Faktori atraktivnosti i izgradnja marke poslodavaca iz perspektive generacije Z

Abstract

U suvremenom, na znanju baziranom gospodarstvu, zaposlenici igraju iznimno važnu ulogu te mogu pridonijeti postizanju konkurentske prednosti. Upravo iz navedenih razloga poduzeća nastoje privući kvalitetne, vješte i znanjem oboružane zaposlenike te istovremeno potaknuti predanost kod postojećih. U tom se naporu sve više koriste marketinške tehnike i pristupi koji se temelje na poznavanju želja i potreba zaposlenika i potencijalnih zaposlenika. Provedeno istraživanje imalo je za cilj utvrditi važnost pojedinih faktora atraktivnosti poslodavaca u očima budućih posloprimaca i to u specifičnostima hrvatske nacionalne kulture. Povrh toga, istraživanjem se ukazalo na odnose i veze među pojedinim faktorima atraktivnosti te su prepoznate percepcije ispitanika prema obilježjima posla. Istraživanje je provedeno na uzorku od 72 ispitanika. Radi utvrđivanja međuovisnosti između pojedinih varijabli izračunat je Pearsonov koeficijent korelacije. Kako bi se bolje objasnile percepcije mladih prema obilježjima posla provedena je eksplorativna faktorska analiza. Provedenim istraživanjem prepoznati su najvažniji te najmanje važni faktori atraktivnosti, prepoznate su signifikantne razlike prema spolu, te veze među pojedinim varijablama. Povrh toga, istraživanjem su prepoznata tri faktora atraktivnosti, a to su sadržajna atraktivnost radnog mjesta, materijalni uvjeti rada te sloboda u obavljanju posla. Doprinos ovoga rada sagledava se u prepoznavanju veza među pojedinim varijablama ali i prepoznavanjem faktora atraktivnosti radnog mjesta u specifičnostima Republike Hrvatske te kod mlađe generacije koja ulazi na tržište rada. Sve navedeno može pomoći praktičarima osobito menadžerima marketinga i menadžerima ljudskih resursa u oblikovanju atraktivnih radnih okolina, sa dimenzijama koje će predstavljat adekvatan odgovor na potrebe korisnika.In today’s knowledge-based economy, employees play an important role, especially in gaining competitive advantage. It is for this reason that companies strive to attract skilled, high quality, knowledgeable employees and at the same time to stimulate engagement and commitment among current employees. In this effort, companies increasingly use marketing techniques and approaches that rely on a deep understanding of employees’ and potential employees’ needs and wants. This study was conducted with the aim of assessing the importance of each employer attractiveness factor in the eyes of future employees (Generation Z), taking into account the specificity of the Croatian national culture. Moreover, the paper identifies the relationships and the links between the attractiveness factors, and the respondents’ perceptions of job characteristics. The research was conducted on a sample of 72 respondents. The Pearson coefficient was calculated to assess the interdependence between individual variables. In addition, an exploratory factor analysis was conducted to explain more in depth the perceptions of youth toward job characteristics. Based on the research results, the most and the least important attractiveness factors were identified, significant differences between genders were pointed out, and the links between the variables were highlighted. Moreover, three major attractiveness factors were identified - job content attractiveness, material working conditions and freedom in job performance. The contribution of this paper is based on the recognition of links between individual variables and also on the identification of job attractiveness factors in the specific context of the Republic of Croatia and in the eyes of the young generation ready to enter the job market. The findings may help professionals, especially marketing managers and human resources managers, in their efforts to develop an attractive job environment that provides an adequate answer to the needs of customers (i.e. employees and prospective employees). Ključne riječi