Employer Branding in the Context of the Company’s Sustainable Development Strategy from the Perspective of Gender Diversity of Generation Z

Magdalena Rzemieniak,Monika Wawer

doi:10.3390/su13020828

Abstract

Applying the principles of sustainable development is an element of building the image of an organisation as an employer. The opinions of young people commencing their professional career in this regard may prove important for companies. The aim of this article is to identify a dependence between generation Z’s opinions on employer branding measures based on sustainable development taken by companies and the respondents’ gender. The article presents the results of primary research conducted on a sample of 291 students of higher education institutions in Poland. The methods include questionnaire surveys and statistical data processing. The results of the research suggest that sustainable development measures undertaken by employers increase the candidates’ motivation to apply for a job in the organisation. The analysis demonstrated that generation Z’s opinions on sustainable development activities carried out by employers and on the significance of employer branding are dependent on the respondents’ gender. The main conclusion is that women are more ecologically oriented than men, and following a sustainable development strategy is more important for them. Companies building employer branding should consider the adoption of various factors identified in the article, such as the Employee Value Proposition (EVP), especially when their workforce is gender-diverse.

Highlights

Published: 15 January 2021The challenges faced by contemporary organisations are highly varied
It should be stated that the research results confirm the existence of numerous statistically significant dependences, showing that both opinions on sustainable development activities implemented by employers and on the significance of employer branding of a company based on sustainable development are dependent on the gender of the respondents from generation Z
In the literature on the subject, there are studies on the Employee Value Proposition (EVP) [118,135,136,137,138]; they lack focus on sustainable development and were not carried out among respondents from generation Z or analysed with regard to the gender criterion

Summary

Introduction

Published: 15 January 2021The challenges faced by contemporary organisations are highly varied. The degree to which employees identify with the values of a given organisation has a great impact on their level of involvement and loyalty and, on market success. In this respect, special focus should be placed on sustainable development considered in the context of employer branding and how it is perceived by potential employees from the youngest generation who are currently entering the employment market. Analysing the relationship between these areas seems quite logical and obvious, there is not much research in this area in the scientific literature This subject matter has become the focus of the theoretical and empirical studies presented in this article

Objectives

Methods

Results

Discussion

Conclusion