Michal Mičík,

Faculty of Economics,

University of West Bohemia

Pilsen, Czech Republic,

E-mail: micikm@kmo.zcu.cz

ORCID: 0000-0002-4112-4160

Employer Brand Building: Using Social Media and Career Websites to Attract Generation Y

Kateřina Mičudová,

Faculty of Economics,

University of West Bohemia

Pilsen, Czech Republic,

E-mail: pitrovak@kem.zcu.cz

Abstract. Having the image of an attractive employer allows organization hire the most talented employees. To win in this ‘war for talents’, it is necessary for organizations to build their employer brand. Ideally, branding should be perceived as a comprehensive recruiting strategy that positions a company in an attractive way and keeps it top of the mind for potential candidates. Potential candidates, in this case the Millennials, will make up a large share of the global workforce by the year 2020. Millennials are a specific social group due to several characteristics and expectations different from the previous generations, which means that companies cannot use the same strategies that have been in use so far. Considering the fact that the Generation Y has grown up with the Internet, firms should also develop their communications on the web. The goal of this research study was to find out whether organizations build an image of an attractive employer for potential employees of the Generation Y and to what extent companies can attract Millennials. To identify the most attractive companies for the generation in question, cluster analysis was used. The outcomes of this study can be used by companies to increase their attractiveness among talented young people looking for jobs.

Received: April, 2018

1st Revision: July, 2018

Accepted: August, 2018

DOI: 10.14254/2071-789X.2018/11-3/11

JEL Classification: M31, M54, C38

Keywords: employer branding, social media, career websites, generation Y, cluster analysis, Czech Republic