Differences in employer branding concerning generations X and Y

Piller Balázs (2016) Differences in employer branding concerning generations X and Y. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

I chose to write my thesis about employer branding for the reason that it is considered quite a new field of brand building and it comprises of the fragile balance of both internal and external marketing activity. As a young adult on verge of starting my career I feel personally involved in a sense. It is crucial to clarify that my report has not got a hypothesis that can either be proved or disproved. Instead, I decided to construct an exploratory case study that aims to examine and analyse the current situation regarding generational dissimilarities related to employer branding. The final section of my thesis will also include future recommendations and notable remarks based on the results of my research. By the end of the paper all the main principles of the above described topic will be discussed and explained. Employer branding has acquired increasing importance recently especially over the previous decades. Business insiders identified the significance of marketing and customer orientation in the ‘60s and by the end of the century it became well-known and widely utilised by various sectors regardless of business profile. Employer branding on the other hand dates back to the ‘90s when the term was first used meaning that this diverse field of psychology is quite modern. Due to the contemporary nature of the topic available literature is also limited, however, an expanding number of professionals start researching this subject enabling public attention to be focused on the relevance of employer branding. This report lays down the basics of marketing as it must be understood completely and a great number of people misinterpret fundamental concepts of customer behaviour and sales activity. Essential elements such as the marketing mix, the 4 or 7 Ps, the notion of USP shall be explained carefully in order to avoid any possible future misunderstandings and errors. The nature of customers’ purchasing habits needs to be ascertained by the company to be able to market its products properly. The insight of how given goods are bought can easily mean the difference between success and failure. Buying behaviour is usually split into two categories being B2B (Business to Business) and B2C (Business to Customer). Both these concepts will be unfolded in details. Later, the most remarkable motivation theories will be introduced to give an overview of the main stimulus that encourages human beings to perform certain activities. Behind every motion there are several incentives which drive our actions and modify our demeanour. Many scientists developed various ideas describing why and how people act and give particular reactions. The most notable concepts include Maslows’s hierarchy of needs, McClelland’s need theory, Herzberg’s dual-factor theory and Alderfer’s ERG philosophy - the report will interpret each. Once we have got sufficient understanding of all the elements listed above the notion of employer branding will be detailed. The reputation of an organisation as an employer and its value proposition to its employees is crucial to stay competitive on the labour market. Not only job-seeking unemployed people consider these corporate values when applying for positions but current workers also feel more motivated if they can associate with the virtue the company represents. This chapter will describe the tools and channels the organisations have got to communicate their message. The next section of the paper will be dealing with the concept of generation and how we can distinguish people based on the date they were born. This classification can be conducted according to diverse approaches. For instance, the date range of birth or the shared similar cultural experiences can be principles for segmentation. The most well-known and accepted designation for recent generations is the use of the following letters: X, Y and Z. The study also seeks to uncover the differences between the dissimilar attitude of various generations towards companies and the way how they feel and how they ought to be treated by their employers. Employer branding is executed in a certain way at the moment which will be explored in the next chapter. Quantitative survey will be carried out to deliver deeper insight of the factors that determine the attitude of both current and potential employees regarding employers. The main purpose of the research is to study the dissimilarities concerning the philosophy of various generations. Generation “Z” is going to enter the labour market shortly creating new challenges the management needs to face. In the final chapter employer branding will be examined at the Budapest Marriott Hotel since the uniqueness of the travel sector creates additional difficulties. Because of the high turnover of employees being in direct guest contact it is exclusively essential to all businesses in the hospitality industry to preserve their human resources. Avoiding unnecessary training of new business personnel contributes to the successful and sustainable operation of the company. The report will be terminated with a general overview and conclusion of the thesis and with future recommendations. In my view, this topic has got enormous significance especially nowadays when general shortage of workforce can be observed all across Europe. Qualified personnel immigrate to alternative countries or other continents in search of bigger salaries subsequently damaging the national economy of the country they are leaving. The process is accelerated by the open borders of the EU and the wide range of opportunities offered by well-developed countries that drains intellectuals and underqualified workers alike. In the world of ever shortening labour market it has become crucial to bond employees to company brands and stronger affirmation of associate appreciation is needed to maintain favourable relationship between employer and employee.

Magyar cím

Különbségek a vállalati márkaépítésben az X és az Y generációk körében

Angol cím

Differences in employer branding concerning generations X and Y

Intézmény

Budapesti Gazdasági Főiskola

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelmi Intézeti Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus - Vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Employer branding, Marketing, Generation X, Generation Y, Brand, Motivation
Felhasználói azonosító szám (ID):	Piller Balázs
Rekord készítés dátuma:	2016. Dec. 09. 09:28
Utolsó módosítás:	2016. Dec. 09. 09:28

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