, therefore, they use such tools much faster, and on an instinctual level. Student labour, or volunteer community service make them meet their employers early on, and enter the world of labour much earlier, when compared to prior generations. From the perspective of workplace loyalty as well, this generation differs significantly from other generations: they don't consider skipping to another job a problem at all, if they don't like their current job for some reason. In light of this, preparing for the new generation is advised, like getting to know what attributes they have related to employment, and what techniques can be used to increase their loyalty. The results of my primary research will aid experts in finding answers to these questions.

Keywords: primary research, Z generation, employee loyalty

DOI: 10.20472/IAC.2018.035.016

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