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ANALYZING THE EMPLOYER BRANDING BUSINESS MODELS BASED ON PRIMARY RESEARCH RESULTS
Differences between the various generations were always present at workplaces. This phenomenon exists for a long time since different generations perceive the same workplace or task differently, and also evaluate the conditions offered by employers differently. However, it is a fact that the gap has never been so great between the active generations working at the same workplace, as it is today. One reason behind this change is that the industrial society has been gradually replaced by an information- and then by a knowledge-based society, which has completely rearranged the system of communication between people. Internet makes the obtaining of information easier; however, it changes the nature of the relation between people, and results in generational conflicts never seen before. "Die information society created a virtual society as well. Younger generations are brought up within this virtual society, and this is the place where they are able to act confidently. More confidently than in the real world. Older generations therefore often feel excluded from this new world.
Employers find it difficult to offer tasks and an atmosphere which would be optimal, attractive, and inspirational for employees with different value systems and different socialization backgrounds. It is not by chance that in the past years, a number of researches have been conducted on how the ranking of employee motivational tools had changed, considering the fact that the HR profession experiences this change to an increasingly greater extent.
Generation researchers define generations based on the cohort experiences of youth age: the mutual experiences, which could later influence the shaping of the personality and value system of the age group (Torocsik, 2003). Researches claim that the economic-social environment in which that particular generation was socialized is a rather important aspect. The impulses, influences they have experienced, or the objects characterizing their environment, and the events defining their lives greatly contribute to their performance on the labor market, and attitude toward work and career. Accordingly, professional literature reveals the following generational peculiarities (Tari, 2011):
6.1.1. Veteran Generation
They usually work for one employer, in one field, throughout their life. It is true that they have built a new world, in which they have gathered valuable knowledge and experience; however, many times they stick to solutions which worked for them in the past. Their presence on the labor market is not typical today.
6.1.2. Baby-Boomer Generation
They desire new ways, knowledge, information, and action; they build careers. This is what makes them different from their parents. They are the great rebels, the “flower children” of the ’70s, who wanted to live in peace and happiness. Then, they grew up and started to work. Though they still question the world created by their parents, sometimes the old habits they were taught emerge. Today, they are characterized by discipline, respect, and persistence. They are attached to their workplace and their desks. Horizontal career paths have great importance for them.
6.1.3. Generation X
Trey are the messenger, or transient generation. They have encountered the world of Internet already in their teens and youth age, and their work and life is basically defined by the web. Most of them are typical “salary men,” who let others tell them what to do and how; they follow the company rules to the letter and become incorporated into the organization. Nevertheless, they are able to renew themselves again and again and keep up with the fast pace of today’s world. The name X does not only refer to the people, but also to a certain kind of social hierarchy, in which people are prisoners of the sacred triad of status, money, and social ladder, with an emotionally and intellectually empty life. Members of generation X are not those ripped jeans kids who “sleep together out of wedlock, did not learn that in God we trust, and do not respect the Queen and their parents,” as quoted by the Time magazine in 1990. Generation X is at the peak of its performance now. Their knowledge, experience, wisdom, discipline in work, and loyalty represent such a value which could make a company of any type and size one of the top ones.
6.1.4. Generation Y
They are the first wave of the digital generations; Internet is present in their everyday lives. Generation Y brings a serious challenge for the labor market since they represent a new level of quality compared to their predecessors, the messenger generation. They confront long-existing rules with an even greater confidence than that of the previous generation, and they also have different abilities. Esoteric literature says that they are on a mission; their task is to open the spiritual eye of mankind and to form a critical mass with the duty to initiate changes.
They grew up together with computers; they are quite practical and know their way well around the Internet. Generation Y shapes and forms the workplace themselves to fit their needs. The millennium generation wants to enjoy their workplace; it should be modern, different from ordinary, with spacious rooms, and with a kitchen to spend meals together while chatting (Ali and Szikora, 2017).
6.1.5. Generation Z
Members of generation Z - the target group of our primary research project - were entirely born into the world which is more and more defined by the various digital technologies, they are the IT or Digital X (DY) generation. Generation Z, who entered the labor market in the first years of the 21st century, is characterized by rapid changes. It is not by chance that they got their name from the expression “zappers,” or “switcher, hopper.” They live their lives in a much faster pace than their predecessors, and if there is something they do not like - such as a job - they are ready to change it immediately. Compared to the previous generations, they represent an entirely different world: modern technology, IT, and the online world reached the adult age at the same time with them, becoming a part of their personalities. They live their social relations in the real and virtual world at the same time. For them, it comes natural that their everyday communication, emotional and social life, creative spirit, and playfulness are performed on the Internet, with the help of mobile phones and other digital devices, with each other, and shared in front of the greatest audience (Facebook, Twitter, iwiw...). Members of the digital X generation practically never knew a world without Internet, telecommunication, or television. Maybe this is why they are battling with the lack of interpersonal skills, and the inability for active listening?