Digital-sector SMEs, the Eldorado of Generation Z?
Language
EN
Communication dans un congrès
This item was published in
International Marketing Trends Conference, Rome, 20-22 January 2022, 2022-01, Rome.
English Abstract
It has always been more difficult for SMEs to attract candidates than larger organizations, whose arguments can be more convincing. This article compares the factors that influence the attractiveness of SMEs and large ...Read more >
It has always been more difficult for SMEs to attract candidates than larger organizations, whose arguments can be more convincing. This article compares the factors that influence the attractiveness of SMEs and large enterprises (LEs) in the digital sector, as perceived by members of Generation Z. To this end, a study was conducted with young people from Generation Z as future employees in the digital sector. The results show that attractiveness factors differ between LEs and SMEs. Digital-sector SMEs are seen as employers that pay lower wages than large companies but promote creativity and innovation. This study was conducted prior to the COVID crisis.Read less <
English Keywords
Employer brand; Attractiveness; SMEs; Large companies; GenZ.