Is it hard to find the right one? Latest news on recruitment and employer branding in national organisations
DOI:
https://doi.org/10.15170/MM.2024.58.02.06Keywords:
GEN Z, EB, Employer branding, Recruitment channels, AttractionAbstract
THE AIMS OF THE PAPER
Effectively recruiting workers is a major challenge for companies. Research shows that young people are looking for jobs on different platforms and are selecting job advertisements according to different preferences than previous age groups. In these circumstances, it is important to understand what steps domestic companies are taking to recruit and attract potential employees.
METHODOLOGY
The study seeks to answer these questions through a primary survey of 127 HR professionals and company managers. The data were analysed using SPSS statistical software, non-parametric tests and cross-tabulation analysis (Chi-square) in addition to descriptive statistics methods.
MOST IMPORTANT RESULTS
Referrals (93%), social media (83.5%) and job portals (78%) were the most frequently cited sources of recruitment among the companies surveyed. Referrals, job portals and social media platforms are also considered the most effective recruitment sources
The results show that employer branding is not addressed by half of the companies and the SMEs with less than 250 employees, this figure is only 28.5%, the place and content of communication is below the desired trends.
RECOMMENDATIONS
According to international studies, social media is the most common method of recruiting employees, with company career sites taking a back seat. All the evidence suggests that social media should be built upon as a recruitment resource and in the context of EB. As young Gen Z value non-economic benefits information more highly, companies should emphasise career, professional development opportunities and support for work-life balance (including the possibility to work flexibly in terms of location and time).
References
Abou Hamad, J. (2020), „The role of digital media in the recruitment process in the middle east”, in: Azoura, N., & Daou, L. (eds.), Business and Social Media in the Middle East: Strategies, Best Practices and Perspectives, Switzerland: Palgrave Macmillan. 61-76. https://doi.org/10.1007/978-3-030-45960-4_4
Aggarwal , A., Sadhna, P., Gupta, S., Mittal, A., and Rastogi, S. (2020), Gen Z entering the workforce: Restructuring HR policies and practices for fostering the task performance and organizational commitment. Journal of Public Affairs, 22(3). https://doi.org/10.1002/pa.2535
Barakonyi K. (2004), Stratégiai menedzsment, Budapest: Nemzeti Tankönyvkiadó
Bishop, R., Yarbrough, A. and Harris, G. (2022), „Understanding the Factors Influencing Gen Z and Millennial Career Choices: What it Means for Manufacturing”, IISE Annual Conference and Expo. Proceeding, Norcross, 1-10.
Boros, K. és Keller, K. (2023) „The effects of virtual business events on attitudes and behavioural intentions of Generation Z”, Marketing & Menedzsment, 57(3), 27–35. https://doi.org/10.15170/MM.2023.57.03.03
Boşcai, B.G. (2017), „The evolution of e-recruitment: The introduction of online recruiter”, in Management and Organization: Concepts, Tools and Applications, Harlow: Pearson, 161-170. https://doi.org/10.18515/dBEM.M2017.n02.ch13
Boudreau, J.W., Jesuthasan, R., and Creelman, D. (2015), Lead the Work: Navigating a World Beyond Employment, Hoboken NJ.: John Wiley & Sons. https://doi.org/10.1002/9781119176282
Caplan, J. (2004), „Building a Winning Employer Brand”, China Staff, 10, 1–5.
Cappelli, P. (2001), „Making the most of on-line recruiting”, Harvard Business Review, 79 (3), 139–146.
European Commission (EC) (2022), A digitális gazdaság és társadalom fejlettségét mérő mutató (DESI), Magyarország, https://ec.europa.eu/newsroom/dae/redirection/document/88750 (Utolsó letöltés: 2024.01.05.)
European Parlament (EP) (2023), A kis- és középvállalkozások, Az Európai Unió ismertetése, https://www.europarl.europa.eu/erpl-app-public/factsheets/pdf/hu/FTU_2.4.2.pdf (Utolsó letöltés: 2024.01.07.)
Gilmore, A., Gallagher, D., and Henry, S. (2007), "E-marketing and SMEs: Operational lessons for the future”, European Business Review, 19(3), 234-247. https://doi.org/10.1108/09555340710746482
Grozdics, A. T., Girán, J., Uhrin, A., Balogh, G., Cakó, B., Cselik, B. és Borsos, Ágnes (2023), „Working from home or back to the office? - The impact of the recent turbulence on office work”, Marketing & Menedzsment, 57(1), 25–35. https://doi.org/10.15170/MM.2023.57.01.03
Hamdan, Y. and Alheet, A.F. (2021), „Examining employee recruitment success and retention with respect to the recruitment system: A case of generation Z employees”, Academy of Strategic Management Journal, 20(2), 1-12.
Héder-Rima M. és Dajnoki K. (2020), „Kultúrám a márkám – A munkáltatói márkaépítés és a szervezeti kultúra kapcsolata”, Marketing és Menedzsment 54(2), 5-15. https://doi.org/10.15170/MM.2020.54.02.01
Kashive, N. and Khanna, V.T. (2017), „Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance”, International Journal of Business and Management, 12(2), 207–219. https://doi.org/10.5539/ijbm.v12n2p207
KSH (2023), https://www.ksh.hu/stadat_files/ara/hu/ara0002.html (Utolsó letöltés: 2023.11.18.)
