Employer Value Proposition Profile to Attract Generation Z Candidates to Companies in Mexico
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Abstract
There is currently a reported shortage of talent in companies (Manpower Group, 2022), a situation that has put organizations on alert to get the best employees available in the labor market. One of the most commonly used methods to recruit young talent is the headhunting of university candidates. Graduating students are part of Generation Z—or centennial generation—; for this reason, companies should understand the attributes that are attractive to this generational group with the intention of having an adequate value proposition to encourage the recruitment of the best candidates. This study conducted research on a sample of 423 students in the last two semesters of undergraduate studies in business-related careers at two universities in Mexico City, one public and one private, both leaders in Mexico, according to QS (2024).
As a result, a profile of the ten most valued attributes by centennial business students was found, which can be used to build an attractive value proposition to attract talented candidates from this generational group. Also, a detailed analysis is presented on the six attractive factors (which are integrated by 27 attributes) for the centennial generational group when evaluating an employer. This allows organizations to review their value proposition and thus improve candidates’ perceptions of the employer’s brand.
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