The Role Of Demographic And Socioeconomic Characteristics Of Generation Y Employees In The Perception Of The Effectiveness Of Personal Branding Factors, Career Satisfaction And Employability

The aim of this paper is to research Generation Y's personal branding factors, perceived employability and career satisfaction, and to analyze whether there are differences in the perception of the Generation Y's members according to their different demographic and socioeconomic characteristics. Since generation Y has the highest education rate and by 2025 will make up almost 75% employees in the labor market, it is important to research the concept of Generation Y's personal branding and their satisfaction with work and career. The results of the empirical research show that members of Generation Y in Croatia best perceive and apply the strategic factors of personal branding and that they are relatively satisfied with their career and employment opportunities. It was also determined which groups of respondents have significant differences in the concept and personal branding implementation, the perception of their own employability level and differences in career satisfaction according to gender, age, length of service, education and monthly income. Based on this, employers can make decisions on how to attract and retain Generation Y employees, who are most often described as ambitious, prone to job changes and motivated by the desire to succeed.