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Type of publication: research article
Type of publication (PDB): Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Bendaravičienė, Rita;Krikštolaitis, Ričardas;Bakanauskienė, Irena
Title: Generational differences and employer branding segmentation
Is part of: EuroMed 2013: Confronting contemporary business challenges through management innovation: the 6th annual EuroMed conference, Estoril, Portugal, 23rd-24th, September 2013 : conference readings book proceedings. Bradford : EuroMed Press, 2013
Extent: p. 175-193
Date: 2013
Keywords: Darbdavio ženklodara;Kartų skirtumai;Darbinės vertybės;Segmentacija;Aukštasis mokslas;Employer branding;Generational differences;Work values;Segmentation;Higher education
ISBN: 9789963711161
Abstract: The modern workplace worldwide is facing the new reality of multigenerational challenges. While organizations are struggling to manage values-diverse workforce, the ability to understand various generational needs and expectations, and to target them with tailored employer branding activities, could be a winning strategy to attract, retain and engage key talent. Therefore it is the purpose of this paper to explore generational perspective in employer branding. It is also the particular ambition of this study to promote the yet largely unexplored field of employer branding in higher education. Specifically, generational differences in the work values are investigated in 19 Lithuanian higher education institutions (N=1105), identifying particular aspects of employment experience that are the most significant to Generation Y, Generation X, Baby Boomers and Traditionalists. The paper also examines how data differentiates between and across two types of higher education institutions, i.e. universities and colleges. Implications and recommendations for generational segmentation in employer branding in higher education are presented
Affiliation(s): Matematikos ir statistikos katedra
Vadybos katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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