KSH (2022). Magyarország számokban, https://www.ksh.hu/docs/hun/xftp/idoszaki/mosz/mosz_2022.pdf (Utolsó letöltés: 2024.01.07.)
KSH (2020). https://www.ksh.hu/docs/hun/xftp/idoszaki/ikt/2020/02/index.html (Utolsó letöltés: 2024.01.05.)
Lassleben, H. and Hofmann, L. (2023), Attracting Gen Z talents: do expectations towards employers vary by gender?, Gender in Management, 38 (4), 545-560. https://doi.org/10.1108/GM-08-2021-0247
Macky, K., Gardner, D. and Forsyth. S. (2008), „Generational differences at work: Introduction and overview”, Journal of Managerial Psychology, 23(8), 857-861. https://doi.org/10.1108/02683940810904358
Madden, C. (2017), Hello Gen Z: Engaging the Generation of Post-Millennials. West Ryde: Hello Clarity.
Mahmoud, A.B., Fuxman, L., Mohr, I., Reisel, W.D. and Grigoriou, N. (2021), „We aren't your reincarnation!” workplace motivation across X, Y and Z generations”, International Journal of Manpower, 42(1), 193-209. https://doi.org/10.1108/IJM-09-2019-0448
Mannheim, K. (1952), „The problem of generations”, in: Mannheim, K. (Eds.), Essays on the sociology of knowledge. KRP, 276-322. https://doi.org/10.1057/9781137011565_3
Manpower Group (2020), Millennial Careers: 2020 Vision: Facts, Figures and Practical Advice from Workforce Experts, https://www.manpower.ch/sites/default/files/PDF/Y_Generation_Bro_Manpower_Swi tzerland_EN_June2016.pdf (Utolsó letöltés: 2023.05.17.)
Morning Consult Pro https://pro.morningconsult.com/instant-intel/gen-z-social-media-usage (Utolsó letöltés: 2023.05.24.)
Pandita, D. (2022), "Innovation in talent management practices: creating an innovative employer branding strategy to attract generation Z", International Journal of Innovation Science, 14.(3/4), 556-569. https://doi.org/10.1108/IJIS-10-2020-0217
Pataki-Bittó, F. and Kapusy, K. (2021), Work environment transformation in the post COVID-19 based on work values of the future workforce, Journal of Corporate Real Estate, 23(3)151-169. https://doi.org/10.1108/JCRE-08-2020-0031
Rue, P. (2018), „Make Way, Millennials, here Comes Gen Z”, About Campus, 23, 5–12. https://doi.org/10.1177/1086482218804
Sánchez-Hernández, M.I., González-López, Ó.R., Buenadicha-Mateos, M., and Tato-Jiménez, J.L. (2019), „Work-Life Balance in Great Companies and Pending Issues for Engaging New Generations at Work”, International Journal of Environmental Research and Public Health, 16(24). https://doi.org/10.3390/ijerph16245122
Schroth, H. (2019), „Are You Ready for Gen Z in the Workplace?”, California Management Review, 61(3). https://doi.org/10.1177/0008125619841006
Suikkanen, E. (2010), How does employer branding increase employee retention? (Ph.D. dissertation), Helsinki: Metropolia University of Applied Sciences. https://scholar.google.com/scholar_lookup?title=How+does+employer+branding+increase+employee+retention?&author=E..+Suikkanen&publication_year=2010& (Utolsó letöltés: 2023.11.26.)
Tato-Jiménez, JL., Buenadicha-Mateos, M. and González-López, Ó.R. (2019), „Evolution and sustainability of benefits offered to employees in on-line recruitment”, Sustainability, 11(16). https://doi.org/10.3390/su11164313
Totth G., Brávácz I., Harsányi D., Pacsi D., Szabó Z. (2022), „Kihívások a hazai KKV szektor döntéshozatalában – fókuszban az online kommunikációs megjelenés”, Marketing & Menedzsment 56(2), 5-12. https://doi.org/10.15170/MM.2022.56.02.01
Twenge, J. M. (2017), „iGen: Why Today’s Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy, and Completely Unprepared for Adulthood”, Family and Consumer Sciences Research Journal, 48(8) 290-293. https://doi.org/10.1111/fcsr.12345
Venczel-Szakó, T., Sipos, N. és Bankó, Z. (2023), „Munkavállalói elégedettség a home office-szal a Covid alatt és után”, Marketing & Menedzsment, 57(3), 47–57. https://doi.org/10.15170/MM.2023.57.03.05
Young, J. and Foot, K. (2005), „Corporate E-Cruiting: The Construction of Work in Fortune 500 Recruiting Web Sites”, Journal Computer-Mediated Communication, 11(1), 44–71. https://doi.org/10.1111/j.1083-6101.2006.tb00303.x
Zhong, Y., Zhang, L., Wei, W. and Chang, J.C.-J. (2023), „Attracting Gen Z workforce: the effects of organizational social media policy”, Tourism Review. 79(3). https://doi.org/10.1108/TR-11-2022-0582
Zong, X., Mamun, A.A., ... & Yang, O. (2023), Modelling the significance of organizational conditions on quiet quitting intention among Gen Z workforce in an emerging economy. Scientific Reports, 13(1). https://doi.org/10.1038/s41598-023-42591-3
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 The Hungarian Journal of Marketing and Management
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
