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Generation Y preferences for employer brand benefits

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  • Chloé Guillot-Soulez

    ()
    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - Université Nancy II : EA3942 - Université de Metz)

  • Sébastien Soulez

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - Université Nancy II : EA3942 - Université de Metz)

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    Abstract

    This paper studies the preoccupations of young graduates from Generation Y transitioning from education to employment. Reviewing job search and employer brand literature, we update graduates' preferences for employer brand benefits in their initial job search. Using conjoint analysis on a French sample (N = 592), we demonstrate that, even if on the whole they prefer job security and a relaxed work atmosphere, their expectations are heterogeneous. The results also show that the Internet is far from being the first medium used by these young 'digital natives' graduates for the job search. This research lead to discuss the relevance of the concepts of Generation Y and generational segmentation and provide important information to assist jobseekers and career counselors in improving the speed and quality of employment, and to help recruiters to improve recruitment.

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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00863619.

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    Date of creation: 2013
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    Publication status: Published - Presented, 13th EURAM Annual Conference, 2013, France
    Handle: RePEc:hal:journl:halshs-00863619

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00863619
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    Related research

    Keywords: employer brand; generation Y; recruitment;

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    1. Michele Pellizzari, 2004. "Do friends and relatives really help in getting a good job?," LSE Research Online Documents on Economics, London School of Economics and Political Science, LSE Library 19980, London School of Economics and Political Science, LSE Library.
    2. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 5(2), pages 103-23, Se.
    3. Noble, Stephanie M. & Haytko, Diana L. & Phillips, Joanna, 2009. "What drives college-age Generation Y consumers?," Journal of Business Research, Elsevier, Elsevier, vol. 62(6), pages 617-628, June.
    4. Noble, Stephanie M. & Schewe, Charles D., 2003. "Cohort segmentation: An exploration of its validity," Journal of Business Research, Elsevier, Elsevier, vol. 56(12), pages 979-987, December.
    5. Bush, Alan J. & Martin, Craig A. & Bush, Victoria D., 2004. "Sports Celebrity Influence on the Behavioral Intentions of Generation Y," Journal of Advertising Research, Cambridge University Press, Cambridge University Press, vol. 44(01), pages 108-118, March.
    6. Qenani-Petrela, Eivis & Schlosser, Janet & Pompa, Rudy, 2007. "Satisfied Employees Are Worth Their Weight in Gold: What Motivates Generation Y?," Journal of Food Distribution Research, Food Distribution Research Society, Food Distribution Research Society, vol. 38(1), March.
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