Criteria for the choice of employer by students of the Generation Z in the psychosocial and pedagogical fields were analysed. The results made it possible to develop ideas for the area of employer branding.
THE CHALLENGE
Demographic change, the shift in work mentality and the unattractiveness of the social sector are bringing the issue of skills shortages into focus for many organizations, including SOS Children's Villages. Employer branding is therefore becoming increasingly important in order to position the organization as an attractive employer and respond to the wishes and needs of potential applicants.
OUTCOMES
For Generation Z in psychosocial and educational degree programmes, open communication and a feedback culture, work-life balance and the compatibility of work and family life in the workplace are particularly important. They would like additional training and further education opportunities, supervision, a public transport ticket, sabbaticals and a company pension scheme. They find out about job offers primarily via online job markets, friends and acquaintances and company websites. For SOS Children's Villages Austria, there are various fields of action such as the promotion of internal communication and feedback culture, the expansion of flexible working time models, the introduction of a discounted public transport ticket and the expansion of further training and supervision programmes.
![SOS Children's Villages - Employer branding in relation to recruitment of the Generation Z](/images/Learning Solutions/Community_Projects/SOS_Kinderdorf.jpg)
Romy Larcher, Valeria Cont, Jennifer Knyrim, Antonina Nehr
- Study Program: Nonprofit- Social- & Health Care Management
- Team: Romy Larcher, Valeria Cont, Jennifer Knyrim, Antonina Nehr
- Supervisor(s): FH-Prof. Dr. Nils Mevenkamp, FH-Prof. Dr. Wei Manske-Wang
- Partner Organisation: SOS Children`s Villages Austria
- Year project was carried out: 2024
Partner Statement
"The findings of the project are extremely valuable for SOS Children's Villages. The excellent cooperation with the dedicated team of students made it possible to focus the questions on the needs of Generation Z and to gain insightful results for SOS Children's Villages as an attractive employer." (Verena Paunzer, Employer Branding, SOS Children's Villages Austria)
Further Information