Generation Y preferences for employer brand benefits

Chloé Guillot-Soulez (1) , Sébastien Soulez (1)

1 CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises

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.

Mots clés: employer brand; generation Y; recruitment

Domaines: Gestion et management; Gestion et management

Chloé Guillot-Soulez, Sébastien Soulez. Generation Y preferences for employer brand benefits. EURAM 2013 13th Annual Conference "Democratising Management", Galatasaray University, Jun 2013, Istanbul, Turkey. pp.33. ⟨halshs-00863619⟩