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Generation Y preferences for employer brand benefits


  • Chloé Guillot-Soulez

    () (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Sébastien Soulez

    () (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)


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.

Suggested Citation

  • Chloé Guillot-Soulez & Sébastien Soulez, 2013. "Generation Y preferences for employer brand benefits," Post-Print halshs-00863619, HAL.
  • Handle: RePEc:hal:journl:halshs-00863619
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    References listed on IDEAS

    1. Noble, Stephanie M. & Haytko, Diana L. & Phillips, Joanna, 2009. "What drives college-age Generation Y consumers?," Journal of Business Research, Elsevier, vol. 62(6), pages 617-628, June.
    2. 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, vol. 38(1), March.
    3. 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, vol. 44(01), pages 108-118, March.
    4. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Oxford University Press, vol. 5(2), pages 103-123, Se.
    5. Noble, Stephanie M. & Schewe, Charles D., 2003. "Cohort segmentation: An exploration of its validity," Journal of Business Research, Elsevier, vol. 56(12), pages 979-987, December.
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    employer brand; generation Y; recruitment;

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