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Einfluss und Bedeutung von Social Media Recruiting und Employer Branding für die Generation Z

In: Marke und digitale Medien

Author

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  • Melina Helga Richter

    (Hochschule Düsseldorf)

Abstract

Zusammenfassung Dieser Beitrag beschäftigt sich mit der Frage, welche Faktoren in einer Social-Media-basierten Employer-Branding- und Recruiting-Strategie eines Unternehmens zur Anziehung von Generation Z führen. Untersucht wurde die Frage anhand einer Literaturrecherche zu den Themen Employer Branding, Social Media, Erwartungen der Generation Z an Arbeitgeber*innen und psychologische Konzepte des Employer Branding. Darüber hinaus wurden fünf halbstrukturierte Interviews mit Vertreter*innen der Generation Z geführt und nach der Mayringschen Inhaltsanalyse mit dem Programm MAXQDA ausgewertet. Neben zentralen Werten und Erwartungen an Generation Z wurde auch der Social-Media-Auftritt von drei deutschen Unternehmen in die Interviews einbezogen.

Suggested Citation

  • Melina Helga Richter, 2025. "Einfluss und Bedeutung von Social Media Recruiting und Employer Branding für die Generation Z," Springer Books, in: Thomas Heun & Stefanie Dänzler (ed.), Marke und digitale Medien, edition 3, pages 271-287, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-46355-7_15
    DOI: 10.1007/978-3-658-46355-7_15
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