The Future of Work: Adapting Employer Branding for the New Generation
Author
Pedersen, Kaya Ahlers
Term
4. term
Publication year
2025
Pages
84
Abstract
In a changing labor market, this thesis examines how Generation Z’s expectations are reflected in Randstad’s employer branding. Using a social constructivist case study design, the study draws on two semi-structured interviews—one with a Gen Z respondent and one with Randstad HR—and applies Braun and Clarke’s thematic coding across five themes: working conditions, management, values and employer branding, Generation Z’s identity and preferences, and technology. The analysis is grounded in Mannheim’s generational theory (supplemented by Twenge’s work on Gen Z), Rousseau’s psychological contract theory, and Barrow and Mosley’s employer branding and EVP framework. Findings indicate that Gen Z prioritizes flexibility, autonomy, purpose, and value alignment, shaped by a digital upbringing, economic insecurity, and heightened social and ethical awareness. Randstad’s employee value proposition Together We Grow addresses several of these needs, yet reviews on job portals reveal tensions between communicated promises and perceived day-to-day realities. The study underscores employer branding as both an external attraction mechanism and an internal, authentic practice, concluding that effective employer brands require tight alignment between strategy and practice, that Gen Z increasingly relies on social evidence when evaluating employers, and that continuous feedback should be integrated to ensure relevance and authenticity.
I et arbejdsmarked i forandring undersøger specialet, hvordan Generation Z’s forventninger afspejles i Randstads employer branding. Med en socialkonstruktivistisk casestudie-tilgang bygger analysen på to semistrukturerede interviews—ét med en respondent fra Generation Z og ét med Randstads HR—og anvender Braun og Clarkes tematiske kodning på fem temaer: arbejdsvilkår, ledelse, værdier og employer branding, Generation Z’s identitet og præferencer samt teknologi. Teorigrundlaget omfatter Mannheims generationsteori (suppleret af Twenges forskning i Generation Z), Rousseaus teori om psykologiske kontrakter samt Barrow og Mosleys employer branding- og EVP-ramme. Resultaterne viser, at Generation Z vægter fleksibilitet, autonomi, formål og værdimatch højt, formet af en digital opvækst, økonomisk usikkerhed samt øget social og etisk bevidsthed. Randstads employee value proposition Together We Grow adresserer flere af disse behov, men anmeldelser på jobportaler peger på spændinger mellem det kommunikerede brand og den oplevede hverdag. Studiet understreger, at employer branding både er en ekstern tiltrækningsstrategi og en intern, autentisk praksis, og konkluderer, at et effektivt employer brand kræver tæt kobling mellem strategi og praksis, at Generation Z i stigende grad bruger social evidens ved vurdering af arbejdspladser, og at løbende feedback bør integreres for at sikre relevans og autenticitet.
[This apstract has been generated with the help of AI directly from the project full text]