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EMAC 2024 Annual


How crises change the value structures of generations in German labour market: Implications for employer branding
(A2024-119590)

Published: May 28, 2024

AUTHORS

Evelyn Kästner, Macromedia University of Applied Sciences; Andrea Kloß, Macromedia, University of Applied Sciences

ABSTRACT

German labour market is rapidly changing. The so-called Baby Boomers will be leaving the labour market shortly to make way for Generation Z with its specific demands. Simultaneously, the Covid-19 pandemic has massively restricted the lives of everyone. Hence, employer branding must more than ever adapt their value propositions to the changing target group. This study aims to compare the value structures of employee generations and examine them for crisis-induced shifts. Based on a representative online survey of 1,020 German employees, MANOVAs and MANCOVAs show that the younger generations and especially Gen Z are more affected by the Covid-19 pandemic than Baby Boomers and that their value profile was strengthened, while it was weakened for Baby Boomers. The results demonstrate the compelling need for employer branding to formulate value propositions in a generation-specific way and to expect stronger value changes in the upcoming Gen Z in consequence to crises.