Characteristics of consumer segments by job choice preference in the light of primary
DOI:
https://doi.org/10.14267/VEZTUD.2025.04.03Keywords:
job choice preference system, motivation, segmentationAbstract
It is increasingly difficult to create the opportunity for generations with very different values, mindsets and preferences to work together in the workplace. The widening generation gap means that complex, often individualised, solutions are also needed in the field of HR marketing. The focus of this paper is a generation-specific analysis of employer branding. In the primary research, a pre-tested, standardised online survey was conducted using a random sampling method, resulting in 1146 evaluable responses. As a result of the research, the authors were able to identify distinct clusters according to the preference system for job choice, also examining which motivational tools might be most effective in encouraging higher performance for each group. They believe that this research is also useful for practice, as it sheds light on how to differentiate employees in terms of job choice and how to apply effective incentives to a particular segment.Downloads
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