Development of an Employer's Value Proposition for Young Professionals

Abstract

This study is relevant because the main components of the employer's brand and their priority for Generation Z have not been investigated in the academic field. In addition, there is no information about the most attractive employer companies whose value proposition is a reference for young people. The purpose of the study was to analyse the main components of the employer's value proposition and systemise them. The basis of the study is an expert survey of the audience of Generation Z (born in 1997-2012) using the Google Form online tool and analysis in Microsoft Excel software. The monographic method and the method of theoretical generalisation were used to search for the components of the value proposition, the system method – for their systematisation, and the method of expert assessments – for prioritisation. Visualisation of theoretical and practical results was created using the graphical method. It is customary to divide the components of the company's value proposition into tangible and intangible. Material factors include: wages, official employment, and the material motivation system. Non-material components are additional benefits, office, rating and reputation of the company, the type of activity of the company, and the possibility of training and personal development. The components of the value proposition are systematised for their intended purpose. The trend is revealed in the insufficiency of examples of its adaptation by the employer for Generation Z. A list of employers' value propositions in the labour market for Generation Z has been compiled, the most important of which are the salary level, internship schedule, and training in the company. The results of the author's survey among students (1,341 respondents) with and without work experience are analysed. A rating of attractiveness factors for staying in the company after an internship was built, which demonstrated that the most popular ones are the ability to combine work with education, a team, and access to training. Priority communication channels during job search are identified – Telegram and job sites. The most attractive social networks that are followed by young professionals – Telegram and Instagram – are identified. The aspects that employers need to pay attention to first of all for the establishment of a value proposition in the labour market when selecting personnel for specialists without or with minimal experience are identified, namely: part-time employment, the social impact of the project, the team, the opportunity to train in the company. This data can be used by HR brand agencies, and HR departments of international and Ukrainian companies. Using the results of the study on employer brand development for young professionals would allow enterprises to consider the expectations of their target audience