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[{"key": "dc.contributor.advisor", "value": "Gr\u00e9nman, Miia", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kujanp\u00e4\u00e4, Vanessa", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-05-27T13:21:36Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-05-27T13:21:36Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/102799", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ll\u00e4 hetkell\u00e4 ty\u00f6el\u00e4m\u00e4\u00e4n on siirtym\u00e4ss\u00e4 ensimm\u00e4inen diginatiivi sukupolvi eli Z-sukupolvi. Ty\u00f6nantajien on ymm\u00e4rrett\u00e4v\u00e4 t\u00e4m\u00e4n sukupolven odotukset ty\u00f6el\u00e4m\u00e4ss\u00e4, jotta he voivat saavuttaa aseman houkuttelevana ty\u00f6nantajana Z-sukupolven n\u00e4k\u00f6kulmasta. T\u00e4m\u00e4n tutkielman tarkoituksena on tarkastella, miten Z-sukupolven n\u00e4kemys houkuttelevasta ty\u00f6nantajasta syntyy ty\u00f6ntekij\u00e4kokemuksen ja ty\u00f6nantajabr\u00e4nd\u00e4yksen yhteydess\u00e4.\n \nTutkielman tutkimusjoukko koostuu diginatiiveista Z-sukupolven edustajista, joilla tuli olla kokemusta ty\u00f6nhausta tai ty\u00f6el\u00e4m\u00e4st\u00e4. Z-sukupolven valinta tutkielman n\u00e4k\u00f6kulmaksi luo ty\u00f6nantajille arvokasta tietoa uusimmasta ty\u00f6el\u00e4m\u00e4\u00e4n siirtyv\u00e4st\u00e4 sukupolvesta. T\u00e4m\u00e4 tutkielma toteutettiin kvalitatiivisena tutkimuksena ja aineisto ker\u00e4ttiin fokusryhm\u00e4haastatteluilla. Niit\u00e4 j\u00e4rjestettiin seitsem\u00e4n, jossa kaikissa oli nelj\u00e4 haastateltavaa (n=28). Aineiston analysointiin k\u00e4ytettiin laadullista teorial\u00e4ht\u00f6ist\u00e4 sis\u00e4ll\u00f6nanalyysia. \n \nTutkielman tulokset tukevat aiempaa kirjallisuutta, jossa ty\u00f6ntekij\u00e4kokemus, ty\u00f6nantajabr\u00e4nd\u00e4ys ja Z-sukupolven erityispiirteet vaikuttavat heid\u00e4n n\u00e4kemyksiins\u00e4 houkuttelevasta ty\u00f6nantajasta. Tulosten perusteella Z-sukupolvi koki houkuttelevan ty\u00f6nantajan olevan aktiivinen sosiaalisessa mediassa luoden sinne relevanttia ja laadukasta sis\u00e4lt\u00f6\u00e4. T\u00e4m\u00e4n lis\u00e4ksi Z-sukupolvi odotti, ett\u00e4 houkutteleva ty\u00f6nantaja edist\u00e4\u00e4 toimillaan positiivisen ty\u00f6ntekij\u00e4kokemuksen muodostumista ja vastaa t\u00e4m\u00e4n sukupolven odotuksiin tarjoamalla muun muassa reilut, joustavat, l\u00e4pin\u00e4kyv\u00e4t ja mielekk\u00e4\u00e4t ty\u00f6olosuhteet. T\u00e4m\u00e4n lis\u00e4ksi tutkimuksen tulokset osoittavat Z-sukupolven odottavan kehittyv\u00e4\u00e4 ty\u00f6uraa, joissa korostuvat vapaus, hyvinvointi ja arvostus ty\u00f6nantajan toimesta. \n \nTutkielma pyrki lis\u00e4\u00e4m\u00e4\u00e4n tietoa suomalaisille ty\u00f6nantajille Z-sukupolven n\u00e4kemyksist\u00e4 houkuttelevasta ty\u00f6nantajasta, jotta he voivat vastata toimillaan t\u00e4m\u00e4n sukupolven odotuksiin ty\u00f6el\u00e4m\u00e4ss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-05-27T13:21:36Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-05-27T13:21:36Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "69", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Houkutteleva ty\u00f6nantaja Z-sukupolven n\u00e4k\u00f6kulmasta \u2013 ty\u00f6ntekij\u00e4kokemuksen ja ty\u00f6nantajabr\u00e4nd\u00e4yksen yhteys", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202505274620", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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