| Abstract [eng] |
In the contemporary labour market, attracting Generation Z employees is becoming an increasing challenge for organizations, as this generation is characterized by specific expectations, values, and information consumption habits. As a result, employer communication becomes one of the key tools for shaping an attractive employer image and reaching this audience; however, academic research still lacks a clear understanding of how employer communication should be developed and adapted specifically for attracting Generation Z employees, particularly within specific sector contexts. This master’s thesis aims to identify the characteristics of employer communication aimed at attracting Generation Z employees, based on the case of a retail company, by implementing the research objective and addressing the related research tasks. The study analyzes the theoretical aspects of employer communication, examines the values, expectations, and motivation of Generation Z employees, and investigates how employer communication is developed and implemented within a specific organization. The research methods include a review of scientific literature, semi-structured interviews with organizational representatives, and social media content analysis. The results of the study revealed that employer communication within the organization is developed in a consistent and strategic manner, being integrated into the overall organizational communication system. It was found that communication emphasizes the employer value proposition, highlighting aspects relevant to Generation Z, such as flexibility, working conditions, career opportunities, and organizational values. The findings also showed that primary focus is placed on digital channels, particularly social media, which enable effective reach of this audience. The study further demonstrated that effective employer communication must be not only informative, but also authentic, visual, dynamic, and oriented toward dialogue with the audience. This thesis contributes to the field of employer communication and Generation Z employee attraction by revealing how theoretical principles are applied in practice within the retail sector and identifying the factors that determine effective communication with this generation. |
