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The Practical Aspects of Employer Branding in the Light of the Findings of Qualitative Primary Research: Supported by the New National Excellence Programme of the Ministry for Human Resources

Author

Listed:
  • Fodor Mónika

    (Óbuda University, Keleti Károly Faculty of Economics, Budapest, Hungary)

  • Jäckel Katalin

    (Budapest Business School, Faculty of Foreign Trade, Budapest, Hungary)

  • Szemere Tibor Pál

    (Óbuda University, Keleti Károly Faculty of Economics, Institute of Economic and Social Sciences, Budapest, Hungary)

  • Almádi Bernadett

    (Szent István University, Faculty of Economics and Social Sciences, Gödöllő, Hungary)

Abstract

Objective: Our study presents the partial results of the research with the Z generation, which aims to get acquainted with and explore the specific features of selecting Human Resources Professionals (HR) in order to increase employment, especially through the applicability of the tools of employee branding. Our main objective is to explore the tools that can be implemented in the branding process for the potential employees of the Z generation and to demonstrate the practical applicability of these elements to improve investment. In addition, we aim to explore the generational-specific characteristics of investments, what challenges should be addressed today by a HR specialist, what solutions and practices are used in relation to the relevant response to these challenges.

Suggested Citation

  • Fodor Mónika & Jäckel Katalin & Szemere Tibor Pál & Almádi Bernadett, 2019. "The Practical Aspects of Employer Branding in the Light of the Findings of Qualitative Primary Research: Supported by the New National Excellence Programme of the Ministry for Human Resources," Journal of Intercultural Management, Sciendo, vol. 11(3), pages 66-86, September.
    • Handle: RePEc:vrs:joinma:v:11:y:2019:i:3:p:66-86:n:4
    DOI: 10.2478/joim-2019-0018
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    References listed on IDEAS

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    1. Monika Fodor & Katalin Jäckel & Tibor Pal Szilagyi, 2017. "Challenges of starting a success career from the aspect of the Z generation," Proceedings of FIKUSZ 2017, in: Monika Fodor (ed.),Proceedings of FIKUSZ '17, pages 93-107, Óbuda University, Keleti Faculty of Business and Management.
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      More about this item

      Keywords

      employer branding; Z generation; qualitative research; increasing employment;
      All these keywords.

      JEL classification:

      • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions

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