How employers in regional Sweden can attract and retain Gen Z : The case study of Jönköpings län

Abstract: Background: Gen Z is the next generation to enter the workforce and it has become more complex to attract and retain employees. The recent trend in the job market, in which most prospective employees are from Gen Z, makes it important to investigate the demands, expectations, values, and preferences of this prospective workforce. Every generation has different workplace preferences; thus, it is important for employers to understand the differences to be able to attract them. Therefore, an enterprise must develop effective employer branding to accomplish this aim. Purpose: The purpose of this research is to find out what companies in Regional Sweden can do to attract and retain highly educated employees from Gen Z. Method: The research study was conducted using the qualitative method. The primary data was collected through ten interviews with master students and were conducted in a semi-structured manner along with secondary data. Conclusion: The results show that companies in regional Sweden can use four methods together to attract and retain highly educated employees from Gen Z. Their employer branding should promote that they value diversity, equality, and inclusiveness. They should implement hybrid working unless it harms the company's operation. Mentoring them at work by delegating responsibilities and developing their skills. Most importantly to gradually develop them within the firm and inform them about possible managerial positions.