Innovative Approaches to Recruiting: Using Social Media to Become the Employer of Choice for Generation Z

Generation Z is currently entering the labour market. Even though we are in a period affected by the economic impacts of the COVID-19 pandemic, employer brand is still a topical theme. Therefore, especially in critical periods of time, businesses need quality human resources to help them manage this critical situation. Young employees belonging to Generation Z can come up with new approaches and innovations that may help businesses survive unforeseen situations that the current economic situation may bring about, both now and in the future. Especially in the context of many companies needing to come up with new online sales tools and technical equipment upgrades due to the pandemic, along with restrictive government measures, recruiting from a generation characterized by their commitment to modern technology is an important part of their future strategy. The aim of this paper is to compare the expectations of Generation Z on the labour market and their approach to searching for job positions with the approach of employers recruiting Generation Z, based on how they work with their brand and their use of social media. This paper is based on the results of pre-research for a dissertation thesis. Online questionnaires with mostly open questions were created to ask Generation Z and entrepreneurs. Extended personnel marketing has been applied to create questions corresponding with thematic analysis. Comparing answers from both groups of participants (Generation Z and entrepreneurs) allows us to suggest a labour market strategy for both. Specifically, we aim to correct key employer shortcomings when communicating with Generation Z where their needs are insufficiently recognized, as well as overcoming distrust in their abilities caused by a lack of experience at the beginning of their careers. Generation Z representatives also need to choose appropriate communication strategies to avoid intergenerational conflicts and they need to know ways to properly integrate into a team that is shaped by different generational values.