ABSTRACT
Our study presents the partial results of a primary research project which aims to get acquainted with and explore the specific features of a successful employer branding strategies. During the research, we focused on the Z generation as the target group of potential employees, and the practice of the multinational companies in case of employer branding. Our main objective is to explore and model the tools that can be implemented in the branding process for the potential employees of the Z generation and to demonstrate the practical applicability of these elements to improve investment. During the primary research, quantitative and qualitative methods were used. As a result of this research, we can model what the HR specialists interviewed think the benefits of employer branding are if they are able to act with a conscious and strategic approach to HR activities. On the other hand, we also can model the special behavior and attitude of Z generation related to the workplace choice process to identify the gaps between the requirements of employees and employers. In our view, the results can provide useful information to companies who have similar difficulties in dealing with recruitment challenges and generational differences.
