WHAT ATTRACTS GEN Z? : A thesis about how companies strategically are attracting generation Z with IT/digital related competence through their Employer Branding

Abstract: With a new generation entering the labour market, HR departments struggle to stay attractive. The talents are hard to attract and even harder to maintain. The importance of employer branding is therefore essential for both the employer and the seekers, in order to become a match. The generation Z desires to make a change and it is up to the employer to give them the opportunity to influence and make an impact.