QUALITY EMPLOYER BASED ON EVALUATION OF CRITERIA AFFECTING CHOICE OF EMPLOYMENT FROM THE POINT OF VIEW OF GENERATION X AND Y UNIVERSITY GRADUATES

Abstract

Abstract The article focuses on comparing approaches of generations Y and Y of business university graduates to employer selection in order to determine whether generation plays significant role in defining or determining the weight of individual criteria that point at quality employer or "employer of the first choice". The aim is to identify criteria affecting choice of employment by Generation X and Y university graduates and point out differences among generations. Graduates from Business university in period of five academic years were surveyed using online questionnaire. A total of 870 graduates were contacted. The survey was responded by 236 graduates (160 from Gen Y and 76 Gen X), which is representative sample for the given university. The data were tested by Cronbach's alpha test of reliability and correlation analysis between described variables was calculated using the Spearman's correlation coefficient. Primary research has shown that the following factors are particularly important for both generations: meaningful work, independent work, the possibility of further development, financial remuneration, the possibility of career growth, ensuring a work-life balance. Thus, the recommendation for the employers is to focus mainly on the above factors within the framework of personnel marketing, both internally and externally.

Keywords

• generations
• employer branding
• labor market
• employability
• graduates
• career