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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Saari, Ronja", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Koivunen, Ninni", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-02T17:38:03Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-02T17:38:03Z", "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/123456789/102979", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "One of the current changes in working life is the entry of Generation Z (people born between 1995\u20132012) into the workforce. This thesis explored how organizations implement recruitment marketing and employer branding strategies to attract Gen Z job seekers by examining how companies implement recruitment marketing and employer branding when the target group is Gen Z, how the employer branding is adapted to meet their expectations, and what role social media plays in this process.\n\nThe findings show that there is a shared understanding of the growing importance of recruitment marketing and employer branding efforts as the workforce demographics shift. To appeal to Gen Z, companies emphasize authenticity, employee produced content, and value-based messaging that yields from real organizational culture and employee experiences. Social media plays a central role as both visibility and engagement tool, especially platforms like TikTok, Instagram, and LinkedIn. Different social media channels each require a channel-specific content strategy. The results also highlight the significance collaborations with educational institutions in recruitment efforts and building connections with young talent. \n\nThis research contributes to the understanding of how organizations can adapt their recruitment and branding practices to resonate with new generations and offers practical implications for employers wanting to build a strong and attractive employer brand in the eyes of young job seekers. \n\nIn the thesis, the GPT-4o language model has been used to improve the language. The language model has not created new knowledge, nor has it been used in the analysis of the results. Instead, the tool has been used to support text formulation.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yksi ajankohtaisista muutoksista ty\u00f6el\u00e4m\u00e4ss\u00e4 on Z-sukupolven (vuosina 1995\u20132012 syntyneet) siirtyminen ty\u00f6el\u00e4m\u00e4\u00e4n. T\u00e4ss\u00e4 pro gradu-tutkielmassa tutkittiin, miten organisaatiot toteuttavat rekrytointimarkkinointia ja ty\u00f6nantajabr\u00e4nd\u00e4ysstrategioita Z-sukupolven ty\u00f6nhakijoiden houkuttelemiseksi selvitt\u00e4m\u00e4ll\u00e4, miten yritykset toteuttavat rekrytointimarkkinointia ja ty\u00f6nantajabr\u00e4nd\u00e4yst\u00e4, kun kohderyhm\u00e4n\u00e4 on Z-sukupolvi, miten ty\u00f6nantajabr\u00e4nd\u00e4ys mukautetaan vastaamaan heid\u00e4n odotuksiaan ja mik\u00e4 rooli sosiaalisella medialla on t\u00e4ss\u00e4 prosessissa.\n\nTulokset osoittavat, ett\u00e4 on olemassa yleinen k\u00e4sitys rekrytointimarkkinoinnin ja ty\u00f6nantajabr\u00e4nd\u00e4yksen kasvavasta merkityksest\u00e4 v\u00e4est\u00f6rakenteen muuttuessa. Z-sukupolven houkuttelemiseksi yritykset korostavat aitoutta, ty\u00f6ntekij\u00f6iden tuottamaa sis\u00e4lt\u00f6\u00e4, sek\u00e4 arvoihin perustuvaa viestint\u00e4\u00e4, joka kumpuaa yrityksen todellisesta organisaatiokulttuurista ja ty\u00f6ntekij\u00f6iden kokemuksista. Sosiaalinen media on keskeisess\u00e4 roolissa sek\u00e4 n\u00e4kyvyyden ett\u00e4 sitouttamisen v\u00e4lineen\u00e4. Tehokkaina alustoina esiin nousevat erityisesti TikTok, Instagram ja LinkedIn. Eri kanavissa korostuu merkitys r\u00e4\u00e4t\u00e4l\u00f6idylle, kanavakohtaiselle sis\u00e4ll\u00f6lle. Tulokset painottavat my\u00f6s oppilaitosyhteisty\u00f6n merkityst\u00e4, kun halutaan tavoittaa nuorta kohderyhm\u00e4\u00e4 ja luoda yhteyksi\u00e4 nuorten ty\u00f6nhakijoiden kanssa. \n\nTutkimus edist\u00e4\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, miten organisaatiot voivat mukauttaa rekrytointimarkkinointi- ja ty\u00f6nantajabr\u00e4nd\u00e4ysk\u00e4yt\u00e4nt\u00f6j\u00e4\u00e4n uusia sukupolvia puhutteleviksi ja tarjoaa k\u00e4yt\u00e4nn\u00f6n ehdotuksia ty\u00f6nantajille, jotka haluavat rakentaa vahvan ja houkuttelevan ty\u00f6nantajabr\u00e4ndin etenkin nuorten ty\u00f6nhakijoiden silmiss\u00e4. \n\nOpinn\u00e4ytety\u00f6ss\u00e4 on k\u00e4ytetty GPT-4o-kielimallia kielen parantamiseen. Kielimallin avulla ei ole luotu uutta tietoa, eik\u00e4 sit\u00e4 ole k\u00e4ytetty tulosten analysoinnissa. Sen sijaan ty\u00f6kalua on k\u00e4ytetty tekstin muotoilun tukena.", "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 2025-06-02T17:38:02Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-02T17:38:03Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "71", "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": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "The role of recruitment marketing and employer branding in attracting Gen Z talent", "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-202506024786", "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://creativecommons.org/licenses/by/4.0/", "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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