Gen Z perceptions of preferred employer : a study further contributing to dimensions of employer branding

Abstract

Purpose: The objective of this dissertation is to assess the inclusion of Physical Health (PH) within the comprehensive measurement model of Employer Branding (EB), which encompasses several well-established dimensions, such as Brand Value (BV), Development Value (DV), Interest Value (IV), Work-life Balance (WLB), and Economic Value (EV). Additionally, this proposed model was examined to determine its efficacy in influencing the intention of Generation Z (Gen Z) individuals to apply for employment opportunities with a company. Design/ methodology /approach: This study employed a survey strategy using an online structured questionnaire to collect primary data from a sample population that belonged to the Gen Z cohort. Findings: The study indicates that PH is part of the comprehensive measurement model of Employer Branding. Additionally, EV, DV, and WLB proved to have a positive and significant relationship with Gen Z’s intention to submit a job application. PH and IV possessed a positive but weak relationship with Gen Z’s intention to submit a job application. Practical Implication/ Originality: This research marks a pioneering endeavour by examining the significance of physical health as an integral facet of EB with the aim of influencing the prospective workforce, particularly Gen Z. Consequently, these findings serve as a foundational point for further investigation into a new dimension of EB related to Gen Z's interest in PH.