Research Insights: Gen Z perceptions of preferred employer: A study further contributing to dimensions of Employer Branding

Nicole Borg, Digital Marketing Executive at Ponder & Pitch, received a Master of Science degree in Strategic Management & Digital Marketing from the Faculty of Economics, Management, and Accountancy, University of Malta.

According to various studies, the restrictions of Covid-19 had a significant impact on the physical activity in young adults with an average age of 21.

During times of confinement, research found that young adults were physically more active. Nowadays, the awareness of physical health is becoming more popular, even in terms of duty for employers to support their employees’ physical health, otherwise known as Workplace Health Management. This inspired me to find the truth whether Gen Z (individuals aged between 18 and 26-years-old) favours employers who prioritize their physical health.

What is Employer Branding?
Employer Branding (EB) encompasses the image and reputation an employer/company holds among both current and potential employees. It reflects the company’s culture and values, striving to establish a distinct and appealing identity that stands out from competitors. Taking for instance renowned companies such as Google, Microsoft and Apple, these have built globally a unique employer identity, that distinguishes themselves to be highly attractive employers.

But what actually makes up an Employer’s Brand?
According to research, Employer Branding is shaped by various dimensions, including:
• Work-life Balance: addressing employees’ needs to balance professional and personal lives.
• Employee Development: focusing on providing career-enhancing opportunities that encourage professional growth.
• Salary and Benefits: offering competitive salaries and benefits.
• Workplace Enrichment: creating exciting work environments that foster innovation and creativity.
• Company’s brand: including company’s overall reputation, financial market performance, brand’s quality and innovative products/services.

One aspect that had not been thoroughly researched is the significance of physical health incentives on employer’s brand. In other words, whether an employer that promotes physical health incentives as part of Employer Branding increases the chances of attracting talent to apply for a job with the company. My research addressed this gap, hence, the aim was to determine if incentives promoting physical health are a compelling aspect of an employer’s brand that attracts particularly Gen Z.

In order to answer this question, the methodology involved two stages in this order:
1. Validation of Dimensions: Confirming that the six dimensions are the building block of Employer Branding.
2. Impact Analysis: Evaluating how these dimensions influence Gen Z’s decision to apply for jobs.
According to my study, all six dimensions create a strong Employer Brand including the physical health dimension. Furthermore, all six dimensions have a positive influence on Gen Z’s intention to be more inclined to submit a job application. However, Gen Z may perceive physical health incentives and workplace enrichment as somewhat less influential on their decision to pursue a position compared to the other dimensions.

In conclusion, these findings serve as a foundational point for future studies to further investigate the significance and impact of the new dimension of Employer Branding related to Gen Z’s interest in physical health.

This article is a summary of the student’s dissertation submitted in partial fulfilment of a Master of Science degree in Strategic Management & Digital Marketing. The article is not officially endorsed by the University of Malta. The opinions expressed therein are solely those of the respective alumni and do not reflect those of the University of Malta.