University of Twente Student Theses
Employer Branding on TikTok : A qualitative study on Attracting Generation Z in the Job Market
Heimann, C.H. (2024) Employer Branding on TikTok : A qualitative study on Attracting Generation Z in the Job Market.
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| Abstract: | Background: In today's competitive job market, it is vital to have a powerful employer branding strategy to recruit and retain talented individuals. In order to effectively connect with Generation Z, who predominantly utilize TikTok on a daily basis, businesses must leverage this platform to enhance their company visibility. Aim: The aim of the study is to determine the factors that have a favorable or negative impact on individuals' views of employer-branded content and how it can potentially influence their intentions to apply for a job. This will provide actionable insights for companies to refine their content strategies in alignment with the preferences of their target audience. Method: Two guided focus groups comprising a total of 16 Generation Z participants were conducted. Participants were exposed to a selection of employer branded TikTok content and engaged in discussions exploring their perceptions, preferences, and the content's impact on their view of the employers. Results: The results indicate that Generation Z generally has a positive perception of employer-branded content on TikTok, with a particular appreciation for authenticity and gaining insights into the company culture. Content shared by employees tends to resonate more than content shared by official company accounts. While TikTok content can influence attractiveness as an employer, its impact varies based on personal interests and familiarity with the company. Conclusion: This study provides insights into how Generation Z perceives employer-branded content on TikTok, emphasizing authenticity and engagement as critical factors. Companies are encouraged to adopt a dual content strategy, utilizing both polished corporate content and authentic behind-the-scenes narratives to appeal effectively to passive viewers and active job seekers. Keywords: Generation Z, TikTok, Employer branding, Employer branding strategies |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 85 business administration, organizational science |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100519 |
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