The employerʼs brand for generation Z

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Building an employerʼs brand is a strategic objective for modern companies, as it allows them to attract talented employees who are motivated to achieve the companyʼs goals. This helps to improve corporate culture and enhance the companyʼs business reputation. In a world where competition for qualified personnel is growing and job requirements are evolving, a strong employerʼs brand is becoming a key competitive advantage. The research is based on the use of methods such as theoretical generalization, comparison and ranking, and statistical analysis. The content of the employerʼs brand value proposition for Generation Z is determined. The components of the employerʼs brand value proposition among the representtatives of generation Z are ranked. The components of the value proposition of the employerʼs brand of the researched enterprises in the retail sector are ranked in terms of their degree of development. The degree of compliance of the components of the employerʼs brand value proposition with the expectations of the representatives of generation Z at the researched enterprises is determined. Proposals aimed at shaping the development of the employerʼs brand for the researched enterprises are developed. The hypotheses about the expediency of ranking the components of the employerʼs brand value proposition to determine their importance for representatives of generation Z are formulated and empirically tested; ranking the components of the employerʼs brand value proposition in terms of the level of their development in the researched enterprises; Spearmanʼs rank correlation coefficient allows to determine the level of compliance of the employerʼs brand of the researched enterprises with the requirements of the representatives of generation Z and to propose proposals for its further development