Generational differences and employer branding segmentation

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.